Introduction & Mission, Vision and Values Statements
You might find it easiest to write the introduction last, as it should contain a brief statement on each of the following:
A brief summary of your business
Your overall strategy
Key actions or areas you plan to exploit
Any major factors which will affect the plan
What does your business do and how long has it been operating? What industry is it in? What sets your business above your competitor’s e.g. different location, cheaper price, and better service? Give an outline of the products or services, who will buy them, where you feel the business will be in two to five years and how this will be achieved?
Make it meaningful – a practical, clear summary what your business does and how it does it.
A statement of where you want your business to be in the future. Are you seeking a stable business or significant growth? What will your business look like in five years’ time?
What are the driving principles behind your business? What will you always do? What will you never do? Why should these things matter to your customers?
2.0 Current Situation
What is the main market/industry you operate in (or intend to operate in)? List major changes you predict could happen in these markets/industry? What impact will this have on your business success? What are the reasons or aims of developing this marketing strategy? What is the conclusion of this plan (to be completed after development)?
This information also comes from your marketing audit.
You need to consider the PESTLE factors that affect your market environment:
And also the elements of your marketing mix:
Product: What products (goods or services) are you selling? What competitive products are on the market?
Place (or Distribution): Through what channels are you currently selling your product? How does this compare to competition?
Price: What is your pricing policy? Do you discount? How does this compare to competition?
Promotion: What types of promotional activities are you currently carrying out?
People: Do you have the right people with the right skills? How do you recruit? What training do you carry out?
Processes: What procedures you have in place to ensure consistency of service? Are they focused on customer needs? Does everyone understand how to apply them consistently?
Physical Evidence: What message does the appearance of your premises or your people send out to your customers?
Describe any factors relating to the area/industry? Is the industry growing? Are there rules, regulations or restrictions that affect the industry? Are there any conflicts or wants, between significant industry and other stakeholder groups?
Summarise what you see as your key markets and what you consider to be the key factors currently affecting them. Remember that your business will be affected by the actions of your competitors and external factors that are outside your control. This section of your plan might refer back to key elements of your PESTLE analysis that you see particularly affecting your chosen markets.
Which are the products and markets that are most likely to be able to provide your business with the best opportunities?
A SWOT Analysis outlines the Strengths and Weaknesses of your business and the Opportunities and Threats that face it. You need to be objective as it is easy to get too close to your own business. Make sure that your SWOT Analysis is not merely a “brain dump” of everything you can think of about your business – follow these guidelines to ensure your SWOT Analysis is meaningful and a useful decision-making tool.
4.1Strengths and Weaknesses...