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Market Survey Plan

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					This document provides a fill-in-the blank template for the creation of a comprehensive
market survey plan. This document is intended to help a company identify its
customers, determine customer needs and wants, determine target markets, evaluate
competitors? positions, and track sales and marketing results. This document includes
a timeline and worksheets to be completed by the company officer or product manager
that is planning on conducting the market survey.
BLANK COVER PAGE
                                MARKETING SURVEY PLAN

PURPOSE
The purpose of this Market Survey Plan is to set forth the actions ___ [Company] will take to:

             Identify its customers.
            o         Determine who we are selling to.
            o         Determine what our customers want and need.

             Identify its target market(s).
            o         Determine ___ [Company]’s target market(s), including segmentation and
              niche markets.
            o         Propose an appropriate strategy for each identified market and segment.

             Evaluate ___ [Company]’s position against its competitors.
            o        Determine the attributes of our product/service that distinguish us from
              our competition.
            o        Determine which competitors represent bona fide threats to ___
              [Company]’s bottom line.

                Track and report results in a manner that allows ___ [Company] to strengthen its
        profits in the market by properly applying marketing methods.

   The Project Timeline at Appendix A shall be used throughout the process as a tracking
    mechanism.

   All costs associated with implementation of this Plan will be charged to cost center ___
    [insert cost center code].

   Requests for Purchase and any loans to the project of personnel will be requested in
    accordance with the applicable policies and procedures.

   Questions related to this Plan should be addressed to ____ [Title]/____ [Committee Chair or
    Liaison].

PRIMARY GOAL(S)
___ [Company] will:

              Sell ___ [fill in] ( ) units of ___ [fill in] product by the ___ [fill in] ( ) quarter of
        ___ [year].


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            Increase production of ___ [fill in] by ___________ [fill in] ( %) percent by the
     ___ [fill in] ( ) quarter of ___ [fill in].
            ___ [Other goal.]
            ___ [Other goal.]


SUMMARY OF CURRENT COMPANY GOALS AND MARKET
POSITION
___ [Insert goals and market position from previous plan, or create them using current data from
other sources.]

PROCESSES TO IDENTIFY CUSTOMERS AND CUSTOMER NEEDS
___ [Company] will take the following steps to determine the demographics of its customer base
in order to properly market to those customers:

   1. Customer Profile worksheet at Appendix B shall be completed.

   2. Demographics Analysis Worksheet at Appendix C shall be completed.

   3. No less than twelve months of customer complaints and customer praise shall be
      analyzed and summarized for use du
				
DOCUMENT INFO
Description: This document provides a fill-in-the blank template for the creation of a comprehensive market survey plan. This document is intended to help a company identify its customers, determine customer needs and wants, determine target markets, evaluate competitors? positions, and track sales and marketing results. This document includes a timeline and worksheets to be completed by the company officer or product manager that is planning on conducting the market survey.
This document is also part of a package Business Strategy Starter Kit 18 Documents Included