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Without one, you are operating by "seeing what sticks"—not the optimal way to market your business.
At the same time, make sure you watch costs and check that the strategies you embrace are measurable.
This is the first thing someone sees when they read your marketing plan but it is the last thing you write. Once you have a basic overview of your current market situation, it's time to take a closer look at your market environment. First, identify those trends that might present you with challenges. There will also likely be market trends that provide you with opportunities or benefit you in some other way.
The Executive Summary outlines all the major points of the plan itself, so anyone in management can pick up the plan and get an idea about your vision. Identify these trends and describe the positive impact they could have on your business and how you can take advantage of them.
Define your market and discuss your customers' needs and any other market factors that might affect your customers' purchasing patterns. If you have more than one target market, describe the product lines associated with each one. Specific objectives are more effective because you can define the steps you need to complete to win.
What are the characteristics of your target market? This section should also include information about: Products/Services. To make objectives specific, start with knowing what success means for you. This will help you better evaluate the strategies and tactics you implement.