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Page 1

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Marketing Planning

Mission Statement


Corporate Plan (Longterm)


Corporate Objectives


Functional objectives


HR Financial Marketing Production


Marketing Strategies


Marketing Plan


















Internal influences on a marketing plan:
Budget
Corporate objectives
Human resources does the business have the work force?

Page 2

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Finance is the money available?
Production is it possible?

External Influences:
Politics
Economy
Social
Technology
Law
Environment (e.g. Wight link boats)

Benefits:
Gives you a target ­ organized
Clear, set direction
Motivation
Systematic decision making encouraged
Brings business together
Measures success

Issues:
May be ignored
Time consuming
Waste money and…

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