How To Write A Marketing Plan

by Westwood, John

• ISBN13: 9780749461713
• ISBN10: 0749461713
• Edition: 3rd
• Format: Paperback
• Copyright: 2011-01-28
• Publisher: Kogan Page Ltd

Summary

A good marketing plan is at the core of every successful business, but it is often difficult to know how to take the first steps in creating a plan that is workable, achievable and can deliver the required results. How to Write a Marketing Planmakes the task much easier. This practical guide shows readers how to formulate a workable and successful plan. John Westwood uses a real marketing plan to walk readers through each step of developing and writing their own, including: carrying out a marketing audit, setting objectives and the strategies to achieve them, devising budgets, and writing and implementing the plan. This edition highlights the marketing opportunities provided by the internet.

Author Biography

John Westwood is the author of The Marketing Plan Workbook (also published by Kogan Page).  He has held a wide variety of senior sales and marketing positions.

Table of Contents

Preface	p. vii
Introduction	p. 1
What is selling?	p. 4
What is marketing?	p. 4
What is marketing planning?	p. 7
Stages in the preparation of a marketing plan	p. 8
Summary	p. 12
Situation analysis - the marketing audit	p. 13
The audit of the marketing environment	p. 13
The audit of marketing activity	p. 14
The audit of the marketing system	p. 14
The marketing environment - market research	p. 14
Internal market research	p. 21
What is market segmentation	p. 21
Information checklist	p. 23
How to present the figures	p. 25
Situation analysis	p. 29
SWOT analysis	p. 30
Summary	p. 35
Objectives, strategies and action plans	p. 37
What is a marketing objective	p. 37
The product portfolio	p. 39
Relative market growth rate and share	p. 42
Gap analysis	p. 47
What is a marketing strategy?	p. 49
Pricing strategies	p. 51
Action plans	p. 54
Summary	p. 56
Distribution, promotion and budgets	p. 59
The distribution plan	p. 59
The advertising and promotions plan	p. 67
Costs and budgets	p. 73
Budgeting the cost of a marketing plan	p. 75
Summary	p. 80
Writing the plan	p. 81
Introduction	p. 83
Executive summary	p. 84
Situation analysis	p. 85
Marketing objectives	p. 95
Marketing strategies	p. 96
Schedule of what/where how	p. 98
Sales promotion	p. 100
Budgets and the profit and loss account	p. 100
Controls and update procedures	p. 102
Summary	p. 103
Presenting the plan, follow-up and revision	p. 105
Presenting the plan	p. 106
Follow-up and revision	p. 112
Conclusion	p. 112
Appendix - Marketing plan for the UK market	p. 115
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