The marketing plan

Writing down a detailed plan may seem a difficult and possibly unnecessary task, but by clarifying your aims and ideas your business will be steered in the desired direction. In addition, a marketing plan can reveal some of the potential dangers ahead and ensure that you are prepared to deal with both the threats and opportunities which arise. By carefully examining aspects of your product, your customers and your sales strategy, you will formulate a clearer understanding of what it is you are trying to achieve.

Once you have prepared a plan, remember that it is there to be used.

Once you have prepared a plan, remember that it is there to be used. However, there is no need to stick to it too rigidly; it is a flexible instrument that should be updated as the need arises. Aim to maintain a balance between keeping the original objectives in mind and adapting the plan to changes in circumstances. If the two are found to be different this may need to be examined, but do not force the situation to fit the plan if it is working for you.