Kraevskaya, A.

Vecherov, V.T.

English

Vecherov, V. T.

eLibrary National Mining University

Kraevskaya A.V.T. Vecherov, research supervisorNational Mining UniversityADVANTAGES OF THE USE OF MARKETING PLAN«I will consider that we did good job on segmentingand market planning, when our managers will be exactly know,to whom  we do not need to offer our services»Charles Lillis, director Mediaone GroupA good marketing plan allows companies to foresee the changes of market.Companies, oriented to the market, aim to get the most fresh information aboutclients, competitors and market tendencies, and then to co-ordinate work ofseparate subdivisions for creation of product, most full proper the necessities ofclient. This activity development of marketing plan and his successful realization isunderlain.Determination of possibilities. The not so much prepared plan helps to definenew possibilities of development and credible risks of company, how manyprocess of planning. The systematic estimation of market situation and internalresources allows to disengage oneself from daily tactical decisions and look at amarket on the whole.Use of basic possibilities. As far as diversification of business a company getspossibility to use the known brand for strengthening of position on new,contiguous markets. For further development a company will be able to use worksin a production and engineering, and also systems of sale and distributions,successfully functioning’s at the market. The presence of carefully thought outmarketing plan allows companies more effectively to use existent assets, business-and marketings systems, unique works of company.The focused marketing strategy. Practically each of existent markets is thedifficult system, consisting of more shallow markets and segments. Thesesegments can be subdivided into yet more shallow market niches. Absence of high-quality marketing plan results in the incorrect keeping of the products a companyin the separate segments of market. As a result it outlays serious efforts on thesearch of users, being not here able fully to satisfy their necessities. A goodmarketing plan helps expressly to define a having a special purpose audience sothat strategy of keeping of company lined up in accordance with its necessities andall marketings efforts were directed exactly on this audience.Allocation of resources. Expressly defining a target market, a company savesfacilities. If managers do not know, who is the client of company, they will outlayquite a bit time and money on that, to sell a commodity or services that, to whomit, probably, uninterestingly. But even if such clients and will accomplish a singlepurchase, them it will be very difficult to retain, because a product or favour ofcompany does not contain the required value. A good marketing plan will helpsalespeople to be more productive: far fewer facilities will be required, to attain theput operating tasks, because far fewer resources will be expended for nothing inno-purpose users.Criteria of estimation of results of activity. A marketing plan contains thecriteria of estimation of both marketing strategy and activity of the company inwhole, and also prognosis of change of share the company’s market, prognosis ofprofit and income for a certain period. It could appear that the making of a plan isnot  a such intricate problem, however  the business environment is difficult, and  amass of factors influences on the market situation, strategy and resources, whichare necessary in this specific moment. There’s constantly a change of constituentsof the market situation — needs of users, structure and strategy of the competitors,operating environment. In addition, a company practically never has complete andexact information about a market.

ADVANTAGES OF THE USE OF MARKETING PLAN

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ADVANTAGES OF THE USE OF MARKETING PLAN

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