It can also be helpful to divide your competitors into Primary and Secondary groups.
For example, Apple’s primary competitor may be Dell for computers, but its secondary competitor could be a company that makes tablets.
But many small businesses don’t take the time to create a comprehensive marketing plan.
What often ends up happening is these businesses will try different marketing tactics ad hoc, with only minor to moderate success.
The scope of your marketing plan varies depending on its purpose or the type of organization it’s for.
For example, you could create a plan that provides an overview of a company’s entire marketing strategy, or simply focus on a specific channel like SEO, social media marketing, content marketing, influencer marketing, event marketing or online reputation management.An executive summary introduces readers to your company goals, marketing triumphs, future plans, and other important contextual facts.The executive summary tells readers about the company’s growth, and how they are about to overtake one of their competitors.But there’s no mention of specific metrics or figures–that will be highlighted in the next section of the marketing plan. Identifying what type of personality your target users tend to have can influence the messaging you use in your marketing content.The user persona example above uses sliding scales to identify personality traits like introversion vs. Most businesses will have a few different types of target users.Once you begin this planning process you will need to ensure that the plan you develop is do-able; make sure you include effectiveness measures in your plan.And remember that your plan for strategy in business needs to be reviewed on a regular basis and be adapted as market and economic conditions change.Add aspirations and results to the SWOT (some do SOAR (strengths, opportunities, aspirations, and results) as a separate activity) to ensure that your vision for your business is incorporated in your goals and objectives.Conduct a market opportunity analysis and look for unmet needs that align with your objectives.Doing a thorough analysis and review will enable you to implement more effective strategies, tactics and techniques.The type of tactical planning you complete as you strategize is important because it forces you to make difficult choices and difficult decisions.