Evidence 2: Market Projection

Actividad de aprendizaje 3

Brayan Estiben Huertas Ortigoza

Servicio Nacional de Aprendizaje Sena

Negociación Internacional
Ficha No. (1881676)

Bogotá Colombia
2019
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Is there any shortcut to achieve such success? Yes there is. It is to form the perfect marketing plan.
And the success of a Marketing plan depends on one word – Information. Information is the key to the
success of a Marketing Plan. The ideal marketing plan needs to be a living, breathing and customized
document. It is the single document that is at the core of all of your marketing objectives, strategies
and tactics. In an effort to help you craft the perfect, and most importantly, realistic marketing plan for
your company, try using our 8 Steps:

Step 1: Executive Summary

This section is an overview of the problem or strategic goals and a simple, direct summation of the
marketing plan’s objective and strategies.
Step 2: Situation Analysis
this includes competitive research, market analysis, SWOT, summaries of cultural trends and issues,
recent performance, problems, opportunities and strategies.
Step 3: Sales Analysis/Forecast
Where deemed necessary, marketing plans may not be built on just generating sales, but on attaining
leads, building social media communities or creating in-store or web traffic. Whatever your
measurement, we strongly believe establishing a “baseline” against which to measure your
achievement.
Step 4: Marketing Objectives
these are specific objectives based on identified opportunities. Try to make these objectives
measurable and attainable.
Step 5: Marketing Strategy
how do you intend to achieve these objectives? In this section, outline your channels, marketing
tactics, creative messaging, etc.
Step 6: Implementation
Outline in detail your rollout or execution of the strategy. These are actions needed to achieve the
objectives, with dates, responsibilities and details on how success will be measured.
Step 7: Review
since all plans are unique, all other considerations must be discussed, addressed or resolved before
putting the plan into action. These could include risks, contingencies, and the need for internal
support, distribution channel issues or other similar topics that need to be identified or addressed.
Step 8: Budget
what will each phase of the plan cost? Without a realistic budget that is outlined in detail, you are only
asking for trouble!