Marketing Plan

A marketing plan can be viewed as a roadmap in which an organization navigates through a sequence of steps in order to promote a service, goods, or program (Thomas, 2015) (May, Apr 12, 2012). Therefore, in order to initiate the occurrence of any marketing activity, it is vital to have a marketing plan to follow in the event to create awareness, attract customers, and to gain business (Thomas, 2015). In having a marketing plan, the organization must delineate their marketing initiative through a sequence of designated steps by strategically organizing, marketing activities while defining who will be their targeted potential customers (Buttell, Jan/Feb 2009). In meeting the strategic objectives of a marketing plan, it should

Lastly, they need to evaluate the process to make sure the strategy is successful. With the strategic plan in place, marketers can then focus on creating a marketing plan. The marketing plan should consist of an Executive Summary, Situation Analysis, SWOT for each product line, Marketing Goals and Objectives, marketing Strategy, Marketing Implementation and Evaluation and Control. There are many parallels in how the strategic plan and the marketing plan are

In The Marketing Plan Handbook, Chernev gives a simplified approach to writing marketing plans. It outlines the basic principles of writing a marketing plan and it puts emphasis on marketing as a value-management process. It incorporates the relevant aspects of the business, such as the financial, operational, technological and organizational aspects. Chernev states that marketing plans do not have to be lengthy but should contain need-to-know information and not so much nice-to-know information which is not directly related to the decision at hand and is rarely actionable. He breaks down the marketing plan in eight parts: executive summary, situation analysis, goal, strategy,

plans usually cover a period of one to five years. It defines the step or actions that will be used in order to achieve the plan goals in that time. A good marketing plan should explain the impact and result of past marketing decisions, external market in which the business is competing, explain

A well-developed marketing plan is an essential blueprint for a business to attain the prime financial support and consumer base it requires in order for it to develop and grow. A marketing plan’s detailed structure allows manager’s to define the business’ marketing strategies in clear and in-depth formats that feature a precise roadmap to future growth and expansion. A first class and properly structured marketing plan will guide the entire organization’s marketing actions and keep them focused and dedicated toward achieving the company 's overall goals and strategies.

Marketing planning involves looking at all angles, the best strategy that will enable a company utilize it resources efficiently. Organizational resources are scarce and thus planning become inevitable. Analyzing the marketing requires adequate knowledge with proper strategies to seize opportunities that exist. Market planning requires that organization understand their internal and external environment. Internal

The marketing plan has close ties with the overall financial and business plan. This plan contents a strategy for success, and breaks it down into coherent, actionable components that will aid The Sub Shop to implement marketing activities to provide a firm return on investment. The following areas will help explain how the company plans to differentiate the business and product offering from the competition, and define the strategy that will drive its business forward.

The marketing plan habitually comprises time limits, budgets and allocations of staff and this can help the business identifying the definite marketing activities and specifications for the budget, setting and achieving marketing goals, bringing a marketing strategy in the company for life (Mcdonald et al, 2011)

Strategic marketing plan is the process for moving the organization forward to achieve its marketing goals. No one can predict the future but formulating a strategic marketing plan, the organizations will be able to change better directions. For example making a business plan for the next three years, to be able to get there the company should create a company’s roadmap and vision. A good strategic plan achieves the following.

• 2. Definition “ the means by which a company can understand how it relates to the environment in which it operates... ..the means by which a company can identify it’s own strengths and weaknesses as they relate to opportunities and threats” The marketing plan serves as a roadmap that guides the context and scope of marketing activities McDonald 1989

Consequently Marketing Communications Plan is the marketing plan which promotional plan incorporates two or more integrated marketing communications mediums aiming to reiterate the same goals and objectives. Marketing Communications Plans are considered by many professionals as an excellent way to effectively communicate with target audience. The development of a cohesive and integrated marketing communications plan demands the adoption of a systematic process to ensure that all dimensions of the plan are carefully and considered (Yeshin, 1998, p. 70). the

Planning, development of strategies and planning for proper implementation of all the marketing strategies of the organization.

A marketing plan is a written document that summarizes what the marketer has learned about the market place and indicates how the firm plans to reach its marketing objectives. It contains tactical guidelines for the marketing programs and financial allocations over the planning period. Its one of the most important outputs

Putting together a marketing plan is often labor intensive and as a result, can often take many employees from several departments. In addition, because a market plan is essential to the success of the company it simply requires many people each contributing in their particular area of expertise.

Marketing plan involves the strategies like pricing strategies, promotional strategies, distribution strategies etc. Pricing strategies determines the criteria that are followed in calculating the price of the product. Distribution strategies deals with the method used to distribute the products to the market. (Russell, 2010)