Need a Marketing Plan to Dazzle a Job Interview

Sunday, March 2, 2008

Burke Franklin, Business Black Belt, http://

Q: I am being considered for a position to head up a new pro division for a company that manufactures digital projection equipment for the consumer market. After three interviews, my last requirement is to do market or territory analysis to show how I intend to go about selling these new products through a nationwide group of handpicked pro manufacturer's reps. I have two weeks to do a bang up analysis or they will start looking for someone else. I need some advice on the proper way to put this all together, I already have decent knowledge as to whom these products will sell to and who will sell them.

A: Look at the business to consumer marketing plan master -- I think that's the one to use.
Look thru the Marketing Toolkit -- the additional folder (zip) within the download folder.
There's a pricing model that might be useful (helps engineer pricing thru VARs, resellers, etc.), a marketing budget to outline an overall budget, an international market worksheet that you can tweak and suggest it;s some loose thoughts to be completed later, but shows some global initiative, the price list offers lot of bang for the buck (not much to do, but a lot to show!)...

Is there an industry association -- those are great for getting some stats to work with.

Also, before you accept this job, check out their competitors (as if you were going to work for them or buy from them instead -- ask them why they are better than the others, including your prospect) you need to know what you are up against...
"I'm being pushed by 'xyz co' (your prospect) pretty hard, how do compare with them?"
Get each of them to say whey they are better than the other leaders -- they'll have done your homework for you.
Ask for comparison charts...
Do a good competitive analysis -- it will be impressive and tell you if/why you want to work for these guys (and not a competitor!)
(I learned this the hard way a long time ago... got my ass kicked over and over again in the field - should have gone to work for the competitor!)

Return to Library of Business Information