The Marketing Plan
Section 1: Analysis of Previous (current) years business
performance includes
- Economic climate
- Share gains/losses
- Volume growth/decline
- Competitive activity
- Key customer movements expenditure level
- Profit performance
Section 2: Company Audit includes
- Company strengths/weaknesses
- Problems/opportunities
Section 3: Objectives for following year includes
- Brief statements of key objectives e.g. shares, volumes,
margins
- Expenditure, profitability
- Detail for one year
- Summary for next two or more years
Section 4: Outline of key strategies includes
- Advertising
- Promotion
- Pricing
- Product development
- Sales
- Which will be adopted with rationale where necessary
Section 5: Programmes and timetables includes
- By key area
- Translates strategies into action
Section 6: Appendices includes
- Any relevant support data
Note: Objectives are a destination to be reached,
Strategies
are the roads that lead there, Tactics are the means of
transport. It may be necessary to change the means of
transport but seldom a change in direction.
Key Objectives for which Marketing Manager is responsible
- Volume
- Sales turnover
- Contribution
- Marketing expenditure
- To juggle the variables to achieve the total objectives
Basic Truism of Marketing - Spend money to make money
Key points
- Objectives must be clearly and realistically defined
- Adequate measurement of results must be taken
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