This document outlines the components of an effective marketing plan, including objectives, financial targets, strategies, SWOT analysis, and marketing mix. The objectives should be specific, measurable, achievable, realistic, and time-framed. Strategies discuss the product or service offering, methods of supply, target customer base, and business model. A SWOT analysis evaluates strengths, weaknesses, opportunities, and threats. The marketing mix section covers the product, price, place, and promotion elements of the marketing strategy. The overall purpose is to provide guidance for developing a customer-focused marketing plan to achieve an organization's goals.

1. B R I A N W S T E E L
developing higher performance
Starting in Business
The Marketing Plan

2. B R I A N W S T E E L
developing higher performance
The marketing plan
Objectives
Focused on a specific outcome not an activity.
Be:
Specific
Measureable
Achievable
Realistic
Time- Framed
To be a leading...
By providing a customer led...

3. B R I A N W S T E E L
developing higher performance
The marketing plan
Financial Objectives
Targets need to be based on realistic financial
assessments of each income stream.

4. B R I A N W S T E E L
developing higher performance
The marketing plan
Strategies
Begins with what you intend to supply.
How you intend to supply
Principle customer base
The business model

5. B R I A N W S T E E L
developing higher performance
The marketing plan
Strategies
Using what forms of promotion – how are you
going to attract and communicate with potential
and existing customers?

6. B R I A N W S T E E L
developing higher performance
The marketing plan
Strategies
Advertising - where, when, how.
PR – What opportunities will present
Web – How will you use a Web Site, Will you have one?
Web Media – Does the opportunity to reach customers
come via the likes of a NewsLetter, Facebook, Twitter etc?
Can you take advantage of E-Marketing and or E-
Commerce?

7. B R I A N W S T E E L
developing higher performance
The marketing plan
SWOT analysis results
Key elements of full analysis.
Major drivers of positive [strengths/opportunities] or
negative [weaknesses/threats] effects.
Emphasis on 5 main competitors

8. B R I A N W S T E E L
developing higher performance
The marketing plan
Marketing Mix
Specific activity and what you expect to achieve as a
result of the activity.
Mix of activities across business year. What is planned,
why and when.

9. B R I A N W S T E E L
developing higher performance
The Marketing Mix
Product:
Customer needs
Features
Benefits
Product name
Brand [ing]
Differentiation
Price
Value to buyer
Is there a price
point?
Is it price sensitive?
Trade discounts?
How does your price
compare?
Target
Market
Place:
Where do customers
buy?
Can you access
distribution?
Sales force?
What do competitors
do?
Promotion:
Where and when to
market?
What media to use?
When is best time?
How does
competition
promote?

10. B R I A N W S T E E L
developing higher performance
The marketing plan
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11. B R I A N W S T E E L
developing higher performance
The marketing plan
Now for your plans...