The Marketing Plan usually forms part of the business plan [refer to: How to write a business plan]. A business must think about its strategic marketing, which is concerned with looking into the future and developing and implementing plans that will drive the company in the desired direction. Strategic marketing need to think in terms of benefits or solutions that will be delivered to the customer. [refer to: Consumer Behaviour]

Format of the Marketing Plan
Generally, the Marketing Plan should be set out as follows:

1. Market Analysis

• Target Market - In this section identify who your customers are and how you will be targeting them.
• Environment - Include what impact political decisions, economic changes, sociological developments and technological changes will have on your business.

2. Marketing Strategies

• Image - What kind of image do you want to have? For example, will your produce be cheap but good or high quality and prestigious?
• Features - Is your product or service different to the competition, if so in what way? List the features that will be emphasised.
• Customer Services - What kind of customer services will you provide? What will be your sales and credit terms?

3. Marketing Objectives

Identify what you need to do to promote and advertise your product or service, how you will do it and how can it be measured. For example, do you want to increase sales to existing customers, find new customers, promote a new product or service?

4. Advertising and Promotion

• Marketing Methods - List the range of methods you will use such as newspaper, magazines, direct marketing and explain why you consider them to be the most effective.

Once you have completed your marketing plan, draw up a monthly or weekly marketing calendar showing what activities you are going to undertake, what marketing activity and budget.

Always try to improve your marketing as it will pay dividends!