Global Design And Business

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

Marketing is the area of knowledge that encompasses all activities concerning the relations of exchange, targeted to meet the needs and desires of consumers. These needs and desires are met by the purchase of products and services, the purchase may be driven by a physiological need (food, shelter, cold) or psychological (status, security, entertainment, etc.)..

Knowing and studying the motivations for the consumption, companies seek to produce goods and services meet the audience. It is through the marketing that companies will achieve win and retain customers.

Marketing has four basic tools of action:

- Production of goods and services that meet the wishes of the public;
- Choose the right price for these products;
- Distribution efficient and agile;
- Communication with the public (advertising in printed media, electronic, promotion in points-of-sale, raffles, gifts, merchandising, direct mailing, etc.).

Composed of Marketing

The compound of marketing, also called 4PS, is the set of instruments available to the administrator to implement a marketing strategy. Subsequently, from the viewpoint of customers, were also developed the 4Cs.

4P ——————— s s 4C
Product —————— Client (the solution)
——————– Cost price (for customer)
Square (Points of Sale) — Convenience
Promotion —————– Communication

Winning companies will be able to meet customer needs in a cost effective manner and appropriate, with effective communication.

The new vision of marketing

As a result of the extension of the functions of marketing professionals, there is now the strategic marketing and marketing operations.

- Marketing Strategy is on the functions that precede the production and sale of the product. Includes market research, the choice of target market, design the product, the price, the choice of distribution channels and development of a communications strategy and production.

- Operational Marketing means the marketing operations subsequent to production such as the creation and development of advertising campaigns and promoting the action of direct sales and marketing, distribution and merchandising of products and after-sales services.

The diversification of the concept

Marketing is the set of methods and means that an organization has to promote, through which the public is interested, the favorable behavior to achieve their own goals.