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Unit 3: The Marketing Plan

1. Introduction
2. Learning Objectives
3. The nature of the Market plan
4. Characteristics of a Market Plan
5. Steps in preparing the Market plan
   1. Defining the business situation
   2. Defining Target Market/Opportunities and Threats
   3. Considering the Strength and Weaknesses
   4. Establish Goals and Objectives
   5. Defining Marketing Strategy and Action Programmes
      • Product or Services
      • Pricing
      • Promotion
      • Place
   6. Coordination of the Planning Process
   7. Designing Responsibility for Implementation
   8. Budgeting the Marketing Strategy
   9. Implementing the Marketing Plan
   10. Monitoring Process and Marketing Actions
6. Summary