Establish the key areas that require activity;

Key Product Groups

Key Markets

Key Customers

These are all inter-linked and the plan should address how activity in each will work in order to create the desired overall aim.
There is no point in developing new products that the market and customers do not want or need. Likewise it is not a priority to spend time and effort with customers in declining markets where growth markets can be addressed.

In addition the activities need to be prioritized based on the human resource and budgets available to get the maximum return from your time and money.

Once a set of priorities is agreed and budgets set, tasks and timescales can then be allocated to the team involved. 

For example;
Product type X is the companies major profit earner but recent growth is now minimal due to increased competition. It is currently sold to 3 of your 5 largest customers.

Consider;

·        Can new product development increase growth by taking you ahead of the competition? What products could you develop? Could you develop special products specifically for your biggest customer?

·        Can you increase your market share by promoting your existing products with your existing customers? How?

·        Can you start selling this product or any new product to your other major customers? How?

·        Can we sell this into new market sectors / customers – who and how many do you estimate you could sell.

Select the key activities ensuring that you have the people, time and skills to investigate them further. Set time scales for presenting a detailed plan to achieve the activities. Estimate what results are expected based on sales history and any customer feedback.

Agree which activities should proceed and monitor results to clarify what is successful and what is not.  Adjust activity based on results to increase success rates.

Assess – Agree – Proceed – Monitor

Clearly, the marketing plans and proposed activity will vary with every Company.

Active Marketing Services will help you through the planning process by working closely with you and your team. Our extensive experience of marketing and sales processes combined with your own specific knowledge will result in a sensible, realistic and achievable plan.

We will support the process throughout to any level that you require. From full process to general advice and support, it’s up to you.

Move Forward With Confidence