Journal for marketing plan

admin — Sun, 31 Jan 2010 08:10:07 +0000

The first step in the process of creating the marketing plan was to identify the goals of the research. Goal identification took up ten percent of the overall project time i.e. two weeks. This was done in two steps i.e. clarifying the overall ones and the specific ones. In order to do this, it was necessary to examine the mandate of the project. Besides this, it was necessary to examine the mission statement of the organization because it gave a clear indication of the limits which the project could accomplish. (Herron, 2003) After an examination of the mission statement, it was then essential to look at some of the key issues that needed to be changed in order to improve the current situation within the organization. This was done by looking at the epidemiological repercussions of the current scenario.
In other words, the overall goals were determined by examining some of the problems or negatives that arose out of a lack of the project’s advantages. The goals also had to be made in accordance with the marketing approaches that would later be used to achieve those goals. For instance, business policies within the organization were one example. Secondly, advocacy would also form an important of this plan and so would mobilization. All these items were taken into consideration while identifying goals of the project. The most central part of the goal creation process was identification of the target audiences. These were divided into two categories i.e. the internal audience and external audience. It was crucial to collaborate with the internal audience in order to ask them whether they could carry out the goal of the project. It was also necessary to ask this internal audience what they thought about the situation at present within the organization and also what they thought needed to get done. By collaborating with the internal tem, it was possible to create goals that were indeed relevant to the major players within the organization. Examples of members of the internal audience included employees, other project members, board members and major decision makers within the organization. (Capko, 2004) External audience members were also consulted in the process of goal creation.
This entailed asking them about their take on the issue and whether they would actually perform the proposal’s suggestions. Care was taken to be specific about the major requirements. The goal setting process was done within a specified timeline. Since this would govern the overall direction which the marketing plan could take, then it took up ten percent of the entire project making time. It was also the first process involved in creating the marketing plan. The second process was conducting an audience analysis for the marketing plan. The timeline for this process was a period of three weeks. Audience analysis was important in clarifying those individuals who had already accessed the proposals in the marketing plan and those who had not. Market research formed a crucial part of this phase of the marketing plan. First of all, the available materials on the subject matter were sought. Additionally, it was important to look at similar projects conducted by other organizations. Here, some in-house databases were consulted. The data bases specified issues such postal codes, consumer habits among others. Demographic data was also essential in understanding the type of audiences for the plan. Interviews and focus group information conducted by other researchers were useful resources here. In the second step, it was crucial to inform the media because they would be some of the major outlets for the marketing plan.

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Journal for marketing plan