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?