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Senior

In: Business and Management

Submitted By BulB
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APPEN DIX

2A

Writing a
Marketing Plan
Have a plan. Follow the plan, and you’ll be surprised how successful you can be. Most people don’t have a plan. That’s why it’s easy to beat most folks.
—Paul “Bear” Bryant, football coach, University of Alabama

WHY WRITE A MARKETING PLAN?1

A

s a student, you likely plan out much

for the firm, marketing objectives and strategy

in your life—where to meet for din-

specified in terms of the four Ps, action programs,

ner, how much time to spend study-

and projected or pro forma income (and other

ing for exams, which courses to take

financial) statements—enables marketing per-

next semester, how to get home for winter break,

sonnel and the firm as a whole to understand

and so on. Plans enable us to figure out where we

their own actions, the market in which they

want to go and how we might get there.

operate, their future direction, and the means to

For a firm, the goal is not much differ-

obtain support for new initiatives.2

ent. Any company that wants to succeed (which

Because these elements—internal activ-

means any firm whatsoever) needs to plan for

ities, external environments, goals, and forms

a variety of contingencies, and marketing repre-

of support—differ for every firm, the marketing

sents one of the most significant. A marketing

plan is different for each firm as well. However,

plan—which we defined in Chapter 2 as a written

several guidelines apply to marketing plans in

document composed of an analysis of the current

general; this Appendix summarizes those points

marketing situation, opportunities and threats

and offers an annotated example.

63

gre28833_c2a_062_081.indd 63

9/23/10 10:27 AM

64

Section One Assessing the Marketplace

MARKETING PLAN VERSUS BUSINESS PLAN
Of course, firms consider more...

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