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What is a Marketing Plan?

What is a Marketing Plan?

Marketing plans vary both in terms of format and in terms of
their contents. Neither in literature , nor in practice-from real
that is, business examples – one can find the” ideal ” plan of
Marketing and implement it in any case.

This is because the marketing plan, i.e. essentially the proposed
strategy, differentiated according to a number of internal and external
factors such as the geographical area, the industry in which
it belongs to the product, the size of the company, its competitive position, the general
social and economic situation of the marketing environment etc.

Despite the differences, there are some basic elements of the structure and structure
of a plan, which remain the same and are contained in each proposed
marketing plan.It is worth noting that the marketing plan is the central key tool
of the overall marketing effort because it concerns the dominant issue
this effort, namely in the planning and implementation of the
an appropriate and more effective strategy for a product; or

In terms of choosing the right time for the design of the
Marketing plan, theoretically the business can develop plans
marketing at any time of the year and putting them into practice
anytime he wants.

In practice, marketing plans usually follow the time flow of the total
planning, which is structured on the basis of the accounting calendar year.
Thus, marketing plans are usually planned between September and
December so that they are ready on January 1 of each year. Sure.
they are adjusted during the year according to their course, which
it is influenced by both in-house and out-of-House

As for the nature of the marketing plan, it should focus on
pay attention to a specific product / market situation and
develop detailed strategies and programs to achieve the objectives
the business unit in the specific product market.

In theory, the marketing plan is about the level of specific
product or service and not in the entirety of a business unit or very
more in a group of companies.

The tool that concerns the strategy of a company as a whole is the
business plan while at the level of the organization of a group
the process of strategic planning (strategic plan)
he is guided by his business mission.

It should also be noted that every marketing plan is a
two main components. It’s about analysis and synthesis. Analysis
it includes the analysis of the enterprise and the market environment, while the
composition basically includes the proposed, most suitable and more
effective and efficient strategy.

Marketing plan against Kotler

It presents a brief epigrammatic
reporting to help his executive
customer to ‘catch the meaning’ at a glance.

  1. Current Situation
    Current Marketing Situation
    It presents the elements of the present from
    microeconomics and macroeconomics
  2. DA / EC analysis
    SW/OT Analysis
    Analysis of key issues
    S / W: Strengths / Weaknesses
    O / T: Opportunities / Risks
    The main issues with the
    form of queries.
  3. Objectives
    Set sales goals,
    market share, profit, etc.
    They are divided into economic
    marketing goals and objectives
  4. Strategy
    It presents the basic idea with which
    goals will be achieved.
  5. Action Programmes
    Action programs
    Answers to the issues:
    What’s going to happen?;
    When will it be done;
    How much will it cost;
  6. Budget
    Projected profit -loss
    Detailed presentation
    projected expense income –
  7. Control
    Determine the means of control
    O V. Buell also proposes a fairly handy plan for laying out a
    Marketing Plan.
    Situational Analysis
    Objectives (Objectives)
    Strategy (Strategy)
    Programs and their budget
    Schedules and assignments

The quality of the product largely determines the cost of its production. Or
improving product quality leads to an increase in production costs, with
result in an increase in the price to maintain the gross profit margin.

improving the distribution of the product through its placement in
more or better points of sale, implies the granting of larger
and the more flexible credit policy, that is, elements that increase
the cost of distributing your product and financial expenses.

Finally, the faster disclosure of the product on the market, the stimulation of
interest of prospective buyers and their motivation to buy
the product, leads to the increase of advertising and sales promotion costs.

Therefore, to form a balanced marketing mix, you should
all elements are taken into account before entering the target market:
products or services, the quality of which must correspond to the
wishes of customers
competitive prices that they are willing to pay.
distribution to easily accessible points of sale, serving the
promotion of products or services.

Unlike the traditional theory of 4p which expresses the mixture of
Marketing on the part of the enterprise, according to the new approach, the
Marketing mix should also be considered from the perspective of the final
consumer or user, in which the marketing mix is described
better with 4Cs than with 4Ps.
4Cs represent the initials of phrases or words:
Customer Value: customer value
Convenience: Convenience
The Communication: Contact
The marketing mix and the customer
The four P
• Product
• Price
• Place
• Promote
The four C

  • Solution for customer
  • Cost to customer
    • Comfort
    • Communication
    Supporters of the 4Cs theory point out that customers are not buying
    just a product or service, but buy “value” and “solutions” to some
    specific problem they face.

Also, customers are not only interested in the price of a product or a
and the total cost you have to pay for it.
acquisition and use of the product or service. Customers still want to
purchase the products or services they are interested in with the maximum
possible convenience.

Finally, customers today are interested and require two-way communication,
constantly updated and supported, and less interested in promotions
actions taken by suppliers to influence
their purchasing decisions.


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