A. Overall Marketing Strategy Describe the speCific marketing philosophy and strategy of the company, given the value chain and channels of distribution in the market niche(s) you are pursuing. Include, for example, a discussmn ofthe kinds of customer groups that you already have orders from or that will be targeted for initial intensive selling effort and those targeted for later selling efforts; how specific potential customers in these groups witl be identified and how will they be contacted; what features of the product or service, such as sen/ice, quality, price, delivery, warranty, or training, will be emphasised to generate sales; if there are any innovative or unusual marketing concepts that will enhance customer acceptance, such as leasing where only sales were previously attempted; and so forth. Indicate whether the product(s) or service(s) will initially be introduced internationally, nationally, or regionally, explain why, and, if appropriate, indicate any plans for extending sales at a later date. Discuss any seasonal trends that underlie the cash conversion cycle in the industry and what can be done to promote sales out of season. Describe any plans to obtain government contracts as a means of supporting product development costs and overheads. C. Sales Tactics Describe the methods (eg. own sales force, sales representatives, ready-made manufacturers' sales organisations, direct mail distributors) that will be used to make sales and distribute the product or service and both the initial plans and longer-range plans for a sales force. Include a discussion of any special requirements (eg. refrigeration). Discuss the value chain and the resulting margins to be given to retailers, distributors, wholesalers, and salespeople and any speCial policies regarding discounts, exclusive distribution rights, etc., given to distributors or sales representatives and compare these to those given by your competition. Describe how distributors or sales representatives, if they are used, will be selected, when they will start to represent you, the areas they will cover and the build-up (a head count) of dealers and representatives by month, and the expected sales to be made each year. It a direct sales force is to be used, indicate how it will be structured and at what rate (a head count) it Will be built up, indicate if it is to replace a dealer or representative organisation and, it so, when and how. If direct mail magazine, newspaper, or other media, telemarketing, or catalogue sales are to be used, indicate specific channels or vehicles, costs (per 1,000), and expected response rates and yield (as percentage) from the various media, etc, used. Discuss how these will be built up, Showthe sales expected per saiesperson per year and what commission, incentive, andlor salary they are slated to receive, and compare these figures to the average for your industry. Present a selling schedule and a sales budget that includes all marketing promotion and service costs. E. Advertising and Promotion Describe the approaches the company will use to bring its product or service to the attention of prospective purchasers, For original equipment manufacturers and for manufacturers of industrial products, indicate the plans for trade show participation, trade magazine advertisements, direct mailings, the preparation of product sheets and promotional literature, and use the advertising agencies. For consumer products, indicate what kind of advertising and promotional campaign is contemplated to introduce the product and what kind of sales aid will be provided to dealers. what trade shows, and so forth. are required. Present a schedule and approximate costs of promotion and advertising (including direct mail, telemarketing, catalogues, etc), and discuss how these costs will be incurred. F. Distribution Describe the methods and channels of distribution you will enjoy. Indicate how sensitive shipping cost is as a percent of the selling price Note any special issues or problems that need to be resolved, or present potential vulnerabilities If international sales are involved. note how these sales Will be handled, including distribution, shipping, insurance, credit, and collections