Marketing Plan – Objectives and Issues

Marketing Objectives

Content Marketing for Industry

These are the steps for creating a proper marketing plan:

• Step 1 – Situation Analysis
• Step 2 – Objectives & Issues
• Step 3 – Target Market analysis
• Step 4 – Marketing Strategy
• Step 5 – Marketing Programs
• Step 6 – Financial Plans
• Step 7 – Measurement & Controls
• Step 8 – Executive Summary

Step 2 – Objectives & Issues. In this next step you will be setting objectives for the marketing function and identifying issues that are already apparent or may become apparent as obstacles to achieving the objectives. Objectives will come from the higher level business mission, strategy and goals. Business objectives may center on growth, maintenance or profitability. Each of these drive different marketing objectives.

For example, growth could drive marketing objectives like; increase market share, promote a diversified offering to multiple target markets, or develop more products. Whereas increasing profitability may drive marketing objectives such as increasing…

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