Marketing Plan

1
Marketing Plan
Market Dynamics Impacting Dealer
Business Overview Current and Historical Trend

• Market / Regional Dynamics

2008 2009 YTD Growth
Units
Revenue
Margin
Key Product Market Share
2007 2008 2009 Growth
ADTs
RDTs
Wheeled Excavators
BHL
Site Dumpers
Mini Excavators
Rollers
1
2
Marketing Plan
Competitive Context
Competitor A
Competitor B
Competitor C
Competitor D
Competitor E
2009YTD vs. 08 2009YTD vs. 08 2009YTD vs. 08 2009YTD vs. 08 2009YTD vs. 08
Mini Excavator
Midi Excavator
Tracked Excavator
RDTs
ADTs
Wheeled Excavator
BHL
Wheeled Loaders lt275hp
Wheeled Loaders gt276hp
2
Source
3
Marketing Plan
Dealer Forecast and Drivers
Unit Forecast by Product Family
2009 2010 2011 2012
ADTs
RDTs
Mini Ex
BHLs
Material Handlers
Site Dumpers
Rollers
Key drivers to deliver forecast
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4
Marketing Plan
Dealer Timing, Budget and Evaluation Tracker
Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec /
Activity 1
Activity 2
Activity 3
Activity 4
Activity 5
Activity 6
Monthly evaluation of success criteria
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