Order Immigration Consultancy Business Discussion

Order Immigration Consultancy Business Discussion
Remember that marketing in itself will not guarantee sales, but by adopting a well-researched and coherent plan, you have a much better chance of building long-term, profitable relationships.
This guide outlines the key areas to look at and what to include in an effective marketing plan.
Marketing plan summary and introduction
External and internal analysis for your marketing plan
Your marketing objectives
Marketing strategy for your marketing plan
Plan your marketing tactics
Implementation of your marketing plan
Tips for writing a marketing plan
Order Immigration Consultancy Business Discussion
Your marketing plan should start with an executive summary. The summary gives a quick overview of the main points of the plan.
Although the executive summary appears at the beginning of the plan, you should write it last. Writing the summary is a good opportunity to check that your plan makes sense and that you haven’t missed any important points.
Business strategy
It’s a good idea to introduce the main body of the plan with a reminder of your overall business strategy, including:
what your business is about (your business mission)
your key business objectives
your broad strategy for achieving those objectives
This helps to ensure that your marketing plan, your marketing strategy and your overall business strategy all work together. For example, suppose your business strategy is based on providing premium quality products and service. Your marketing strategy and plan will need to take this into account, targeting customers who appreciate quality, promoting your product in ways that help build the right image and so on.
Understanding the environment your business operates in is a key part of planning and will allow you to discern the threats and opportunities associated with your area of business. A STEEPLE analysis helps you to identify the main opportunities and threats in your market:
Social factors such as changing attitudes and lifestyles, and the ageing population
Technological factors such as new materials and growing use of the Internet
Economic factors such as interest rates, exchange rates and consumer confidence
Order Immigration Consultancy Business Discussion
Environmental factors such as changing expectations of customers, regulators and employees on sustainable development
Political factors such as changes to taxation, trading relationships or grant support for businesses
Legal factors such as changes to employment law, or to the way your sector is regulated
Ethical factors such as ethical and moral standards governing policies and practices
You also need to understand your own internal strengths and weaknesses. For example, the main strengths of a new business might be an original product and enthusiastic employees. The main weaknesses might be the lack of an existing customer base and limited financial resources.
A SWOT analysis combines the external and internal analysis to summarise your Strengths, Weaknesses, Opportunities and Threats. You need to look for opportunities that play to your strengths. You also need to decide what to do about threats to your business and how you can overcome important weaknesses.
For example, your SWOT analysis might help you identify the most promising customers to target. You might decide to look at ways of using the Internet to reach customers. And you might start to investigate ways of raising additional investment to overcome your financial weakness.
You can find out more about strategic analysis in our guide on how to review your business performance.
Your marketing objectives should be based on understanding your strengths and weaknesses, and the business environment you operate in. They should also be linked to your overall business strategy.
For example, suppose your business objectives include increasing sales by 10 per cent over the next year. Your marketing objectives might include targeting a promising new market segment to help achieve this growth.
For more information on how to identify the best opportunities, see the page in this guide on external and internal analysis for your marketing plan.
Objectives should always be SMART:
Order Immigration Consultancy Business Discussion
Specific – for example, you might set an objective of getting ten new customers.
Measurable – whatever your objective is, you need to be able to check whether you have reached it or not when you review your plan.
Achievable – you must have the resources you need to achieve the objective. The key resources are usually people and money.
Realistic – targets should stretch you, not demotivate you because they are unreasonable.
Time-bound – you should set a deadline for achieving the objective. For example, you might aim to get ten new customers within the next 12 months.
Your marketing plan is how you put your marketing strategy into practice. It should therefore be a practical reflection of your strategy.
If you understand the market well, you can probably break it down into different segments – groups of similar customers. For example, you can break the business market down into businesses of the same sector and of a similar size.
For each segment, you need to look at what customers want, what you can offer and what the competition is like. You want to identify segments where you have a competitive advantage. At the same time, you should assess whether you can expect high enough sales to make the segment worthwhile.

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