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Writing A Marketing Plan
Danny Austin
? Your company's latest financial reports (profit
and loss, operating budgets and so on) and latest
sales figures by product and region for the
current and the past three years or, if less, for
however long you've been in business.
? A listing of each product or service in the
current line, along with target markets
? An organization table (If you can count your
employees on one hand, you can probably omit this.)
? Your understanding of your marketplace: your
competitors, geographical boundaries, types of
customers you sell to, existing distribution
channels, latest and most useful demographic data,
any information on trends in your markets (both
demographic and product-related)
? Ask each of your salespeople and/or customer-
relations people to list the most crucial points,
in their opinion, that need to be included in the
coming year's marketing plan. You don't have to
include all of them, but you do have to take them
into account.
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