The Marketing Plan or Marketing Plan, is a very important tool at the basis of any business or entrepreneurial project. In fact, the Marketing Plan is used to establish what the goals to be achieved, in a given time frame, will be and the chosen strategies chosen to do so.

A good Marketing Plan, and structured, accurate and well-planned, so its design must necessarily be entrusted to experienced Marketing professionals.

How is the structure of a good Marketing Plan divided?

• The structure of a good Marketing Plan is divided by considering two macro time areas: long term and short term.
• The Long-term Plan, focuses on: defining long-term goals (months/years), careful analysis of our competitors and target market, defines roles and responsibilities, and very importantly casts the guidelines of the marketing strategy.

The short-term plan, on the other hand, agrees on: defining short-term goals (days/weeks) and the set of strategies to achieve those goals.
That premise having been made, let us now see in practice what to include in our Marketing Plan when we go to draft it.

What to include in your Marketing Plan?
Certainly the main things to include in your Marketing Plan are:

• The goals to be achieved in the short and long term;
• A scenario analysis, it is used to forecast alternatives with respect to possible economic and financial variables;
• The strategies you indicate you will use to achieve your goals, whether short- or long-term;
• A consistent and honest analysis of the strengths and weaknesses of your products or services;
• The price/value of your products or services, in relation to your target market;
• The most accurate analysis possible of your Target Audiences, i.e., who your typical customers are;
• What business resources you have;
• The definition of business roles and tasks;
• The Touch points, between your company and your typical customers,
• The KPIs to constantly monitor the performance, in real time, of your company.

Writing an effective Marketing Plan as you see, requires a deep understanding of the market, as it will have to be analyzed and studied in order to understand what the habits of your typical customers are, and how your products and services can intersect with them.

The Marketing Plan constitutes a real compass that can keep us on course toward achieving our goals, without getting lost wasting energy and resources unnecessarily.