Marketing Plan Health Check

Before you wish to sign off on your plan take the quick marketing plan health check below which has been adapted from the marketing guru Professor Malcolm McDonald. Are you getting these deliverables from your marketing plan?

Examining the Business as it Stands Score out of 10 1. Is there a clear understanding of where the business stands?❑ (including key market trends, local market review, customer and competitor review and results from SWOT analysis)

2. Is there a clear definition of the market(s) you are currently serving? (from your business mix and other sources)

Developing the Marketing Strategy

3. Are the customer segments clearly described and quantified? These must be groups of customers with the same or similar needs. ❑ 4. Are the real needs of these segments properly quantified, with the relative importance of these needs clearly identified? ❑ 5. Is there a clear and quantified analysis of how well your business ❑ satisfies these needs compared to competitors i.e. the competitive advantage your business has?

6. Are the opportunities and threats clearly identified by segment? ❑ 7. Does the marketing plan clearly highlight the marketing objectives by segment? ❑ 8. Are the associated strategies (including pricing, communication and distribution) consistent with these objectives? ❑ 9. Are the actions required to achieve the marketing objectives clear? ❑ Implementing the Marketing Strategy

10.Is the action plan clear and possible to implement i.e. does it include metrics, allocation of responsibilities, timeframe and ❑ resources / budget required? Step 3

Scoring guideline 10 – totally 8-9 – well on our way 6-7 – more than half way there 5 – partially 3-4 – started, but still a fair way to go 1-2 – started, but not really got to grips with it 0 – not at all

Results guideline 100 – 120 – stunning, world class; just check you read the questions properly and answered them honestly

80 -99 – good performance, the focus now is on the areas of weakness to make you truly world class

60-79 – an urgent need to address these key tasks

40-59 – not good, but if the competition are equally as bad the future could be brilliant, there’s not a moment to lose

<40 – urgent need of change