Business plan - is a fundamental instrument of any investment project, and how accurately and professionally designed its basic parameters often determines the actual return on efficiency and describes the business idea.Displacement classical business plan has usually not less than 50 pages.Comprehensive information about the current and future financial performance, production and marketing activities in the business plan is usually structured into several sections, which include marketing and block containing the description of the current market conditions, segmentation of potential customers and interpretation of different approaches to attract the attention of targetaudience.Without the marketing section of the business plan is unlikely to be seriously accepted by investors, because, as you know, these days a little to develop or produce a product - is more important to show it to potential consumers in a positive light and to adjust sales.The marketing plan often described solutions set sales objectives, and also describes the economic and statistical calculations, based on which to build a strategy of sales.
Review and classification of the factors of market environment usually occurs within marketing research, which can be a field or a desk.As practice shows, the best results in the study of the subjects and objects of the market provides a combination of two types of studies listed.This is because the field and desk marketing studies are based on different approaches to the collection of market information and its subsequent processing.If the desk research involve working with the secondary nature of the information, which is often taken from open sources (mass media, internet, TV), then to carry out field research is required to collect the necessary data on consumers and competitors by their own observations, surveys or experiments.The choice of the form and method of the study is due to both the financial capacity of its ongoing research and the purposes for which it is carried out to achieve.For example, a marketing research on the foreign market may require for your implementation of a completely different tools than the development of a small segment of the market of goods or services.
in the marketing section of the business plan may specify the base application of a method of research, because it affects used in the development of marketing strategy marketing information.For example, if a particular industry or segment has a lot of secondary information sources, it may raise the question of the feasibility of field research often requires considerable investment.If, nevertheless, decided to organize a field study, the business plan may specify the order of development, and the plan for its implementation, as well as to the generalization of the results to the preparation of reasoned conclusions and proposals.In connection with the bulk of the marketing of the business plan, it is, in turn, can also be logically divided into several sections, such as the sales policy, sales plan, segmentation and positioning, market research, etc.To improve the visual perception of market information, it should be supplemented with a variety of graphic material: charts, graphs, drawings.
No matter how significant the marketing section of the business plan in the first place, it must be consistent with the other, no less important sections, adding and confirming the economic feasibility of the whole project.
