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| A short summary An overview of the current situation in which the business |
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Marketing Plans
A strategic marketing plan for a business should include the following information
A short summary
An overview of the current situation in which the business operates
An overview of the current and past marketing activities undertaken by the business
An analysis of the strengths and weaknesses of the business
An analysis of the threats that the business faces and the opportunities available to it
A summary of the issues arising out of those strengths, weaknesses, opportunities & threats (SWOT)
An list of objectives, performance indicators, and methods for measuring the achievement of those objectives
A list of options or strategies for achieving those objectives
A list of tactics to implement the strategies
If you would like assistance with fleshing out a strategic marketing plan for your business,email Lyndal Coote at Scooter Marketing
Strategic Business Planning
Strategic planning is work-in-progress, not a one-off exercise
The following format is one approach
Step 1
What are your goals?
What do want to achieve from your business?
Step 2
What are your current objectives and strategies for achieving your goals
Step 3
What is the current situation in your business environment? - economy, competition, trends etc
Step 4
What resources does your company have to do what it does well? What are its strengths?
What are the weaknesses within your company that act against you being successful?
Step 5
What issues can you identify in your business environment that might present opportunities for your business?
What issues can you identify in your business environment that might threaten the successor survival of your business?
Step 6
What steps need to be taken, or changes made, to reduce your weaknesses, take advantage of your strengths, overcome the threats in your business environment and exploit the opportunities that you have identified?
What do you have to do to achieve your goals?
What new strategies do you need to adopt?
Step 7
What is your action plan for implementing the strategies that you have identified as necessary for you to achieve your goals?
What are the specific activities with budgets, timetables and expected outcomes?
Step 8
Are you getting the results you predicted?
If not, why not?
Do you need to change any of your strategies or any parts of your action plan?
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