How to Write Marketing Plan.pdf

Write a

Marketing Plan

How to

CREATING SUCCESS

Write a

Marketing Plan

Third edition

John Westwood

London and Philadelphia

How to

This is for Lucinda and Ben

who are forever grateful to their father for his plans

Publisher’s note

Every possible effort has been made to ensure that the information contained in this

book is accurate at the time of going to press, and the publishers and authors cannot

accept responsibility for any errors or omissions, however caused. No responsibility for

loss or damage occasioned to any person acting, or refraining from action, as a result

of the material in this publication can be accepted by the editor, the publisher or the

author.

First published in Great Britain in 1996 by Kogan Page Limited

Second edition 2000

Third edition published in Great Britain and the United States 2006

Reprinted 2006

Apart from any fair dealing for the purposes of research or private study, or criticism or

review, as permitted under the Copyright, Designs and Patents Act 1988, this publica-

tion may only be reproduced, stored or transmitted, in any form or by any means, with

the prior permission in writing of the publishers, or in the case of reprographic repro-

duction in accordance with the terms and licences issued by the CLA. Enquiries

concerning reproduction outside these terms should be sent to the publishers at the

undermentioned addresses:

120 Pentonville Road

525 South 4th Street, #241

United Kingdom

USA

www.kogan-page.co.uk

The right of John Westwood to be identified as the author of this work has been

asserted by him in accordance with the Copyright, Designs and Patents Act 1988.

ISBN-10 0 7494 4554 8

ISBN-13 978 0 7494 4554 6

The views expressed in this book are those of the author, and are not necessarily the

same as those of Times Newspapers Ltd.

British Library Cataloguing-in-Publication Data

A CIP record for this book is available from the British Library.

Library of Congress Cataloging-in-Publication Data

Westwood, John, 1947–

How to write a marketing plan / John Westwood.—3rd ed.

p. cm.

ISBN 0-7494-4554-8

1. Marketing—Management. I. Title.

HF5415.13.W48 2006

658.8’02—dc22

2006012388

Typeset by Jean Cussons Typesetting, Diss, Norfolk

Printed and bound in Great Britain by MPG Books Ltd, Bodmin, Cornwall

London N1 9JN

Philadelphia PA 19147

Contents

Preface

vii

1. Introduction

What is selling? 4; What is marketing? 4; What is

marketing planning? 6; Stages in the preparation of

a marketing plan 7; S ummary 11

2. Situation analysis – the marketing audit

The audit of the marketing environment 12; The

audit of marketing activity 13; The audit of the marketing

system 13; The marketing environment – market

research 13; Internal market research 18; What

is market segmentation? 19; I nformation checklist 20;

How to present the figures 22; Situation analysis 26;

SWOT analysis 27; Summary 32

3. Objectives, strategies and action plans

What is a marketing objective? 33; The product

portfolio 35; Relative market growth rate and

share 38; Gap analysis 43; What is a marketing

strategy? 45; Pricing strategies 47; Action plans 50;

Summary 52

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