Strategic planning is based on business priorities. They are also the main financial guidelines and are consistent with the company's mission.
Since any commercial enterprise is created to make a profit, its business goals are specific indicators that the organization plans to achieve over a certain period of time. In particular, the owner of the company must determine:
what position in the market the company will occupy in a few years;
what level of sales is she aiming for;
what rate of return and amazon database level of profit does the owner expect?
The next level is marketing goals, the achievement of which is expressed in:
qualitative change of the client base for the better;
following the path of expanding the target audience;
consumer behavior management;
increasing the number of loyal customers;
attracting new customers.
Next, communication goals are defined. They set the vector for developing individual advertising campaigns and determine the actions of a potential client after encountering a marketing message. To effectively promote a product, marketers must formulate four priorities in this area:
create a need for the advertised product (service) among the target audience;
increase product recognition;
achieve a positive reaction to the promoted product;
motivate to acquire it.
The final level is the definition of media goals, which affect the identification of communication channels, the size of the advertising budget and other key indicators.
The company's media guidelines may look like this:
cover at least 80% of the target audience;
cover key sales territories by 90%;
attract communication channels that guarantee maximum involvement of potential consumers of the product.
Planning Marketing Goals
3 Approaches to Marketing Planning
Work on creating marketing projects can be carried out according to one of three models: “Top-down”, “Bottom-up”, “Goals down – plan up”:
The Top-Down system involves the formation of priorities and tasks for all departments by the company's management.
The "Bottom-up" scheme assigns a leading role to employees of various departments. The marketing plan in this case becomes the result of collective work and, after making the necessary adjustments, is approved by the management.
The third model, “Goals down – plan up,” is a middle option, where the main areas of activity are determined by the company’s top management, and direct planning is carried out by the staff, based on the functionality of their department.
The last system is considered the most effective option, since the detailed development of the marketing plan is carried out by employees who are responsible for achieving the set