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Marketing Plans

According Philip Kotler, the author of the famous Marketing, marketing plan should be developed for each type of business activities, which are aimed at the sale of a product or service.


More and more often, the structure of the marketing plan designs the team or several teams of employees of the company. In participation in the planning of marketing activities it is worthy to invite both the managers and the ordinary employees. The volume of the plan does not matter. Most important is, that it fulfils its role, meaning ensure the company to generate profits.


Marketing plan includes:

  • Table of contents and summary for Executives – The summary should provide a main idea of the plan.


  • Description of the current marketing situation – one of the most important parts of a marketing plan. Here there should be conducted SWOT analysis (strengths and weaknesses, opportunities and threats), competition analysis, assessment of the market size, the value of sales, costs, distribution channels and costs of reaching the customer.


  • Analysis of opportunities and key issues – Management, looking from the point of view of the company’s interest and information obtained in the previous parts of the plan (e.g. from SWOT), determines the key issues that will contribute to the achievement of the objectives of the company.


  • Objectives – the objectives are formulated for both financial and marketing.


  • Marketing strategy – describes market segmentation, key customer groups, and taking into account the resources of the company – the way to overcome competition and positioning in the minds of customers. Marketing strategy may contain a variety of tactics to achieve the advantage in the market, pricing, channels of distribution, communication with the customer through advertising, sales techniques and methods of the market research.


  • Action Plans – they specify the implementation of the marketing strategy. Action plan is no longer an assumptions, it is a precise plan of action: schedules, distribution of duties and responsibilities and design of marketing processes.


  • Financial forecast – are the result of action plans. Taking into account the costs and capabilities of the company sales, the budgets are constructed, there are the financial results, plans of costs and profits. As a rule, the financial projections are determined for different periods of time: months, quarters, half-years and a year.


  • Control of Implementation – forms of reports and accounts, together with the timing of their submission are developed. Control of the implementation is to directly respond to emergency situations in the implementation of the marketing plan.

AhProfit offer: Construction of the marketing plan


Alternatively, the following elements of a marketing plan:


  • Market analysis, elaboration of possible variants of actions
  • SWOT Analysis
  • Portfolio analysis (with the use of BCG matrix)
  • Competition analysis based on “Porter’s five forces Model”
  • Strategic groups analysis