Types of Marketing

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T ypes of P lans

Group 1 Presentation
Objectives

Identify the four types of plan


Differentiate each type of plans
Apply each type of planning in a
personal and business setting
Types of plan
- Based on the length of the
planning horizon, planning
may be classified as
Strategic Planning, Tactical
Planning, and Operational
Planning.
Strategic Plans
"Strategic plans are all about why things need to happen."
It is a high-level overview of the entire business, its vision,
objectives, and value.
This plan is the foundational basis of the organization and
will dictate decisions in the long term.
The scope of the plan can be two, three, four, five, or even
ten years.
TYPES OF STRATEGIC PLAN

VISION

MISSION

VALUES
Tactical Plans
"Tactical plans are about what is going to happen."
A tactical plan answers "how do we achieve our strategic
plan?" It outlines actions to achieve short-term goals,
generally within a year or less. They are much narrower in
focus and can be broken down into the departmental or unit
level.
TYPES OF TACTICAL PLANNING
POLICIES
PROCEDURES

RULE
OBJECTIVE
Operational Plans
about how things need to happen.
This type of planning typically describes the day-to-day running of
the company.
An operational plan (also known as a work plan) is a highly
detailed outline of what your department will focus on for the
near future—usually in the upcoming year. The plan will answer
questions - who, what, when, and how much - regarding daily or
weekly tasks.
TYPES OF OPERATIONAL

PROGRAMMES

PROJECTS

BUDGET
Contingency Plans
are made when something unexpected happens or when something
needs to be changed.
Contingency planning is defined as a course of action designed to
help an organization respond to an event that may or may not
happen. Contingency plans can also be referred to as 'Plan B'
because it can work as an alternative action if things don't go as
planned.
T hank You
ForL Istening
Let us know if you have questions.

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