Drawn up on the basis of the diagnosis (audit), the marketing plan is a process that comprises several stages and enables to set both your marketing objectives (qualitative and quantitative) and your positioning. An action plan is then drawn up, detailing :
- the practical marketing and communication actions to be taken,
- your objectives for each action,
- your budget,
- the responsibilities and those who bear them,
- your schedule,
- your monitoring and follow-up tool for the action plan.
This process affords several advantages, including:
- structuring the actions to be taken,
- ensuring that the process is consistent in the short and long term, among the various segments targeted,
- allocating the resources needed for this marketing plan and the actions involved effectively.