| p>If your business is in distress, you will need a plan to | | | | Local Search - $700 |
| recover it. This plan is traditionally called the turnaround | | | | Yellow Pages - $1,200 |
| plan. Inside the turnaround plan is a marketing plan, and | | | | Newspaper - $500 |
| inside this plan is a very critical section called marketing | | | | Bus Benches - $400 |
| objectives and projections. | | | | Menus - $200 |
| To illustrate the elements to include in the marketing | | | | Trade magazines - $2,500 |
| objectives and projections section, let us consider a | | | | Brochures - $600 |
| fictitious company. We can call this company xyz | | | | Postage - $400 |
| company. Suppose they sell lasers used in cosmetic | | | | Label Software - $120 |
| surgery operations. | | | | Miscellaneous - $500 |
| The marketing objectives and projections section of | | | | Our plan is to market and sell to the current customer |
| the plan should describe the current marketing activities | | | | base as well as the new customer base, which is |
| in the distressed company and how these activities will | | | | comprised of government agencies associated with |
| be different after the business is transformed. This | | | | the new national healthcare system. |
| section of the plan will emphasize the key features of | | | | This marketing plan will be revised after the |
| the new marketing efforts that will assist the overall | | | | restructuring is complete (within two or three months), |
| business turnaround activities. | | | | and then annually. There are many unknowns with the |
| [Beginning of sample Marketing Plan for XYZ | | | | new national healthcare program, and we anticipate |
| Company] | | | | that many opportunities will present themselves, |
| Marketing Objectives and Projections | | | | possibly requiring drastic modifications to our future |
| Below is the projected Advertising/Marketing Budget | | | | product and service offerings. |
| for the first fiscal year of XYZ Company: | | | | We believe that these core products will provide us |
| Revenues | | | | with an increasing amount of revenues to sustain the |
| Projected Revenues - $7,100,000 | | | | company as these opportunities develop and xyz |
| Expenses | | | | company transforms to accommodate the changing |
| Website Construction - $14,000 | | | | market conditions. |
| Email campaign - $600 | | | | |