Developing Marketing Plan
Developing
Marketing Plan
PLANNING
• Process to develop a strategy to achieve desired objectives, to solve problems, and to facilitate action.
• A systematic process of forecasting the future business environment and deciding on the most appropriate goals, objectives and positions for best exploiting that environment.
• Planning is an activity and a process = formalised MARKETING PLANNING
“Marketing Planning is the process of developing marketing plan incorporating overall marketing objectives, strategies, and programs of actions designed to achieve these objectives.“
“Provides clear and unambiguous statement
[of intent] about the strategies and actions that will be implemented, by whom, when and with what [anticipated/required] outcomes.” Marketing
Planning Process
Marketing planning process is a series of stages that are usually followed in a sequence. .
Marketing planning process involves both the development of objectives and specifications for how to achieve the objectives.
The purpose of marketing planning is:
“to find a systematic way of identifying a range of options, to choose one or more of them, then to schedule and cost out what has to be done to achieve the objectives.”
Marketing planning is therefore about: thinking about the future and organising the members / stakeholders of the business so that everyone works towards a common goal.
A Good Marketing
Plan
• A Marketing Plan should:
– Set goals and provide direction for future marketing efforts.
– Set clear, realistic, and measurable targets.
– Include deadlines for meeting those targets. – Provide a budget for all marketing activities. – Specify accountability and measures for all activities. Marketing
Planning
Process
1)Mission
2) Corporate
Objectives
3) Marketing
Audit
4) SWOT
Analysis
5) Marketing
Assumptions
6) Marketing
Objectives and
Strategies
7) Forecast the
Expected Results
8) Create
Alternative Plan
9) Marketing
Budget
10)
Implementation
and Evaluation
Marketing Plan
PLANNING
• Process to develop a strategy to achieve desired objectives, to solve problems, and to facilitate action.
• A systematic process of forecasting the future business environment and deciding on the most appropriate goals, objectives and positions for best exploiting that environment.
• Planning is an activity and a process = formalised MARKETING PLANNING
“Marketing Planning is the process of developing marketing plan incorporating overall marketing objectives, strategies, and programs of actions designed to achieve these objectives.“
“Provides clear and unambiguous statement
[of intent] about the strategies and actions that will be implemented, by whom, when and with what [anticipated/required] outcomes.” Marketing
Planning Process
Marketing planning process is a series of stages that are usually followed in a sequence. .
Marketing planning process involves both the development of objectives and specifications for how to achieve the objectives.
The purpose of marketing planning is:
“to find a systematic way of identifying a range of options, to choose one or more of them, then to schedule and cost out what has to be done to achieve the objectives.”
Marketing planning is therefore about: thinking about the future and organising the members / stakeholders of the business so that everyone works towards a common goal.
A Good Marketing
Plan
• A Marketing Plan should:
– Set goals and provide direction for future marketing efforts.
– Set clear, realistic, and measurable targets.
– Include deadlines for meeting those targets. – Provide a budget for all marketing activities. – Specify accountability and measures for all activities. Marketing
Planning
Process
1)Mission
2) Corporate
Objectives
3) Marketing
Audit
4) SWOT
Analysis
5) Marketing
Assumptions
6) Marketing
Objectives and
Strategies
7) Forecast the
Expected Results
8) Create
Alternative Plan
9) Marketing
Budget
10)
Implementation
and Evaluation