Structure of a Marketing Plan
Posted: Mon Jan 20, 2025 4:27 am
A marketing plan consists of sections that overlap with each other in many ways. It is necessary to carefully consider its structure. As a rule, it includes the following elements:
Annotation
This section is primarily intended to be a guide. It outlines the main directions and objectives. After a brief review, it is easy to understand what is intended to be achieved by the sequence of specific actions. The summary is usually followed by a table of contents.
Current situation
This section contains 99 acres database characteristics of the target audience, market position, and key business areas. All information is usually grouped into subsections: market overview, product description, competition, etc.
Opportunities and risks
This section provides information about the product's capabilities and the risks associated with its use. Potential negative consequences are also assessed here.
Goals
This section provides an overview of the areas of work. It describes the results of marketing activities in specific markets.
Strategies
This refers to the main areas of marketing activity. They must be strictly adhered to in order to ensure effective marketing. This policy contains information about individual strategies for different markets, the marketing tools used, and the amount of expected costs.
When creating such developments for specific markets, it is necessary to pay attention to what products are planned to be sold, how they will be promoted, etc. In addition, an action plan should be drawn up in the event of difficult situations.
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Action Program
This is a detailed scheme that must be followed. It includes the distribution of responsibilities between performers, the amount of funds allocated, the coordination of certain actions in order to implement the marketing sales plan. In other words, the action program is a sequence of various operations performed by the marketing department and other services in order to achieve the designated goals.
Budget
This chapter specifies the planned amount of marketing costs, expected income and net profit of the company. When determining income, the projected sales volume and cost of products are taken into account. Costs are made up of expenses for production, marketing and promotion of products. Particular attention should be paid to the full description of marketing costs.
Control
This section provides control mechanisms that allow for the assessment of the effectiveness of the measures taken. Accordingly, it is necessary to define the criteria by which a conclusion can be drawn about the results achieved within the framework of the plan implementation.
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Annotation
This section is primarily intended to be a guide. It outlines the main directions and objectives. After a brief review, it is easy to understand what is intended to be achieved by the sequence of specific actions. The summary is usually followed by a table of contents.
Current situation
This section contains 99 acres database characteristics of the target audience, market position, and key business areas. All information is usually grouped into subsections: market overview, product description, competition, etc.
Opportunities and risks
This section provides information about the product's capabilities and the risks associated with its use. Potential negative consequences are also assessed here.
Goals
This section provides an overview of the areas of work. It describes the results of marketing activities in specific markets.
Strategies
This refers to the main areas of marketing activity. They must be strictly adhered to in order to ensure effective marketing. This policy contains information about individual strategies for different markets, the marketing tools used, and the amount of expected costs.
When creating such developments for specific markets, it is necessary to pay attention to what products are planned to be sold, how they will be promoted, etc. In addition, an action plan should be drawn up in the event of difficult situations.
Read also!
"Marketing Department KPI: 11 indicators and calculation example"
Read more
Action Program
This is a detailed scheme that must be followed. It includes the distribution of responsibilities between performers, the amount of funds allocated, the coordination of certain actions in order to implement the marketing sales plan. In other words, the action program is a sequence of various operations performed by the marketing department and other services in order to achieve the designated goals.
Budget
This chapter specifies the planned amount of marketing costs, expected income and net profit of the company. When determining income, the projected sales volume and cost of products are taken into account. Costs are made up of expenses for production, marketing and promotion of products. Particular attention should be paid to the full description of marketing costs.
Control
This section provides control mechanisms that allow for the assessment of the effectiveness of the measures taken. Accordingly, it is necessary to define the criteria by which a conclusion can be drawn about the results achieved within the framework of the plan implementation.
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What should ideal B2B marketing be like?
Marketing Tips: How to Show That Your Product is the Best
Example of a cooperation proposal: just follow the instructions