Marketing Planning

Marketing Planning

• What is a marketing plan?
Marketing planning is a strategy for the use of wisdom and marketing activities and rational behavior, marketing, business planning is to change the status quo, to achieve the desired objectives, using scientific methods and innovative thinking, analysis of innovative design and develop marketing programmes rational thinking.

• The marketing plan is a fixed format?

I am in favour of the planning criteria for the use format. In this way, executives can more easily compare different planning, but also provided them with an orderly way to judge the effectiveness of marketing. Marketing planning should be Scenario Analysis (Situational Analysis).

Marketing plan includes six steps: Scenario Analysis, objectives, strategies, tactics, budget and control.

Scenario analysis:

Enterprises must first clear which of the various macro-environment forces (economic, political / legal, social / cultural, technical) and an insider - enterprises, competitors, distributors and suppliers. Enterprises can SWOT analysis (Strengths advantages, disadvantages Weaknesses, Opportunities opportunities, threats, Threats). However, such analysis should be done some changes, the revised become TOWS analysis (threat Threats, opportunities Opportunities, Weaknesses disadvantages, advantages Strengths), is to analyse the reasons for the order should be thinking from outside, rather than from within the outside. SWOT analysis method may be given undue importance of internal factors, mislead enterprises according to their own understanding of the selective advantage to external threats and opportunities. This step should also include the company the main problems facing the sector.

Goals:

Analysis of the scenarios identified in the best of those opportunities, and businesses need to be sort, and then Proceeding from this, the definition of the target market, the establishment of objectives and timetable for completion. Enterprises also need to stakeholders, the corporate reputation, technology and other interested parties to establish goals.

Strategy:
There are many goals any way to reach the strategic task is to select the most effective means of action to complete the goal.

Tactics:

Strategy launched into full details, including four P and the timetable for the various departments and tasks.

Budget:

To achieve its corporate goals of the planned activities and acts of the cost.

Control:

Enterprises must set up the time and measures, timely completion of that plan. If progress lagging, enterprises must corrections objectives, strategies or acts to correct this situation.

• What is a good marketing plan like?
My experience tells me most of the marketing plan are not well developed. These marketing plan or rife with outdated figures, as well as advertising, a lack of strategic guidance, or tactics and strategy is not related or unrealistic goals, or marketing budget planning requirements too much, or not enough feedback and control plans to amend.

I have employed an IBM company to audit its current marketing plan. In general, these schemes have not done well, but I have many of them in the assumptions and data raised doubts, these plans were made to revise marketing departments.

No marketing plan to guarantee the smooth operation, but not the marketing plan certainly not smooth implementation.

• business plan and marketing plan What is the difference?

For these companies the use of terms varies. Some enterprises develop marketing plan initially, when it changed its business plan. Business plans to inventory planning, production plans, and so include the financing plan. Companies often mix these two terms.

I tend said comprehensive plan for "battlefield plan." This plan should ensure that you in the first game, before the battle started on the whole has won the war. If you can not introduce better, newer, faster or cheaper product, you should not enter this market. Battlefield plan should begin in the first battle constantly changed - you must learn to re-design the side while flying aircraft.

• Some people say that after the completion of marketing planning obsolete, because market conditions are constantly changing.

Changes in conditions, the enterprises do not need to change the marketing plan objectives. The first line of defense is to change tactics and budget, if it was not enough, then also need to amend the strategic marketing planning. All these failures, is necessary to amend the marketing objectives.

The most important thing is to constantly update your plan, Eisenhower (Eisenhower) said: "The preparations for a battle, I found that the plan is useless, and continuously updated plan is the key." Continuously updated plan calls for in-depth plans were, advance to conduct more systematic thinking.

A positioning analysis:
Site Analysis: Anatomy of a Web site's own analysis, to find the website of the foundation where the problem lies;
E-commerce positioning: enterprise e-commerce Web site positioning, the location of specific site;
E-commerce model analysis: analysis of the e-commerce website model, research and e-commerce Web site matching mode;
Analysis of industry competition: competition in the industry, the comprehensive analysis of industry website;
Site Development Plan Analysis: e-commerce site with short-term planning and long-term development strategy for the implementation of feedback analysis.
Second, the website of:
Site diagnosis: Site structure is reasonable, whether efficient, are convenient, with the habit of user access;
Web site pages diagnosis: whether to streamline code pages, the page is clear, pages capacity is appropriate, whether it is appropriate color pages;
Diagnosis of documents and the file name: document formats, such as the file name;
Access System: statistical system installation, Lailu analysis, regional analysis, visitor analysis, keyword analysis;
Promotion Strategy diagnosis: Website promotion strategy is effective, whether backward, and whether to adopt the composite promotional strategies.