Preliminaries: organization, strategy

A marketing plan is an action plan for a given period (one year usually)

to offer and promote on the market a range of products and services.

=> This action plan must fit in the broader and longer issue of:

Structuring the Selling activities

Organising the sales network

Organising the sales coaching and monitoring

=> Which have to be linked to:

A General strategy

A Marketing strategy

Tip: marketing should not be an isolated job, it must irrigate the whole business.

=> Any business strategy / organization should:

*

be based on the customers, as the focus of any business
*

start with a SWOT analysis (Strength, Weaknesses, Opportunities, Threats)

Notes:

* No selling organization => no real marketing actions
* No detailed strategy => no plans
* No plan => no orientation to organize, supervise, monitor
* Strategies and plans have deep impacts on the firm's general organization

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