Marketing Plan Development Guide

"Those that aim for nothing, hit it with remarkable accuracy..."

In this guide you’ll work through each of these stages helping you to understand what you need to consider when putting your plan together.

Creating your Marketing Plan

The following key stages are typically addressed when putting together your Marketing Plan. Whether strategic, operational, short-term or long-term these stages apply: 

Background Analysis

• Current Performance

• Opportunities and Options

• SWOT Analysis

Marketing Objectives

• Marketing Goals • Financial Goals

Marketing Strategy

• Target market segmentation • Differential advantage

Marketing Mix (the resources you use to implement your plan) 

Beyond the 4 ps

• Action Plans
• Budgets
• Organisational Implications • Contingency
• Measuring, Monitoring and Evaluating


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