Your Marketing Plan - Prerequisite to Success

Marketing is a vital aspect of a business’ operations. It has been said that, "Nothing happens in business until a sale is made". Marketing is about how sales are made and marketing planning is about being proactive in determining how sales are to be made. Developing a marketing plan is the tool businesses use to overcome weaknesses in competitiveness and to increase sales.

Without a marketing plan, a business can only be reactive to changes in the market and competition. This situation means that management is always trying to catch up to everyone else. A marketing plan can put the boot on the other foot. The process of developing a marketing plan means that management is now being proactive, developing positive strategies and initiatives to create competitive advantage and boost sales.

The Planning Process

The planning process involves finding answers to a number of important questions:

• Do we have enough customers?
• Who are our current customers and potential customers?
• What do the customers want?
• Where are the customers?
• How do we inform the customers about us, our products and services?
• How do we enable our customers to buy?
• How do we put our product or service into the customers’ possession?

Answering these questions requires research and thought about all aspects of marketing and allows for the development of competitive advantages and differentiation between the way a business does business and how its competitors do business.

The Result

The result of putting together a marketing plan is a business that is more in control of its sales strategies and results. Advertising and promotions are planned and structured to achieve specific results. Effective sales methods are developed and sales staff are trained and made accountable for both activities and results. If implemented properly, the marketing plan forges partnerships between the sales team and other personnel in other functions, creating an efficient, cohesive organization.

© 2004 Greg Roworth
Managing Director
Progressive Business Solutions Limited

www.progressivebusinesssolutions.co.nz