The Marketing Plan Workbook

In The Marketing Planning the whole planning process is dealt with step by step, using models of six small businesses in a range of industries. Topics covered include: what is a marketing plan, the marketing audit, setting marketing objectives, devising marketing strategies, distribution, advertising, sales promotion, planning for a new product, developing new sales areas, budgets, income statements, and writing and presenting a plan.

Introduction

1

(248)

1. What is marketing planning and how can it help a small business?

3

(18)

The companies

4

(2)

What is selling?

6

(1)

What is marketing?

7

(3)

What is marketing planning?

10

(1)

What is a marketing plan?

11

(5)

Stages in the preparation of a marketing plan

16

(2)

Summary

18

(3)

2. The marketing audit - internal

21

(26)

Internal market research

21

(1)

What is market segmentation?

21

(1)

Information checklist

22

(5)

How to present the figures

27

(18)

The use of databases

45

(1)

Summary

46

(1)

3. The marketing audit - external

47

(34)

The marketing environment - market research

47

(3)

Field research

50

(13)

Desk research

63

(8)

How to plan your marketing research

71

(3)

Practical examples

74

(4)

Summary

78

(3)

4. The marketing audit - situation analysis

81

(32)

Assumptions

82

(2)

Sales

84

(1)

Strategic markets

85

(2)

Key products

87

(1)

Key sales areas

88

(3)

SWOT analysis

91

(20)

Summary

111

(2)

5. Setting marketing objectives

113

(24)

What is a marketing objective?

113

(1)

The product portfolio

114

(5)

Relative market growth rate and share

119

(10)

Gap analysis

129

(6)

Summary

135

(2)

6. Devising marketing strategies

137

(38)

Types of strategy

138

(2)

Devising strategies

140

(3)

The component plans

143

(3)

Basic types of products

146

(5)

The product plan

151

(7)

The pricing plan

158

(9)

Action plans

167

(5)

Summary

172

(3)

7. Distribution, advertising and sales promotion

175

(24)

The distribution plan

175

(8)

The advertising and promotions plan

183

(13)

Summary

196

(3)

8. Planning for a new product and developing new sales areas

199

(28)

Planning for a new product

199

(8)

Developing new sales areas

207

(3)

Regional differences

210

(1)

Overseas markets

211

(4)

Assistance for exporters

215

(1)

Individual export markets

216

(5)

Marketing plans for export markets

221

(4)

Summary

225

(2)

9. Budgets and income statements

227

(22)

Profit and loss account

227

(5)

Budgeting the cost of a marketing plan

232

(16)

Summary

248

(1)

10. Writing and presenting your plan

249

(34)

Introduction

251

(1)

Executive summary

252

(3)

Situation analysis

255

(9)

Marketing objectives

264

(1)

Marketing strategies

264

(2)

Schedule of what/where/how

266

(1)

Sales promotion

267

(1)

Budgets and the profit and loss account

267

(2)

Controls and update procedures

269

(1)

Presenting the plan, follow up and revision

270

(12)

Summary

282

(1)

Appendix 1: individual plans

283

(68)

Jane's Beauty & Health

283

(10)

AH Building

293

(10)

Prestige Cars

303

(8)

Global Fuels

311

(10)

The Pure Fruit Jam Company Ltd - the UK market

321

(10)

The Pure Fruit Jam Company Ltd - export markets

331

(10)

Precision Valves Ltd - the UK market

341

(10)

Appendix 2: useful websites

351

(4)

Index

355

(6)

Index of advertisers

361

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The Marketing Plan Workbook

Summary

Table of Contents

Supplemental Materials