Marketing Plan

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ASIAN INSTITUTE OF COMPUTER STUDIES

DAU BRANCH

2012-2013

MARKETING PLAN

“THE JOURNEY CAFÉ”
“The Taste of Adventure”

Submitted by:
LUMAGUE, KIMBERLY A.
AB4AA

Submitted to:
Mr. Salvador C. Lacsina

VI. Developing a Marketing Plan

A. Marketing Planning Defined
B. Steps in Marketing Planning Process
C. Contents of a Marketing Plan
1. Development of Objectives
2. Preparation of the sale forecast
3. Appraisal of Competition Profile
4. Analysis of Marketing Shares
5. Control of Distribution
6. Schedule of Publicity
7. Organization of Personnel
8. Arrangement of Budget
9. Provision of Contingences
10. Realization of Plans

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A. Marketing Planning Defined

Marketing Planning – is a systematic approach to the development of marketing strategy and the achievement of goals.

B. Steps in Marketing Planning Process

1. Determination of Organizational Objective
The basic objectives, or goals, of the organization are the starting point for marketing planning. They serve as the foundation from which marketing objectives and plans are built. These objectives provide direction for all phases of the organization and serve as standards in evaluating performance. Soundly conceived goals should be S.M.A.R.T – specific, measurable, attainable, realistic and time-specific.

2. Assessing Organizational Resources
Planning strategies are influenced by a number of factors both within and outside the organization. Organizational resources include capabilities in production, marketing, finance, technology, and personnel. By evaluating these resources, organizations can pinpoint their strengths and weaknesses. Strengths help organizations set...
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