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A marketing plan should answer these 4 questions:
- Where are we now?
- Where do we want to be?
- What is the best way to get there?
- How will we know when we've arrived?
The basics elements of any marketing plan are:
1, Situation analysis or ( Marketing audit)
1.1 Pestle analysis
1.2 SWOT analysis
1.3 Competitor analysis.
Then you should tie all that together by summarising the key factors that influence your business (arrising from your situation analysis).
I think the next item should be to identify some kind of overall aim of the marketing plan that should be informed by the situation analysis; something like 'capitalise on identified opportunities' or 'minimise all weaknesses'.
Next thing is to consider how you might use S.T.P.:
2.1 segmentation,
2.2 targeting (and)
2.3 positioning
This will help to make sure your message and product gets to the right people. Who would you like to sell to? Which segment could offer the greatest profitability? How will you target those people effectively? How will your product fit in with all the others on the market?
Then you should probably discuss how you will create a marketing mix that will suppport your STP strategy. Go through each element of the mix (extended version is the only i.e 7Ps and more if you can think of anything) and make sure you go further than just describing the different elements, you need to really examine it all critically, making recommendations about pricing structures, route to market, promotions etc...
The key points are:
3.1 Product
3.2 Place (route to market/channels of distribution)
3.3 Price (decide on a pricing strategy)
3.4 Promotion
3.5 People
3.6 Processes
3.7 CUSTOMERS (How this one was left off the original marketing mix theory I'll never know)
3.8 Physical evidence (More relevant for services marketing)
3.9 Anything else you can think of.
And finally you should make some kind of comments about the feasibility of the plan, the required budget and how the sucessfullness of the plan will be measured.
That's it, the basic elements of a Marketing Plan. I have highlighted the 4 main sections that you could use as section headings.
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∙ 12y ago
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