Download Section 6.0 MARKETING PLAN

AGRICULTURE NKEA
BUSINESS PLAN TEMPLATE AND GUIDE
FOR ANCHOR COMPANIES
IN
NKEA AGRICULTURE
COMPANY NAME: __________
(company registration number: XXXXXX-Y)
ADDRESS:
TEL:
FAX:
URL:
NOTE:
This document serves ONLY as a
reference guide in preparing the
essential information required of a
application
and
the
examples
provided do NOT reflect any
particular applicant company.
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Business Plan Template
AGRICULTURE NKEA
CONTENTS
Section 1.0 COMPANY EXECUTIVE SUMMARY
Section 2.0 COMPANY INFORMATION
2.1
2.2
2.3
2.4
2.5
Overall Project Description ......................................................................
Business Intent & Proposed Business Activities ...............................................
Mission & Objectives ..............................................................................
Expansion Strategies ..............................................................................
Financial Sustainability ..........................................................................
3
3
3
3
4
Section 3.0 PRODUCT INFORMATION
3.1 Overall Product Description ..................................................................... 4
3.2 Local and Global Demand ........................................................................ 4
3.3 Competitive Analysis .............................................................................. 4
Section 4.0 HUMAN RESOURCE INFORMATION
4.1 Management Team ................................................................................ 4
4.2 Organization Chart ................................................................................ 4
4.3 Proposed Human Resource Plan ................................................................. 4
Section 5.0 FINANCIAL PROJECTIONS
5.1
5.2
5.3
5.4
Financial Model .................................................................................... 5
Financial Analysis ....................................................................................
Detailed Production and Commercialization Plan ..............................................
Future Financial Considerations
Section 6.0 MARKETING PLAN
6.1 Summary
6.2 Threats and Opportunities
6.3 Target Market
6.4 Market Size and Segmentation
6.5 Action Programs
Section 7.0 PROJECT IMPLEMENTATION
Section 8.0 APPENDICES
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AGRICULTURE NKEA
Section 1.0 COMPANY EXECUTIVE SUMMARY
The executive summary is a write-up that provides the reader with a
brief overview of a company’s business aspects.
Items that ought to be highlighted include:
the company’s core business activities, expertise, key, products
offered, relevant market sectors, intellectual property rights,
financial overview, and projected GNI & jobs creation.
The summary should not be more than 2 pages.
Section 2.0 COMPANY INFORMAtion
2.1 Overall Project
Description
For applicant companies:
 To provide description of company’s history (date of incorporation,
shareholding structure, past activities and etc.) and description of
the core business the company is involved in
2.2 Business Intent
& Proposed
Business Activities
A description of the company’s intended business activities for the
NKEA Agriculture application.
2.3 Mission &
Objectives
A description of the company’s long term goals / mission statement.
2.4 Expansion
Strategies
A description of the company’s execution plans in expanding and
evolving its business activities as well as operations in areas that include
its:
Technology advancement and product development, marketing &
product commercialization, financials and proposed company operation
and sustainability in setting up for the expansion programme.
2.5 Financial
Sustainability
A description of the company’s financial sustainability for the proposed
business activities.
Section 3.0 PRODUCT INFORMATION
3.1 Overall Product
Description
A description of the established products of the company and brand
name
3.2 Local and
Global Demand
Provide the local and global demand for the product the company
intends to produce and market share of the company
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AGRICULTURE NKEA
3.3 Competitive
Analysis
Prepare an analysis of the company’s product against the other products
in its category, advantage of the product, threats faced, and analysis of
competitors
Section 4.0 HUMAN RESOURCE INFORMATION
4.1 Management
Team
4.2 Organization
Chart
4.3 Proposed
Human Resource
Plan
A detailed description of the key individuals managing the company:
 Ownership, and details of shareholders
 Name, designation & role of each individual Management Team
member
 Education background & qualifications
 Work experience / involvement within the industry
 Certifications / awards received (if any)
 Partnerships (local/foreign) if any
Provide the organizational structure of the company.
A description of the staff and expertise that are presently attached to /
to be employed in the company.
Prepare a 10-year projection and breakdown of the human resource plan
and estimated salary:
Section 5.0 FINANCIAL PROJECTIONS
This section represents the company’s future revenue, cost, expenses
and cash flow.
5.1 Financial Model
Kindly fill in the attached Financial Projection Template* provided.
Information required are as follows:
1.
2.
3.
4.
5.
10-year Profit & Loss projections
10-year Cash flow projections
10-year Balance Sheet projections
Breakdown of capital and operational expenditure in detail
Past 3 years Revenue and Profit After Tax
NOTE:
*Please refer to Financial Projection Template V1.0 document
Kindly note that all projected figures in the Financial Projection Template must
be in Ringgit Malaysia (RM).
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AGRICULTURE NKEA
5.2 Financial
Analysis
Information required in the template are as follows:
1. Return of Investment
2. Payback Period
3. Ratio of current asset/liability
Any other information to prove the viability of the project
5.3
Detailed Production
and
Commercialization
Plan
A detailed description of the production and commercialization plan for
the product
5.4 Future
Financial
Consideration
Examples of key financial questions for the
any):





company to consider (if
How will the future revenues and expenses develop once the
company has commenced its activities
What sort of assumptions underlie the company’s financial planning;
when will the products / services be ready for commercialization by
the company
What sources of capital are made available to the company in order
for it to sustain its operations
How will the company realize its future profits
What can Investors expect prior to investing in the company
Section 6.0 MARKETING PLAN
These are the items required to be spelled in the marketing plan in
order for the evaluator to comprehensively understand the anchor
company business and benchmarked against preset criteria.
6.1 Summary
6.2 Threats and
Opportunities
Provides an overview of the entire plan, including a description of the
product, business model, the differential advantage, the required
investment, and the anticipated sales and profits.


State each opportunity and indicate why it is in fact an opportunity.
State each threat or problem with possible consequences.
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6.3 Target Market

Description of the target market segment (local/global) in detail by
using demographics, psychographics, geography, or any appropriate
segmentation analysis.
6.4 Market Size and
Segmentation
Primary Market
Top priority market segment that the company focusing.
Secondary Market
Second priority market that can be turn to Primary market with some
extra effort and initiative.

6.5 Marketing
Strategy



Presents the broad marketing approach that will be used to achieve
the plan’s objectives.
Describes the market penetration strategy.
States how the product will be positioned.
May include a market attractiveness or business capability matrix.
Positioning Strategy
Clearly describe in this section how the product or service will be
positioned in the marketplace.
Competitive
(Differential)
Advantage
Describe how the product or service has an advantage over the
competition based on one or more of the following:
 Price
 Quality (also attributes, features)
 Service (company , personnel, or policies)
 Value
(Marketing Tactics)
6.6 Action Programs
States how the marketing strategy will be implemented in terms of
product, price, place, promotion, and other tactical or environmental
variables.
Product
Complete product details, include specifications, charts, sketches,
photographs, etc.
Price
Pricing and tactics may be utilized in introducing a new product.
Place
Place identifies existing channel and distribution tactics used and
proposed for EPP implementation.
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Promotion




Direct or agents (own sales force or sales agent)
Sales promotion
Advertising
Publicity
Section 7.0 IMPLEMENTATION PLAN
Details of:
 The action or task and deliverables
 Projected start & completion date
 The individual or group responsible for the implementation of the
action or task
 Quarterly, Semi-Annually and Annual Targets of Production,
Investment, Revenue, GNI and Jobs
 This may represented by the use of a Gantt Chart.
Section 8.0 APPENDICES
Any additional / relevant documents or information may be inserted in
this portion of the business plan.
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Business Plan Template