The Marketing Plan : A Step-by-Step Guide

Introduction 1. What is a marketing plan and why do we need one? Traditional planning and strategic planning What is the difference between a marketing plan and a company's corporate plan? What is marketing and how does it differ from selling? What is marketing planning? What is a marketing plan? Why do you and your company need a marketing plan? Summary 2. The structure of the plan Stages in the preparation of a marketing plan The written plan The structure of different types of plan Summary 3. The groundwork - market intelligence Why is marketing research necessary? Methods of obtaining data for market research Types of data How to plan your marketing research Summary 4. Historical data - collecting and analysing information about your own company and products What is market segmentation? How to present the figures The plan for the home market What if it is a completely new product? Market performance The use of databases Summary 5. Situation analysis - strengths and weaknesses: how do you compare with the competition? Assumptions Sales Key sales areas SWOT analysis Key products Summary 6. Marketing objectives - the aims of the plan What is a marketing objective? The product portfolio How to set achievable marketing objectives How can projections for future sales be made more accurate? Increasing performance The presentation of the objectives Summary 7. Marketing strategies, tactics and action plans Types of strategy Devising strategies The component plans Summary 8. The distribution, advertising and promotion plans The distribution plan The advertising and promotions plan Summary 9. Sales areas - different approaches for different markets Basic types of products Approaches for selected markets Summary 10. Budgets and income statements The budgeting process Budgeting the cost of a marketing plan Other methods used to evaluate marketing plans Summary 11. Writing and communicating the marketing plan Table of contents Introduction Summary Situation analysis Marketing analysis Marketing strategies Schedule of what/where/how Sales promotion Budgets Profit and loss account Controls Update procedures Communicating the plan Summary Conclusion Useful Web sites Bibliography Further reading Index