What are the stages of the Marketing Plan?
Posted: Mon Feb 17, 2025 6:06 am
Now, let's unravel the structure and steps to create a broader, more complete Strategic Marketing Plan that can be adapted to other types of plans.
So, let's see what are the steps to prepare the Marketing Plan!
1. Company diagnosis
Building the plan starts by looking inward . It attempts to summarise the current situation of the company, looking at the business structure, number of employees, sales volume, turnover history, resources, current positioning and management objectives.
In addition to describing the business, it is also important to do a deeper analysis of the company's strengths and weaknesses and the opportunities and threats in the environment that may influence its performance. The SWOT analysis framework is the most appropriate tool for this step.
The company's own analyses ensure that the plan is appropriate to the business's reality and fits within its budget, as well as aligning it with strategic planning decisions so that it meets business management objectives.
2. Analysis of the business environment
In the second step, it is time to look outside. The business environment analysis should collect data from the macroenvironment and the microenvironment , in order to investigate the factors that may affect the company's performance during the period of execution of the Marketing Plan.
In the macro environment, the analysis should look at the main changes and trends—in the region, the country and the world—that have to do with the business in the following environments:
demographic;
economic;
environmental;
technological;
political-legal;
sociocultural.
In the microenvironment, the analysis focuses on south africa phone number list the company's operating sector and the main actors involved.
In this case, Porter's 5 Forces framework helps to think about the main factors that energize the microenvironment:
rivalry between competitors;
the bargaining power of suppliers;
customers' negotiating capacity;
threat of new competitors;
threat of new products or services.
All these factors can be combined to build future scenarios (optimistic, neutral or pessimistic) and design strategies that strengthen the company in each one.
In this way, the Marketing Plan is designed to anticipate these factors in the business environment, whether positive or negative for the company.
So, let's see what are the steps to prepare the Marketing Plan!
1. Company diagnosis
Building the plan starts by looking inward . It attempts to summarise the current situation of the company, looking at the business structure, number of employees, sales volume, turnover history, resources, current positioning and management objectives.
In addition to describing the business, it is also important to do a deeper analysis of the company's strengths and weaknesses and the opportunities and threats in the environment that may influence its performance. The SWOT analysis framework is the most appropriate tool for this step.
The company's own analyses ensure that the plan is appropriate to the business's reality and fits within its budget, as well as aligning it with strategic planning decisions so that it meets business management objectives.
2. Analysis of the business environment
In the second step, it is time to look outside. The business environment analysis should collect data from the macroenvironment and the microenvironment , in order to investigate the factors that may affect the company's performance during the period of execution of the Marketing Plan.
In the macro environment, the analysis should look at the main changes and trends—in the region, the country and the world—that have to do with the business in the following environments:
demographic;
economic;
environmental;
technological;
political-legal;
sociocultural.
In the microenvironment, the analysis focuses on south africa phone number list the company's operating sector and the main actors involved.
In this case, Porter's 5 Forces framework helps to think about the main factors that energize the microenvironment:
rivalry between competitors;
the bargaining power of suppliers;
customers' negotiating capacity;
threat of new competitors;
threat of new products or services.
All these factors can be combined to build future scenarios (optimistic, neutral or pessimistic) and design strategies that strengthen the company in each one.
In this way, the Marketing Plan is designed to anticipate these factors in the business environment, whether positive or negative for the company.