Marketing Planning (Marketing Plan)
Marketing planning can be seen as a preview of future action, in addition to setting targets against which development can be measured, often the marketing planning process is identified as strategic and shown as concisely in several stages.
THE MARKETING PLANNING PROCESS INVOLVES MULTIPLE STAGES, FOR EXAMPLE.
1-THE COLLECTION OF INFORMATION ABOUT THE EXTERNAL ENVIRONMENT THAT IS ONE OF THE MOST IMPORTANT FACTORS.
2-THE IDENTIFICATION OF STRENGTHS, WEAKNESSES, OPPORTUNITIES AND THREATS (SWOT ANALYSIS).
3-THE DEFINITION OF HYPOTHESES IN RELATION TO THE COMPANY AND ITS ENVIRONMENT.
4-FIXING THE MARKETING OBJECTIVES IN THE LIGHT OF THE FIRST THREE STAGES.
5-THE FORMULATION OF STRATEGIES AIMING TO COMPLY WITH THESE OBJECTIVES.
6-PREPARATION OF PROGRAMS DEFINING THE TIMING OF ACTIVITIES, COSTS AND REVENUES.
7-THE DEFINITION OF RESPONSIBILITIES.
8-THE MEANS OF MONITORING PERFORMANCE.
The purpose of the marketing plan is to ensure that the organization has the rudiments to implement, monitor and control the strategy (general business strategy and other complementary strategies and tactics).
Therefore, it is important that the marketing plan contains specific objectives in terms of sales (sales volume), profit and market share, it also requires the development and implementation of pricing strategies, communication and etc...
A MARKETING PLAN: It is a plan for the brand and for the product lines, aiming to achieve the company's goals, normally, it is composed of the following parts:
1-EXECUTIVE SUMMARY AND SUMMARY.
2-CURRENT MARKETING SITUATION.
3-ANALYSIS OF OPPORTUNITIES AND ISSUES.
4-OBJECTIVES.
5-ACTION PROGRAMS.
6-STATEMENT OF PROJECTED RESULTS.
7-IMPLEMENTATION.
8-CONTROLS AND FEEDBACK.
MEDIA PLANNING
Media planning involves selecting the most appropriate media for delivering MARKETING messages to the target audience. Before preparing their plan, organizations must decide on their target markets and communication objective. Media selection can be affected by factors such as coverage and desired frequency, impact and continuity of ads.
As the selection of the media is achieved by the items highlighted above, in addition to the media planning involving financial and human resources, it aims to return the commitment to such resources used.