Objectives. Based on the definition of their best opportunities from their situational analysis, the company sets goals. In general, the goal is reduced to one – maximally possible to increase profits. Nevertheless, for each specific case the goal should be specified more specifically. The goal, for which you expect in the long run, can depend on many factors. The main task should be clearly formulated and it must be adhered to throughout the journey. In addition, the goals should be specific, realistic, achievable, time-bound and consistent among themselves.
Strategy. Strategies are the main areas of marketing activities, following which the organization seeks to achieve its marketing goals. The marketing strategy includes specific strategies for activities in target markets, the used marketing mix and marketing costs.
Tactics. The strategy should be detailed in relation to 4P and actions, a detailed program is made that shows what needs to be done, who and when should fulfill the tasks, how much it will cost, what decisions and actions should be coordinated in order to fulfill the marketing plan.
Budget. Section of the marketing plan, reflecting the projected values of revenues, costs and profits. The amount of income is justified from the point of view of forecast values of sales and prices. Costs are defined as the sum of costs of production, commodity circulation and marketing, the latter in this budget are detailed.
Controls. Characterizes the procedures and control methods that need to be implemented to assess the level of success of the plan. For this, standards (criteria) are established, which measure progress in implementing marketing plans.
Depending on the classification criterion, the following types of marketing plans are defined by object:
– corporate (in general on the enterprise);
– divisional (on division of the enterprise);
– business (in the direction of enterprise activity).
According to J. Westwood, there are a number of different approaches to planning. In traditional planning, plans are usually divided according to the period of time they are calculated, for example:
– long-term plans;
– medium-term plans;
– short-term plans 1.