A marketing plan is a blueprint that outlines how an organization plans to achieve its marketing goals. It involves analyzing the internal and external environment, setting objectives and strategies, and implementing a plan with defined responsibilities, timelines, and budgets. Key components include a mission statement, executive summary, analysis of customers and competitors, marketing strategies, and evaluation methods to measure the plan's success. Developing an effective marketing plan is a process that requires teamwork, simplicity, and regular feedback and revision.

1. How to create a Successful Marketing Plan

2. What is a Marketing Plan ? A marketing plan is the blueprint or the map you intend to follow in order to achieve your goals. If you are planning for existing programs, the plan will incorporate the strengths of your current effort with needed changes and improvements. If the plan is for a brand new product or service, it will pull all the elements together for an effective start on marketing.

3. Why have a marketing plan? To find out where you are To know where you’re going How to get there

4. Some considerations See it as a process Form a team Keep it simple Develop a time-frame Give it a life Get feedback Have a simple revision process Consistent with mission statement

5. What does the process involve?

6. Components of a marketing plan Mission Statement Executive Summary Internal Analysis External Analysis Objectives Marketing Strategies Identify Resources Implementation Plan Marketing Budget Evaluation Methods

7. Mission Statement A clear, concise description of: The organizational identity What business is the organization really in Results the organization wants to accomplish

8. Some considerations A mission statement describes who the organization is and what business it’s really in. It’s what makes the organization go–reflects its internal and external perception. It must be understood by everyone. It drives the organization and dictates how things are done. It should be kept simple.

9. Mission Statement McDonalds Restaurants “ Quality, Consistency, Cleanliness, Service.”

10. Executive Summary An overview Readable and concise Summary of main objectives of the plan

11. Background Current status Future directions Current resources Strengths and weaknesses Internal Analysis

12. External Analysis Economy Demographics Trends Competition Target market

13. Environment produces both Estimate probability Severe, not severe Very likely, very unlikely Opportunities and Threats

14. Who they are Product/service features Pricing, packaging, promotion Competitor strengths/weaknesses How are you different? The Competition

15. Current and potential customers Customer requirements Market clusters Customers and Target Markets

16. Customers/target markets Programs and services Packaging Pricing Promotion Marketing Strategies

17. Steps Responsibility Deadlines Budget Implementation Plan

18. Marketing budget Advertising/media Direct mail Databases Printing/production Mailing

19. Evaluating the marketing plan Success measures Completion of action dates Accomplishment of goals and strategies Results New/repeat customers Win rate on sales Average size of contracts Revenue

20. Summary The marketing plan It’s a process! It has discipline It results in a positive ROI

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