A marketing plan is one of the important parts of the company's plan. The marketing plan includes six elements:
1Analysis of the situation. In the course of the analysis, the company will examine the external factors acting at the macrolevel (economic, political, legal, socio-cultural, technological), as well as players or participants in the situation (the company, competitors, distributors and suppliers). The company analyzes strengths, weaknesses, opportunities and threats. Here it is necessary to move from external factors to internal factors.
2The purposes. After the best opportunities for the company were revealed during the analysis of the situation, these opportunities are ranked, after which the objectives of the company are formulated and the terms for their achievement are determined. Goals should be established taking into account the interests of all business participants, the reputation of the company and other significant factors.
3Strategy. The choice of the best course for achieving the goal is the task of the strategy.
4Tactics. The strategy should be developed, detailing the details related to marketing tools and specific activities. Responsible and deadlines are chosen for the events.
5Buy. The planned activities and activities are associated with costs that are added to the budget needed to achieve the company's goals.
6Control. The company should establish the periodicity of the revision of the plan and the benchmarks that determine how the work to achieve the goal is progressing. If the indicators are lagging behind the planned, the company should revise the goals, strategy or list of activities to rectify the situation.