Part 1 - Introductory Phase of the Marketing Plan

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In this article we describe the introductory phase of the marketing plan.

What is the introductory phase of the marketing plan?

The first part of the marketing plan provides answer on questions such as what and why. What is the problem? Why this marketing plan? For the reader it is a familiarisation with the company for which the plan is written. So draft also a clear picture of the current situation in which the company operates. Regard it as an introduction into the rest of the plan. Clarify the following topics:

  • Which company is the marketing plan written for?
  • What does the company do?
  • What is the problem or what is the central question?
  • Why is this marketing plan written?
  • Create insight over the current situation

As soon as these questions are answered, it is clear what must be researched in the subsequent parts of the marketing plan. What must take place in the introductory phase of the marketing plan? A clear picture of the company and the problem or the central question of the research must be created.

Section 3 – Introduction

This section of the Marketing Plan contains the following subjects:

  • 3.1 Introduction
  • 3.2 Central question / Central problematics (one of the two)
  • 3.3 Company relevance
  • 3.4 The company
  • 3.5 Mission and Vision
  • 3.6 Target (current)
  • 3.7 Organisational structure
  • 3.8 Functionality of the plan
  • 3.9 Other relevant factors
  • 3.10 Explanatory list of vocabulary Of course, paragraphs can be added or omitted, but do that only if it has added value.

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Edwin Muilwijk

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