The trend in sales revenues appears in Figure 3. Figure 3. Sales Revenues for Paradise Kitchens®, Inc. 5,500 5123 5.000 4,500 4,000 3,500 3174 Sales Revenues ($1,000) 3.000 2428 RU 1650 The graph shows more clearly the dramatic growth of sales revenue than data in a table would do. 1,500 1,000 000 500 - 210 60 1997 1998 1999 2000 2001 2002 2001 2004 Yer
A SAMPLE MARKETING PLAN بادرس how FIVE-YEAR PROJECTIONS Because this table is very short, it is woven into the text, rather than given a table number and title. Five-year financial projections for Paradise Kitchens, Inc. appear below: Projections Financial Actual Year 1 Year 2 Year 3 Year 4 Year 5 Element Units 2006 2006 2007 2008 2009 2010 Cases sold 1,000 353 684 889 1,2491,499 1,799 Net sales $1,000 5,123 9,913 12,884 18,111 21,733 26,080 Gross profit $1,000 2,545 4,820 6,527 8,83110,597 12,717 Selling and general and admin. expenses $1,000 2,206 3,835 3,621 6,026 7,231 8,678 Operating profit (loss) $1,000 339 985 2,906 2,805 3 ,366 4,039 The Five-Year Financial Projections section starts with the judgment forecast of cases sold and the resulting net sales. Gross profit and then operating profit- critical for the company's survival-are projected. An actual plan often contains many pages of computer-generated spreadsheet projections, usually shown in an appendix to the plan. These projections reflect the continuing growth in number of Cases sold (with 8 packages of Howlin' Coyote chili per case) and increasing production and distribution economies of scale as sales volume increases.
32 CHAPTER 1 FOUNDATIONS OF STRATEGIC MARKETING MANAGEMENT 8. Implementation Plan The Implementation Plan shows how the company will turn plans into results. Gantt charts are often used to set deadlines and assign responsibilities for the many tactical marketing decisions needed to enter a new market. Introducing Howlin' Coyote chilies to 17 new metropolitan areas is a complex task and requires that creative promotional activities gain consumer awareness and initial trial among the target market households identified earlier. The anticipated rollout schedule to enter these metropolitan markets appears in Figure 4. Figure 4. Rollout Schedule to Enter New U.S. Markets New Markets Added Cumulative Markets Cumulative Percentage of U.S. Market 16 // لدا ود Year Today (2005) Year 1 (2006) Year 2 (2007) Year 3 (2008) Year 4 (2009) Year 5 (2010) 12 14 17 20 53 PERT chof 9 / pa The essence of Evaluation and Control is comparing actual sales with the targeted values set in the plan and taking appropriate actions. Note that the section briefly describes a contingency plan for alternative actions, depending on how successful the entry into a new market turns out to be.
The diverse regional tastes in chili will be monitored carefully to assess whether minor modifications may be required in the chili recipes. For example, what is seen as "hot" in Boston may not be seen as “hot” in Dallas. As the rollout to new metropolitan areas continues, Paradise Kitchens will assess manufacturing and distribution trade- offs. This is important in determining whether to start new production with selected high- quality regional contract packers.
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- Spring '12
- Marketing, Chili, Paradise Kitchens, Howlin