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Although marketing has changed dramatically over the last 5 years, the fundamental principles remain the same. Here are some simple tips and exercises which should catalyse the framework of a marketing plan. This structured approach should be constantly referred to and reviewed.
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10 tips for creating a marketing plan
1 Company SWOT Analysis
Identify your strengths, weaknesses, be aware of threats and opportunity
2 Situation analysis
Understand your customers and how you can connect with them.
3 Industry SWOT Analysis
Awareness of trends and forecasts is vital in seeking opportunities.
4 Competitor analysis
Knowing your competitors is as important as knowing your own company.
5 Segmentation
Segmenting your customers allows you to identify how to communicate effectively.
6 Future vision
Identify where you want your company to be in 1, 3, and 5 years time.
7 Areas of growth
Identify how and where you will grow your business.
8 Tactics
Now you can begin to think about ‘how’ you will attract new business.
9 Action
Next you can start to plan your activity.
10 Monitor
Ensure you measure activity and learn from both success and failures.
Templates
SWOT
Strength
Weaknesses
Opportunities
Threats
PESTEL Analysis
Political Environment
Social Environment
Economical Environment
Technological Environment
Legal Environment
Environmental Environment
Good Segmentation
Identify Ability to identify and measure relevant characteristics
Scope Sufficient numbers. No rapid changes relating to needs
Access Ability to reach target segment , within economical way
Responsive Segment responds homogeneously to specific marketing mix
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