How To Write a Marketing Plan
The Marketing Plan is a highly detailed, heavily researched and, hopefully, well written report that many inside and assesse. In many respects, the Marketing Plan is the most essential document produced by marketers as it not only helps to justify what has happened previously, but is critical for explaining where a company intends to go in the future.
The Marketing Plan is widely used by both large large corporate marketing departments and also by small startup companies.
The Marketing Plan is generally undertaken for one of the following reasons:
1. Required as part of the yearly planning process within the marketing functional area.
2. Needed for a specialized strategy to introduce something new, such as new product planning, entering new markets, or trying a new strategy to fix an existing issue.
3. Is a component within an overall business plan, such as a new business proposal to the financial community.
Situation Analysis
overview of your situation as it exists today and will provide a useful benchmark as you adapt and refine your plan in the coming months. Begin with a short description of your current product or service offering, the marketing advantages and challenges you face, and a look at the threats posed by your competitors.
Target Audience
All that's needed here is a simple, bulleted description of your target audiences. If you're marketing to consumers, write a target-audience profile based on demographics, including age, gender and any other important characteristics.
Goals
List your company's marketing goals for the coming year. The key is to make your goals realistic and measurable so that you can easily evaluate your performance. "Increase sales of peripherals" is an example of an ineffective goal.
Strategies and Tactics
This section will make up the bulk of your plan, and you should take as much space as you need to give an overview of your marketing strategies and list each of the corresponding tactics you'll employ to execute them.
Your tactics section should include all the actionable steps you plan to take for advertising, public relations, direct mail, trade shows and special promotions.
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