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- 第一部分
执行摘要 (仅在最终项目中提交) - 这是对战略营销计划文件的概述和总结。 它的长度大约为1.5至2页，并包含以下内容的总结。
- 目标–仅列出可衡量的目标；按总数；期限；市场份额（如果有的话）；其他衡量单位–商店的数量；地理分布。
- 目标客户概述 – 谁是目标客户；描述这些客户的情况。
- 战略总结 – 总结核心战略 – 用一到两句话来支持每一个战略。
- 战术与行动计划概述 – 这将是行政摘要中最长的部分 – 列出主要的战术，并简要解释该战术是什么。
- 一般性结论–提供三到四个主要结论，为什么这个战略计划能解决公司的现状，为什么它能发挥作用。
- 记住，目标都应该是可衡量的；战略支持每个目标；战术/行动计划支持每个战略的一般结论。
第二部分
这一点保持不变–请确定该公司是必要的还是非必要的。
公司和产品描述
在这第一部分中，你将介绍该公司并描述 “他们做什么”。 你要为读者提供一个概述，说明该公司的主要内容和能力。 记住，战略营销计划的听众是公司高管–你必须证明你对公司的了解不亚于或超过他们。 因此，你一定不要试图在这里弄虚作假–要有创意–对公司进行一些跳出框框的研究。
公司概况–介绍
尽量不要从公司的网站上剪切和粘贴标准的公司介绍–记住，这是一份 “原始 “文件–交给同一公司的高管，他们会识别 “C&P”（剪切和粘贴）。 因此，你有责任以原始的声音（你的）呈现信息。 注意不要太过简洁–挑战在于解释公司的业务，以及它是如何融入公司的世界的。 请记住，在写公司概述时，你还有其他部分会提供更多细节。
在这一部分，你将公司生产或供应的基本产品或服务/品牌放在市场上。 你可以使用网站上的照片和产品/服务描述–最常见的方法。 (是的，你可以C&P这些产品和品牌–但要以有效的方式安排它们。)
增加这个Covid-19时期的任何新产品或服务……他们还提供什么….brief description。
目标客户
总结一下客户情况。 谁是公司的目标客户。 如果可以的话，按一般的地理和产品/服务分布来识别。
公司历史
总结该公司的历史。 记住，你是在为你所报道的公司准备一份SMP–他们已经知道了这些历史–所以必须以一种不与公司网站上的内容重复的方式来介绍它。 进行研究，找到早期的照片，就这家公司对行业和市场有什么影响做一些挖掘。
公司管理层
列出公司管理层–仅包括主要管理人员和董事会成员。 不要重复网站上的名单，这是很常见的做法。 描述该公司是如何管理的–按职能或地域或两者兼有。 重要的是，你要了解公司是如何管理的–营销是如何组织的–按职能或按产品或地域。 如果你在年度报告或网站上找不到这一点，可能很难确定。 与高级管理人员的个人访谈可能会显示出这一点。 你可能有一个组织结构图–这很有帮助；如果它太长（超过12个），就不要列出所有的董事会成员。
文化
你如何描述该公司的文化？ 它是以客户为中心，以研究为中心，以生产为中心，还是以销售为中心（回到营销原则的分类）？ 公司是否重视研究和开发（他们在研发方面的花费是多少？ 他们有员工培训计划吗？ 公司的士气如何？ 与当地的员工和经理交谈–只要问他们简单、直接的问题，他们就能告诉你很多–但在这样做的时候，要友好–与他们交谈，让员工感觉到你对他们真正感兴趣。
如果你能做到这一点，也建议用标准化的调查进行正式的研究。 客户研究也是另一个有价值的研究工具。
市场地位
公司在行业内的 “位置 “如何？ 它是其所在类别（或各种产品或服务类别中的领导者？ 例如，宝洁公司是35个产品类别中28个类别的领导者，这是一个强大的地位。 星巴克是以咖啡为主的餐厅的领导者；麦当劳是快餐类的领导者。 这也指的是市场份额–对于一些没有跟踪这些统计数据的公司和行业来说，很难找到。
Section I
Executive Summary (Hand in on final project only)
This is an overview and summary of the Strategic Marketing Plan document. It should be approximately 1.5 to 2 pages in length – and contain a summary of the following elements:
Goals – List the measurable goals only; by totals; period; market share (if available); other units of measurements — # of stores; geographic distributions;
Summary of target customers – Who are the target customers; describe the profile of these customers.
Summary of Strategies – Summarize the core strategies – with one or two sentences to support each;
Summary of Tactics & Action Plans – This will be the longest part of the Executive Summary – list the major tactics with a brief explanation of what the tactic is;
General conclusions – Provide three or four of the major conclusions why this strategic plan addresses the company’s current situation and why it works.
Remember, Goals should all be measurable; Strategies support each goal; Tactics/Action Plans support each strategy with general conclusion.
Section II
This remains the same – please identify if this company is essential or non-essential.
Company and Product Description
In this first major section, you introduce the company and describe “what they do”. You provide an overview for the reader that delineates the major elements of the company and its capabilities. Remember, the audience for the Strategic Marketing Plan are company executives – you will have to demonstrate that you know the company as well or better than they do. So it is imperative you don’t try to fudge here – be creative – do some research on the company that is out of the box.
Company Overview — Introduction
Try not to cut & paste the standard company description from the company’s web site – remember, this is an ‘original’ document – given to executives within the same company who will recognize “C&P” (Cut and Paste). Therefore, it is incumbent on you to present the information in original voice (yours). Be careful not to be too succinct – the challenge is to explain what the company does and how it fits within its world. Remember in writing the Company Overview, you have other sections that will provide more detail.
Illustrations of products and/or description of services
In this section, you place the basic product or services/brands that the company produces or supplies in the market place. You can use photos and product/service descriptions from the web site – most common method. (Yes, you can C&P these products and brands – but arrange them in an efficient manner)
ADD any new products or services for this Covid-19 period…what else are they providing….brief description.
Target customer
Summarize the customer profile. Who are the company’s target customers. Identify by general geographic and product/services distribution if you can.
Company history
Summarize the company’s history. Remember, you are preparing a SMP for the company you are covering – they already know the history – so it will be imperative to present it in a way that is not a duplicate of what is on a company’s website. Conduct research, find early photographs, do some digging on what impact this company had on the industry and market.
Company management
List the company management – key executives and board members only. Do not duplicate the list from the web site, as often is done. Describe how the company is managed – by function or geography or both. It is important for you to understand how a company is managed – how is marketing organized – by function or by product or geography. This may be difficult to determine if you cannot find it in the annual report or in on the web site. Personal interviews may reveal this with a senior executive. You may have an organizational chart – that is helpful; do not list all board members if it is too long (more than 12).
Culture
How would you describe the company’s culture? Is it customer focused, research focused, production-driven, or sales driven (go back to Marketing Principles categories)? Does the company value research and development (how much do they spend on R&D?)? Do they have employee training programs? How is the company morale? Talk to employees and managers at the local level – they can tell you a lot by just asking them simple, direct questions – but in so doing, being friendly – talk it up to them, give the employees a sense that you are genuinely interested in them.
Formal research with standardized surveys are also recommended if you can do this. Customer research is another valuable research tool as well.
Market position
Where does the company ‘sit’ within the industry? Is it the leader in its category (or in a variety of product or service categories? For example, Proctor & Gamble is the category leader in 28 of 35 product categories – a powerful position. Starbucks is the leader in coffee-based restaurants; McDonald’s is leader in fast food category. This also refers to market share – which is difficult to find for some companies and industries where these statistics are not tracked.
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