Marketing plan - how to write
A customer focused business ethos is a proven method to increase
the chances of a sustainable and profitable future. The marketing planning
process is at the heart of any truly marketing orientated company, and ensures
the customer is at the center of all key decisions.
The plan is a
detailed written document which can be used to promote a single product, of
form the annual business strategy. We have split the marketing plan into three
steps, which are easy to follow and equally relevant to both small and large
businesses.
Understand
your customer and the marketing environment, look for opportunities for growth.
Identify
objectives and choose the right path to exploit opportunities highlighted in
the research stage.
Implement your
strategy and track success.
The marketing
planning process is summarised in the diagram below
Marketing plan
The marketing
plan should provide direction for all relevant members of the organization and
should be referred to and updated throughout the year. The main purpose of the
marketing plan is to provide a structured approach to help marketing managers
consider all the relevant elements of the planning process.
Stage 1: Research & planning
This section
includes the following:
Statement of
your current situation and scope of the plan
Research into
potential / current customers
Examining the
marketing environment
Identifying
opportunities for growth
a.
Current business situation
Summarise your
current position, possible items include:
Financial
results
Sale figures
and trends
Market share
Customer
satisfaction
Level of
repeat business
The marketing
environment
Examining both
the internal and external marketing environments can identify both
opportunities and threats to the business and is a core component of the plan.
The whole area is usually broken down into the macro, micro and internal
environments as summarised in the diagram below.
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