An insight into the content of the marketing plan as a guide for business operations

Jovanov, Tamara and Bezovski, Zlatko (2020) An insight into the content of the marketing plan as a guide for business operations. Macedonian International Journal of Marketing, 6 (12). pp. 7-16. ISSN 1857-9787

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Abstract

The paper analyzes the content of the marketing plan as a key tool in strategic business activity - marketing planning. Through the study of numerous literature, we elaborate on the content of this strategic document, in order to demonstrate its usefulness and the need for its use in the work of business entities. It is understood that this usually starts from a strategic intent (vision, mission and goals), on the basis of which the general directions of movement (basic strategy strategy - target markets and marketing mix) are proposed, and then these guidelines are translated into detailed formulation. resource-based activities, with control over their execution. The analysis shows that the majority of companies (around 80%) that plan their operations show high satisfaction with the results of its implementation. The content of the marketing plan is analyzed through four key phases and the elements that comprise it: analysis, planning, implementation and budget, control and audit, including introduction (summary) and appendices to the plan. The content of the marketing plan can also be used to create a marketing plan for online and e-business. The phases are the same and the online business can follow them in achieving the goals. The paper calls for the implementation of marketing planning that is tailored to the degree of development, that is, commensurate with the size of the company and the diversification of operations, emphasizing the importance of understanding marketing planning as a process that requires an entrepreneurial approach to business (anticipating and adapting to change), and not as a bureaucratic process that fosters rigidity and inflexibility. In fact, the content of the plan allows it to be applied in the spirit of the company itself, which means that the planning process itself will be simplified into a small and non-diversified company, but adhering to the given form, as its positive effects are the same for all organizations, regardless of the size. The significance of this paper stems from the detailed elaboration of the content of the marketing plan, which enables the particular business community to have a clear insight and opportunity for the application of this strategic document to the business operations.

Item Type:	Article
Additional Information:	Journal is indexed in EBSCO
Subjects:	Social Sciences > Economics and business
Divisions:	Faculty of Economics
Depositing User:	Tamara Jovanov
Date Deposited:	09 Jul 2020 07:03
Last Modified:	09 Jul 2020 07:03
URI:	https://eprints.ugd.edu.mk/id/eprint/24178

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