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  1. business-and-its-environment

    enterprise
    6 主题
  2. business-structure
    6 主题
  3. size-of-business
    3 主题
  4. business-objectives
    3 主题
  5. stakeholders-in-a-business
    2 主题
  6. external-influences-on-business
    12 主题
  7. business-strategy
    10 主题
  8. human-resource-management
    human-resource-management-hrm
    8 主题
  9. motivation
    4 主题
  10. management
    2 主题
  11. organisational-structure
    5 主题
  12. business-communication
    5 主题
  13. leadership
    2 主题
  14. human-resource-strategy
    3 主题
  15. marketing
    the-nature-of-marketing
    7 主题
  16. market-research
    3 主题
  17. the-marketing-mix
    6 主题
  18. marketing-analysis
    5 主题
  19. marketing-strategy
    3 主题
  20. operations-management
    the-nature-of-operations
    3 主题
  21. inventory-management
    2 主题
  22. capacity-utilisation-and-outsourcing
    1 主题
  23. location-and-scale
    2 主题
  24. quality-management
    1 主题
  25. operations-strategy
    4 主题
  26. finance-and-accounting
    business-finance
    2 主题
  27. sources-of-finance
    3 主题
  28. forecasting-and-managing-cash-flows
    1 主题
  29. costs
    4 主题
  30. budgets
    1 主题
  31. financial-statements
    4 主题
  32. analysing-published-accounts
    6 主题
  33. investment-appraisal
    2 主题
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The contents of the marketing plan

  • A marketing plan is a written document that outlines a business’s marketing goals and how they will be achieved

  • It includes details about target customers, market research, marketing strategies, resources required and how success will be measured

  • The purpose of a marketing plan is to

    • Guide a business’s marketing efforts to achieve its overall objectives

    • Ensure marketing activities are consistent and coordinated

    • Help allocate resources effectively

    • Monitor and evaluate marketing performance over time

Key components of a marketing plan

1. Marketing objectives

  • These are specific goals a business aims to achieve through its marketing activities

  • Marketing objectives should be SMART

    • Specific – e.g. “increase sales by 10%”

    • Measurable

    • Achievable

    • Realistic

    • Time-bound – e.g. “within 6 months”

  • E.g. a phone company may aim to increase market share among teenagers by 15% in one year

2. Marketing budget and resources

  • This section identifies

    • The total amount of money allocated for marketing

    • The tools and staff needed for advertising, online campaigns, packaging and research etc

  • It ensures spending is controlled and prioritised according to objectives

3. Market research

  • Research provides insight into

    • Customer needs and behaviour

    • Competitors’ strengths and weaknesses

    • Market trends

  • It includes both:

    • Primary research, such as surveys, focus groups and product trials

    • Secondary research, such as government and industry reports

4. The marketing mix (4Ps)

  • This section outlines the business’s approach to

    • Product

      • What is being sold, including decisions related to quality, design and packaging

    • Price

      • What pricing strategy will be used, such as competitive, penetration or dynamic methods

    • Place

      • Where and how the product will be distributed, such as online or through retail outlets

    • Promotion

      • How the product will be promoted through, for example, social media, the use of discounts or advertising

Case Study

JuicePop Ltd, a small business in Kenya, plans to launch a new tropical fruit juice for young adults

Logo of JuicePop with colourful fruit and leaf design, surrounded by vibrant splashes of red, orange, green, and blue. Bold black and white text.

Juicepop’s marketing plan provides a clear strategy for entering the market with a focused and well-researched approach

  • Marketing objective

    • Sell 5,000 units of the new juice within 3 months of launch

  • Resources

    • £40,000 marketing budget

    • Two marketing staff members

    • Social media ads

  • Research

    • Online surveys showed strong interest in natural, sugar-free drinks among 18–25-year-olds

    • Industry research shows significant growth in fruit-based drinks across southern African countries

  • Marketing mix

    • Product

      • 500 ml recyclable bottle, bold tropical branding

    • Price

      • Competitive pricing, similar to rivals but with discounts at launch

    • Place

      • Sold in supermarkets and university cafés

    • Promotion

      • Instagram and TikTok campaigns with local influencers

Benefits and limitations of marketing planning

  • Creating a marketing plan can help a business work more effectively and stay focused on its goals

  • However, plans may become outdated quickly or take too long to create, limiting their usefulness

Evaluating marketing planning

Benefits

Limitations

  • Clear direction

    • Sets clear marketing objectives so everyone knows what they are working towards

  • Better resource use

    • Helps avoid wasting money or time on ineffective marketing

  • Performance monitoring

    • Makes it easier to track success and make adjustments if needed

  • Improved coordination

    • Encourages teamwork between departments like sales, finance and production

  • Uncertainty

    • Market conditions can change, making parts of the plan less useful or outdated

  • Time-consuming

    • Developing a good plan can take time away from other business activities

  • Cost

    • Good market research and planning can be expensive, especially for small firms

  • Lack of flexibility

    • Businesses may stick to the plan too strictly and miss new opportunities