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Special K

In: Business and Management

Submitted By lawracerscl
Words 7135
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APPEN DIX

Writing a Marketing Plan
Have a plan. Follow the plan, and you’ll be surprised how successful you can be. Most people don’t have a plan. That’s why it’s easy to beat most folks.
—Paul “Bear” Bryant, football coach, University of Alabama

2A for the firm, marketing objectives and strategy specified in terms of the four Ps, action programs, and projected or pro forma income (and other financial) statements—enables marketing personnel and the firm as a whole to understand their own actions, the market in which they operate, their future direction, and the means to obtain support for new initiatives.2 Because these elements—internal activities, external environments, goals, and forms of support—differ for every firm, the marketing plan is different for each firm as well. However, several guidelines apply to marketing plans in general; this Appendix summarizes those points and offers an annotated example.

WHY WRITE A MARKETING PLAN?1

A

s a student, you likely plan out much in your life—where to meet for dinner, how much time to spend studying for exams, which courses to take

next semester, how to get home for winter break, and so on. Plans enable us to figure out where we want to go and how we might get there. For a firm, the goal is not much different. Any company that wants to succeed (which means any firm whatsoever) needs to plan for a variety of contingencies, and marketing represents one of the most significant. A marketing plan—which we defined in Chapter 2 as a written document composed of an analysis of the current marketing situation, opportunities and threats

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Section One Assessing the Marketplace

MARKETING PLAN VERSUS BUSINESS PLAN
Of course, firms consider more than marketing when they make plans and therefore commonly develop business plans as well. Yet as this book highlights, marketing constitutes such an…...

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