Part 2 - Research Phase of the Marketing Plan

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In this article we describe Part 2 of the Marketing Plan, the Research Phase of the Marketing Plan.

What is the research phase of the marketing plan?

After the reader has been acquainted to the business and the problem in part one of the marketing plan, in part two it is time to commence research. In this part of the marketing plan, interesting characteristics of the company’s environment are primarily sought for. The question can be well addressed by adjusting the strategy of a business. The characteristics of the company’s environment thus serve as starting point for developing the strategy in later phases of the marketing plan.

What must take place in the research phase of the marketing plan?

In the research phase the relevant components of the company’s environment are analysed (on Micro, Meso and Macro levels). Maintain the following structure:

Section 4 - Researching the company’s environment

About the author

Edwin Muilwijk

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