TAG: Marketing plan

Writing a marketing plan

Marketing plan: An introduction

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Writing a marketing plan involves five steps, roughly following the marketing strategy framework by Robert Dolan.
Writing a marketing plan

Marketing plan step 1: Initial business idea, determining your value proposition

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As an entrepreneur you want to provide value in a particular market (e.g. laptop market), for a specific customer group (e.g. digital nomads).
Writing a marketing plan

Marketing plan step 2: Market analysis, mapping the internal and external environment

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Step 2 is about checking your assumptions with a more structured analysis of trends, competitors and your company's strengths and weaknesses.
Writing a marketing plan

Marketing plan step 3: Marketing strategy, determining the target market and positioning

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On a strategic level you have to decide what specific target customer you want to “attack”  and what value you would like to offer them.
Writing a marketing plan

Marketing plan step 4: Marketing tactics

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What you are going to offer in practical terms. How can you translate the value proposition in tangible actions with the help of the marketing mix?
Writing a marketing plan

Marketing plan step 5: Implementation and result measurement

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Here the entrepreneur looks into the implementation by forecasting the costs and benefits as well as coming up with a detailed planning.

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