In the process of working on a marketing plan:
The main goals, basic principles and criteria for analyzing the company's activities are formulated.
The process of organizing the distribution of goods is being thought out.
The algorithm for implementing the company's marketing strategy and methods for achieving the main goals are determined.
Initial data are established amazon database for forecasting the actions of the enterprise in conditions of market changes.
Conditions are created for monitoring the work of personnel in implementing the functions assigned to them.
Time limits for planning and general organization of the company's activities to achieve set goals are established.
Marketing Planning Functions
Drawing up a marketing plan ensures the following functions are performed:
cognitive (analysis of the company's competitiveness and forecast of its market position);
verification (comparison of planned measures to increase sales and actual results);
motivational (organization of joint actions of company employees to achieve goals);
coordination (distribution of functions between structural divisions of the enterprise);
control (establishing parameters for monitoring the activities of the company's departments).
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Principles of Marketing Planning
Following these basic rules will ensure that you create a working document that takes into account important aspects of your company's marketing activities.
Don't skip the first steps
Start the planning process from the very beginning each time, without ignoring any of its constituent stages. A competent approach is always based on the formation of a consumer portrait based on the analysis of the target audience. Only by relying on this data can you develop a product that meets the needs of a potential client.
Based on this option, a marketing strategy is thought out, the most effective methods of promotion are determined. Disparate promotions and advertising events will not bring the expected result if they are not links in a long-term strategy.
Create a new plan for the next year
External factors affecting sales change more often than we would like. Therefore, it is necessary to analyze the current situation, identify current directions of market development and consumer behavior regularly, at least once every three years. The information obtained serves as the basis for determining the company's strategy, which in turn is the basis for operational marketing planning.
The annual adjustment takes into account new conditions caused by competitor activity, changes in legislation, a decline or growth in consumer demand, the political situation, etc. The plan for the coming year should take into account the current market situation and include appropriate measures to respond to it.
Focus on the main thing
The development of a marketing program begins with the collection and analysis of information, the volume of which can be enormous. Studying all aspects of the company's functioning, drawing conclusions and planning its steps in each direction is a very costly process that takes a lot of time and resources. For small and medium-sized businesses, it is enough to identify the main data arrays that are relevant from the point of view of achieving the company's immediate marketing g