策划英文案.ppt

chapter 5 writing the plan contents 1 、introduction 2 、executive summary 3、situation analysis: assumption .sales . strategic market. Key product . key sales areas. 4?????????? Market objectives 5?????????? Market strategies 6?????????? schedules 7?????????? sales promotion 8?????????? budgets 9 profit and loss account 10?????????? controls 11 update procedures Appendix1 guidelines The written plan must be clear, concise and easy to read. Start each complete section on a new page When listing key points, use double spacing Do not try cram too many figures onto one page. Do not use jargon that may not be understood by all those who will receive the plan. Introduction This gives the background to the plan, and the reason for its preparation, and outlines its purpose and uses. For : UK sales have stagnated停止 in recent years. With the enforcement实施 of EU directives指令 for water treatment 净化and sewage disposal污水处理, the industry is carrying out完成 a major capital improvement programme.增加资本改进计划 it was therefore felt by the sales and marketing director that we need to analysis our position in the market and prepare for growth to take advantage of the increased level of spending 花费by the industry. Executive summary The summary should present the key points of the plan in a clear and concise form. It should not be too long . The summary should always include : The underlying assumption 背景on which the plan is based; The objectives of the plan; The timescale over which the plan will be implemented; Although our total sales in the UK market have fallen ,our problem is ball球阀门 valves that we have only 10 percent market share. we currently have market share in water industry of 10 percent for filters 过滤器and 5 percent for valves . We believe that if economic conditions remain stable , we will be able to Gain market share in the expanding market . The objective of this plan is to achieve 10 percent grow