You will need to define your goals and objectives. We always encourage companies to make their goals S.M.A.R.T. which means Specific, Measurable, Attainable, Realistic, and Time Sensitive with dates attached. Most goals are calculated on an annual basis. However, the more ambitious owners or executives will look ahead at 3, 5, and 10 year goals as well. And if you are in Japan, you will be setting 100 year goals.
Once you have completed your marketing research, you will then be ready to start developing your marketing plan. We will discuss marketing plan components that will fall more general in scope as opposed to focusing on a specific niche category for a business. You will need an Executive Summary to give a brief synopsis to summarize your marketing plan contents.