How to build a Marketing Plan:  00  01    02   03   04   05   06   07   08   09   10   11   12   13   14   15

01 - Preliminaries: organization, strategy

A marketing plan is an action plan for a given period (one year usually)

to offer and promote on the market a range of products and services.

=> This action plan must fit in the broader and longer issue of:

Structuring the Selling activities Organising the sales network Organising the sales coaching and monitoring

=> Which have to be linked to:

A General strategy A Marketing strategy

Tip: marketing should not be an isolated job, it must irrigate the whole business.

=> Any business strategy / organization should:

• be based on the customers, as the focus of any business

• start with a SWOT analysis (Strength, Weaknesses, Opportunities, Threats)

Notes:

• No selling organization => no real marketing actions
• No detailed strategy => no plans
• No plan => no orientation to organize, supervise, monitor
• Strategies and plans have deep impacts on the firm's general organization

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