In short: Summary, Analysis of the situation (Market trends, SWOT Analysis, Analysis of competition), Marketing Strategy (Marketing objectives, Product strategy, Pricing strategy, Promotion strategy, Distribution strategy, Customer service), Finance, Implementation monitoring.
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In the chapter on implementation monitoring you have to show the ways to measure progress in achieving objectives and define how to make adjustments for departures during the implementation of programs. It is a necessary to complement the marketing planning process, because even the best plan will fail if it is not implemented properly.
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You must always be aware that the methods adopted by you bear costs. Advertising that you post in newspapers will not get there for free, while in turn, the increase in sales, though beneficial itself, will cause an increase in costs associated with producing the goods etc. Precisely, that is why, before you start, think whether it is cost effective for your business. Not all investments pay for themselves immediately, some require a longer time perspective.
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Schedule is a tool that allows you to plan in time activities that are meant for further implementation. On its basis, you can state what actions will be undertaken and when they will be accomplished and determine whether you are dealing with a delay, or whether everything goes according to plan.
A marketing strategy allows you to reach your marketing objectives with the help of products and services offered on the market. It gives the possibility to choose the customer and the market which the company will act on and it also allows to make operational decisions.
This chapter presents specific marketing objectives and it highlights problems that may have an influence on them. This is an important step in the marketing planning, because on the basis of previously gathered information (including among others; its customers, the market) decisions are made as to the direction that the strategy will aim. The whole analytical procedure, you have so far carried out, was leading to this and the next (i.e. defining the strategy) stage.
This section should include a summary of the company’s environment and the environment it works in. Analysis of the situation is collecting of data and performing analysis of the situation inside and outside the company (products, markets, past performance, competition, other environmental factors).
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Summary is the first part of marketing plan, although it is written at the end of works. It outlines the main points and objectives of the entire document. It should contain the most important information that will help understand the essence of the marketing plan that is presented.
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Contents should be placed at the beginning of a marketing plan to make it easier to find the sought information .It should contain a list of all parts of the document (chapters, subsections), along with page numbers. Contents could look this way:
Even the best plan can fail. Even if one appreciates the importance of planning, he/she may not succeed. However, there are some commonly occurring causes pointed out that can affect the marketing planning in such a way that it is not completed successfully. These are:
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