What are the general methods of marketing planning?

Marketing planning is the design and planning of marketing activities, which are the market development activities of enterprises and run through the management process of enterprises. Therefore, all commercial activities involving market development are the content of marketing planning.

1, ideas and methods

What is an idea? From the perspective of modern marketing, creativity refers to the ideas and methods that marketing planners with rich market experience come up with for the specific implementation of marketing programs after careful consideration.

2. Creative methods

Creativity refers to the process of consciously using new methods to combine old elements on the premise of market research, based on market strategy and through unique mental training.

3. Strategic approach

Strategy is to make decisions about something and lead the implementation plan.

Six steps of marketing planning

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Marketing planning includes six steps: scenario analysis, goal, strategy, tactics, budget and control.

(1) Scenario analysis: Enterprises should first make clear all kinds of macro forces (economy, politics/law, society/culture, technology) and insiders-enterprises, competitors, distributors and suppliers. Enterprises can conduct SWOT analysis (strengths, weaknesses, opportunities and threats). However, this analysis method should be modified to TOWS analysis (threats, opportunities, weaknesses, strengths), because the order of analytical thinking should be from the outside to the inside, not from the inside out. SWOT analysis may pay too much attention to internal factors and mislead enterprises to selectively identify external threats and opportunities according to their own advantages. This step should also include the main problems faced by all departments of the company.

② Objectives: For the best opportunities confirmed in scenario analysis, enterprises should rank them, and then take this as a starting point to define the target market, set targets and complete the progress. Enterprises also need to set goals for stakeholders, corporate reputation, technology and other related aspects.

③ Strategy: There are many ways to achieve any goal, and the task of strategy is to choose the most effective way of action to achieve the goal.

④ Tactics: The strategy is fully developed to details, including 4Ps and the schedules and tasks of personnel in various departments.

⑤ Budget: The cost of actions and activities planned by the enterprise to achieve the goal.

⑥ Control: The enterprise must make inspection time and measures to find out the completion of the plan in time. If the plan is behind schedule, the enterprise must correct its own goals, strategies or various behaviors to correct this situation.