Marketing is an enabler, however the purpose of marketing is not only to facilitate sales, or to sell for that matter. It is a critical business function and essential if you are to meet your business goals and objectives.

A well thought out marketing plan helps you develop products and services in your business that meet the needs of your target market. Effective marketing helps your customers understand why your product or service is better than, or different from, the competition. A good marketing plan can help you reach your target audience, boost your customer base and ultimately increase profitability.

A plan can consist of these elements:

• An analysis of your current market
• Your business objectives
• Key strategies and steps to achieving your objectives
• Proposed budget
• Timing

Your marketing plan will always be in need of revision and constant updating in order to reflect your current business objectives and as such, is an ongoing business activity. Having your plan up to date can keep you focussed on where you are heading and ensure you are ready when you need it again.

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