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The marketing plan is essential for the functioning of any enterprise and the effective and profitable commercialisation of any product or service. The drawing-
up of the marketing plan takes time, but it is time well invested which in the end turns out to be time saved. The marketing plan provides a clear vision of the final goal and what one wants to achieve on the way there.
INDEX
PLANNING AND MARKETING
THE MARKETING PLAN
DEVELOPMENT OF THE PRACTICAL GUIDE:

* Phase 1: Summary
* Phase 2: Description of the present situation

EXTERNAL
1. THE ENVIRONMENT
2. THE SECTOR
3. THE MARKET
4. THE COMPETITION
INTERNAL
5. PRODUCTS/SERVICES
6. PRICES
7. DISTRIBUTION NETWORK
8. THE SALES FORCE
9. COMMUNICATION

* Phase 3: ANALYSIS OF THE SITUATION

1. HISTORICAL AND CAUSAL ANALYSIS
2. ANALYSIS OF OPPORTUNITIES AND PROBLEMS

* Phase 4: ESTABLISHING OBJECTIVES

1. SALE OBJECTIVES
2. OBJECTIVES OF MARGIN
3. POBJECTIVES OF PRODUCT/SERVICE
4. SALES OBJECTIVES

* Phase 5: STRATEGIES

1. TARGET CUSTOMERS
2. GENERAL PROPOSAL
3. PORTFOLIO STRATEGIES
4. MARKETING-MIX ELEMENTS
5. TYPES OF STRATEGIES
6. STRATEGIES OF SERVICES

* Phase 6: PROGRAMMES AND BUDGETS

1. CALENDARS AND DEADLINES
2. DEVELOPMENT OF THE PROGRAMME
3. DESIGNATION OF PERSONS-IN-CHARGE AND TASKS
4. BUDGET ALLOTMENT
5. PROCESS
6. BUDGET AND PLANOGRAMME OF COMMUNICATION ACTIONS
7. PREDICTABLE PROFIT AND LOSS ACCOUNT
8. BREAK-EVEN POINT ANALYSIS

* Phase 7: SYSTEM OF INFORMATION AND CONTROL

1. SOURCES OF INFORMATION
2. CONTROL SYSTEMS

* Phase 8: CONTINGENCY PLAN
* Phase 9: CONCLUSIONS
* Phase 10: APPENDICE