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The business plan provides a framework in which the various business units/ functions, within an organisation, operate. For example:
What Is Marketing Planning?
Many organisations appear to believe that business planning and marketing planning are the same. They are not!
Business planning relates to the organisation as a whole.
Marketing planning concerns the marketing function only. There are 4 stages to the marketing planning process:
1. Business objectives
Definition of business objectives enables subsequent marketing planning to relate to the organisation's broad financial objectives
2. The strategic marketing plan
This covers a 3-5 year period and comprises:
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The marketing mission statement |
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| Marketing objectives |
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| Marketing audit and marketing research |
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| Assumptions |
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| Marketing gap analysis |
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| Marketing strategies |
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| Resource requirement |
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| Key tasks |
3. The operational marketing plan
This covers the first year of the strategic marketing plan and is action-oriented. It comprises:
Objectives and strategies for individual parts of the marketing mix, i.e.
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products
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pricing
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promotion
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distribution
Detailed tactics including
- specific actions
- costs
- responsibilities
- timescale
4. Measurement and control
A marketing plan should be a working document. Part of its use involves the constant measurement and control of the progress towards achieving the objectives.
The successful implementation of strategic and operational marketing plans will contribute to the achievement of the organisation's business objectives.
How Can We Help You?
The Manor Consulting Group provides a professional, practical and personal consultancy service to organisations in both the public and private sectors which is tailor-made to meet their particular requirements. One of our main aims is to help clients to improve their business and marketing planning in a changing and competitive market. We do this in two ways.
A. Consultancy
Stage I: Production of the Business and/or Marketing Plan
Stage I concerns the production of a business and/or marketing plan for your organisation. This process involves setting up a Project Management Team which consists of your organisation's senior executives and our own consultants. The function of the Project Management Team is to establish the terms of reference for the production of the plan and periodically to review its development.
Stage II: Implementation
When the plan has been produced, we will help your management team to implement the plan in the pursuit of your organisation's objectives
B. Training and Development
Your organisation needs effective business managers. As training specialists, we provide two approaches to developing knowledge of business and/or marketing planning and skill in creating business and/or marketing plans.
Planning Workshops
This approach involves working with your managers and actually creating a business and/or marketing plan with them. Each aspect of planning is discussed and then applied, in a practical way, to the needs of your organisation.
Development Programmes
This approach differs from the above. Planning concepts are discussed with your managers. Case studies and syndicate exercises support formal presentations. The aim, however, is not to create a business and/or marketing plan but is to help your managers to learn the planning process.
What Do Our Clients Say?
- "Having been involved in writing Business Plans, I now feel I can offer improvements to what has been done in the past"
- "Gave me a good understanding of the business planning process"
- "It convinced me of the benefits of, and need for, effective business plans - even in 'service' industries"
- "Kept my interest and attention throughout"
- "Although I have been carrying out the business planning process for many years, a lot was learnt from the structured/standard approach"