1

RESUMEN
FIVE STEPS TO CREATE A MARKETING PLAN

POR
LEONEL ALBERTO OSPINA RESTREPO

INSTITUCIÒN UNIVERSITARIA
SERVICIO NACIONAL DE APRENDIZAJE (SENA)

PROGRAMA
TECNÒLOGO EN NEGOCIACIÒN INTERNACIONAL
2015 - 2017

2
Table of contents

1. Introduction………………………………………………………………………………………………….5
2. Marketing plan……………………………………………………………………………………………..6
3. Five Steps to create a Marketing plan……………………………………………………………6
 Step one: Look inward……………………………………………………………………………..6
 Step two: Look outward……………………………………………………………………….6,7
 Step three: Focus on strategy………………………………………………………………….7
 Step four: Set measurable steps……………………………………………………………..7
 Step five: Review often and revise………………………………………………………….7

3
 RESUMEN
FIVE STEPS TO CREATE A MARKETING PLAN
LEONEL OSPINA RESTREPO
NEGOCIACION INTERNACIONAL
www.aplicacionesydatos.com

4
Introduction

Successful companies who want to imbibe success today must give great importance to
marketing. Marketing is not just advertising. It includes product design, distribution,
pricing, advertising, audience analysis, marketing, etc.

Through marketing, people always get what they want or thing they need through the
exchange of product and value between them. In the corporate marketing is essential
to generate sense of need, a human value that makes the flesh weak consumer before
any appetizing temptation. When the customer decides to buy, it is decided to do so by
one that gives greater relative value. Consumer satisfaction is associated with the
concept of quality companies adopted the term of Total Quality Management (TQM).
Take care of this aspect is bread for tomorrow.
TQM is the analysis, planning and implementation and control of programs designed by
experts to create, build and maintain maximum benefits to the consumer. This aspect
can care with appropriate forms of communication, support, promotions and giveaways
as incentives.
When it comes to buying, TQM is essential. The more quality has a product, the more
general trend will by the consumer. The interest here is the branding for proper
operation and private monopoly. Advertising and image quality is basic. Customers will
not buy a product if the company has not done before the effort to promote it on a large
scale (in the media for example).
Currently, the development of technologies and social media has strengthened the
connection between business and consumers (Ref.1)

Reference (1) was taken from the website: www.marketingprofesional.net/laimportancia-del-marketing-en-la-vida-

de-una-empresa

5
Marketing plan

While your business plan generally outlines your entire business, a standalone
marketing plan focuses specifically, and in more detail, on just that one function. When
business owners want to dive deeper into their marketing strategy they will likely put
together a detailed plan that outlines their marketing goals as well as the steps needed
to accomplish them.
The standard components of an effective marketing plan can vary depending on who
you ask. Here is my recommended five step process for developing a marketing plan
that will help you achieve your goals for business growth (Ref.2).

Step one: Look inward

Think of our company as if it were a person with its own unique personality and identity.
With that in mind, create separate lists that identify your business`s strengths,
weaknesses and goals. Put everything down and create big lists. Don’t edit or reject
anything.
Then, find priorities among the bullet points. If you`ve done this right, you`ll have more
than you can use, and some more important than others. Kick some of the less important
bullets off the list and move the ones that are important to the top. This sometimes
requires input from your managers as well. For example, our management team thinks
being conservative on spending is a weakness but you don`t. that might be something
to drop off list (Ref.3).

Step two: Look outward

The next list you'll need to make outlines your business's opportunities and threats.
Think of both as external to your business -- factors that you can't control but can try to
predict. Opportunities can include new markets, new products and trends that favor
your business. Threats include competition and advances in technology that put you at
a disadvantage. Also make a list of invented people or organizations who serve as ideal
buyers or your ideal target market. You can consider each one a persona, such as a
grandmother discovering email or a college student getting his or her first credit card.

These people are iconic and ideal, and stand for the best possible buyer. Put yourself in
the place of each of these ideal buyers and then think about what media he or she uses
and what message would communicate our offering most effectively. Keep your identity
in the back of your mind as you flesh out your target markets (Ref.4).

6
Step three: Focus on strategy

Now it's time to pull your lists together. Look for the intersection of your unique identity
and your target market. In terms of your business offerings, what could you drop off the
list because it's not strategic? Then think about dropping those who aren't in your target
market.

For example, a restaurant business focused on healthy, organic and fine dining would
probably cater to people more in tune with green trends and with higher-than-average
disposable income. So, it might rule out people who prefer eating fast-food like
hamburgers and pizza, and who look for bargains.

The result of step three is strategy: Narrow your focus to what's most in alignment with
your identity and most attractive to your target market. In other words, focus on the
area that is shared by all three lines in the diagram here (Ref.5).

Step four: Set measurable steps

Get down to the details that are concrete and measurable. Your marketing strategy
should become a plan that includes monthly review, tracking and measurement, sales
forecasts, expense budgets and non-monetary metrics for tracking progress. These can
include leads, presentations, phone calls, links, blog posts, page views, conversion rates,
proposals and trips, among others.

Match important tasks to people on your team and hold them accountable for their
successes and failures (Ref.6).

Step five: Review often and revise

Just as with your business plan, your marketing plan should continue to evolve along
with your business. Your assumptions will change, so adapt to the changing business
landscape. Some parts of the plan also will work better than others, so review and revise
to accommodate what you learn as you go (Ref.7).

References (2 to 7) was taken from the website: https://www.entrepreneur.com/article/220148