preparing for 2016 fiscal year for federal contractors
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AMACONSULTONLINE.COM 301.577.9300 AMA CONSULTING
MARKETING PLAN AND SWOT ANALYSIS
PREPARING FOR 2016 FISCAL YEAR FOR FEDERAL
CONTRACTORS
INTRODUCTION
OBJECTIVE The objective of this document is to offer a tool to assess your company and identify gaps in performance that
need to be filled. We also give you a simple, easy to use template for setting short and long term goals for your
company.
SOLUTION The SWOT analysis is an evaluation tool that helps you measure the current and desired state of your business and your target market. Completing this SWOT takes you through an exercise that causes you to examine the internal and external factors that make your business what it is. The marketing plan template is a simple
mechanism for articulating short term and long term goals for your company and mapping out a blue print to
achieve those goals. Did you know that the original McDonald’s Corporation marketing plan was written on a
napkin? Our template is so simple, you can jot down your goals on a one pager and focus on achieving them.
LEARNING OUTCOMES • Craft Specific, Measurable, Actionable, Realistic and Timely goals you want to achieve as
an organization in the 12 months and over the next 5 years.
• Define your company’s strengths: Discriminators and Resources and weaknesses: gaps
to be filled in clear terms
• Understand your business environment: Opportunities: Market need for your services or product and threats: external factors that can adversely affect your business.
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GOALS:!
Goals can be in terms of: Profit, Economic Value, Activity and keystone. MUST be Specific (Who, what and where),
Measurable (focus on elements like observable actions, quantity, quality, cycle time, efficiency), Achievable (Must
be within your control and influence), Relevant (Must be tied to your mission/vision for the business) and have a
Timeline (Must have target date for completion).
12 Month Goals
INCREASE REVENUE FROM: TO:
INCREASE PROFIT FROM: TO:
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5 year Goals
INCREASE REVENUE FROM: TO:
INCREASE PROFIT FROM: TO:
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STEPS
Create STEPS (Top Priorities) that are tied to each goal. In order words, what you need to do, step by step to
achieve each goal
Goal 1
Goal 2
Goal 3
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SWOT ANALYSIS
STRENGTHS (INTERNAL): Unique selling proposition, networks, business infrastructure, resources
WEAKNESSES (INTERNAL): Lack of capital, no systems, procedures, services, skills
OPPORTUNITIES (EXTERNAL): access to contracts, teaming partners, certifications, past performance etc.
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Threats: Obstacles, industry, economic technological regulation
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For Strengths and Weaknesses, think in terms of:
Generating Prospects/Leads
Converting Prospects into Customers
Increasing Average Sale Amount per Customer per Quarter
Increasing Number of Transactions/Orders per Customer per Year
Improving Service Level & Profit Margin
Improving Systems
Improving Structures
Improving Skills
Budgeting/Testing/Measuring
Improving Culture
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TELEPHONE 301.577.9300
ADDRESS 10104 Senate Drive Suite 208 Lanham MD 20706
EMAIL [email protected]
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