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
The purpose of this Market Survey Plan is to set forth the actions ___ [Company] will take to:
ïƒ¼ Identify its customers.
o Determine who we are selling to.
o Determine what our customers want and need.
ïƒ¼ Identify its target market(s).
o Determine ___ [Company]â€™s target market(s), including segmentation and
o Propose an appropriate strategy for each identified market and segment.
ïƒ¼ Evaluate ___ [Company]â€™s position against its competitors.
o Determine the attributes of our product/service that distinguish us from
o Determine which competitors represent bona fide threats to ___
[Company]â€™s bottom line.
ïƒ¼ Track and report results in a manner that allows ___ [Company] to strengthen its
profits in the market by properly applying marketing methods.
ï‚§ The Project Timeline at Appendix A shall be used throughout the process as a tracking
ï‚§ All costs associated with implementation of this Plan will be charged to cost center ___
[insert cost center code].
ï‚§ Requests for Purchase and any loans to the project of personnel will be requested in
accordance with the applicable policies and procedures.
ï‚§ Questions related to this Plan should be addressed to ____ [Title]/____ [Committee Chair or
___ [Company] will:
ïƒ¼ Sell ___ [fill in] ( ) units of ___ [fill in] product by the ___ [fill in] ( ) quarter of
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ïƒ¼ Increase production of ___ [fill in] by ___________ [fill in] ( %) percent by the
___ [fill in] ( ) quarter of ___ [fill in].
ïƒ¼ ___ [Other goal.]
ïƒ¼ ___ [Other goal.]
SUMMARY OF CURRENT COMPANY GOALS AND MARKET
___ [Insert goals and market position from previous plan, or create them using current data from
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 sum