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Summary of Marketing Plan
The PowerPoint topic 2b is talking about develops a marketing plan, which
plays an important role in study product management this subject and writes
following reports. In this topic, it is include marketing plan, goals of a marketing
plan, appraising competitors, frequent mistakes in the planning process, how
to be a good planning, marketing planning sequence and financial
performance these parts. Goals of a marketing plan, frequency mistakes in the
planning process and financial performance these three parts, which is
especially important, because these three parts determine the success of
marketing plan. The following content would talk how to prepare a good
marketing plan for a new product proposal and explain why it is so important
for our study this subject.
First of all, what is a marketing plan? “A marketing plan is a written document
containing the guide lines for the business’ marketing programs and resources
allocations over the planning period.” (Brackley, A) So this means that a
marketing plan to determine the necessary resources of plan activities should
be achieved, thus enterprise can know what kind of demands of these
resources can be measured in advance and understand how many costs the
enterprise should be born, which is a benefit for further budget and save
money. For prepare a marketing plan, planners need comprehend a history of
their planning product and should a communication to other functional areas to
understand the product performance. Besides, planners should do pinpoints
responsibility in case management changes, they can provide continuity as
well. Meanwhile, this marketing plan may serve as a useful induction
document for new employees. If planners do a good prepare activities for the
marketing plan, enterprises can specify know the responsibility of the
personnel concerned, so that they have a goal and step by step to go to
complete their assigned tasks. On the other side, a product, service or brand
all can be prepared by a marketing plan. In addition, the planning period longer
or shorter is depending on the marketing plan is retailing or industrial. If it is a
retailing product, which could has shorter periods because of the product’s
seasonality. If it is a industrial product, which could has longer period.
Secondly, goals of a marketing plan also is an important part of doing a good
marketing plan, planners should define the current business situation and also
define challenges and opportunities facing the business. Furthermore,
planners should identify specific goals and determine how progress will be
measured, then can establish the marketing plan objectives. Next, planners
should define the strategic and programs necessary in order to achieve the
objectives. Additionally, pinpoint responsibility for achieving product objectives
that are a good way to improve planners working efficiency. In the end,
planners should encourage careful and disciplined thinking, because this can
enable the marketing plan more strictly and more logicality. More specifically,
‘establish a customer’ this goal is much more important in above goals,
because customers are the real source of profit of products, in the process of
product and product manager to establish the customer, customer relationship
