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The Essential Contents of a Marketing Plan

Excerpt from On Target: The Book on Marketing Plans by Tim Berry and Doug Wilson Every marketing plan has to fit the needs and situation. Even so, there are standard components you just can't do without. A good plan should always have a situation analysis, marketing strategy, sales forecast, and expense budget.
  • Situation Analysis: Normally this will include a market analysis, a SWOT analysis (strengths, weaknesses, opportunities, and threats), and a competitive analysis. The market analysis will include market forecast, segmentation, customer information, and market needs analysis.
  • Marketing Strategy: This should include at least a mission statement, objectives, and focused strategy including market segment focus and product positioning.
  • Sales Forecast: This would include enough detail to track sales month by month and follow up on plan-vs.-actual analysis. Normally a plan will also include specific sales by product, by region or market segment, by channels, by manager responsibilities, and other elements. The forecast alone is a bare minimum.
  • Expense Budget: This ought to include enough detail to track expenses month by month and follow up on plan-vs.-actual analysis. Normally a plan will also include specific sales tactics, programs, management responsibilities, promotion, and other elements. The expense budget is a bare minimum.
Are They Enough? These minimum requirements above are not the ideal, just the minimum. In most cases you'll begin a marketing plan with an Executive Summary, and you'll also follow those essentials just described with a review of organizational impact, risks and contingencies, and pending issues. Include a Specific Action Plan You should also remember that planning is about the results, not the plan itself. A marketing plan must be measured by the results it produces. The implementation of your plan is much more important than its brilliant ideas or massive market research. You can influence implementation by building a plan full of specific, measurable and concrete plans that can be tracked and followed up. Plan-vs.-actual analysis is critical to the eventual results, and you should build it into your plan. Comments: "Thank you, thank you, thank you, You can count on me to highly recommend your services to whomever needs assistance on putting a marketing plan together. You really helped me out!" ~ Grace Powell " Marketing Plan Pro is wonderful! It cut my work in half." ~ Antonia R Penn checkmarkA Personal Realtor Business Plan Can Be Easy To Create. checkmarkReal Estate Marketing Plans - How To KEEP More Money When Marketing Real Estate!

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TOP PRODUCER TIPS red arrow bullet Write your schedule the night before. Always plan your work a day in advance, this way when your start the new day you already know in which direction you are going, as opposed to just drift throughout the day and not accomplish what it is you wanted to accomplish.   red arrow bullet Have a goal board. What are YOU working for? What do you want in life? Is it that dream home, the new car, that family vacation? Put pictures of it on a board so that you can remind yourself of your goals constantly.   =================================================================================================

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quote openDon't bring your need to the marketplace, bring your skill. If you don't feel well, tell your doctor, but not the marketplace. If you need money, go to the bank, but not the marketplace.quote close

~ Jim Rohn

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