Marketing Plan
Marketing Plan
Marketing Plan
MARKETING PLAN
MARKETING PLAN
MARKETING PLANS
MARKETING PLANNING
The term marketing planning is
MARKETING PLANNING
MEANING OF
MARKETING
PLAN
OBJECTIVES OF
MARKETING
PLAN
1. ALLOCATION OF SCARCE
RESOURCES:
2. ASSISTING THE FIRM TO ADAPT TO
ENVIRONMENT OPPORTUNITIES
3. COORDINATING THE MARKETING
STRATEGIC ACTIVITIES:
4. INTRODUCING A SYSTEMATIC
APPROACH:
THE
MARKETING
PLANNING
PROCESS
IMPORTANCE
OF
MARKETING
PLANNING
PROCESS
STAGES OF
MARKETING
PLANNING
Marketing planning is
an iterative process
and the plan will be
reviewed and
updated as it is
implemented.
eBay
We help people trade anything on
earth.
We will continue to enhance the online
MISSION STATEMENT
For larger firms this may already exist in a public way (e.g., found in
annual report, found on corporate website) but for many others this
may need to be formulated.
The mission statement consists of a short, finely-honed paragraph that
considers the following issues:
Identifies a stable (i.e., not dramatically changing every year), longrun vision of the organization that can answer such questions as:
Why is the company in business?
What markets do we serve and why do we serve these markets?
In general terms, what are the main benefits we offer our
customers?
oe.g., a low price software provider may state they offer
practical and highly affordable business solutions
What does this company want to be known for?
What is the company out to prove to the industry, customers,
partners, employees, etc.?
What is the general corporate philosophy for doing business?
What products/services does the company offer?
MISSION STATEMENT
For larger firms this may already exist in a public way (e.g., found in annual report, found
on corporate website) but for many others this may need to be formulated.
In developing the vision presented in the mission statement consider:
Company History
oHow company started and major events of the company, products,
markets served, etc.
Resources and Competencies
o Consider what the company currently possesses by answering the
following:
What are we good at?
What is special about us compared to current and future
competitors (in general terms do not need to mention names)?
What do we do that gives us a competitive advantage?
o Consider the questions above in term of:
people, products, financial position, technical and research
capabilities, partnership/supply chain relations, others
Environment
oConsider the conditions in which company operates including:
physical (e.g., facilities), equipment, political regulatory,
competitive, economic, technological, others
Set Budgets
Write Plan
Communicate Plan
Evaluation & Control System
Does
performance
Match
Standards?
Yes
Stop
No
Take corrective Actions
e.g.
To increase sales of product globally by
30% in real terms within 5yrs.
To increase market share for the product in
the India from 10% to 15% over 2 years.
SMART OBJECTIVES
Specific - Be precise about what you are going to
achieve.
Measurable - Quantify you objectives.
Achievable - Are you attempting too much?
Realistic - Do you have the resource to make the
objective happen (men, money, machines, materials,
minutes)?
Timed - State when you will achieve the objective
(within a month? By February 2010?).
CARRY OUT
SWOT ANALYSIS
MAKE ASSUMPTIONS
DEFINE PROGRAMMES
Defining programmes
means defining who
does what, when,
where & how.
SET BUDGETS
WRITE PLAN
Once all the above steps have
been carried out you will be in a
position to prepare the written
plan.
The written plan should only
contain the key information that
needs to be communicated.
COMUNICATE PLAN
If a plan properly
communicated to
those who will be
implementing it, it will
fail.