The Marketing Plan As A (Strategic) Planning And Steering Tool
The Marketing Plan As A (Strategic) Planning And Steering Tool
The detailed definition of the different steps and in order to make a plan really usable and adaptable, the fields analysed (clients, client groups, market segments, markets, etc.) and facts found out have to be collected in a written documentation.
Thus whatever changes take place and in whatever context, can be traced easily and the needed measures/counter measures can be undertaken.
The one-time time and finance investment will be worthwhile, as for all leading personnel a clear target is available and discussions always have the same basis. Furthermore it saves a lot of time-consuming discussions which otherwise could be necessary to see where and how to go in the different company-areas.
As the marketing plan will/has to become a 'schedule' for the company also the personnel of the respective fields has to be informed. This can, depending on the organisational structure, either be a general information or - from case to case - very detailed and specific.
The revision/adaptation of the marketing plan is totally depending on the kind of business, the competition, etc., however, should be done in clearly defined intervals.
Some results of compiling and following a thoroughly elaborated marketing plan can be:
1. Better projection of personnel/finances for the future - as development steps with regard to production and marketing/sales will become more transparent
2. Competitive advantages - as many other companies do not really know their potential customer basis resp. the existing competition (especially in international markets as the European Union)
That refers as well to the own products, as to the ways to the markets and clients and to possible cooperations – as said: national and international
3. Profit optimisation – if the targets are followed strictly by the internal and external personnel it becomes more clear how the clients accept our products, which features they may possibly be missing and where our company stands out to the competition. This knowledge enables us to optimize our pricing with each single client because we can better evaluate our market strength. Thus again we can avoid to sell only via a price argument - especially in today’s international competition.
4. Product optimization/change - as, due to the close connection to our clients (which is part of the targets), we can find out better which specific targets he has with his products for his clients for the future. Thereby again we get first hand informaton for our development departments.
5. Increased client satisfaction and thus loyalty also regarding our brands as well as dealer loyalty.
6. Upgraded image in the market places and thus again better chances to get new clients
... and much more which is important for the secure future of Your company.
The Marketing Plan As A Strategic Planning And Steering Tool - To learn more about this author, visit Michael Richter's Website.
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A marketing plan comprises a lot of fields/steps which include all areas of marketing of the company as such as well as its presentation to the public.
The detailed definition of the different steps and in order to make a plan really usable and adaptable, the fields analysed (clients, client groups, market segments, markets, etc.) and facts found out have to be collected in a written documentation.
Thus whatever changes take place and in whatever context, can be traced easily and the needed measures/counter measures can be undertaken.
The one-time time and finance investment will be worthwhile, as for all leading personnel a clear target is available and discussions always have the same basis. Furthermore it saves a lot of time-consuming discussions which otherwise could be necessary to see where and how to go in the different company-areas.
As the marketing plan will/has to become a 'schedule' for the company also the personnel of the respective fields has to be informed. This can, depending on the organisational structure, either be a general information or - from case to case - very detailed and specific.
The revision/adaptation of the marketing plan is totally depending on the kind of business, the competition, etc., however, should be done in clearly defined intervals.
Some results of compiling and following a thoroughly elaborated marketing plan can be:
1. Better projection of personnel/finances for the future - as development steps with regard to production and marketing/sales will become more transparent
2. Competitive advantages - as many other companies do not really know their potential customer basis resp. the existing competition (especially in international markets as the European Union)
That refers as well to the own products, as to the ways to the markets and clients and to possible cooperations – as said: national and international
3. Profit optimisation – if the targets are followed strictly by the internal and external personnel it becomes more clear how the clients accept our products, which features they may possibly be missing and where our company stands out to the competition. This knowledge enables us to optimize our pricing with each single client because we can better evaluate our market strength. Thus again we can avoid to sell only via a price argument - especially in today’s international competition.
4. Product optimization/change - as, due to the close connection to our clients (which is part of the targets), we can find out better which specific targets he has with his products for his clients for the future. Thereby again we get first hand informaton for our development departments.
5. Increased client satisfaction and thus loyalty also regarding our brands as well as dealer loyalty.
6. Upgraded image in the market places and thus again better chances to get new clients
... and much more which is important for the secure future of Your company.
The Marketing Plan As A Strategic Planning And Steering Tool - To learn more about this author, visit Michael Richter's Website.
Like this article? Share it with your friends
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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