There are three types of companies that make those things happen
And those that watch things and it's happening and those that wonder what is happening
The marketing plan must make things happen! And the presence of well-defined marketing plan, the company's goal becomes to make things happen instead of the exclamation of what's happening! The marketing plan is a crucial input to the process of marketing the college. And give shape and structure of the company in the future. It is a document - not more than 10 pages in most cases - determines the strategy, and marketing environment, and prospective customers, competition and the anticipated addition to the goals set for the sales and profit for next year. The theories and concepts of marketing are discussed key elements of the marketing plan. Here will be detailed contents and objectives of the basic steps to make a marketing plan.
The following shows the basic steps of the marketing plan:
Part
The purpose
1 - Executive Summary
A short summary of the proposed plan.
2 - Develop the current market
Preliminary information on the market, product, competition, the work environment.
3 - Analysis of opportunities
Analyze the strengths, weaknesses, opportunities and threats (SWOT)
4 - Objectives
Definition of targets for sales volume, market share, and customer services.
5 - Marketing Strategy
Provide marketing method proposed to achieve the goals.
6 - the work programs
Answers to: What to do? Who will work? When will work? How much it will cost to do?
7 - the budget
Predict the expected output of the financial plan.
8 - Control System
An indication of how to monitor the plan.
As can be seen, most of these analyzes may be we got it. We begin now to collect these ideas together and to draw conclusions and put them in a clear picture in front of the participant and the organization. This is contained in a marketing plan, which summarizes what has been analyzed and formulate decisions that can be understood and used on all administrative levels. After the classification of information, analysis and presentation in the marketing plan, the crucial step is the implementation of this plan and ensure progress.
Now, let's review each step of the plan effective marketing.
1 - Executive Summary
Executive Summary is a powerful tool when viewing a marketing plan or any other reports on the busy managers. It is a few short paragraphs summarize the main objectives and recommendations contained in the marketing plan. In this case, the busy manager will be able to identify the important points in the document. The Executive Summary is the last part, but it is writing the first part of the report since it is a summary of the main points contained in different parts of the marketing plan. Contains a summary of the proposed budget and the target for sales of several sectors of the market. In addition to this it includes action plans, internal to the company that will help to achieve goals.
2 - Develop the current market
This section presents preliminary information on the market, products and services, competition, and distribution factors. Most of this information has been analyzed. And determines the current market situation the main trends in the market and general economic situation that affects the market. And when a review of the needs of customers in the target sectors of the market. And displays a list of key competitors and other information of value such as the size of these competitors and their goals, products and services they provide. In addition to this part of this raises questions about the distribution of various products and services to customers, and any major regions for development.
3 - Analysis of opportunities
This section is based on the analysis of strengths, weaknesses, opportunities and threats facing the company. The strengths and weaknesses in the company internal factors may affect the market and sales plan. We must look ahead and identify opportunities and threats to the institution and the expected significant developments that may affect them. And must be arranged so that the opportunities and threats to get the job, including the most attention. And likes to focus on good opportunities and reasonable, taking into account the objectives of the company and its resources and the expected return of investment.
4 - Objectives
Objectives for each company based on its mission and marketing plan is the place to be focused on goals that can be achieved during the period of the plan. The plan includes financial targets and marketing in addition to achievements in some key areas of customer service. Must formulate the target can be measured within a certain time to achieve. For example, the output of the net profit 10000 (local currency units) in 1997. As another example, increase the awareness of customers about products and services offered by the company by 15% during the plan period.
Here are some examples on topics goals: access to target markets, planting orientation towards the customer, staff numbers, the proportion of new business, price levels, marketing and budget priorities. Can you think of other topics can be developed in the form of goals?
And must meet marketing goals with the goals of the company and internal resources. It is also helpful to arrange the objectives in the form of a pyramid so that the minimum targets are derived from the basic objectives. Finally, the goals must be of a challenge so exhausted all energies, but must remain within the range that can be achieved so you can keep managers and employees in the case of a permanent stimulus.
5 - Marketing Strategy
This section explains the strategies needed to achieve the goals and target market segments separated which will focus on the company. The development of marketing strategy to specific targets is not an easy task; and requires a strong understanding of all the points that are discussed, as well as require the cooperation of all sections to participate in the implementation of the strategy. The communication within the company a decisive factor for the success of strategy and marketing plan.
The strategy takes into account the marketing mix of the "4 P's" of products and services are Products, Price Price, Place (distribution) Place, and Promotion Promotion. What are the types of products and services that will be displayed and at what price? Where and when will be the distribution of these products and services to customers? What types of promotion are necessary, and to whom will be forwarded, and how? And these variables can be formed to fit with the marketing objectives of the company. In this part of the marketing plan must be able to describe how to design the company's marketing mix optimally.
There is other information contained within the strategy are ways to improve manpower in sales, training and promotion, expansion and proposals to achieve the objectives of the company in the field of customer service.
The following example illustrates the components that can be included in marketing strategy.
* Target * market and where the services offered
* Direction * advertising
* Promote * the fields of production (sales, company, culture)
* Price * Research and Development
Distribution sites * Market Research *
* The size of the manpower working in the marketing structure and
6 - the work programs
The program of work transfer analysis, objectives and strategies into specific actions to answer the following questions about the marketing plan:
* Who is responsible?
* What should I do?
* Where will the program?
Q: When will be done?
* Why is it important, a relationship, and necessary?
* How will you implement it?
* What will it cost?
* How will be monitored and controlled?
This is a crucial part in the marketing plan because if he did not have clear work programs, the marketing plan will only collect dust. It must be a plan of action defined in terms of determining the beginning and review and update activities. It must be a logical dates of completion of work and the challenge of nature to stimulate both managers and staff to achieve the part that interested in the overall plan. Can not accomplish the work plan or marketing plan by a single individual but requires work, cooperation and collective commitment.
7 - the budget
The marketing budget is a statement gives a correct idea about the profit and loss. And gives an analysis of revenues and expenses to determine the expected profit. Shows the portion of the proceeds expected sales volume and price, while the clear portion of salary expenses and the cost of supply, wages, marketing expenses. The difference between revenue and expenditure amount of profit or loss. This is part one of the most important parts of the marketing plan as it gives details of the financial results that aim to the company.
8 - Control System
This section sets out how to monitor and evaluate the plan. They are usually clarify the objectives and the budget for each month, which provides the opportunity to conduct a monthly review of progress and give feedback to administrators. This helps managers to identify areas that have achieved their objectives and assist other regions in achieving its objectives. Feedback and help customers to tell the company what they think, and after evaluating this information can be included in a marketing plan. This is urgent in the control system because the customers are the responsibility of the company if they are not happy you will know this through the feedback. And monitor feedback from customers and staff the progress made by the company to achieve its goals and its plan. And helps control as an important factor when you start the implementation of a marketing plan. Control System targets set short and long term for the various departments. This leads to make the implementation process more organized.
Wood may remain ten years in the water, but it will never become a crocodile.
"Such as the African"
This applies to the African proverb marketing plan. Marketing plan and lose its meaning if not accompanied by appropriate implementation. This means make sure the senior management of the opposite message and goals of the company's short-and long-term marketing plan and objectives. It is important to understand that all employees in the company's need for a marketing plan as well as the role of each of them in the implementation of this plan.
And does not consider the implementation of the marketing plan process has been easy to have problems. The following are some common problems:
· Resistance of employees and managers of change. Change is happening in every area of the institution must therefore educate all employees about the change and why it occurs. In most cases, this change will lead to increased efficiency and the introduction of new technology for the development of the company. We must know the staff and customers the benefits of change and prepare themselves for the challenges.
· The attention of managers some short-term goals. Although the need for short-term goals on the appropriate attention, but it must not be overlooked long-term goals for the development of the company and the country.
· If you were not the implementation plan and marketing plan specific, coherent and achievable, it would be difficult to motivate staff to persuade customers. The goals, plans and implementation must be detailed and must specify the specific tasks to employees who can be relied upon to complete the work.
· Involve all relevant departments in the preparation of a marketing plan so that each department its share of the plan to comply with and implement. The plan is not a deck designed by senior management and then left in the drawers, but a set of documents moving and active participation of managers, employees and customers. And regulate some companies to small committees or working groups to facilitate the implementation of a marketing plan. Work of the group and plays an important role in any organization, and can be a great test of a marketing plan for the work of the team.
Despite the obstacles, but it must implement a marketing plan and control in a manner that allows the continuous evolution of the institution. It is through this commitment to customer service must be an effective and influential to ensure continued success of the enterprise communications. A difficult process, but to bear fruit in the long run.
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