Chapter Name: Prepare a sales and marketing plan
Description:This module focuses on the creation and preparation of a comprehensive sales and marketing plan tailored to a franchise business. It covers the key elements involved in developing a strategic plan to promote products or services, attract new customers, retain existing ones, and drive sales growth. Franchise managers will learn how to conduct market analysis, set clear objectives, develop targeted marketing strategies, and create sales tactics aligned with the overall business goals. The module emphasizes the importance of understanding the franchise’s target market, crafting compelling value propositions, selecting appropriate marketing channels, and managing resources effectively to execute the plan.
Purpuse:The purpose of this module is to equip franchise managers with the knowledge and tools to prepare a strategic sales and marketing plan that drives business growth. By developing a well-rounded plan, franchise managers can ensure that marketing efforts are aligned with the franchise’s goals and that resources are used efficiently. The module aims to help managers craft clear, measurable objectives that lead to effective customer acquisition and retention strategies.
Rational:The rationale behind preparing a sales and marketing plan is rooted in the need for structured and strategic approaches to promoting a franchise’s products and services. A well-prepared plan ensures that marketing and sales activities are not random or disjointed but are focused on achieving specific business objectives. It helps franchisees better understand market opportunities, customer needs, and competitive advantages. Without a clear and targeted sales and marketing plan, franchises risk inefficiency, missed opportunities, and inconsistent brand messaging. By having a solid plan in place, franchise managers can measure the effectiveness of their strategies, make data-driven adjustments, and ultimately drive consistent sales growth and strengthen the franchise’s position in the market.
Chapter Assessment
Expected Supporting Evidence:
Portfolio of Evidence 1: Record signed by supervisor - Supervisor confirmation that the learner contributed to or developed components of a sales and marketing plan, verifying workplace experience.
Portfolio of Evidence 2: Report on findings - A document explaining the rationale behind selected marketing strategies, budget allocations, and targeted outcomes based on research.
Workplace Activities
Activity 1: Develop/review a marketing plan
Develop or evaluate a marketing plan that defines target markets, goals, strategies, and promotional activities. Make sure it’s aligned with brand and sales objectives. Include metrics for measuring success.
Activity 2: Prepare sales and marketing budget
Create a budget for marketing and sales activities. Identify expected costs for advertising, events, commissions, and digital campaigns. Ensure total budget aligns with revenue goals.