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    Marketing Planning, Implementation and Control

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    Attitude Skg Original
    The document outlines the key components of an effective marketing plan: 1) An executive summary to briefly summarize the plan. 2) An analysis of the current market situation including the target market and consumer behavior. 3) A PEST analysis to identify external opportunities and threats. 4) Marketing objectives and issues to address. 5) A marketing strategy identifying target segments and positioning. 6) Planned marketing activities, responsibilities, timelines and budgets. 7) Controls to monitor performance against the plan.

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    Marketing Planning, Implementation and Control

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    Attitude Skg Original
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    The document outlines the key components of an effective marketing plan: 1) An executive summary to briefly summarize the plan. 2) An analysis of the current market situation including the target market and consumer behavior. 3) A PEST analysis to identify external opportunities and threats. 4) Marketing objectives and issues to address. 5) A marketing strategy identifying target segments and positioning. 6) Planned marketing activities, responsibilities, timelines and budgets. 7) Controls to monitor performance against the plan.

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    The document outlines the key components of an effective marketing plan: 1) An executive summary to briefly summarize the plan. 2) An analysis of the current market situation including the target market and consumer behavior. 3) A PEST analysis to identify external opportunities and threats. 4) Marketing objectives and issues to address. 5) A marketing strategy identifying target segments and positioning. 6) Planned marketing activities, responsibilities, timelines and budgets. 7) Controls to monitor performance against the plan.

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    8 views8 pages

    Marketing Planning, Implementation and Control

    Uploaded by

    Attitude Skg Original
    The document outlines the key components of an effective marketing plan: 1) An executive summary to briefly summarize the plan. 2) An analysis of the current market situation including the target market and consumer behavior. 3) A PEST analysis to identify external opportunities and threats. 4) Marketing objectives and issues to address. 5) A marketing strategy identifying target segments and positioning. 6) Planned marketing activities, responsibilities, timelines and budgets. 7) Controls to monitor performance against the plan.

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    MARKETING

    PLANNING,
    IMPLEMENTATION
    AND CONTROL
    Marketing planning

    Through strategic plan exists in the


    organization but it is very essential to have
    functional plans to coordinate department
    activity. For example, the marketing plan
    guides the sales and distribution activities
    of the organization. Therefore it is
    essential to know what the contents of a
    marketing plan are.
    Contents of marketing plan
    Executive summary: brief summary of plan,
    which help busy executives to go through the
    points very quickly.

    Analyzing the current market situation: the following factors should be


    answered in this section.

    ●
    What is the intended market and market segment?
    ●
    What is the consumer buying behavior process for particular category of products?
    ●
    How conducive is the marketing environment to do the business?
    ●
    Whether company got right marketing mix for intended target customer?
    ●
    Who are major competitors and what are their marketing strategies?
    PEST analysis: In this section, external environment of the company is
    analyzed to find opportunities and threats.

    Objectives and issues: this part of the marketing plan should discuss
    marketing objectives that company would like to achieve in particular period
    and issues that may affect them.
    Marketing strategy: This section
    should highlight on

    Identify the segments, target


    customer and positioning strategy.

    4P’s of marketing
    Planned activities: the following factors should
    be discussed in this section

    1. What are the programs that


    company plans to undertake?

    2. Who are responsible to monitor


    these programs?

    3. How much time it takes to complete


    the program?

    4. How much will it cost?


    Marketing budget: A budget has to
    be prepared periodically to
    estimate the funds and expenses to
    be incurred on the marketing
    activities such as advertising,
    research, sales promotions etc. the
    budget will act as a reference point
    when actual figures are accounted.
    Control: Any program implemented
    need to be controlled to check its
    performance. Hence organization
    should take periodic auditing by a
    review committee. The control process
    for the plan should be discussed in this
    section.

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