Marketing action plan & budget
The two previous chapters; Analysis of the current situation & Marketing plan strategy and objectives were the strategic planning phase of a marketing plan. Strategic planning tools allow us to realize WHAT to PLAN - what optimal marketing objectives need to be executed during the upcoming year.
Welcome to chapter THREE out of four chapters of a marketing plan; Marketing action plan
and budget, which is all about HOW to EXECUTE - strategy implementation.
| Section in this chapter |
To do! |
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3.1 cooperative bodies |
In order to comply with our marketing objectives, next year we should collaborate with the following companies and non-profit organizations:________...
Key concept: 1 + 1 > 2
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and do it!
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3.2 maintaining marketing activities |
The marketing activities that have recorded enough success in the past, and comply with our revised marketing strategy & objectives for next year are:________...
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and do it!
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3.3 developing a new offer and
its pricing |
If marketing development strategy is part of our next year’s strategy, the fact sheets of each new product and service are enclosed! Each new item of the offer includes its pricing policies.
Key concept: creativity & innovation,
Related section in the objectives chapter: Marketing strategy |
and do it!
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3.4 promoting marketing activities |
This is the key issue in the action plan! The marketing activities as per the desired marketing-mix or market segments are:________...
Related sections in the objectives chapter:
Desired market segmentation and Desired marketing-mix |
and do it!
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3.5 enhancing service marketing |
Relevant only to services!
The revised standards & procedures that will contribute to an improved quality of service are as follows:________...
Key concept: service quality gaps, also called SERVQUAL model.
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and do it!
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3.6 GANTT chart |
Practically, all the above activities need to be displayed in one table clearly stating what is to be conducted during the next 4 quarters, by who, when is it to be executed, how much does each activity cost (see next issue), and more.
Key concept: project management |
and do it!
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3.7 marketing budget |
In order to support the GANTT chart (from the previous issue), we need to create a dedicated marketing budget.
Related section in the objectives chapter:
Yearly sales forecast
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and do it!
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For videos of the above issues, please see series number 3
Marketing action plan & budget - start here!
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