Tuesday, October 16, 2012
In fact, from some very scientific research says that there is a very clear correlation between the creation of a marketing plan with the success of the company.
Especially in today, where the rapidly changing business landscape.
Companies that do not make a clear marketing plan will deal.
There are several reasons. First, rapid technological change has made the life cycle of a product is getting shorter ..
Without good planning, our products will run out by competitors who present with advanced technology. Second, businesses have entered the era of liberalization.
Deregulation, free trade, the ease to enter into a business, and so has prompted intense competition with an increasingly aggressive competitors.
For example, harmonization of regulations in the pharmaceutical industry in 2008, would make the competition more exciting and tight.
"Distributors are thinking about how giants can stick nails in Indonesia, because the Indonesian market is so big," said Jacky Mussry reminded the forum members who attended the forum titled Marketing Plan: Crucial Step to Achieve Business Success held on Tuesday the 11th July 2006. Third, the market is divided Each market must be applied differently. "All the more niche," said Jacky.
And the fourth reason is the growing sophistication of the customer.
Customers now have access to information that is very vast, it is driven by the rapidly growing Internet technology. In addition, customers now have more choice of products.
Which makes it even more demanding and are not loyal to a brand.
To get around the above, Jacky Mussry highlighted four things you must have when putting together a marketing plan so that the results are good. First, it has a strong marketing background.
The data can be obtained from external, internal, both qualitatively and quantitatively.
"Sometimes we can get data from sources that have been published," said Jacky Second, it provides a clear direction. "This directive should describe clearly what to do and what not to do company," said Jacky.
He continued, Jacky said that our resources are limited, so we must be careful to use it so we do not run out of resources wasted. Third, when executed can create sales and profits.
"Sales will not be any good if it can not generate profit," said Jacky. Fourth, can be evaluated from time to time. Citing the Norton and Kaplan says, author of The Balanced Scorecard: Turning Strategy into Action, we can not regulate something that is not obvious size. So the measurement is so important to do the evaluation.
By considering the four issues above, the preparation of the 7 step marketing plan the business review, marketing strategy, sales targets, marketing mix, financial-budget, execution, and evaluation will be easier, more accurate, and more generating profit. So the marketing plan is not only a mere ritual, but rather as a tool to win the battle in the market.
"Previously, I did not consider it important marketing plans, but this (forum-red) to open my horizons about the importance of creating a marketing plan," said one forum member who declined to be named.
Sunday, October 7, 2012
Conversely companies can profit from their product if the product is bought by the customer.
Based on the profit, the company can continue its business until he can meet the customer more in the foreseeable bring.
With other words, the company has always guided or focused on the values contained within the customer, so that marketing activities can be successful.
Therefore to reach all those in need of a marketing plan name, so what will be done in accordance with plan. Marketing is the core requirement for marketers.
Benefits of creating a plan include: encouraging systematic thinking about the future, enhance coordination, establish performance standards for measuring trends, provide a logical basis for decision-making, enhance the ability to past tense beat change, and improve the ability to identify market opportunities.
The definition of strategic marketing planning according to Mc Donald is the management process that leads to marketing planning.
Planning a logical sequence and a series of activities towards setting marketing objectives and the formulation of a plan to achieve his goal.
Marketing planning is the planned application of marketing resources to achieve marketing objectives.
Thus marketing planning is a systematic process of designing and coordinating marketing decisions marketing.
Planing provide focus for the gathering of information, the format for the dissemination of information, and the structure for the development and coordination of strategic and tactical responsiveness of the company.
The purpose of marketing plan is the identification of excellence competetive creations.
This marketing plan is a real form of the company to provide a strategic response to the changing patterns of global competition consists of:
1) adjusting the size of the business,
2) changes in the scope of the product and / or market or
3) the creation of a new network of relationships with other organizations.
Benefits of a marketing plan:
1. achieve better coordination of activities
2. identify the expected development
3. improving organizational readiness for change
4. minimize irrational response till the unexpected response
5. reduce conflict about where the organization should move
6. improve communication
7. urged the management to think ahead systematically
8. expand the resources available adjustments for a chance selection Troubleshooting problems that arise due to lack of marketing planning:
1. lost opportunities for profit
2. the numbers do not mean in the long-term plan
3. unrealistic goals
4. lack of market information to do
5. dispute between functional
6. Management frustrating
7. proliferation of products and markets
8. promotional spending vain
9. pricing is too confusing
10. weakened against the development of business
11. loss of control of the business Minimum marketing plan includes the following elements:
a. Marketing objectives and marketing strategy
b. Marketing mix strategy
c. Description of products
d. Pricing strategy
e. Promotion plan
f. Determination of the product (sales and distribution) Key steps in marketing planning include:
1. situation analysis The analysis conducted in this stage is the SWOT analysis (weaknesses, opportunities, and threats).
This analysis covers the opportunities and problems posed by the trend of the buyer's situation, competitors, and regulatory costs.
In addition, included also in are the strengths and weaknesses of the company.