How Marketing Plans Work

The Business Review

What is the scope of your business? In other words, what business are you in? What is the essence of what your business does or what your product provides? Is it helping people lower their stress levels by helping them organize their daily lives (as in Day-Timers, PDAs, reminder services)? Is it helping businesses save money, improve working conditions and increase the safety of their employees (as in safety consulting and training services)? Is it helping kids learn to read and so have a greater chance in succeeding in school and their careers (as in educational television, educational computer games, or personal tutoring)?

What is your business's philosophy and mission? Are you really on track with what you set out to do initially? Revisit your vision and mission statements.


In order to put together a good plan for marketing, you have to have a thorough knowledge of your product. Perform an exhaustive review of :

  • features
  • benefits
  • life cycle stage
  • safety
  • reliability
  • appearance and packaging
  • technology level (if applicable)
  • sales history
  • seasonality
  • pricing history
  • distribution history
  • promotion history
  • other areas specific to your product