Unit IV.

4.4. PM structure
• According to Minarro (2020), any marketing plan must contain the
following structure:

t Analytical
o) marketing.
b) Strategic marketing.

c) Operational
marketing.
Unit IV. The marketing plan.

• 4.1 What is the Marketing Plan?

• 4.2 What is PM for?
• 4.3. Stages of PM
• 4.4. PM structure
• 4.5 Techniques for preparing a PM
 Unit IV.
4.4. PM structure

t Analytical
o) research
Initial marketing.
of both the company itself and the market and
competition .
b) Strategic marketing.
Definition of the strategy that we are going to follow with our plan
ma rketing.
c) Operational
Actions marketing.
that we are going to develop to carry out our strategy, as well as its
economic viability.
to) Analytical marketing.

• Now, what is all this about? Searching for a lot of required information. It is
necessary to know, first of all, what the public's preferences are regarding
our type of product, so that it helps us define its characteristics in order to
satisfy the needs of buyers or clients.
• This way we can also know the characteristics or details about our clients,
the people who demand our products or services, allowing us to know and
organize according to age, gender, professions, sports, religions, economic
situation. Another type of information that can be obtained is about the
rise and fall of demand for products depending on times of year, as well as
places with greater demand than others.

(Minarro,
 to) Analytical marketing.

• All this can be obtained through a Market Study, which includes a series of
activities and the application of professional techniques and tools to obtain all
the desired data. In some cases, if the company does not have an
organizational marketing unit, it can hire and pay for the services of another
that is dedicated to this type of things. Carrying out a market study should
allow us to investigate the competition very well.
• But it doesn't all end there. In this phase it is also required to investigate the
business environment in general. Know all the legal, political and economic
aspects within the region and/or country, macroeconomic indicators that
influence our company (positively or negatively). Also, relationships with
other countries, quantity and reputation of suppliers of our raw materials and
inputs, as well as their availability (M os in . arro, 2020)
 to) Analytical marketing.

• It is necessary to investigate the available sources of financing,

whether they are public or private, what levels of financing they grant
and the requirements to be eligible for their grants.
• Likewise, it is necessary to know in detail the conditions such as
terms, interest rates, guarantees, sanctions, among many other
things. If the business is in an initial stage of entrepreneurship, the
availability of human talent and labor with the required profiles must
be known.

(Minarro,
to) Analytical marketing.

(Minarro, 2020
b)
b) Strategic marketing.

• When a company has all the required data, it is time to plan, that is,
define the strategies and develop the plan. It's time for Strategic
Marketing.
• A company must define where it wants to go, set its objectives and
goals. They must be achievable based on their reality, but they must
also be ambitious. In this sense, for example, the company could
define new production and sales goals, obtaining a larger portion of
the market, systematic evolution of its products, impact on new
segments, expansion into new markets, whether local or
international.
• The company could also consider changes in production technology, staff
reduction, cost reduction, opening of new premises, alliances with other
(Minarro,
b) Strategic marketing.

companies or public organizations, replacement of internal functions with

outsourcing, migration of management systems, among other things.
• Other important determinations are related to the product itself. In this
sense, the approaches can be based on production improvements, addition of
new features or elimination of some, new presentation, new distribution
channels, improvement of advertising or reduction of its costs, incorporation
of new promotion and sales systems, sales staff training and many more.

(Minarro,
b) Strategic marketing.

(Minarro, 2020 b)
c) Operational marketing.
• The marketing plan itself must have established sales goals, target
market, and very clear segments. What it must primarily contain is the
Marketing Mix or Marketing Mix. This is also called the 4 Ps (Product,
Price, Promotion and Place).
• Meanwhile, these represent the pillars of marketing planning. It is a
fairly broad topic and object of study in this area of knowledge that is so
important for the business world.
• It is worth noting that, of these four components (Product, Price,
Promotion and Place), it is the promotion that will consume the greatest
amount of economic resources, so the decisions around it directly affect
the very survival of the company.
(Minarro, 2020)
c) Operational marketing.

• If a certain advertising campaign is contemplated in the plan, it is

time to activate it, to disseminate it through all the media that have
been defined. This is to say something about what the marketing plan
could contemplate.
• This stage or phase is the one that contemplates operation, the
implementation of an entire plan that aims to satisfy customer
demands for products and services to convert them into concrete
sales and generate the intended income.

(Minarro,
2020)
c) Operational marketing.

(Minarro, 2020 b)
Video
What is it and How to make a MARKETING PLAN (Marketing Plan)
https://www.youtube.com/watch?v=4LmLWpkUVYU
 Sample Marketing Plan

• Kotler and Keller, 2012, p. 60 to 65

Pending topic
Unit IV.
4.5 Techniques for preparing a PM
• 4.5 Techniques to prepare a PM