Contents of marketing plan

Contents of marketing plan Each product level within a business unit must develop a marketing plan for achieving its schools marketing plan is one of the most important output of the marketing process and it should contain the following elements executive summary executive summary highlights the main cause of the recommendations of the marketing plan it should also briefly address the budget requirements and how success will be measured it is short one to two page summary of the key facts assumption and rational a of the plan in the return plan it should appear as the first section of the plan in the table of the contents it should be the first and the last section of the plan to be written because it is a summary of the contents of the entire plan the executive summary should be concise in short because its purpose is to save managers time by filtering out good proposals if the executive summary is good The reader will be probably proceed to read the rest of the document is executive summary is not good the plan will either be rejected as in the case of the business plan for buried under dress duress if it is an internal marketing plan situation analysis situation analysis summarises all pertinent information obtained from the three key environment and internal environment the customer environment and the forms external environment analysis of the firm's internal environment considers issues such as availability of the deployment of the human resources the age and the capacity of the equipment other technology availability of the financial resources and the power of political struggles within the form structure clear and comprehensive situation analysis is one of the most difficult parts of the developing a marketing plan this difficulty arises because the analysis must be both comprehensive and focused on key issues in order to prevent information overload the task actually add more complicated by the advances in information technology the information for situation analysis may be obtained internally through the forms marketing information system or it may have to be obtained extremely externally through primary or secondary marketing research the challenge is often having too much data and information to analyse rather than having two little marketing strategy this section of the marketing plan outlines how the firm will achieve its marketing objectives hear the product manager defines the mission marketing and financial objectives the manager also define those groups and needs that market offering are intended to satisfy the manager those establishes the product lines competitive positioning which will inform the game plan to accomplish the plans objective all this is done with inputs from other organisational areas such as purchasing manufacturing sales finance and human resources to ensure and the company can provide proper support for effective implementation the marketing strategy should be specific about the branding strategy and customer strategy that will be employed does in ITS broadcast sales marketing strategy refers to how the firm will manage its relationship with the customers in manner that gives it an advantage over the competition Financials manager positions are just what the name is projections they relate to the future and differ from accounting numbers which are based on the past purpose of financial position is to show what the business is capable of realising in revenues and profits given the assumptions about his potential cost market business is capable of realising in revenues and profits given the assumption about the potential cause market business is capable of realising in revenues and profits given the junction about the potential cost market size prices extra managers also used financial position and projections to develop a series of ratios that help them make economic and financial judgements about the business potential growth partners return on investment return on equity required investments financing methods extra the major aspect of financial position is their assumptions there on assumptions about activities in the functional segment of the business financial projections include a sales forecast and expense forecast and a break even analysis on the revenue side the projections show the forecasted cell volume by month and product category on the expense side the projections show expected cost of marketing broken down into final category the break up break even analysis show how many units must be sold monthly to offset the monthly fixed cost and average per unit variable cost it is strongly suggested that the financial projections are developed using spreadsheet because of the flexibility it provides the process state is to begin with the assumption table with explicitly specified all the assumption that are going to be used in the projections sales prices production cost marketing course equity internal rate and a long time table equipment productivity number of employees number of employees in specific areas of the value concentrix marketing control the final selection final section of the marketing plans details how the resource of the marketing program will be evaluated and controlled by steering control in were established me establishing performance standards assessing actual performance by comparing it with these standards and taking corrective action if necessary to reduce discrepancies between desire and actual performance the standards can be based on increase in sales volume market share our profitability or even advertising standard such as brand name recognition or recall regardless of the standard select all performance standards must be agreed upon before results of the plan can be assessed the financial assessment of the marketing plan is also an important component of the evolution and control instruments of the cost sales revenues determine the financial projections in reality budgetary consideration play a key role in the identification of the alternative strategies the financial realities of the firm must be monitored at all times