Marketing is a key element to the success of the business. You need to study how you will reach and gain new customers. You must ensure that existing customers remain satisfied. And you need to keep reviewing and improving everything you do in order to stay ahead of the competition.

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Your marketing plan should be the reference document that you use as the basis for executing your marketing strategy. It sets out clear goals and explains how you will achieve them. And perhaps most importantly, it studies how you can ensure your plan becomes reality.

Remember that marketing per se will not guarantee sales, but by adopting a well documented and consistent plan, you are more likely to build profitable relationships in the long run.

This guide outlines the key areas to study and what to include in an effective marketing plan.

Summary and presentation of the marketing plan
Internal and external analysis for your marketing plan
Your marketing objectives
Marketing strategy for your marketing plan
Plan your marketing tactics
Implementation of your marketing plan
Tips for writing a marketing plan
Summary and presentation of the marketing plan
Your marketing plan should start with a summary.

Although the summary appears at the beginning of the plan, you should write it last. Writing the summary is a good opportunity to check that your plan makes sense and that you haven't forgotten important points.

Business strategy

It is best to present the body of the plan along with a reminder of your general business strategy, including:

the purpose of your business (your business mission)
the key objectives of your business
your overall strategy to achieve these goals
This helps ensure that your marketing plan, marketing strategy and overall business strategy form a coherent whole. For example, suppose your business strategy is based on providing superior products and service. Your marketing strategy and marketing plan should take this into account, targeting customers who value quality, promoting your product to cultivate the right image, and so on.

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