The marketing plan does not stand alone. It links with all of the other elements of the business plan such as the financial, operations, and personnel plans.
Learning Objectives At the end of the program, the participants should be able to prepare an acceptable Strategic Marketing Plan which follows the SMART principles. Course contents Day ONEDAY TWO
- What is a total marketing plans
- Market analysis - competitors
- Gap analysis to indicate SWOT
- Market Positioning - OT
- Market segment
- Marketing strategies
- Product
- Price
- Place
- Promotion
- Product Definition / Benefits
- packaging and fulfilments
- Targeted Customers profile
- Communication Strategies / marketing mix
Course Duration 2 office days Training Methodology Power point presentations, Workbook analysis, Excel templates and models and case analysis COURSE FACILITATOR Arriffin Mansor is a consultant, accountant and trainer. He designs the course with excel templates and models for demonstrations and practice. The templates could be taken back for reference and implementations. © ABM Consult www.abmconsult.cjb.net abmconsult1@yahoo.co.uk 012-2786282 012-78230003
- Profit business model
- Working capital - trading strategies
- Fixed capital - marketing outlets and capacities
- Marketing KPIs / key ratios
- Success Metrics
- Marketing Strategic mapping
- ROC / ROE marketing as the decision criterion
MARKETING STRATEGIES
- Market Analysis
- Identification of SWOT through gap analysis
- Market Positioning
- Market Segment
- Customers' profile
- Business Strategies
- Market Strategies
- Business Modelling
- Trading strategies and working capital
- Fixed capital and capacity management
- financed by balancing equity and borrowed funds
- Cash flow projections
- ROE check list
- Return on capital to justify marketing activities.
- Ratios for reliability and realistic assumptions
