Marketing Planning

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Creating the Marketing Plan

• Establish the plan, its objectives, the target markets, the theme, the schedule, the tasks, and the budget.

Define the media tools and plan their production.


Marketing Strategy: Explained

Strategic decisions in marketing have implications for the whole company and for each particular function such as production, finance, etc.

A good starting point is to categorize the direction of the business. There are three possible classifications: a company oriented towards the product, towards the production or to the market. A product-oriented company focuses on the product itself, while a production-oriented company focuses on product design and product modifications. In both cases, market considerations are almost ignored. In a market-oriented enterprise, decisions are based on an analysis of the needs and demands of the market.

The objective is to seize the opportunities offered by the market. This approach can produce positive effects on the other two orientations and, more importantly, allow us to identify new possibilities. The management of the company may be led to ask the following questions:

1. What problems do our customers have that our products can solve more economically or more adequately than products from other manufacturers?
2. Who has these problems?
3. What particular circumstances in our customers, current or potential, could lead us to modify our products, our delivery conditions, etc.?

Thinking based on providing solutions to problems is a very useful tool in marketing. It helps considerably in the search for new products for current customers and in the search for new customers for current products.

These analyzes can be used as a basis for the consultant's recommendations on the addition and disposal of certain products. Sometimes they can identify the need for more in-depth analysis of such factors as pricing, credit policy, corporate image, and so on.