One theme of Unit 2 is planning. Make a journal entry that answers the following question: What skills and knowledge do you need to possess in order to develop a useful marketing plan?
There are a variety of skills required to develop a marketing plan. An understanding of the aim the marketing plan is to achieve and the planning and documentation skills to create and completed the marketing plan. Customer needs analysis is also needed, as the plan relies heavily on what the customer really needs and how the product/service is going to meet those needs and adds value. Creative writing skills if this part is being done by the same person. This would entail aspects like the catch phrase if there is one and the quick sales pitch, as outlined in Principles of Marketing (n.d.), this is called the 30sec elevator speech. Comparison analysis, this can cover multiple areas, in the area of competitors, product/service specifications, target markets and demographics, pricing comparisons. Research is also needed to gather information and this needs to be relevant information. Realistic viewpoint is also critical. A realistic view of what the information from data is really about, realistic views of the company itself and it's brand and products and services and even customer feedback. Personally I have seen people in companies get emotional and take unrealistic views especially of the company's products and competition, i.e. view the competition in a negative light and this can be damaging and result in poor planning. Budgetary skills to work within financial means. Strategic view and planning that is both functional …show more content…
It should also be noted that some information and tasks may need to be completed before other parts of the planning can be started so coordinating in appropriate orders and to timelines may also be
There are a variety of skills required to develop a marketing plan. An understanding of the aim the marketing plan is to achieve and the planning and documentation skills to create and completed the marketing plan. Customer needs analysis is also needed, as the plan relies heavily on what the customer really needs and how the product/service is going to meet those needs and adds value. Creative writing skills if this part is being done by the same person. This would entail aspects like the catch phrase if there is one and the quick sales pitch, as outlined in Principles of Marketing (n.d.), this is called the 30sec elevator speech. Comparison analysis, this can cover multiple areas, in the area of competitors, product/service specifications, target markets and demographics, pricing comparisons. Research is also needed to gather information and this needs to be relevant information. Realistic viewpoint is also critical. A realistic view of what the information from data is really about, realistic views of the company itself and it's brand and products and services and even customer feedback. Personally I have seen people in companies get emotional and take unrealistic views especially of the company's products and competition, i.e. view the competition in a negative light and this can be damaging and result in poor planning. Budgetary skills to work within financial means. Strategic view and planning that is both functional …show more content…
It should also be noted that some information and tasks may need to be completed before other parts of the planning can be started so coordinating in appropriate orders and to timelines may also be