A Concise Guide to Marketing Plans

By Alan Le Marinel

A Concise Guide to Marketing Plans provides advice and guidance on writing successful Marketing Plans. The book covers all the necessary elements of writing a Marketing Plan together with advice on the use of a SWOT analysis, PESTE analysis, BDG Matrix and Ansoff Matrix to help achieve a balanced marketing mix. There is also advice and guidance and how to present it in a logical and structured format.

It is written by an experienced business professional who has substantial experience of writing Marketing Plans for a wide range of businesses from small business start-ups to management buyouts. Amongst other professional qualifications the author holds the International Diploma in Marketing awarded by the Chartered Institute of Marketing together with an MBA from Sheffield Business School.

• Language: English
• Publisher: Alan Le Marinel
• Release date: Apr 13, 2017
• ISBN: 9781370215027

Alan Le Marinel

Alan worked for a major financial institution for more than twenty years and during the latter stages was a Lending Manager with responsibility for a large portfolio of medium and small businesses. During this time he was also seconded to a Local Enterprise Agency to work with small and medium size businesses on developing Business Plans and Funding Proposals for a wide range of clients. Following this experience he started his own successful consultancy business specialising in strategic planning and marketing. He is also a successful author having written a number of business management books which have been published in various languages throughout the world. He holds a number of professional and academic qualifications including: •Master of Business Administration (MBA) specialising in Corporate Strategy and Change Management •Diploma in Financial Studies – Chartered Institute of Bankers •Diploma in Marketing – Chartered Institute of Marketing

Book preview

A Concise Guide to

Marketing Plans

By

Alan Le Marinel

Copyright Information

Published by:

Alan Le Marinel

Le Marinel Consulting

29 Athelhampton

Washington

Tyne and Wear

NE38 8TA

Text copyright © Alan Le Marinel 2017

ISBN 9781370215027

The right of Alan Le Marinel to be identified as the Author of this work has been asserted by him in accordance with the Copyrights, Designs and Patents Rights Act of 1988 All rights reserved. No part of this book may be reproduced in any form by print, photography, microfilm, or any other means without written permission from the publisher.

This eBook is licensed for your personal enjoyment only. This eBook may not be re-sold or given away to other people. If you would like to share this book with another person, please purchase an additional copy for each recipient. If you’re reading this book and did not purchase it, or it was not purchased for your use only, then please return to your favourite eBook retailer and purchase your own copy. Thank you for respecting the hard work of this author.

Table of Contents

Copyright Information

About The Author

Preface

Chapter One – Before You Start

The Four Things That Really Matter

1 – Understanding Marketing

2 – Why You Need A Marketing Plan

3 – Considering Marketing And Business Objectives

4 – Compiling The Mission Statement

Making What Matters Work For You

Chapter Two – Completing The Marketing Audit

The Five Things That Really Matter

1 – Establishing Your Market And Customers

2 – Defining Your Products

The BCG Matrix

3 – Considering Price

4 – Evaluating Promotion Methods

5 – Being In The Right Place

Making What Matters Work For You

Chapter Three – Establishing Your Marketing Objectives

The Four Things That Really Matter

1 – Using A SWOT Analysis

The SWOT Analysis Matrix

2 – Using A PESTE Analysis To Understand Your Environment

3 – Understanding The Alternatives Using An Ansoff Matrix

4 – Establishing Your Unique Selling Point

Making What Matters Work For You

Chapter Four – Formulating Your Marketing Strategy

The Five Things That Really Matter

1 – Defining Your Critical Success Factors

2 – Managing Your Product Portfolio And Lifecycle

3 – Establishing The Right Price

4 – Selecting Your Promotion Techniques

5 – Deciding On Distribution Methods

Making What Matters Work For You

Chapter Five – Bringing It All Together

The Four Things That Really Matter

1 – Establishing Your Marketing Budget

2 – Writing The Marketing Plan

3 – Reviewing Your Performance

4 – Staying Ahead Of The Competition

Making What Matters Work For You

About the Author

Alan Le Marinel

Alan worked for a major financial institution for more than twenty years and during the latter stages was a Lending Manager with responsibility for a large portfolio of medium and small businesses.

During this time he was also seconded to a Local Enterprise Agency to work with small and medium size businesses on developing Business Plans, Marketing Plans and Funding Proposals for a wide range of clients. These included small business start-ups right the way up to management buy-outs and raising venture capital for substantial capital expenditure.

Following this experience he started his own successful consultancy business specialising in strategic business planning and marketing together with advice and guidance on the prevention, detection and investigation of fraud.

He is an accomplished author having written a number of business management books which have been published throughout the world.

Preface

Many businesses do not understand the importance of a Marketing Plan. This is a fundamental mistake. Marketing is relevant to all businesses no matter what size and you ignore it at your peril.

The core function of