How to build a Marketing Plan:
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01 - Preliminaries: organization, strategy
A marketing plan is an action plan for a given period (one year usually)
to offer and promote on the market a range of products and services.
=> This plan must fit in the broader and longer issue of:
Structuring the Selling activities
Organizing the sales network
Organizing the sales coaching and monitoring
=> Which have to be linked to:
A General strategy
A Marketing strategy
Tip: marketing should not be an isolated job, it must irrigate the whole business.
=> Any business strategy / organization should:
be based on the customers, as the focus of any business
Customers are the hands that feed you.
Know them! Predict their evolution!
Love them ! Be attentive! Be generous!
start with a SWOT analysis
Strengths, Weaknesses, Opportunities, Threats
- No selling organization => no real marketing actions.
- No detailed strategy => no plans.
- No plan => no orientation to organize, supervise, monitor.
- Strategies and plans have deep impacts on the firm's general organization.
See also my Management / Marketing articles in English migrated from Google Knol
||Other resources (external links): MarketingPower / QuickMba|
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