
                                 [MARKETING PLAN]


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                                      PART I
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          MARKET ANALYSIS
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          1.  What is the general health of your industry

               a. nationally?
               b. regionally?
               c. locally?


          2.  Which companies/businesses in your industry are doing
              well and why?

              Are there regional differences in what does well?


          3.  What implication does this market information have
              for your business?


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          CUSTOMER ANALYSIS
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          1.  Who are your target customers and what they they seeking
              from you?


          2.  How much of the total market do you share with your
              competition?


          3.  Are you appealing to the entire market or a segment of
              it?


          4.  If a segment, is it large enough to be profitable?


          5.  What changes are taking place among your target customers
              that might significantly affect your business?


          6.  Have you used a consumer questionnaire to aid you in
              determining customer needs?
®PG¯

          7.  Have you visited market shows and conventions to help
              learn and anticipate customer needs?


          8.  What day of the week and time of day do your customers
              do most of their buying?


          9.  Do your customers prefer cash or credit?


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          PRICING
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          1.  Have you established a set of pricing policies?


          2.  Are you priced below, at or above market price?


          3.  Do you have specific mark-ups for each product?


          4.  Do you set markups for product categories?


          5.  Do you use a one-price policy rather than bargain with
              customers?


          6.  Do you offer discounts for quantity purchases, or to
              special groups?


          7.  Do you set prices to cover full costs on every sale?


          8.  Have you developed a policy on when to take markdowns
              and how large?


          9.  Do the prices you have established earn planned gross
              margin?


          10. Do you clearly understand the market forces affecting
              your pricing methods?


          11. Do you know which products are the slow movers and which
              are fast?
®PG¯
          12. Do you know which products are price-sensitive to your
              customers, that is, when a slight increase in price will
              lead to a big drop-off in demand?


          13. Do you know what role you want price to play in your
              overall retailing strategy?


          14. Are you influenced by competitor's price changes?


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          PROMOTION
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          1.  Are you familiar with the strengths and weakness of
              various promotional methods?


          2.  How might each type be used for your firm?

               advertising
                    print
                         consumer publications
                         trade publications

                    broadcast
                         television
                         radio

               public relations
               yellow pages
               direct mail


          3.  In what circumstances should you use product or
              institutional advertising?


          4.  Which types of promotional methods can most effectively
              reach your target group?
®PG¯
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                                      PART II
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          MARKET CONCLUSIONS
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          1.  Based on the market information you gathered for Part I,
              what do you conclude about the market for your business?



          2.  How aggressive will your marketing efforts have to be in
              order for you to succeed?



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          MARKETING GOALS AND OBJECTIVES
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          1.  What do you hope to accomplish with your business in its
              first year?


              In its first five years?


          2.  How will you accomplish this?

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          MARKETING STRATEGIES
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          1.  What methods and resources will you employ to reach your
              marketing objectives?


              For the first year?



              For the first five years?



          2.  How will they be coordinated?

®PG¯
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          MARKETING TACTICS
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          1.    Break  down  your  strategies  into  specific  tasks and
          tactics; how will you effect these strategies?



              Tactics for the first year:



              Tactics for the first five years:


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