Marketing Concepts and Plans

How do you take good marketing concepts and turn them into an effective plan? Developing the best plan for your business requires a good understanding of the business before the plan is built. When we work with you to develop a marketing plan or to review and analyze an existing plan, we consider the elements and criteria of what’s most significant for your business.

A sample marketing plan table of contents might include:

  • Executive summary: which typically summarizes the situation as it is today, the challenges that the organization faces, and the strategy for managing those challenges effectively)
  • Introduction of organization and goals and objectives (including vision and mission)
  • Environmental Scan (of the market ‘space’)
  • SWOT (strengths, weaknesses, opportunities and threats) analysis – and in some sectors, a SOAR (strengths, opportunities, aspirations, results) framework is more effective
  • Major Stakeholders Review
  • Key Competitors – Analysis
  • Situation Analysis that includes reviewing existing marketing efforts: what has worked and what hasn’t worked (and why if known)
  • Market Size and Market Share
  • Marketing Segmentation: Identifying the Target Markets
  • Market Opportunities Analysis
  • Competitive Strategies Development
  • Positioning Statement
  • Unique Value Proposition
  • Marketing Mix
    • Promotional Campaign Tactics
      • Social media marketing plan
      • Website development (or if a website exists – site content and design upgrades for traffic improvement)
      • Print media plan
    • Pricing Strategies
    • Distribution Strategies
    • Product and/or Service Strategies and Development: including features, advantages and benefits (note if a services business then additionally the tactics would need to address people, packaging or physical evidence, and process)
  • Key Performance Indicators to Manage the Business
  • Action Plan
    • What, Why, How, When and Who
    • Measurements for each action

To find out more about how we can help you turn marketing concepts into effective action plans for your business, contact Kris.