Marketing Planning

Definition
A marketing plan is a written document containing the guidelines for the
business centers marketing programs and allocations over the planning
period.

Division of Marketing Plan

The marketing plan can be divided into two general parts: the situation
analysis, which analyzes the background of the market for the product,
and the objectives, strategy, and programs based on the background
analysis that direct the firms actions.

Distinction between Marketing Plan and Strategic Plan

strategic planning usually takes place at a higher level in the organization
than marketing planning. strategic planning takes place at the corporate,
group, or strategic business unit levels. At these levels, objectives are
broad (e.g., return on investment or assets and strategies are general).
Marketing planning takes place at the business center level and has
specific objectives (e.g., market share) and strategies (e.g., pursuing the
small- business segment)

Objectives of a Marketing Plan

1.To define the current situation facing the product (and how we got there).
2. To define problems and opportunities facing the business.
3. To establish objectives.
4. To define the strategies and programs necessary to achieve the objectives.
5. To pinpoint responsibility for achieving product objectives.
6. To encourage careful and disciplined thinking.
7. To establish a market orientation

Marketing Plan Summary

Description of Marketing Plan

Executive summary
This section summarizes and overviews the main goals,
recommendations, and points for senior managers who
will read and approve the marketing plan.

Current marketing situation

In this section, marketing managers discuss the overall
market, identify the market segments they will target, and
provide information about a companys current situation.

Market description
Describes the targeted segments in detail and
provides context for the marketing strategies and
detailed action programs discussed later in the plan.

Benefits and product features

Product features will be delivered to satisfy the
needs of customers in each targeted segment.

Product review
The product review summarizes the main features for all
of a companys products, organized by product line, type of
customer, market, and/or order of product introduction.

Competitive review
The purpose of a competitive review is to identify key
competitors, describe their market positions, and
briefly discuss their strategies.

Channels and logistics review

In this section, marketers list the most important
channels, overview each channel arrangement, and
identify developing issues in channels and logistics.

Objectives and issues

A companys objectives should be defined in specific terms so
management can measure progress and plan corrective action, if
needed, to stay on track. This section describes any major issues that
might affect a companys marketing strategy and implementation.

Positioning
Positioning built on meaningful differentiation,
supported by appropriate strategy and implementation,
can help a company build competitive advantage.

Marketing tools
This section summarizes the broad logic that will
guide decisions made during the period covered by the
plan.

Marketing research
This section shows how marketing research will be
used to support development, implementation, and
evaluation of strategies and action programs.

Marketing organization
The marketing department may be organized by
function, as in this sample, geography, product,
or customer (or some combination thereof).

Action programs
Action programs should be coordinated with the
resources and activities of other departments,
including production, finance, and purchasing.

Budgets
Managers use budgets to project profitability and
plan for each marketing programs expenditures,
scheduling, and operations.

Controls
Controls help management assess results after the
plan is implemented, identify any problems or
performance variations, and initiate corrective action