The market planning is the most important as it analyzes internal strengths and weaknesses, external competition, changes in technology; industry culture shifts and provides an overall picture of the state of the organization. This phase has many components that will provide a clear diagram of where your company is and what is it doing now and what’s next. It includes SWOT analysis, market goals, current situations and a map of what changes has made it possible.
This section describes the actual marketing programs that will be undertaken in order to implement the marketing strategy. Some issues that must be discussed include what specific actions must be taken? Who will do it? When is it going to be done? How much will it cost? Within how much can we complete it ? From where can we get the data and tools ? How can all this be monitored.
To ensure ongoing improvement it’s necessary to test and measure the results of your marketing activities. Whatever method or technology we choose to use – formal methods of evaluation and monitoring will help us to understand the effectiveness of our marketing and return on investment.