Marketing plans

Is it worth having a marketing plan?

The marketing plan can be written and used at various stages in the development of the business. It should be an integral part of the business's start up information. However, it may also be developed (or additional plans may be written) to promote new products or target customer groups.

Writing down a detailed plan may seem a difficult and possibly unnecessary task, but by clarifying your aims and ideas, your business will be steered in the desired direction. As well as this, a marketing plan can reveal some of the potential dangers ahead and ensure that you are prepared to deal with both the threats and opportunities that arise. By carefully examining aspects of your product, your customers and your sales strategy, you will formulate a clearer understanding of what it is you are trying to achieve.

Once the plan has been drawn up it is important to remember that it is there to be used. However, do not stick to it too rigidly; it is a flexible instrument that should be updated as the need arises.

Aim to maintain a balance between keeping the original objectives in mind and adapting the plan to changes in circumstances.