Detailed Marketing Plan: Mission, Objectives, and Market Strategies

This marketing plan emphasizes the importance of a company's mission, objectives, and vision as essential tools for achieving goals, regardless of the organization's size. It outlines key strategies such as situation analysis, market research, target market identification, positioning, competitive analysis, budgeting, and metrics. The plan highlights the role of situation analysis in understanding sales, costs, market dynamics, and microenvironment, including SWOT analysis. Market research is crucial for assessing market size and product sales trends. The plan underscores the significance of identifying the target market and differentiating products/services from competitors. Metrics are vital for improving competitive positioning and overall success. The document also discusses the use of dashboards for measuring customer acquisition and value performance, as well as marketing effectiveness, efficiency, and financial value, using sales dashboards as examples. Overall, the plan positions dashboards and metrics as essential tools for executing the marketing plan and analyzing the progress toward achieving the company's vision.

MARKETING PLAN 1
Marketing plan
Supreen Chahal
Course Code:5314
Instructor’s Name: Dr. Mack
27 January 2019

MARKETING PLAN 2
Marketing Plan
I reckon that marketing plan should include three important characteristics.
1.) Mission
2.) Objectives
3.) Vision
These essential tools play pivotal role in every firm to achieve their goal. Regardless, it’s
a small entity which is managed by single person or any multinational companies
operated by thousands of employees gives an outline to their employee, target market and
also most importantly to the stakeholder. Any corporation or organization nonetheless it’s
profitable or non-profitable for instance Google ,Apple, Samsung ,Nike , Red Bull, Tata ,
Honda or Mercedes and many more all these big organizations have their own mission,
objectives and vision. All companies need a mission which will lead to accomplish the
vision of the company. Whereas, objectives are the actions we take in order to achieve
the aim of the organization.
Companies objectives includes different strategies like Situation Analysis ,Market
research, Target market, Positioning, Competitive analysis, Market strategies, Budget and
Metrics.
 Situation analysis allows companies to have an insight of relevant data on sales,
costs the market and the microenvironment. Also includes segmentation, market

MARKETING PLAN 3
forecast, customer information and market need analysis. Corporations also use
this information to carry out the strength, weakness, opportunities and threats of
the company. (Kotler and Keller, 2016)
 Market Researches enables all companies to see their market size, product sales
are growing or decline as per current trends.
 Most importantly to see who is the target market followed by another strategy to
see what makes ones product and services different than others .
 What improvements need to implement to increase the sales and always have the
track of the products success in the market to see the performance of the product
in the market. Metrics help to improve company’s competitive position and also
helps them to improve and provides the ability to succeed.
I believe these tools are important for any company as it provides insight of company’s goals,
their values and also allows reaching out to the target audience with their company product and
services.
Dashboard is more likely to measure many things; primary objective is to see if a firm is
attaining their customer acquisitions and value performance. Whereas, metrics demonstrate
Marketing effectiveness, efficiency and financial value. For instance, it is hard to look on Gross
margin and net profit of the companies together so need to find metric for dashboard which will
provide the insight of the company revenues by one glance. First and foremost dashboard should
also help employees in decision making by showing their past performances and their present
performances. For instance, Sales dashboard provide an instant insight of the business; also
shows the target sales. It also allows employees to monitor their work on daily basis. there are
some examples of sales Dashboard;

MARKETING PLAN 4
Sales Status Dashboard
(Pic: Klipfolio.com, 2019)
Sales status dashboard allows seeing the opportunities for the products. This dashboard has used
different colors just to enable an employee to see what is missing on a one glance.
Monthly sales dashboard

MARKETING PLAN 5
(Pic: Klipfolio.com, 2019)
Monthly sales dashboard allows employees to have an access of their company performance. It
also provide insight to the employees to track sales in the present time. As we can see Monthly
dashboard demonstrate the sales by region, sales by day, New MMR, Expansion MMR and also
the Retention and the new accounts. Monthly Dashboards allows everyone in team to have an
access of the monthly performance.
To conclude, dashboards and metrics act like a backbone as these both are the essential tool to
execute the marketing plan and to analyzed if we are achieving companies’ vision by
accomplishing mission of the company by executing market plan properly.

MARKETING PLAN 6
References
1)Klipfolio.com. (2019). Sales Dashboards. [online] Available at:
https://www.klipfolio.com/resources/dashboard-examples/sales [Accessed 28 Jan. 2019].
2)Kotler, P. and Keller, K. (2016). A framework for marketing management. Upper Saddle River,
New Jersey: Pearson Education Inc., p.25.