How to Write a Marketing Plan

Define Your Strategy, Plan Effectively and Reach Your Marketing Goals

John Westwood

• Publisher: Kogan Page
• Year: 2019
• Print ISBN: 9780749484835
• eBook ISBN: 9780749486167
• Edition: 6
• Topic: Personal Development
• Subtopic: Marketing
• Index: Marketing

How to Write a Marketing Plan provides a step-by-step guide to creating a successful marketing plan: from carrying out a marketing audit, setting objectives and devising budgets to writing, presenting and implementing the plan. With content on producing mini-plans and seizing new opportunities quickly, it also contains the most current information on email marketing, web usage, mobile commerce and social media. Fully updated for 2019, this 6th edition now features even more practical exercises, useful templates, and top tips to help you develop this all-important business skill. Including helpful chapter summaries and a detailed sample marketing plan, How to Write a Marketing Plan is essential reading for anyone who wants to boost their product or business. The Creating Success series of books...
Unlock vital skills, power up your performance and get ahead with the bestselling Creating Success series. Written by experts for new and aspiring managers and leaders, this million-selling collection of accessible and empowering guides will get you up to speed in no time. Packed with clever thinking, smart advice and the kind of winning techniques that really get results, you'll make fast progress, quickly reach your goals and create lasting success in your career.

Appendix

MARKETING PLAN

for

THE UK MARKET

20X6

THE EQUIPMENT MANUFACTURING COMPANY LTD

3 February 20X6

Contents

Section

1. Introduction
2. Executive summary
3. Situation analysis
   • assumptions
   • sales (history/budget)
   • strategic markets
   • key products
   • key sales areas
4. Marketing objectives
5. Marketing strategies
6. Schedules
7. Sales promotion
8. Budgets and profit and loss account
9. Controls and update procedures
   Appendices

1. Introduction

UK sales have stagnated in recent years. The company has always sold a reasonable amount of product into the water industry, but it has never been a key activity area. Because of this, we knew little of the industry or of the potential in it for our product. With the enforcement of directives for water treatment and sewage disposal, the industry is now again carrying out a major capital improvement programme. It was therefore felt by the sales and marketing director that we needed to analyse our position in the market and prepare for growth to take advantage of the increased level of spending by the industry.

2. Executive summary

Although our total sales in the UK market have fallen, sales of filters have tripled in the last three years. The increase in filter s...

Table of contents

• How to Write a Marketing Plan
• Creating Success Series
• How to Write a Marketing Plan
• Dedication
• Contents
• Preface
• 01 Introduction
• 02 Situation analysis – the marketing audit
• 03 Objectives
• 04 Strategies and action plans
• 05 The distribution plan
• 06 The advertising and promotions plan
• 07 Costs and budgets
• 08 Writing the plan
• 09 Presenting the plan, follow-up and revision
• 10 Mini-plans and quick plans
• Appendix: Marketing plan for the UK market
• Copyright