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Who writes a marketing plan?

The CMO of a business unit is likely to be responsible for the creation of its marketing plan. However, the CMO is generally assisted by marketing professionals and other staff members, who often work on marketing planning teams as needed. Marketing analysts, however, are permanent members of the CMO's staff.

open.lib.umn.edu - 16.1 Marketing Planning Roles

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16.1 Marketing Planning Roles

Learning Objective Identify the people responsible for creating marketing plans in organizations.

Who, within an organization, is responsible for creating its marketing plans? From our discussion above, you might think the responsibility lies with the organization’s chief marketing officer (CMO). The reality is that a team of marketing specialists is likely to be involved. Sometimes multiple teams are involved. Many companies create marketing plans at the divisional level. For example, Rockwell International has so many different business areas that each does its own strategic planning. The division responsible for military avionics, for instance, creates its own marketing plans and strategies separately from the division that serves the telecommunications industry. Each division has its own CMO. Some of the team members specialize in certain areas. For example, the copier company Xerox has a team that specializes in competitive analysis. The team includes an engineer who can take competitors’ products apart to see how they were manufactured, as well as a systems analyst who tests them for their performance. Also on the team is a marketing analyst who examines the competition’s financial and marketing performance. Some marketing-analyst positions are entry-level positions. You might be able to land one of these jobs straight out of college. Other positions are more senior and require experience, usually in sales or another area of marketing. Marketing analysts, who are constantly updating marketing information, are likely to be permanent members of the CMO’s staff. In some consumer-goods companies with many brands (such as P&G and SC Johnson), product—or brand—managers serve on their firm’s marketing planning teams on an as-needed basis. These individuals are not permanent members of the team but participate only to the extent that their brands are involved. Many other members of the firm will also participate on marketing planning teams as needed. For example, a marketing researcher is likely to be part of such a team when it needs data for the planning process. Key Takeaway The CMO of a business unit is likely to be responsible for the creation of its marketing plan. However, the CMO is generally assisted by marketing professionals and other staff members, who often work on marketing planning teams as needed. Marketing analysts, however, are permanent members of the CMO’s staff.

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How to make a marketing plan?

Develop your marketing plan Analyse your market. Market research can help you to understand your strengths, weaknesses and the opportunities that you can take advantage of. ... Set your goals and objectives. ... Outline your marketing strategies. ... Set your marketing budget. ... Keep your marketing plan up-to-date.

business.gov.au - Develop your marketing plan | business.gov.au

Develop your marketing plan

Our template steps you through the process of developing a succession plan with links to extra information if you need it.

You may want to check our tips below before you start.

1. Analyse your market

Market research can help you to understand your strengths, weaknesses and the opportunities that you can take advantage of. Analysing your own business and your competition can help you identify where you're positioned in the market. It’s important to analyse your competition to identify their strengths and weaknesses. This can help you refine your marketing strategy and what's unique about your business. A strengths, weaknesses, opportunities and threats (SWOT) analysis can help you determine where your business fits within the market and your unique selling point. Use it to help identify what your business is doing well and how you can improve. Identifying and understanding your customers is an essential part of your marketing plan. Not everyone is your potential buyer, so it’s important to have a clear understanding of your target market early on.