Modelo de plan de marketing
Successful marketing depends on planning. Using a marketing calendar offers many additional benefits beyond basic planning. The calendar can be used for all aspects of your marketing strategy, from identifying your target audience, planning and adjusting goals, to tracking resources and more. Creating a comprehensive marketing calendar makes it easy to track goals and progress of marketing initiatives.
You’ll be able to see how different campaigns affect each other and plan your budget for maximum efficiency. An editor’s marketing calendar can organize your content publishing strategy, help you assign tasks to those responsible and worry less about looming deadlines. Keeping track of product release dates, holiday promotions and staff vacations can help you create the right content at the right time and avoid gaps in your publication schedule.
Planning your publications ahead of time can lead to higher quality content because it involves ample time for research and execution. Social media and email marketing can also be planned with a calendar, keeping your audience’s attention constantly and effectively. Calendar marketing templates are an easy to organize and use collaboration tool that can improve communication and ensure that projects don’t deviate from their goals. Below you’ll find tips on how to plan your calendar, as well as several marketing calendar templates for Microsoft Excel and Word, all of which are free to download.
The Five Forces of Competition strategic model was described by Michael Porter in 1979. Michael Porter used the five building blocks that are specific to each industry to describe how competitive advantage and long term profitability are created, and how a company can stay profitable and competitive in the long run.
The goal of strategy development is to adapt to the competitive environment. However, there is still too narrow a view of competition. That said, intense competition in an industry cannot be viewed as a coincidence, nor as a failure. Michael Porter, 2008
Michael Porter’s theory of competition tells us that there are five driving forces in the marketplace that determine the level of profit possible in the marketplace. Each force in Michael Porter’s model represents a different level of product competitiveness:
Competitive Industry Analysis by Michael Porter helps to determine the intensity and expression of competitive forces in the industry, to find a position in which the company will be most protected from the influence of competitive forces and will be able to influence them on its part.
The marketing mix
Knowing the industry doesn’t help if you don’t have a plan to get into it. A marketing plan helps put a business on its feet and bring goals and ideas to life. But creating a marketing plan just to «have it» is a losing proposition. Only a detailed plan of action that you want to move forward with will work. Information is formalized into numbers, structured, and a specific action plan is developed based on it.
Marketing plan is as important to work through as the production and financial plans. To be as prepared as possible for possible shocks in the market, to understand what the business is strong and what the competition is, it is important to put marketing planning into practice.
A marketing plan is a comprehensive analysis of the current state of the business, aimed at achieving the long-term goals of the company, with calculations of all the risks and costs. An annual marketing plan will help set the right course for achieving the company’s business goals.
There are different versions of a marketing plan, depending on the industry and the goals of your marketing team. To make creating your plan easier, we’ve compiled a list of what you should include in your marketing plan and some planning templates where you can easily fill in the blanks.
Sales analysis example
The problem with most marketing plan templates is that they are too long, difficult to fill out, and created primarily for agencies working for clients and creating bulky documents «for weight.» They often look like a table of contents that must be filled with information about your own company and business conditions. I’ve worked with templates that were themselves more than 30 pages long before they even began to be filled with content. If you fill out such a template, answering all the questions, you end up with a marketing plan of several hundred pages. Offering new and better samples of marketing plans has no limits.
This, of course, does not mean that such marketing plan templates are bad and I need to put another marketing plan in excel on my website. This template is good in that it offers, in fact, not planning, but an attempt to map the current situation in which the marketer and the brand are forced to exist. The purpose of a marketing plan should not just be a statement of goals and objectives, but also the «marketing plan» itself – how, through which manipulations of 4P marketing these objectives will be achieved over a specific period of time.