Every marketing plan has to fit the needs and situation. Even so, there are standard components you just can't do without. A marketing plan should always have a situation analysis, marketing strategy, sales forecast, and expense budget.
- Situation Analysis: Normally this will include a market analysis, a SWOT analysis (strengths, weaknesses, opportunities, and threats), and a competitive analysis. The market analysis will include market forecast, segmentation, customer information, and market needs analysis.
- Marketing Strategy: This should include at least a mission statement, objectives, and focused strategy including market segment focus and product positioning.
- Sales Forecast: This would include enough detail to track sales month by month and follow up on plan-vs.-actual analysis. Normally a plan will also include specific sales by product, by region or market segment, by channels, by manager responsibilities, and other elements. The forecast alone is a bare minimum.
- Expense Budget: This ought to include enough detail to track expenses month by month and follow up on plan-vs.-actual analysis. Normally a plan will also include specific sales tactics, programs, management responsibilities, promotion, and other elements. The expense budget is a bare minimum.
Are They Enough?
These minimum requirements above are not the ideal, just the minimum. In most cases you'll begin a marketing plan with an Executive Summary, and you'll also follow those essentials just described with a review of organizational impact, risks and contingencies, and pending issues.
Include a Specific Action Plan
You should also remember that planning is about the results, not the plan itself. A marketing plan must be measured by the results it produces. The implementation of your plan is much more important than its brilliant ideas or massive market research. You can influence implementation by building a plan full of specific, measurable and concrete plans that can be tracked and followed up. Plan-vs.-actual analysis is critical to the eventual results, and you should build it into your plan.
Need help implementing a new sales or marketing program? We've got two suggestions: a) Check out our free marketing templates and tools on this site. There's ton's of them. You might want to bookmark the site now, you could be here awhile.
b) Have someone do it for you, check here for options http://www.mymarketingguide.com/catalog/index.php?cPath=24_32
Want more articles like this? Just become a registered member (it's free) of the myMarketingGuide.com website and you can download hundreds of other articles, templates and more. Don't worry, we respect your privacy.
Have a marketing or technical question that just can't wait?
Check out our Instant Support Options-- Delivered over the Web:
a) Drop Everything Premium Support. $75 (up to one hour of time)
We simply DROP EVERYTHING to assist you with your marketing or web problem. Just use our Live Help button on http://www.mymarketingguide.com to get started. Phone support is also available at $150 an hour.
b) Same Day Support Option $50 (Up to one hour of time)
This works the same way as our Drop Everything support but we will fit you in as soon as we can, but we will get back to you within 24 hours!
c) Email Support Option $25 an issue (Upfront payment required)
Using this option you can get a fast (up to 48 hours) reply to your How do I...? email. Great for people that want a professional and well researched answer without the hassle of finding it themselves.
Other Questions? Call us at 888-215-0820 or drop us a note... |
