Although marketing has changed dramatically over the last 5 years, the fundamental principles remain the same. Here are some simple tips and exercises which should catalyse the framework of a marketing plan. This structured approach should be constantly referred to and reviewed.

1. 10 tips for creating a marketing plan

2. 1 Company SWOT Analysis
Identify your strengths,
weaknesses, be aware
of threats and
opportunity

3. 2 Situation analysis
Understand your
customers and how you
can connect with them.

4. 3 Industry SWOT Analysis
Awareness of trends
and forecasts is vital in
seeking opportunities.

5. 4 Competitor analysis
Knowing your
competitors is as
important as knowing
your own company.

6. 5 Segmentation
Segmenting your
customers allows you to
identify how to
communicate effectively.

7. 6 Future vision
Identify where you
want your company to
be in 1, 3, and 5 years
time.

8. 7 Areas of growth
Identify how and
where you will grow
your business.

9. 8 Tactics
Now you can begin to
think about ‘how’ you
will attract new
business.

10. 9 Action
Next you can start to
plan your activity.

11. 10Monitor
Ensure you measure
activity and learn
from both success and
failures.

12. Templates

13. SWOT
Strength
Weaknesses
Opportunities
Threats

14. PESTEL
Analysis
Political
Environment
Social
Environment
Economical
Environment
Technological
Environment
Legal
Environment
Environmental
Environment

15. Good
Segmentation
Identify
Ability to identify and
measure relevant
characteristics
Scope
Sufficient numbers.
No rapid changes
relating to needs
Access
Ability to reach target
segment , within
economical way
Responsive
Segment responds
homogeneously to
specific marketing mix

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