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Marketing Plan
CHARACTERISTICS OF A GOOD PLAN…
The essential element of a plan is that it offers a definite course of action and a method for execution.
A good plan does the following:
Provides for Accomplishing the Business Mission
- Does it accomplish the objective of the planning?
Is Based on Facts and Valid Assumptions
- Has all pertinent data been considered?
- Is the data accurate?
- Have assumptions been reduced to a minimum?
Provides for the Use of Existing Resources
- Is the plan workable?
- Are there any resources organic to the business that are not being fully utilized?
- Are there any resources available from headquarters (if applicable) that should be used?
Provides the Necessary Organization
- Does the plan clearly establish relationships and fix responsibilities?
Provides Continuity
- Does the plan provide the organization, personnel, material, and arrangements for the full period of the contemplated operation?
Provides Decentralization
- Does the plan delegate authority to the maximum extent consistent with the necessary control?
Provides Direct Contact
- Does the plan permit coordination during execution by direct contact between equals and counterparts on all levels?
Is Simple
- Have all elements been eliminated that are not essential to successful action?
- Have all elements been reduced to their simplest, most efficient forms?
- Have all most possibilities for misunderstanding been eliminated?
Is Flexible
- Does the plan leave room for adjustment to change in operating conditions?
- Where necessary, are alternate courses of action stipulated?
Provides Control
- Do adequate means exist, or have they been provided, to ensure that the plan is carried out in accordance with the manager’s intent?
Is Coordinated
- Is the plan fully coordinated?
- When appropriate, has the manager been informed of non concurrence or non-coordination?
Once these questions have been answered, you will be well on your way to a solid marketing strategy.