The more concise a marketing plan is the better it will serve you.
This guide to writing a strategic marketing plan that meets the specific requirements of your business will take you through the development process step-by-step with easy to follow planning sheets to lead you through each stage. The format includes a fully developed sample plan and is designed to meet the needs of most types of businesses although the emphasis on different aspects of the plan will vary from one business type to another.
Because no two businesses are the same, there is no need to stick rigidly to the prescribed format use it as it applies to your particular set of circumstances. Remember, the principles of marketing are constant regardless of the product category or industry. However, the degree of emphasis placed on different elements of the plan will vary considerably from one enterprise and industry to another to suit individual circumstances.
In developing your plan, remember that a good plan always builds on what you have done in the past, as this is the best guide you can have to what you need to do in the future. Also, do not be deterred with the thought that you need to write a thick weighty tome. You do not. The more concise the plan the better it will serve you. The plan needs only to be a succinct summary of what you want to achieve and how you are going to attain your goals.
A marketing plan is a working document providing you with an ongoing reference. When completed, do not bury it in a drawer to gather dust. Use it as a constant reference in the day-to-day decision-making process.
It is a good idea to get as many people from within the organisation involved in writing the plan, as reasonably practical, as this gathers a broader cross section of ideas and gains everyone's commitment to the plan so that all are working to the same purpose. ‘Workshopping' the plan with your management group, using the planning sheets provided in this guide, is a good way to get the process started.
You do not have to spend a fortune on marketing to make the plan effective.
The mere process of thinking through your objectives and strategies and reshaping them appropriately could set you on an infinitely more effective and profitable path. Finally, remember that just as the dynamics of the market keep changing and as your business progresses, so the plan should be updated to keep abreast of those changes. You will also find that the plan will create a mindset, which will make you more aware of opportunities that arise, and how you can capitalise on them.
