{In table 24
Indicate the likely annual sales and marketing costs
In table 25
Show the details of the profit and loss statement,Effect of competition,Sales volume and value Forecast,In table 21
List any specific additional activities, over and abover those outlined above, that will need to be undertaken in order to sell. distribute and support the intended product,Sales and Marketing review,List key requirements,In table 18
Briefly outline the most likely competitive alternatives to the product with their relative strengths and weaknesses,Product/Customer analysis,The first part of the sales and marketing review is concerned with the understanding and quantifying who will use the product and how much of it will be used. This is carried out in the market analysis which aimed at:
1. Understanding who the customer is and where, when and why he/she will use the product
2. Assessing what the likely competition will be and the potential effect it can have on the uptake of the product
3. Defining the likely size of the market
4. Quantifying the likely sales volumes and values
Caveat
Never forget that the above analysis should related to the market at that time in the future when the product has been developed and is in the market place. For example, it is totally misleading to look only at the state of the competition today; you need to try and predict the what it will be like when the product has been launched.
The sales and marketing development review addresses what needsto be done in order to prepare for the launch, sales and support of the product once it has been developed and a manufacturing process is in place.
The implementation of the S&M plan will depend very much on the overal strategy adopted or reaching and serving the market.
i.e. Whether distributors are used, whether the marketing partnership is adopted or whether a new organisation is created de novo in-house for specific purpose in hand.
Regardless which strategic option is chosen certain tasks will have to be ubertaken which will require certain resources. Obviously other tasks will have to be resourced and completed depending on the specific nature of the product.
--- For example: If the intended product were to be an item of medical instrumentation then a specific marketing need would
be to set up anstrument survicing capability. Such a specific need would obviously not be required if the intended product
were to be a consumable item such as drug.,Outline the strategy,In table 22
Define the overall cost for undertaking marketing development and in relation to the product development program indicate when it takes place.,In table 23
Briefly outline the strategy proposed for marketing, selling, distributing and supporting the product,In table 16
Outline what the product does who will use it and why and where,Market size and share,Operations,In table 17
Briefly outline the value proposition of the product.,In table 20
Indicate the annual sales volume and value for eac year of the plan together with the underlying assumptions,Define resources needed}
