How to develop an effective annual marketing plan.docVIP

 PAGE \* MERGEFORMAT 38 How to develop an effective annual marketing plan Preface Regardless of their size, marketing planning is important and indispensable part of business, but how to make the marketing plan to bring real business benefits for enterprises, each enterprise is not able to master one of the key. Based on the business in-depth study, we found that firms with the development of marketing plans, the prevalence of the following shortcomings: 1, the lack of professionalism: a professional marketing plan reflected in the professional departments, functions, personnel and processes, but many enterprises often by CEOs according to their own experience and knowledge to do marketing, planning, the success of this approach depends on the CEOs level of understanding of the market determine the capabilities and professional qualities necessary, risky and often send the success or failure in one person. 2, a basket case: Many companies marketing plan is just a formal exercise, drawn up not to actually implement, but rather the performance of enterprises have done something in this area, either in practical work is the lack of maneuverability, either random changes, or continues to act in accordance with the experience to develop a marketing plan did not work out. 3, data is not precise: the role of marketing planning is not an important manifestation is the lack of supporting data, one is more specific, the other is a natural phenomenon, corporate marketing plan to do both when the information is often incomplete knowledge precise analysis is not accurate, resulting in marketing planning guidance on the practical work is largely meaningless. 4, the lack of strategic: Many companies develop a marketing plan is focused on specific marketing promotional tactics, and ideas on the overall marketing strategy is not clear, the market’s overall position is not clear, resulting in practical work, there are serious problems in the direction of Marketing, did no