The Marketing Plan (IV) – Development, parts of the Plan and sample (III)

Inside Marketing strategies:

* According to McKinsey & Company: The strategy is one of the keys to business success. The core (Hardware), are Strategy, Structure and Systems (work process). The other four are: Style (employees share the same goal and sense of belonging), Capacity (for carrying out the strategy of the company, training), Staffing and Shared Values (same values guide) are the Software. The most fickle business. The more these elements are present in the company, you will enjoy more success.

Mission: Defines the subject extensively and the proposition for which it is intended to create or provide a product or brand / company.

Objectives: Define what the company wants to achieve, should be quantified and temporal. It is the only way to be subsequently evaluated, and it can be corrected. You can define several types of communication such as: sales (economic) market shares, sales volume (quantity of products sold), communication, etc..

Target Market: Inside the segmentation should quantify the target market to which the company is going to know where they can grow up and know the size.

Positioning: In selected markets where we want to be inside the mind of the consumer. Subjective differentiation will perceive our target.

Marketing-Mix: consists of establishing the strategies of each of the “Ps”.

Product: Fixed all product characteristics, both intrinsic (technical description of the product) and extrinsic (all attributes added to the product themselves, such as guarantees, services, etc..).

Prices: stipulates the price based on the market, the characteristics of the target market, the product offered and brand perception.

Distribution: Strategy setting out how the product reaches the consumer. Sometimes the distribution is itself the goal of the marketing plan (eg ecommerce marketing plan).

Communication / Advertising: Set it to communicate the purpose of the plan is based on the paid or media. With a pre-defined strategy.


Growth forecast: In this stage must calculate, by means of the available market research company.

Projected cost: A Marketing Plan without a specific and controlled budget can become a hole in the pocket of the company. You should always be controlled and optimized.

Forecast results: At this point you have to draw the scenarios that can occur. Normally three scenarios are drawn:

A pessimistic scenario results very tight and with a shy market reaction to the actions of the company. These are situations that can occur when no previous data contrasted well or when something’s come up that has broken the trend which had previously. For example, the famous Dukan diet has increased oat consumption exponentially herbalists, contrary to other diet products eg.

An expected scenario. In this scenario the data are expected as had predicted with the data obtained. When these results give an example of good work to develop an action at the right time.

Very positive scenario. Is to describe the best expectations for all variables studied. When it occurs, is the result reached by the time most growth in developing this action.


By Manu Santana Google

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