Marketing Plan, Guide summary

1. Environment Analysis

The analysis of the environment in fundamental to be able to know and extract relevant data of all the factors that surround the company, because we can not forget that we do not act alone.

It Is the methodology for extracting data, analyzing it and using it for decision making, whether they are factors of the political, economic, technological, social environment….

In This sense you have all the detail in: Analysis of the environment.

In This analysis is interesting the use of the Matrix PEST-E, which will help us to clogging results and perform an orderly and visual analysis of the data.

2. Sector Analysis

Once analyzed the environment, the data at macro level, it is necessary to take one step more, ajar a step in the analysis, to move to focus on the analysis of the sector.

In This sense we will need to know the data of total turnover of the sector, revenues, total expenses, costs, volume of exports, volume of imports, total number of companies that operate, closures of company, new opening, typologies…

For what? Because it is the framework where our company competes day by day and we need to know it in detail, because others can compare our data with those of the sector.

We Delve more into the article: sector analysis

3. Competition Analysis

If we already have data about the environment and the sector, now it’s fine to us that it makes our competition, direct, indirect and even those companies that sell products substituted of ours at any time of consumption of the client.

This analysis must be done at all levels, from local to international, from off to online, and collecting data such as the concentration of competing companies on the market, the annual turnover of the main competitors, the portfolio of Products/services…

Critical to know what it does, how it moves, how our competition operates.

All The complete information in: the competition, Analízala

4. Internal Analysis of the company

If we already know the environment, the market, the sector and the competencia….es time to look at our navel!!!

To Analyze what we did, what we planned and what we executed.

And not to be left alone in the 4P ´ S but to go beyond and to see data relative to each one of the product/services of the company or organization, detailing the whole product portfolio, type of product/service, main characteristics, the distribution channel, if it is Sale Direct, commercial force, franchise, through direct intermediaries, on-line sale, communication at three levels: external, internal and on-line…

It Is essential to see all the marketing elect with perspective in order to make future decisions!!!

At this point you have more information in: internal analysis of the company

5.-Analysis of the Target Audience

Now is the time, once analyzed all the external and internal art of the company, to analyze our Target Audience, both internally and externally, it will be essential to achieve the objectives and design of the plan of Action.

We can Not forget that the target audience are all the people we sell or want to sell our products and services, grouped by marketing variables, which optimize and monetize marketing efforts aimed at achieving the goal Finish: Sale (human and economic).

This point you have expanded in: analysis of the target audience

6. SWOT Matrix If We have developed all the above points, make a coherent SWOT Matrix and as accurate as possible we will be much more facial why?, because we have analyzed and extracted external and internal conclusions.

Although there are professionals and gurus who speak that the SWOT i is not a valid model, from The Culture of Marketing We continue betting on this tool that will provide important data for decision making.

You Have all the details in: Matrix SWOT.

7. Analysis CAME

Fundamental to get 110% of your SWOT matrix, because it will help us to define the type of strategies that a company should follow, once we have identified, through the SWOT matrix, the key aspects of the external environment and internal factors of the company.

In short, and in the case of marketing, it will help us to define possible strategic lines of action, in a simple and orderly way.


More detail in: CAME matrix

8. Analysis of key business data

We are Not approaching the marking of objectives and that is why it is now time to go into depth in economic and marketing data to analyze trends, historical evolutions, make future reviews…

With the internal analysis of the data we will go into detail in the monthly sales by product, product line and business unit; The costs derived from sales, profits, total customers, the contribution margin, the number of units sold, the turnover of products….

In short, all those indicators that directly or indirectly affect the profitability of our business model.

More detail in: Analysis of key business data

9. Pricing Policy

We Made Special mention of the pricing policy because we understand that it is a fundamental and critical point, an important variable in the purchasing decision and to which we often do not pay due detail or due analysis and reflection.

At this point it is about ordering and detailing through tables, all the products and services we offer, establishing for each one the price or rate without VAT and the public Price (PVP); All discounts (by volume, units of sale, margins…), commissions, Rappel… and other commercial formulas that are incorporated.

For what?

In Order To make the RIGHT decisions!!! Because as you have seen the marketing has a lot of data analysis and decision making.

You Have the whole article in: Pricing policy

10. Goal Marking

The objectives are the goal to achieve the Marketing Plan, the goal to achieve with the strategies designed, the goal to achieve for which we execute action plans that touch the product, communication, price, customer, distribution…

That Is why they must be conceived and drafted with professionalism and complying with marked guidelines.

It Seems obvious and simple but when it comes to writing goals correctly it’s not that simple!!!

All keys in: Target marking

11. Sales Forecast

When we face the design of a Marketing Plan, a complex and critical point for the success of marketing strategies; But that often presents some complexity, is how to make the sales forecast

When We make a sales forecast, we are making “guesses/projections” that something concrete can happen if a number of requirements are fulfilled (of which we control and others do not), such as the total sales of a company in a year. In Order To realize the conjectures we need “knowledge”, that is to say, based on real and tangible data of the past and the present.

All the detail in: How to make a sales forecast

12. Plan of Action

The Plan of Action is the description and scheduling of all the required actions, which touch all the marketing and commercial variables of our business model or company; What we call the “Marketing Mix or the already famous” 4P ´ S, “both off and online; In order to develop, measuring and evaluating action-to-action, we will facilitate the fulfillment of the previously marked objectives.

If The strategy marks the way to achieve the goals, the action plan or tactics show how to achieve them.

It Is The most creative part of marketing but eye, they must conform to the conclusions and analyses, and of course to the objectives!!!

More guidelines in: the Action plan

In This regard it is important to know how to develop a summary of an optical plan of action, as a tool for simplifying results and actions. This aspect is detailed in: Optical action plan

13. Contingency Plan

The Contingency Plan is nothing more than planning specific corrective actions that counteract and help to meet the objectives, in those scenarios where we are below goal fulfillment.

It Is A key tool for the final achievement of the objectives set in the Annual Marketing Plan, as it helps us to anticipate negative scenarios, to design corrective actions that minimize the negative impact of results in the final objectives.

ALL details in: Contingency plan

14. Scorecard

The scorecard of marketing or CMM, part of 4 large areas fundamentally, areas that revolve, as it could not be otherwise, around the marketing mix or the already famous 4 P´S; Although this is not to say that we enforce strictly to these 4 perspectives or areas, for example if the investment made in communication by a company, in its broadest sense, is high, it will be worthwhile to include this area in the scorecard.

Therefore the scorecard is only once designed the areas of action and established the indicators of measurement of each area, a control panel that will help us in the decision making in the short term, and not lose the focus and fulfillment of the objectives S marked.

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