Marketing Plan

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Marketing Plan Your practical guide Compliments of Contents Page No Introduction Step 1 1.1 Step 2 2.1 Step 3 3.1 Step 4 4.1 4.2 4.3 Step 5 5.1 Step 6 6.1 6.2 Step 7 7.1 Background Analysis Practical Exercise 1 Current Performance Opportunities and Options Practical Exercise 2 Marketing Objectives Marketing Goals Financial Goals Marketing Strategy The Marketing Mix Mixing the Mix Action Plans Practical Exercise 3 3 5 5 6 6 6 7 7 7 8 9 10 10 11 Step 8 8.1 Step 9 9.1 Step 10 10.1 Step 11 11.1 Budgets Organisational Implications Contingency / Opportunties 12 12 13 Monitor and Evaluate 13 2 © Carvill Creative Ltd, 2010 Introduction Every business needs a Marketing Plan. This guide has been created to assist you in putting your Marketing Plan together. This guide will help you to indicate the type of information that is required for your Marketing Plan and provide you with exercises and practical examples to help you along the way. It may take some time to complete the Marketing Plan Guide, but completing it is a valuable exercise that will help you to focus on the most appropriate way to successfully achieve your goals. You will find that its generation will promote new ideas and better utilisation of your resources. Your Marketing Plan is about facts, ideas and their implementation rather than being driven by figures or budgets. Before producing your plan, I suggest you read through this document first and then spend some time thinking about the exercises and the information that you require to create your plan. Where possible, work with team members to ensure that you are delegating some of the responsibilities. When reading through this template, no doubt you may be thinking “there’s a lot more to marketing than brochures, emails and direct mail campaigns” – and you’d be absolutely right. Marketing isn’t

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