The Subject of research – theoretical positions, principles, methods

The main purpose of the marketing plan is to explain to the interested parties how the firm intends to influence its target market and react to the situation that is there to ensure the marketing of its products. The marketing plan should explain the strategy of the company’s exit to its target market and conquer it.

     Before drawing up a marketing plan, I identified specific goals and objectives for my company. It is impossible to work out an effective strategy without having a clear idea of the desired results.

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   Subject of research – theoretical positions, principles, methods and levers, which allow developing a marketing plan and ensuring the effectiveness of marketing in industrial enterprises.

    As Dwight Eisenhower once said: “In preparing for battle I have always found that plans are useless but planning is indispensable”4

     In this paper, I preferred to concentrate more not on the marketing strategy, but on the marketing plan. Since, the marketing strategy is how the product and the position of the company can compete; the marketing plans are the specific actions that I prefer to take to achieve the goals of my marketing strategy.

The marketing plan is not just a painted action on paper, but also a practical application by sampling.

      Without analyzing the market, competition, territory and the target group, the plan is more or less doomed to failure. But also, the business plan itself is useless if it is not used in practice. According to Professor Quinn (in Charington,1980): “Marketing plans will not produce a dollar of profit if you don’t implement them” 5


 1.3. Structure of Marketing Plan

      Marketing planning is associated with general firm planning, in the process of which (as already noted) are defined the goals of the activities necessary to achieve them, as well as developing the most effective methods in concrete terms. As for the marketing part in corporate planning, this will mean the need to create and maintain in the dynamics of management the correspondence between the goals of the enterprise and its potential in the market activity.

As Phillip Kotler said (in Cruch and Housde, 2003), marketing plan in general should consists of situational analysis as a first step, defining the objectives as a second, shaping the strategy, defining tactics, estimating the budget and establishing the system of controls.

      In view of the above, I formulated the main tasks that need to be addressed in the marketing planning process:

1.)  Situation Analysis. It is an important stage in the work of the marketing manager. Qualitative market analysis allows you to quickly find free market niches, choose the most attractive target market, and better understand the consumer of the company’s goods. Defining objectives, key principles and criteria for evaluating the planning process (for example, integrated market strategy planning, differentiation of goods depending on selected market segments, determination of volumes and terms of financing depending on marketing objectives).

At this stage, management must conduct a real and objective assessment of the strengths and weaknesses of the company in the context of potential opportunities and threats (SWOT analysis – Opportunities and threats to the future of the business are determined mainly by factors that are not under the direct control of the company, in particular, due to trends and changes