The Marketing Plan features a solid marketing strategy and is the foundation of a well-written marketing plan. While a marketing plan contains a list of actions, a marketing plan without a sound strategic foundation is of little use. A marketing plan is a part of an overall business plan.
Business objectives, which in themselves offer the main context for the marketing plan, will lie the "corporate mission," which in turn provides the context for these corporate objectives. In a sales-oriented organization, the marketing planning function designs incentive pay plans to not only motivate and reward frontline staff fairly but also to align marketing activities with corporate mission. The marketing plan basically aims to make the business provide the solution with the awareness with the expected customers.
This "corporate mission" can be thought of as a definition of what the organization is, or what it does: "Our business is". This definition should not be too narrow, or it will constrict the development of the organization, a too rigorous concentration on the view that limited its subsequent development into other areas. On the other hand, it should not be too wide or it will become meaningless; "We want to make a profit" is not too helpful in developing specific plans. The most important factor in successful marketing is the corporate vision.
- 30 Pages of Market Research and relevant information, Management.
- Description of the targeted industry
- Industry strengths,, weaknesses, opportniutues, and threats (SWOT) analysis
- Industry Summary
- Market Differentiation Analysis
- Products and Services
- Sales Goals and Objectives
- Industry Projections
- Competitor Analysis
- Market Operational plans and methods of achieving sales goals
- Financial Analysis and funding
- Integrated Microsoft Word, Powerpoint, excel and Google Docs compatible format
Our traditional marketing plan considers:
- Financial data—Facts for this section will come from management accounting, costing and finance sections.
- Product data—From production, research and development.
- Sales and distribution data — Sales, packaging, distribution sections.
- Advertising, sales promotion, merchandising data — Information from these departments.
- Market data and miscellany — From market research, who would in most cases act as a source for this information. His sources of data, however, assume the resources of a very large organization. In most organizations they would be obtained from a much smaller set of people (and not a few of them would be generated by the marketing manager alone).
The marketing plan material is comprised of three groups:
- Review of the marketing environment. A study of the organization's markets, customers, competitors and the overall economic, political, cultural and technical environment; covering developing trends, as well as the current situation.
- Review of the detailed marketing activity. A study of the company's marketing mix; in terms of the 7 Ps - (see below)
- Review of the marketing system. A study of the marketing organization, marketing research systems and the current marketing objectives and strategies. The last of these is too frequently ignored. The marketing system itself needs to be regularly questioned, because the validity of the whole marketing plan is reliant upon the accuracy of the input from this system, and `garbage in, garbage out' applies with a vengeance. A review of your marketing system includes:
- Portfolio planning. In addition, the coordinated planning of the individual products and services can contribute towards the balanced portfolio development complimenting your core products.
- 80:20 rule. To achieve the maximum impact, the marketing plan must be clear, concise and simple. It needs to concentrate on the 20 percent of products or services, and on the 20 percent of customers, that will account for 80 percent of the volume and 80 percent of the profit.
- 7 Ps: Product, Place, Price and Promotion, Physical Environment, People, Process. The 7 Ps can sometimes divert attention from the customer, but the framework they offer can be very useful in building the action plans.