By John Westwood
A part of a chain of pocket courses aimed toward permitting the reader to benefit a brand new ability in exactly half-hour, this article provides a pragmatic consultant to the ins-and-outs of discovering, getting ready and writing a advertising and marketing plan.
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Extra info for 30 Minutes to Write a Marketing Plan (30 Minutes Series)
However, in budgeting and evaluating individual plans, you need only consider part of the company budgeting process. 7. Only if your product is new or you anticipate considerable increases in business from your plan may major capital investment also be required. Obviously, if your plan includes an increase in field sales personnel, you will need to budget for more company cars and laptop computers. With a marketing plan for an individual product or market, we are considering only the additional turnover generated by the plan and the costs associated with its implementation, not the total company turnover and costs.
This type of information can be presented either in tabular or graphic form. 3 shows an example in graphic form. It would be helpful to include some background notes on the key industries. Key products This section lists your key products and details technological and commercial factors relating to them. This would include the results of the SWOT analysis on your products and those of your competitors. The information could be presented in a similar format to the data on strategic markets, or it could be included in a product portfolio matrix.
Customer service At this stage, we are only interested in the aspects of customer service that affect distribution; in other words, the level of availability of the product to the customer. Theoretically, you want to offer your customers 100 per cent availability. In practice this is not possible, because it is necessary to find a balance between the costs and benefits involved. The costs of extra availability cannot exceed the extra revenue that will be gained as a result. 36 Distribution, Promotion and Budget In the distribution plan it is necessary to consider whether a change in marketing channels or physical distribution is necessary.