Marketing Plan
The importance of creating a marketing plan for your company
The marketing plan is the guide for the company know exactly what market you want to act. Serves to establish objectives, goals and strategies involving product, price, promotion and point-of-sale, which form the compound of marketing (the 4 Ps). He is part of the strategic plan of a company and shows the relationship between the product and the market, with the purpose of ordering the strategies of firms.
The marketing plan is the guide for the company know exactly what market you want to act. In general, serves to establish objectives, goals and strategies involving product, price, promotion and point-of-sale, which form the compound of marketing (the 4 Ps). He is part of the strategic plan of a company and shows – when well executed – the relationship between the product and market. Aims to sort the strategies of firms interested in raising efficiency, efficacy and effectiveness in activities geared towards the marketing.
The consultants say that the plan includes sub-plans, dealing with important activities of marketing, according to the sequence:
Plan Sales Plan + propaganda + plan + new product merchandising plan = plan marketing
A good plan does not validate an idea of marketing, but a good idea of marketing is validated by a good plan.
In general, the starting point of a marketing plan is the collection of information. To develop a plan to achieve fully its objectives, the enterprise should look to absorb information quality and usefulness to your business. We must set targets and actions in writing and then share them with the rest of the management team. The whole process is called planning, and marketing plan in writing is the end product of that process.
Items that a marketing plan should contain and meet are in order:
1 – Objectives
1.1 – General
1.2 – Specific
2 – Purpose and scope
3 – Market Research
4 – Diagnosis of the internal situation
4.1 – History
4.2 – Structure
4.3 – Current Strategies and performance indicators
4.4 – Made Marketing
4.4.1 – Product
4.4.2 – Price
4.4.3 – Distribution
4.4.4 – Composite promotional
4.4.4.1 – Advertising
4.4.4.2 – Sales Promotion
4.4.4.3 – Sales Force
4.4.4.4 – Public Relations
4.4.5 – Strengths and weaknesses
5 – Diagnosis of the external
5.1 – Study of macroambiente
5.1.2 – Economic Factors
5.1.3 – Technological Factors
5.1.4 – political-legal factors
5.1.5 – Cultural factors
5.2 – Considerations on the market
5.3 – Analysis of threats and opportunities
6 – Strategic Settings
6.1 – Definition of the mission, vision and values
6.2 – Definition of objectives
6.2.1 – Establishment of goals
6.3 – Definition of strategies
6.4 – Definition of action plan
6.5 – Definition of plan results
6.6 – Methods of evaluation and control