Marketing Planning and Control

This documentation notebook is also available in Spanish

The marketing plan is essential for the functioning of any enterprise and the effective and profitable commercialisation of any product or service. The drawing-
up of the marketing plan takes time, but it is time well invested which in the end turns out to be time saved. The marketing plan provides a clear vision of the final goal and what one wants to achieve on the way there. 
INDEX
PLANNING AND MARKETING
THE MARKETING PLAN
DEVELOPMENT OF THE PRACTICAL GUIDE:

• Phase 1: Summary
• Phase 2: Description of the present situation

EXTERNAL
1. THE ENVIRONMENT
2. THE SECTOR
3. THE MARKET
4. THE COMPETITION
INTERNAL
5. PRODUCTS/SERVICES
6. PRICES
7. DISTRIBUTION NETWORK
8. THE SALES FORCE
9. COMMUNICATION

• Phase 3: ANALYSIS OF THE SITUATION

1. HISTORICAL AND CAUSAL ANALYSIS
2. ANALYSIS OF OPPORTUNITIES AND PROBLEMS

• Phase 4: ESTABLISHING OBJECTIVES

1. SALE OBJECTIVES
2. OBJECTIVES OF MARGIN
3. POBJECTIVES OF PRODUCT/SERVICE
4. SALES OBJECTIVES

• Phase 5: STRATEGIES

1. TARGET CUSTOMERS
2. GENERAL PROPOSAL
3. PORTFOLIO STRATEGIES
4. MARKETING-MIX ELEMENTS
5. TYPES OF STRATEGIES
6. STRATEGIES OF SERVICES

• Phase 6: PROGRAMMES AND BUDGETS

1. CALENDARS AND DEADLINES
2. DEVELOPMENT OF THE PROGRAMME
3. DESIGNATION OF PERSONS-IN-CHARGE AND TASKS
4. BUDGET ALLOTMENT
5. PROCESS
6. BUDGET AND PLANOGRAMME OF COMMUNICATION ACTIONS
7. PREDICTABLE PROFIT AND LOSS ACCOUNT
8. BREAK-EVEN POINT ANALYSIS

• Phase 7: SYSTEM OF INFORMATION AND CONTROL

1. SOURCES OF INFORMATION
2. CONTROL SYSTEMS

• Phase 8: CONTINGENCY PLAN
• Phase 9: CONCLUSIONS 
• Phase 10: APPENDICES