One of the most effective ways for a small business to survive and thrive, especially in increasingly competitive times, is to focus on its marketing efforts.
You must ensure that your marketing efforts are focused on getting plenty of new customers coming in to your business, lots of inactive customers coming back and all your current customers buying more. An effective marketing plan will drive your business towards achieving these objectives. It will allow you to take advantage of all the know-how, thinking and under-utilised assets that you own but are not fully exploiting.
Your plan will identify all the tactics and actions needed to achieve your marketing objectives, with a timetable for implementation. In other words, your marketing plan will describe in detail how you will set about achieving your sales and marketing targets. Most small businesses don't have a marketing plan, but by creating and implementing one your business will gain a unique opportunity to stand out above the competition.
This factsheet explains how to write a marketing plan, what you should include in your plan and how to monitor and review your marketing performance. It contains useful hints and tips, as well as sources of further information. It should be used in conjunction with BIF 392, A Guide to Creating a Marketing Strategy for Your Business.
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