Marketing plan

Marketing at an industrial enterprise covers issues related to market research, marketing planning, the introduction of new products, the distribution of finished goods, marketing communications, product pricing, and the organization, management and control of all listed functions. One of the main marketing issues is the development of a marketing plan , Which allows you to coordinate all the activities of production to optimize and increase economic returns - this is the essence and necessity The implementation of such a plan. The marketing plan includes the following steps:

- analysis of the situation;

- setting goals and objectives of marketing;

- strategy development;

- development of an action plan;

- definition of control points;

We will dwell at each stage in more detail. First, we need to analyze the situation. What he really is? As a rule, you must first outline the current marketing situation. The developer of the plan describes the present situation of the goods of an industrial enterprise in the market. The main thing at this stage is to be objective. This section includes not only information about the goods of an industrial enterprise, but also about competitors, their position, their products, and also describes the major trends affecting players in the market. Next, a SWOT analysis should be conducted, during which it is necessary to consider the weak and strong Side of the product, as well as external opportunities and threats. Then, when analyzing the situation, it is necessary to touch upon the main tasks and problems of production of an industrial enterprise. It describes everything related to the production of products: what tasks does an industrial enterprise set for itself in production, can it have problems in connection with this, etc. The second important element of the marketing plan is called "Marketing goals and objectives". Obviously, they are interrelated, because the tasks are the continuation of the set goals. As a rule, the goal is something generalized, not very specific, for example, increasing the market share by such a percentage. But the tasks, on the contrary, should be as specific as possible: what an industrial enterprise should do to make this market share grow. The marketing plan includes the choice of strategy, which is its third stage. This is an extremely important point, largely determining the success or failure of the product in the future. There are also stages:

- it is necessary to determine the target market ;

- to conduct the basic positioning;

- Develop a pricing policy;

- develop a distribution strategy (commodity circulation);

- Develop a communication strategy.

After the development of the strategy, the marketing plan should be concretized by describing the action plans (the fourth stage). This item is a logical continuation of the developed types of strategies, since all the actions that the industrial enterprise intends to take (in terms of time) are described here. The action plan describes how the strategy will be implemented, when and what will be done, who will do it, etc. Any marketing plan should end with the item "Control". Here are the main results that an industrial enterprise must achieve after a certain time. It is for these figures that representatives of the industrial enterprise will monitor the current and planned indicators and, if necessary, make adjustments. Marketing at an industrial enterprise is not limited to the development of a marketing plan, quite the contrary, after its compilation and the most interesting begins - its implementation, implementation .

The described stages of development of the marketing plan will be applicable not only to an industrial enterprise, but also to any commercial structure that does not deal with the production of goods - trade, providing services, work.