Marketing Plan for Emirates Airline

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e- Book Series

Guide to Writing a Killer
Marketing Plan
Written by: Steven Fisher

Confidential ©2009 Network Solutions, LLC

Purpose of this book
You are either someone that has been doing marketing as a part of your professional career or you look at as that “thing you do to promote your business and attract customers to buy”. Regardless of where you are along that spectrum, you have arrived here because you have been charged by the CEO of the startup you work for to write a marketing plan for your business or you need to create one for your own business. You need to not just write just any marketing plan. You need to write a Killer Marketing Plan.

One that your boss will say “awesome, let’s get started” and which will tell all those people who have been looking for a product or service like yours for a long time. This book is written for you.

Marketing plans are sexy mistresses that tempt you to include all of the coolest of campaign ideas without the sanity of budgetary constraints. While marketing is one of the more important functions of a small business, it is one that is limited by the budgets of that business and campaigns must demonstrate a return in order to justify their existence. Since I have written more marketing plans than I care to tell you, I can share with you my knowledge and experience of what has worked almost all the time, some of the time and none of the time.

While this is not the single tome on marketing plans, I hope that this helps you balance the unlimited creative ideas with the budget you have to work with and find a mix that is both innovative and results in sales.

I invite you to explore as many resources out there, some of which are mentioned at the end of this book. I don’t need to wish you luck. Just get started, get out there and crush it.

Confidential ©2009 Network Solutions, LLC

Overview:
Section 1: Product and Purpose
Part 1 – 5

Section 2: Analysis and Competition
Part 6 – 10

Section 3: Strategy and Action
Part 11 – 12

Section 4: Financials in Plain English
Part 13 – 15

Confidential ©2009 Network Solutions, LLC

Section 1: Product and Purpose
Part 1: The Art of Marketing
Doing marketing planning, which is captured in the marketing plan, is an essential organizational activity, considering the hostile and complex competitive business environment. Our ability and skills to perform profitable sales are affected by hundreds of internal and external factors that interact in a difficult way to evaluate. A marketing manager must understand and build an image upon these variables and their interactions, and must make rational decisions. Here is a great description of Marketing from HowStuffWorks:

“According to the Dictionary of Marketing Terms, marketing is “the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals. What does that mean to you? It means marketing encompasses everything you have to do in coming up with a needed product or service, making potential customers aware of it, making them want it, and then selling it to them. So then, is sales considered “marketing”? Is advertising “marketing”? Often, you’ll hear sales functions referred to as “marketing,” but really sales is just a part of the larger marketing process, as is advertising. In the olden days (back 30 or 40 years), marketing did consist primarily of sales. Rather than having marketing departments, companies had sales departments with an advertising manager and someone who did market research. Sometimes they added a promotions manager or hired an agency to handle advertising and promotions. Things began changing as some companies grew larger and larger and began offering many product lines that warranted having their own brand managers, market segment managers and many more specialized positions that addressed and mulled over the needs of their...
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