2. What is a
Marketing Plan?
• written plan
consisting of various
phases and steps.
• details the strategy
that a company will
use to market its
product to costumers.
4. Planning Phase
• Most important part of marketing plan
• Marketing Executives and Top managers
help form plan
• Mission statement is created
• Evaluation of situation performed. ( SWOT)
5. Implementation Phase
• 2nd phase
• Identifies and evaluates different
opportunities by engaging in STP
• Implements marketing mix using the four P’s.
6. Control Phase
• 3rd and last phase
• Managers evaluate marketing strategy
performance.
• Take any necessary corrective actions.
7. 5 steps
Evaluate Evaluate performance using Marketing metrics.
Implement Implement marketing mix and allocate resources
Identify and evaluate Identify and evaluate opportunities
Conduct Conduct situation analysis ( SWOT)
Mission Mission statement
8. Mission Statement
• An objective to your company.
• What is your purpose of having your
company?
• What scope of activities do you plan to
undertake?
• Who is your target audience?
• What are your values?
9. SWOT
• Done in the planning phase
• Assesses what happens internally
(strengths and weaknesses)
• Assesses what happens
externally(opportunities and threats)
10. Identify and evaluate Opportunities
• Step 3
• Included in implementation phase
• Identify and evaluate opportunities
• Use of segmentation, target, positioning(
STP)
11. Implement Marketing mix
• Step 4
• Includes implementation phase
• When real actions begins
• Implementation of 4 P’s ( price, place,
promotion and product)
• Allocation of used and unused resources.
12. Evaluate Performance
• Step 5, final step and in control phase
• Evaluating performance using metrics
• Make it possible to compare results.
• Provides explanation for achieved or
unachieved goals.
