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ARTICLE...

vicky

how to write strategic marketing plans business plans and sales plans

strategic marketing plans business plans and sales plans

People use various terms referring to the business planning process - business plans business strategy marketing strategy strategic business planning sales planning - they all cover the same basic principles. When faced with business planning or strategy development task it s important to clarify exactly what is required clarify what needs to be done rather than assume the aim from the description given to it - terms are confused and mean different things to different people. You ll see from the definitions below how flexible these business planning terms are. Business planning definitions a plan - a statement of intent - a calculated intention to organize effort and resource to achieve an outcome - in this context a plan is in written form comprising explanation justification and relevant numerical and financial statistical data. In a business context a plan s numerical data - costs and revenues - are normally scheduled over at least one trading year broken down weekly monthly quarterly and cumulatively. a business - an activity or entity irrespective of size and autonomy which is engaged in an activity normally the provision of products andor services to produce commercial gain extending to non-commercial organizations whose aim may or may not be profit hence why public service sector schools and hospitals are in this context referred to as businesses . business plan - this is now rightly a very general and flexible term applicable to the planned activities and aims of any entity individual group or organization where effort is being converted into results for example a small company a large company a corner shop a local window-cleaning business a regional business a multi-million pound multi-national corporation a charity a school a hospital a local council a government agency or department a joint-venture a project within a business or department a business unit division or department within another organization or company a profit centre or cost centre within an an organization or business the responsibility of a team or group or an individual. The business entity could also be a proposed start-up a new business development within an existing organization a new joint-venture or any new organizational or business project which aims to convert action into results. The extent to which a business plan includes costs and overheads activities and resources eg. production research and development warehouse storage transport distribution wastage shrinkage head office training bad debts etc depends on the needs of the business and the purpose of the plan. Large executive-level business plans therefore look rather like a predictive profit and loss account fully itemised down to the bottom line . Business plans written at business unit or departmental level do not generally include financial data outside the department concerned. Most business plans are in effect sales plans or marketing plans or departmental plans which form the main bias of this guide. strategy - originally a military term in a business planning context strategystrategic meanspertains to why and how the plan will work in relation to all factors of influence upon the business entity and activity particularly including competitors thus the use of a military combative term customers and demographics technology and communications. marketing - believed by many to mean the same as advertising or sales promotion marketing actually means and covers everything from company culture and positioning through market research new businessproduct development advertising and promotion PR publicpress relations and arguably all of the sales functions as well. Marketing is the process by which a business decides what it will sell to whom when and how and then does it. marketing plan - logically a plan which details what a business will sell to whom when and how implicitly including the businessmarketing strategy. The extent to which financial and commercial numerical data is included depends on the needs of the business. The extent to which this details the sales plan also depends on the needs of the business. sales - the transactions between the business and its customers whereby services andor products are provided in return for payment. Sales sales departmentsales team also describes the activities and resources that enable this process and sales also describes the revenues that the business derives from the sales activities. sales plan - a plan describing quantifying and phased over time how the the sales will be made and to whom. Some organizations interpret this to be the same as a business plan or a marketing plan. business strategy - see strategy - it s the same. marketing strategy - see strategy - it s the same. service contract - a formal document usually drawn up by the supplier by which the trading arrangement is agreed with the customer. See the section on service contracts and trading agreements. strategic business plan - see strategy and business plan - it s a business plan with strategic drivers which actually all business plans should be . strategic business planning - developing and writing a strategic business plan.


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