Question
What is a marketing plan? Why is it required in business enterprise?

Answer

The marketing plan is a significant element in the business plan of a new venture, as it highlights how a business plan is to make place for itself in a competitive market by providing answers to three basic questions:
  1. Where have we been?
  2. Where do we want to go?
  3. How do we get there?
A good marketing plan helps a business to reach its target audience, boost its customer base and helps its customers to understand why its product/ service is better than its competitors.A marketing plan is required by a business as:
  1. It helps the business to identify its target market and understand how its product or service meets the consumer's needs.
  2. It helps the business to identify its competitor and assess what its target customers think about competitor's strengths and weaknesses.
  3. It helps the business to position its brand, products or services so that its target customers visualise its business as better than or different from its competitors.
  4. It sets specific, measurable goals and timeframes for its marketing activities.
  5. It helps the business to map out a strategy to reach its target audience, including the messages, channels and tools it will use.

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