THE MARKETING PLAN

THE MARKETING PLAN



The Marketing Plan

Introduction

All companies , regardless of size or industry in which it operates, requires developing a marketing plan . This should satisfy certain requirements to be effective and requires its officers: a realistic approach to the situation of the company , that its development is detailed and comprehensive and must include and develop all the objectives , must be practical and affordable for all staff; of fixed intervals, with corresponding improvements, and shared with all staff of the company.

A major challenge ahead for the management of the company in this century that we began is the factor, if imprecise but productive, managerial capacity. So the trend towards globalization of markets and entrepreneurship, the impetus comes ubiquitous technological improvement and more specifically to technology information . Technology and globalization demand a new form of management and leadership .

The fact that the marketing is linked to a changing environment which is continually offering new challenges to businesses , requires that both the tasks to be performed by the marketing and the importance attached to each are different, in a process continuous adaptation (Paolo, 2004, 89-95).

Since the problems faced by companies evolve over time, the answers they offer are adjusted continuously in an attempt to find new solutions . The crisis with economic implications in the numbers of sales without the possibility of gaining market at the expense of competitors it is economically feasible due to high costs of these operations .

Consequently companies must adjust their capacities to production to demand and seek new or new products in which they can fill idle capacity. These problems are most acute in SMEs , mainly due to their lower ability to diversify and its limited resources management.

The growing interest in strategic marketing, has led to a number of more or less recent times from the 80's: the acceptance of models of corporate strategy such as the parent holding BCG, the development of strategies "checklist" and the conversion symbolic of Marketing Management concepts to the strategic area.

Towards A Strategic Marketing

A marketing plan is a document prior to investing , launching a product or starting a business where, among other things, details what is expected to achieve with this project , costing, time and resources to use for their achievement, and a detailed analysis of all the steps to be taken to achieve the proposed objectives. You can also address other than the purely economic aspects, technical aspects, legal and social aspects of the project.

The marketing plan has two roles: Internal and External. The first has some parallels with what is meant by project engineering , in which raw technically, while that is primarily economic. They share the desire to be exhaustive, it is a sketch of an idea, and both cases involve a systematic plan to achieve an end (Simon, 2009, 90-123).

Unlike an engineering plan, the Marketing Plan is not subject to any regulation. Its wording requires a thorough detailed analysis of all ...