Notes

http://www.infoentrepreneurs.org/en/guides/write-a-marketing-plan/

Once you have decided what your target market is, you also need to decide how you will position yourself in it.

Start:
- An executive summary

Body plan: Focusing on:
- What your business is about (your business mission)
- Your key business objectives
- Your broad strategy for achieving those objectives

Body 2: STEEPLE - Analysis
Social factors such as changing attitudes and lifestyles, and the ageing population
Technological factors such as new materials and growing use of the Internet
Economic factors such as interest rates, exchange rates and consumer confidence
Environmental factors such as changing expectations of customers, regulators and employees on sustainable development
Political factors such as changes to taxation, trading relationships or grant support for businesses
Legal factors such as changes to employment law, or to the way your sector is regulated
Ethical factors such as ethical and moral standards governing policies and practices

Body 3: SWOT - Analysis
Your marketing objectives should be based on understanding your strengths and weaknesses, and the business environment you operate in. They should also be linked to your overall business strategy.

Objectives should always be SMART:

Specific - for example, you might set an objective of getting ten new customers.
Measurable - whatever your objective is, you need to be able to check whether you have reached it or not when you review your plan.
Achievable - you must have the resources you need to achieve the objective. The key resources are usually people and money.
Realistic - targets should stretch you, not demotivate you because they are unreasonable.
Time-bound - you should set a deadline for achieving the objective. For example, you might aim to get ten new customers within the next 12 months.