MARKETING ESSENTIAL LO 3.

MARKETING
ESSENTIAL
LO 3

Covered content
• Introduction
• Importance of Marketing plan
• Value of Marketing plan
• Marketing objectives
• Marketing strategies
• Evaluation of marketing plan
• Marketing plan
• Conclusion
• References

Introduction
Every company has to compete with their competitors, for this marketing is best strategy which is used by EE
limited. They make proper plan, so that they can maintain all activities in their organisation. An effective
marketing aid them to compete their competitors in marketplace. They need to analyse environment internally as
well as externally.

Importance of Marketing plan
• It helps in strategize
• It helps in formalise idea
• Employees can complete their work within provided time
• It helps to get finance
• Helps in achieving business objectives

Value of Marketing plan
It consists some steps:
• Research and Analysis
• Goals
• Strategies and tactics
• Financials, budgets and forecasts
• Implementation
• Measuring results

Marketing objectives
It comprises:
 Specific
 Measurable
 Attainable
 Relevant
 Time bound

Marketing strategy
Ansoff Matrix:
 Market Penetration
 Market Development
 Product Development
 Diversification

Continued...
BCG matrix:
 Dogs
 Question mark
 Stars
 Cash cows

Evaluation of Marketing plan
It includes:
 Sales analysis
 Market share analysis
 Efficiency ratio
 Cost profitability analysis

Continued...
There are following steps to generate marketing plan:
 Executive summary
 Company overview
 Current market situational analysis
 Objectives
 Strategy
 Segmentation, targeting and positioning
 Tactics, decision and budget
 Control

Conclusion
From above presentation, it has been concluded that while organisation develop strategies for their business
they have to analyse their market. Targets which they want to attain must be realistic as well as
measurable. Plan which is develop by them, must be in systematic manner, so that they can beat their rivals
and improve their reputation in marketplace.

References
 Lancaster, G and Massingham, L., 2010. Essentials of marketing management. Routledge.
 Lane, P., 2016. Human resources marketing and recruiting: essentials of employer branding.Handbook of
Human Resources Management, pp.23-52.
 Lipsman, A and et. al., 2012. The power of “Like”. Journal of Advertising research. 52(1). pp.40-52.

Thank You