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The marketing plan shows the step or actions that will be utilized in order to achieve the plan goals.For example, a marketing plan may include a strategy to increase the business's market share by fifteen percent.Marketing plans start with the identification of customer needs through a market research and how the business can satisfy these needs while generating an acceptable return.
It describes business activities involved in accomplishing specific marketing objectives within a set time frame.
A marketing plan also includes a description of the current marketing position of a business, a discussion of the target market and a description of the marketing mix that a business will use to achieve their marketing goals.
A marketing plan may be part of an overall business plan.
Solid marketing strategy is the foundation of a well-written marketing plan.
Marketing planning can also be used to prepare a detailed case for introducing a new product, revamping current marketing strategies for an existing product or put together a company marketing plan to be included in the company corporate or business plan.
Sales Programs Business Plan
One of the main purposes of developing a marketing plan is to set the company on a specific path in marketing.Thus, the definition of IBM's "corporate mission" in the 1940s might well have been: "We are in the business of handling accounting information [customer need] for the larger US organizations [customer group] by means of punched cards [technology]." Perhaps the most important factor in successful marketing is the "corporate vision." Surprisingly, it is largely neglected by marketing textbooks, although not by the popular exponents of corporate strategy — indeed, it was perhaps the main theme of the book by Peters and Waterman, in the form of their "Superordinate Goals." "In Search of Excellence" said: "Nothing drives progress like the imagination.The idea precedes the deed." If the organization in general, and its chief executive in particular, has a strong vision of where its future lies, then there is a good chance that the organization will achieve a strong position in its markets (and attain that future).On the other hand, it should not be too wide or it will become meaningless; "We want to make a profit" is not too helpful in developing specific plans.Jacob Zimmerem suggested that the definition should cover three dimensions: "customer groups" to be served, "customer needs" to be served, and "technologies" to be used.A marketing plan can also be described as a technique that helps a business to decide on the best use of its resources to achieve corporate objectives.It can also contain a full analysis of the strengths and weaknesses of a company, its organization and its products.The marketing goals normally aligns itself to the broader company objectives.For example, a new company looking to grow their business will generally have a marketing plan that emphasizes strategies to increase their customer base.The marketing plan is a general responsibility from company leaders and the marketing staff to take the company in a specific direction.After the strategies are laid out and the tasks are developed, each task is assigned to a person or a team for implementation.