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Marketing is a vital aspect of a business' operations. It
has been said that, "Nothing happens in business until a
sale is made". Marketing is about how sales are made and
marketing planning is about being proactive in determining
how sales are to be made. Developing a marketing plan is
the tool businesses use to overcome weaknesses in
competitiveness and to increase sales.
Without a marketing plan, a business can only be reactive
to changes in the market and competition. This situation
means that management is always trying to catch up to
everyone else. A marketing plan can put the boot on the
other foot. The process of developing a marketing plan
means that management is now being proactive, developing
positive strategies and initiatives to create competitive
advantage and boost sales.
The Planning Process
The planning process involves finding answers to a number
of important questions:
Do we have enough customers?
Who are our current customers and potential customers?
What do the customers want?
Where are the customers?
How do we inform the customers about us, our products
and services?
How do we enable our customers to buy?
How do we put our product or service into the customers'
possession?
Answering these questions requires research and thought
about all aspects of marketing. The process enables the development of competitive advantages and differentiation between the way a business does business and how its competitors do business.
The Result
The result of putting together a marketing plan is a business
that is more in control of its sales strategies and results.
Advertising and promotions are planned and structured to
achieve specific results. Effective sales methods are
developed and sales staff are trained and made accountable for
both activities and results. If implemented properly, the
marketing plan forges partnerships between the sales team and
other personnel in other functions, creating an efficient,
cohesive organisation.
Greg Roworth is the Managing Director of Progressive Business Solutions Limited, a business development consultancy firm with branches in Wellington and Auckland, New Zealand. Greg has created a unique business development program that assists business owners transform their business from a state of total dependency on them to a state where the business works so well they don't have to.
Greg is also the author of "The 7 Keys to Unlock Your Business Profit Potential," which descibes the fundamental keys a business needs to achieve this transformation. Find out more, get 2 free chapters, or buy the book online at http://www.small-business-success.ws
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