Free business planning and marketing tips, samples, examples and tools - how to Marketing Strategy Business Plan a business plan, techniques for writing a marketing strategy, strategic business plans and sales plans.
Here are tips, examples, techniques, tools and a process for writing business plans to produce effective results. Sometimes people use the term business plan when they are referring to a project. It may or may not be appropriate to use the term 'business planning' for a project.
Some projects are very substantial and equate to an autonomous independent business activity, in which case a business plan is entirely appropriate. Business planning terminology can be click because much of it is used very loosely, and can mean different things.
Terminology in business planning is often used very loosely. When people talk and write about business planning different terms may mean the same thing, and a single term can mean different things. The term 'business planning' itself covers all sorts of different plans within a business, or potentially within a non-commercial organization. The words 'strategy' and 'strategic' arise often in the subject of buisness planning, although there is no actual difference between a 'business plan' and a 'strategic business plan'.
Every business plan is arguably 'strategic'. Everyone involved in planning arguably adopts a 'strategic' approach. This increasingly applies to many non-commercial activities government services, education, health, charities, etcwhose planning processes may also be described as 'business planning', even though such organizations may not be businesses in the way we normally imagine. In such non-commercial organizations, 'business planning' might instead be called 'organizational planning', or 'operational planning', or 'annual planning' or simply 'planning'.
Essentially all these terms mean the same, and increasingly the tendency is for 'business planning' to become a generic general term to refer to them. Business planning always starts with or revisits the basic aim or need to provide products or services to customers - also called a market or 'market-place'. Consequently business plans tend first to look outwards, at a market, before they look inwards, at finance and production, etc.
This means that most business plans are driven by marketing, since marketing is the function which addresses market opportunity and need, and how to fulfil it.
Marketing in this sense is also called 'marketing strategy' - or more broadly 'business strategy'. Many people use the words 'sales' or 'selling' and 'marketing' to mean the same thing - basically selling products or services to customers, in the broadest sense.
In fact, marketing refers to much wider issues than sales and selling. Marketing involves the strategic planning of a business or other organizational provider through to every aspect of customer engagement, including market reserach, product development, branding, advertising and promotion, methods of selling, customer service, and extending to the acquisition or development of new businesses.
Sales Marketing Strategy Business Plan selling is an activity within marketing, referring to the methods and processes of communicating and agreeing and completing the transaction sale with the customer.
Given all this, it is hopefully easier to understand why, depending on a person's role or standpoint or the department in which they work, 'business planning' may be referrred to in many and various ways, for example as 'sales planning', 'marketing planning', 'strategic planning', etc. If there is a technically correct definition of 'business planning', then perhaps we can best say that 'business planning' refers to the plan of the overall organization, or to a unit or division within an organization with responsibility for a trade or profit.
A business plan technically contains and reflects the individual plans for the different functions within the whole operation, each of which may have its own detailed 'business plans', which Marketing Strategy Business Plan be called business plans, or more correctly departmental or functional plans according to their purpose, such as a marketing plan, sales plan, production plan, financial plan, etc.
Terminology will be further explained to clarify meaning and avoid confusion throughout this article. Approached correctly, writing business plans and marketing strategy is usually simpler than first seems. Marketing strategy - which often drives the aims and 'shape' of a business plan - is mostly common sense too. A written business plan provides the narrative explanation of the numbers contained in Marketing Strategy Business Plan spreadsheet.
When we see lots of numbers in a computer spreadsheet we can forget this, but the numbers are merely a reflection of scale and detail, and of computerised calculations and modelling, etc. In fact often when we are confronted with a complex planning spreadsheet containing thousands of numbers, what we are actually being offered is a ready-made planning tool. In many cases, where business planning is a continuation of an ongoing situation, the most frightening spreadsheets can provide a very easy template for future plans, especially with a little help from a colleague in the acciounts department who understands how it all works.
Ironically, a blank sheet of paper - in other Marketing Strategy Business Plan a 'new business start-up' - is Marketing Strategy Business Plan a much more challenging starting point. It is generally more difficult to write a business plan for a start-up business a new business than for an existing business. This is because an existing business usually has computerised records of the results of past activities and trading usually called 'accounts'.
Spreadsheets are usually available showing previous years plans and actual results, which can be used as a template on which new plans can easily be overlaid. Writing a new business plan for the continuation or development of such an existing situation obviously enables much of the planning to be based on existing figures, ratios, statistics, etc. New business start-up situations by their nature tend to have no previous results, so we often refer to this sort of planning as 'starting with a blank sheet of paper'.
New business start-ups - especially if you are the owner or entrepreneur - present bigger planning challenges in some respects because we have no previous records to act as a guide, but in other respects they offer wonderful opportunities to create genuinely innovative and exciting founding principles - your own new business philosophy - on which your plans can be built this web page developed.
Pricing strategy, sales plan, marketing strategies - learn how to put together a complete marketing plan for your products and services. Marketing plan & strategy | starting a car wash business | Promotion and advertising avenues for a car wash business. Developing a marketing strategy is vital for any business. Without one, your efforts to attract customers are likely to be haphazard and inefficient. Marketing Plan The information for this article was derived from many sources, including Michael Porter's book Competitive Advantage and the works of Philip Kotler.
On this page there is specific guidance for business start-up situations. Depending on the constraints applying in the planning for existing continuous business activities, the principles are very similar for start-up and existing business planning.
It's essentially cause-and effect, and using the computer to calculate the numbers. Adapt it to suit your purposes. The numbers could be anything: If using these materials please adapt the spellings to suit your situation.
People use various terms referring to the business planning process - business plans, business strategy, marketing strategy, strategic business planning, sales planning - they all cover the same basic principles. When faced with business planning or strategy development task it's important to clarify exactly what is required: You'll see from the definitions below how flexible these business planning terms are.
In a business context a plan's numerical data - costs and revenues - are normally scheduled over at least one trading year, broken down weekly, monthly quarterly and cumulatively. The business entity could also be a proposed start-up, a new business development within an click here organization, a new joint-venture, or any new organizational or business project which aims to convert action into results.
The extent to which a Marketing Strategy Business Plan plan includes costs and overheads activities and resources eg. Large 'executive-level' business plans therefore look rather like a 'predictive profit and loss account', fully itemised down to the 'bottom line'. Business plans written at business unit or departmental level do not generally include financial data outside the department concerned. Most business plans are in effect sales plans or marketing plans or departmental plans, which form the main bias of this guide.
4 Principles of Marketing Strategy
The extent to which financial and commercial numerical data is included depends on the needs of the business. The extent to which this details the sales plan also depends on the needs of the business.
Cambridge Strategy Group marketing strategy business plan executive summary. Cambridge Strategy Group provides targeted marketing and . Cambridge Strategy Group marketing strategy business plan strategy and implementation summary. Cambridge Strategy Group provides targeted marketing . How to write business plans, marketing plans, marketing and business strategy, with free templates, samples and examples plus more free materials for management. Template for a basic marketing plan, including situation analysis, market segmentation, alternatives, recommended strategy, and implications of that strategy. An organization's strategy that combines all of its marketing goals into one comprehensive plan. A good marketing strategy should be .
Some organizations interpret this to be the same as a business plan or a marketing plan. You can see that many of these terms are interchangeable, so it's important to clarify what needs to be planned for rather than assuming or inferring a meaning from the name given to the task. That said, the principles explained here can be applied to business plans of all sorts. Business plans are often called different names - especially by senior managers and directors delegating a planning exercise that they do not understand well enough to explain.
Typically these names reflect the department doing the planning, despite which, the planning process and content required Marketing Strategy Business Plan the document is broadly similar. Write your aim large as a constant reminder to yourself, and to anyone else involved. Keeping your central aim visible will help you minimise the distractions and distortions which frequently arise during the planning process.
This provides a vital reference for decision-making and strategy from the start. A strong clear Marketing Strategy Business Plan code communicates your values to staff, customers, suppliers, and creates a simple consistent basis for operations which conventional financials, processes, systems and even people, do not address.
It is very difficult to introduce ethical principles later into an enterprise, especially when planning shifts into implementation, and more so if problems arise relating to integrity, honesty, corporate responsibility, trust, governance, etc. It is easy to address issues of ethics and corporate responsibility when you are the owner of a new enterprise. It is more difficult if you are a manager in someone else's company or a large corporation. Nevertheless ethics and Marketing Strategy Business Plan responsibility are highly significant in planning, and strong justification for their proper consideration see more now be made.
Continue reading are now plenty of recent examples of corporations - indeed entire national economies and governments - which have failed because of poor regard to ethical considerations.
The world is changing and learning, slowly, but it is, and anyone ignoring ethics in planning today does so at their own peril. This tends to focus thinking on creativity, innovation, ambition, quality, excellence, perhaps even social good, etc.
Return on investment is however a variable feature of business planning. It is flexible according to the type of enterprise, its main purpose and philosophy. Planning in traditional corporations at times forgets this basic obligation, especially when a junior manager is asked to 'write a business plan' for the first time. In traditional profit-driven corporations, when a new manager starts to write a business plan or operational plan for the first time and for some experienced managers also, for the umpteenth timethe manager wonders: What is the aim?
What am I trying to achieve? Often when they ask their own manager, the manager has the same doubts. Such enterprises are becoming more popular, and will continue to become so, since the collapse of the western economies inand increasing disillusionment with old-style business thinking.
Instead the main driver of enterprise may be some other purpose. Junior managers have responsibility for plans and activities which feed into larger departmental plans and activities of senior managers. The plans and activities of senior managers feed into the divisional plans of executives and directors.
There is a hierarchy or tree structure of cause and read more, all hopefully contributing to the overall organizational aim.
In many good businesses a substantial business planning responsibility extends now to front line customer-facing staff, and the trend is increasing.
In this context, the business plan could be called also be called a marketing plan, or a sales plan - all departmental plans are basically types of business planning:. Where a department is a 'cost centre' not a 'profit-centre' - providing products or services internally to other departments rather than externally to customers - then the language and planning elements may alter, but the principles remain the same. Also, these principles and methods apply to very large complex multinational organizations, which tend to entail more and different costs, fixed overheads, revenues, and consequently larger planning formats; more and bigger spreadsheets, more lines and columns on each, more attention and people working on the numbers, more accountants, and typically - especially at middle-management level and above - more emphasis on cashflow and the balance sheet, alongside basic 'profit and loss' planning.
Knowing the market enables you to assess and value and plan how to engage with it. A common Marketing Strategy Business Plan of business planning or operational planning outside of the 'business' world, is to plan in isolation, looking inward, when ideas check this out seem very positive and reliable because there's no context and nothing to compare.
Hence research is critical. And this applies to any type of organisation - not just to businesses. Planning very much concerns processes. The principles of marketing will explain additionally how to put meaning and values into what you plan. Your market research should focus on the information you need, to help you to formulate strategy and make business decisions.
Market research should be pragmatic and purposeful - a means to an end, and not a means in itself. Market information potentially covers a vast range of data, from global macro-trends and statistics, to very specific and detailed local or technical information, so it's important to decide what is actually relevant and necessary to know.
Market information about market and industry trends, values, main corporations, market structure, etc, is important to Marketing Strategy Business Plan for large corporations operating on a national or international basis.