Setting up the Marketing Plan – some basics

A Marketing Plan is the document that will describe what you will do in the next year, years or future.

When you set up a plan you must have secure the hygienic factors first:

• Technical Viability
• Commercial Viability
• Economic Viability 

But the most important thing is:

• how do you guarantee that this project is giving return
• how much will the return be
• when do I get the return on the investment

Therefore you need to think about “how to generate entrance barriers” to exclude potential competitors from the market. For this you need to:

• Competitive Advantages
• Differentiation

What is a Marketing Plan (1 year)

• A marketing plan is a “working document”
• Actions specific to marketing
• Oriented towards an objective (measurable)
• A goal is what you are trying to reach
• An objective is measurable and you have to reach
• Takes place on a specific scenery
• Tools to take a decision

Your plan must include:

1. Identified business opportunities
2. Describe how to penetrate the market
3. Defined objectives, strategies
4. Marketing Mix

The document must be:

• realistic
• flexible
• include the important things
• participated
• adapted to the company
• annual

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