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marketplan-1-1.pdf 1 05/05/2011 10:24 0206 BOI Guide2Market (PDF).qxd 7/11/05 2:33 PM Page 1 a guide to writing C your marketing plan M Y CM MY CY CMY K page 1 of 22 0206 BOI Guide2Market (PDF).qxd 7/11/05 2:33 PM Page 2 contents Overview Introduction Section A What is a Marketing Plan Why prepare a Marketing Plan Characteristics of a Good Marketing Plan An essential Building block for your Business – Your Brand Section B Marketing Plan ‘A “how to” Guide’ What to include in your marketing plan Introduction Business overview Market audit Market analysis Market assumptions Business/brand activity review Strategic intent Section C Activating Your Marketing Plan Testing the market Market segmentation and targeting Making the 5Ps work for your business Budget Monitoring Effectiveness Section D Useful Links Marketing Plan Templates page 2 of 22 marketplan-1.pdf 1 24/03/2011 16:45 0206 BOI Guide2Market (PDF).qxd 7/11/05 2:33 PM Page 3 Introduction “An integral part of any business, large or small, is a marketing plan that sets out the business goals and objectives as well as the strategies and actions that will need to be implemented enroute to achieving them.” Cathal Muckian, Director, Bank of Ireland Business Banking.. page 13 of 22 marketplan-1-1.pdf 1 05/05/2011 10:19 0206 BOI Guide2Market (PDF).qxd 7/11/05 2:33 PM Page 14 Section D Useful links Bank of Ireland www.bankoﬁreland.com/business The Marketing Institute in Ireland www.mii.ie Irish Direct Marketing Association (IDMA) www.idma.ie IBEC (Irish Business and Employers confederation) www.ibec.ie C M Dublin City Enterprise Board www.dceb.ie Y CM MY CY CMY County enterprise board for Dun Laoghaire www.venturepoint.ie PLATO business support forum for owner managers www.plato.ie K Small Firms Association www.sfa.ie Enterprise Ireland www.enterprise-ireland.com Irish Development Authority www.idaireland.com Entreworld www.entreworld.org Irish Small Medium Enterprises Association www.isme.ie Bord Bia www.bordbia.i
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