Marketing Plan and Business Plan: why is it so important ? As we got to write several times, the management of a company is based on (or at least should be based) on the data entered in the business plan . The marketing plan is the key element of the business plan serves as the entrepreneur to understand the business opportunities that the market presents to which you want to address. In fact, in the descriptive part, the business plan calls just pull down the marketing plan: Who are the potential customers, who are the potential competitors, what are the strategies that you can use to find and reach your target market choice. In addition, they should also be explained the strategies you want to use to maintain market shares may be achieved. In a marketing plan describes the entrepreneur “who does what, when, where and how.” It is, in essence, to do business marketing planning.

Marketing objectives that decide to bring should be ambitious but not impossible as these must be still feasible. You must bring the objectives that represent a challenge for you and that can be achieved with commitment. The goals that you have to ask “motivate” and do not get discouraged! These objectives must be measurable and quantifiable means that you express them in terms of values ​​or market share. You do not have to be so general and vague. We see in practice what it means to “not be generic or vague.” For example, “the company intends increase sales of the product” X “in Italy of 15% a year, every year for the next four years,” or “the company wants to increase the market share for the product” X “in Northern Italy from 12% to 16% in two years.”


So the first thing, you should also create you a list of some marketing goals that are important to your marketing plan. After you have your goals, you must make the appropriate market research to verify that indeed your goals are attainable. From your market research you must have very clear this information:

* How big is your market?
* How is it segmented?
* It is a new market? or a mature market? or a saturated market?
* Who are your main clients? Where are they?
* What are the products / services sold more?
* The current products meet the needs of your customers?
* Who are your competitors? Where are they? Operating in the same market segment of your business? What distribution channels they use?
* It ‘necessary to develop new products / services?
* What are the distribution channels?