I haven't officially looked for a job since 2018, and the scheduling of one project after another has been busy until this year, and the sharp turn in the general trend of real estate has forced me to let go of my current projects and industries. Boss Zhipin found some intention of the industry, the initial plan is to study the cosmetics industry that they are good at, if the industry is not going well, consider crossing the line to industrial products, medical care, network, etc., although Qinhuangdao is a small city, but the marketing related work is still easy to find, the intention of the company to collect a few before talking. My mentality of looking for a job is quite stable, the goal is clear, the direct director of the industry I understand, and it doesn't matter if the unfamiliar industry starts as a salesman. The first interview is the cosmetics industry, which is relatively smooth but whether it is competent requires opportunities and fate, sort out the marketing plan in advance, and when you officially talk about work after the Spring Festival, you will inevitably be able to use it.
First of all, the summary and ideas are as follows:
To understand the company from two aspects, it is divided into marketing and administration, and from the perspective of marketing, the company's products and channels are four points, which are very informative and require detailed research and analysis. For example, for products, it is necessary to understand the quality of the product, the classification and corresponding groups of the product, the speed of new product update iteration, the level of R&D personnel, etcIn terms of the development range, it is necessary to see whether the pricing of the physical channel is inclined to be the pricing of the online channel, the audience under the system, and whether the system needs to be improvedThrough the understanding of the first and the combination of channels, to develop the same method, such as many products are made for low prices, and some products are born to resist the price, in addition, the first method should be combined with the entity, network and other forms, to develop a quarterly, annual, large holidays, small holidays and other programs;Channels are the top priority, the profitability of enterprises, to see whether the channels are reasonable, formed, what is the proportion of entities, network channels, what type of channels are suitable for the development of the enterprise itself, and so on.
After the preliminary understanding of marketing information, to continue to understand the administrative aspect, the most important thing is the organizational structure, many people ask, why the marketing plan should study the organizational structure, because most of my marketing plans are biased towards the development strategy of the enterprise, pay attention to and enhance the development ability of the enterprise from the actual combat, rather than the marketing strategy on the face, so for the development of the enterprise, the rationality and adjustment method of the organizational structure is very important. **For cosmetics companies, the atmosphere of the national investment department, local direct sales department, art design department, new department, warehouse management department, logistics administration department, beauty salon line department and other departments, according to the number of personnel is easy to analyze, the administrative department is too redundant, and the marketing department is weak.
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At this time, combined with marketing data, it is necessary to know the turnover data of 3-5 years in marketing, subdivide the performance data of each department, and collect the personnel ratio of each department. In the end, a number of key words were summarized: heavy entity, light network, multi-year decline, weak investment, redundant administrative department, weak investment promotion, etc.
The above only belongs to the framework and data statistics, and after all the data are understood, it will naturally conclude whether the project can be done, whether it can be improved and improved. Then start to write a detailed marketing development strategy, the framework is to first conduct SWOT analysis, analyze the internal and external factors of the enterprise, and then add the personnel analysis and performance data analysis of the organizational structure. Annual planning and performance, and then in the long-term development strategy, give 1-3 years of planning suggestions, if the plan is studied in depth, must give a short-term plan and a long-term plan, is the essence.
Usually such a plan, to produce, the fastest also takes 3-7 days, need to personally inspect the market, multi-department communication and understanding, data summary, etc., the real important thing is that in the program, more to the actual combat as the main idea, completely abandon the text of the show. In other words, what changes to make, how much improvement can be bringed, how much support needs to be provided, whether it is suitable for your own business to do, and how to adjust if there is a deviation, are all important, so the focus of the marketing plan is feasibility.