What is a marketing plan and why do you need one? -- The structure of the plan -- The groundwork - market intelligence -- Historical data - collecting and analysing information about your own company and products -- Situation analysis - strengths and weaknesses: how do you compare with the competition? -- Marketing objectives - the aims of the plan -- Marketing strategies, tactics and action plans -- The distribution, advertising and promotion plans -- Sales areas - different approaches for different markets -- Budgets and income statements -- Writing and communicating the marketing plan

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