Five Steps to Create a

Marketing Plan

Marketing plan is part of an overall business plan

that describes activities involved in achieving
specific marketing objectives within a set timeframe.
The marketing plan is the cornerstone of each
project. "You got to be very careful if you don't know
where you're going because you might not get
there." A plan offers a simple strategy or set of
strategies, a marketing calendar, an evaluation
system, and a selection of weapons and tactics that
give you complete control of your marketing.

A good plan conveys your company's vision to target

markets, customers and employees. To create a
good marketing plan you need 4 basic steps. You
need selecting the idea. You need identified a target
market. You need understand and scan the
environment. Finally, you need to do marketing mix:
Description and setting goals for products.
1. Selecting the idea: It's time to define the idea to
develop, which should state how the final decision
was reached and why.

2. Identification of the target market: In this phase of

the plan identifies the target market based on the
facilities offered by the liberalization process of the
country within the framework of existing trade
agreements. Where the country of the target market
does not have Treaty, must argue because they
choose to access that market without tariff
preferences. Additionally you must perform the
segmentation process considering the issues
addressed in the Interactive activity 4.

3. Environmental Scan: It has two aspects, the first in

the corporate strategy of the company performing
internationalization, which reflects the mission,
vision, policies and objectives of the company, which
are vital for the evaluation and control of it; that will
be the development of the marketing plan after this
phase. The second part contains all the international
environment analysis where the strategy will come
off the international market entry and description of
consumer behavior. This aspect has a large impact
on what takes place in the next stage.

4. Finally, the marketing mix which should raise the

strategy for each of the P's. The marketing mix is a
business tool used in marketing. The marketing mix
is often crucial when determining a product or
brand's offering, and is often synonymous with
the four Ps: price, product, promotion, and place; in
service marketing, however, the four Ps have been
expanded to the seven Ps or eight Ps to address the
different nature of services.

Reference

Business Dictionary. (sf). Consultado el 27 de

noviembre
del
2012
en
http://www.businessdictionary.com
Riveros, Milena. (2012). Five Steps to create a
Marketing plan. Bogot.