Principles Of Marketing
Principles of Marketing
How to Write a Marketing Plan
Tutorial Contents
• How to Write a Marketing Plan
• Part 1: Purpose and Mission
• Part 2: Situational Analysis
• Part 2: Target Market Analysis
• Part 2: Distribution Analysis
• Part 2: Competitor Analysis
• Part 2: Financial Analysis
• Part 2: Other Analysis
• Part 3: Marketing Strategy and Objectives
• Part 3: Financial Objectives
• Part 3: Marketing Objectives
• Part 4: Tactical Marketing Programs
• Part 4: Target Market Tactics
• Part 4: Product Tactics
• Part 4: Promotion Tactics
• Part 4: Distribution Tactics
• Part 4: Pricing Tactics
• Part 4: Other Marketing Tactics
• Part 5: Budgets, Implementation
• Part 5: Budgeting and Performance
• Part 5: Implementation Plan
• Part 6: Additional Considerations
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The Marketing Plan is a highly detailed, heavily researched and, hopefully, well written report that many inside and possibly outside the organization will evaluate. It is an essential document for both large corporate marketing departments and for startup companies. Essentially the Marketing Plan:
• forces the marketing personnel to look internally in order to fully understand the results of past marketing decisions.
• forces the marketing personnel to look externally in order to fully understand the market in which they operate.
• sets future goals and provides direction for future marketing efforts that everyone within the organization should understand and support.
• is a key component in obtaining funding to pursue new initiatives.
The Marketing Plan is generally undertaken for one of the following reasons:
1. Needed as part of the yearly planning process within the marketing functional area.
2. Needed for a specialized strategy...
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