SELLING STRATEGY
2002)For example, a shoe manufacturing company can do its secondary research from the
magazine, internet or newspaper. From these sources, the company can be able to know the type
of shoes available in the market and what can be done to improve the products available in the
market.
Buyer examination
This part of a marketing plan identifies who are the clients for the business products or
services. The H-D company may be targeting individuals or other small companies. H-D
Company should be targeting motorcycles sportsmen and sportswomen or retailers' shops and
dealers who link the company to its clients. The number of clients and their lifestyles should be
identified. The motorcycle company can determine its customers from the past motorcycle
buying behavior and do the forecasting of future buying behavior. Statistical methods such as
time series analysis can be used.
The needs of the clients should be developed at this stage. This can be done by studying the
products sales. If the sales are high, it means that the customer's needs are catered for well, if the
sales are low, then the customer's needs should be improved. A statement of how the products
serve the problem should be made at this level.
Surroundings perusing
This stage involves studying the forces that are within or without the business and these
forces must have an impact on how the business functions. For example, in this paper motorcycle
manufacturing company, a SWOT analysis can be done to study the business environment as
follows;
