What Is a Marketing Plan?

What Is a Marketing Plan?
Many Essay Topics Marketing Plan, Business Marketing Plan, Marketing Plan Document

What Is a Marketing Plan?

The marketing plan is the first document in any business that deals with direction and execution of the business. It clearly states the business's vision and mission, sets out policies and targets, determines resources required and describes the methods by which these resources will be acquired, developed and used to achieve these goals. Marketing plan also plays a pivotal role in management. The essay it describes, explains and covers what is a marketing plan itself, its function and essence, the scope of a marketing strategy, the relationship between such plan and a company plan, examples of uses of such plan, essential elements of a marketing strategy, the relation between a marketing strategy and a company plan and last but not least the implications of a plan for your business.


A marketing strategy is an overall term that encompasses all the activities, techniques and processes that are involved in reaching the customer and provide a useful service. The techniques involve processes like measuring and tracking customer satisfaction, understanding customer behavior and motivation, developing a product and service that solve problems, measuring customer satisfaction and identifying opportunities. The strategies involve creating new products or services, improving current products and services, extending and encouraging advertising and public relations campaigns and increasing sales. For bigger organizations, hiring external services is possible, but for small organizations, it is better to develop internal competencies.


The document does not end there. After defining the above, it describes the types of metrics to be used to measure marketing efforts. It gives information on how to interpret the data and provide conclusions in terms of relative success, costs and value. It also describes how to measure the effectiveness of the campaigns and their relation to business objectives and strategies. A marketing plan should be updated regularly as business changes occur and new marketing trends emerge.


The next section of the document contains financial projections of the future sales and profit margin for each year ahead. This information is essential for setting goals and designing plans. Other sections of a marketing budget include a discussion of brand, product, customer segments and competition. The discussion on competition lists the key competitors and their strengths and weakness. The list of brands illustrates the competitive landscape and what customers need from a company that sells what they want. The financial projections help the management to determine what financial resources they will need in the next five years to achieve the company's goals.


The third part of the document is the mission statement. The mission statement sets the focus of the company, which is the identified goals of its activities. A clear statement of the company's mission encourages loyalty and ensures that clients and other stakeholders understand what the company is doing and why. A marketing budget will go further in defining the company's mission if it includes financial projections of how much money the organization expects to earn in the next five years. The financial projections also tell managers what they should do to attract and retain customers.


Metrics are crucial elements in any marketing strategy because the metrics define where the company should be and how it will get there. A marketing budget will not be complete without an analysis of the current and future service and support metrics. The service metrics outline the levels of satisfaction with the products or services offered, and the support metrics indicate the number of customers who frequently require special assistance.


The four aspects of the marketing plan are: strategic initiatives, performance measures, metrics and kpis. Strategic initiatives describe the overall direction and strategy of the company's marketing efforts. Performance measures to track progress toward specific strategic objectives. Metrics and is provide feedback on the effectiveness of the strategies. The marketing budget will be more effective and profitable if it includes strategies and measures that encourage quality customer experiences and create a positive impact on the profitability of the business.


The fourth aspect of a plan is what is a marketing plan is not a sales proposal. A proposal describes a specific cost for a product or service and how that price will relate to the product or service users need and want. It does not tell them why they should buy or make the purchase. On the other hand, a marketing strategy is an offer made to the target market. It tells the customer why he should buy the product or service being presented, and what benefits, if any, will result from buying the product.

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