| Before going through each of the stages of a typical
marketing plan it is worth considering just why they are considered
so important.
1. If you don't know where you are now and where you want to
be it's likely there will be confusion, indecision, disagreement
and inaction. Commercial companies acting like this will probably
go out of business either in the short or medium term.
2. If you don't consider all of the options for your company
the chances are you will not make the most of the resources at
your disposal. The money, people, products, brands and innovation
may not be put to best use.
3. If you have no overall plan of action the efforts of the marketing
department (indeed the whole company) might not support each other.
Some may be trying to achieve one thing whilst others are busy
trying to achieve something else!
4. If you are not clear about why you are doing something it
will be difficult to know if you are doing the right thing and
whether you are doing it well. It will be very difficult to motivate
others too.
So having a marketing plan allows for clear decisive action,
best use of resources, consistency and support amongst departments
and an ability to judge whether you are doing the right things.
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| Spencer
Brace, Sales & Marketing Manager,
Bournemouth International Airport. |
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