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Marketing plan strategy and objectives

In the previous chapter, chapter ONE, we completed the analysis of the current situation for an existing business based
on the past year. Now we can formulate the marketing plan strategy and objectives for the upcoming year by responding to the six issues below.
Welcome to chapter TWO
 - the second out of the four chapters of a marketing plan.
The previous chapter, current analysis, together with this one, are referred to as strategic planning.

To see the transition of the issues that were analyzed from chapter ONE into chapter TWO, click here

Marketing plan strategy and objectives for next year - Chapter 2

backed-up by
Chapter 1

Formulating the marketing objective
for an existing business

marketing strategy
2.1 marketing strategy based on
      the offer and the of relevant
      competitive markets

 environmental analysis

market analysis

competitive analysis

Along with consumer retention (market penetration strategy), next year we should put more emphasis on promoting our offer to new segments (market development strategy) and/ or to introduce new products/ services to our current offer (product development strategy).

Key concept: The
Ansoff Matrix

desired market segmentation
2.2 desired market segmentation

market segmentation

Based on our past experience; the following segments should be targeted
next year (to be listed according to
This is a marketing objective!

desired marketing-mix
2.3 desired marketing-mix


The main two to three elements of the desired marketing-mix should be as follows (to be listed according to
This is a marketing objective!

tows-based objectives
2.4 tows-based objectives

 swot analysis

TOWS is a complementing model to SWOT analysis as presented in the previous chapter. By comparing and crossing current strengths and weaknesses with future opportunities and threats, TOWS matrix allows us to set 2 to 4 marketing objectives.
For example, shifting a current weakness into an opportunity during
the next year.

2.5 position and perceptual gaps


Based on our current positioning; we should be able to create a marketing objective that would minimize the perceptual gap between last year’s positioning (by clients, etc.) and next year’s position (by management).

Key concept: Perceptual gap

yearly sales forecast
2.6 yearly sales forecast

 sources of information

A quantitative marketing objective based on a rough estimation of the number of products/ services to be sold quarterly (a), multiplied by the estimated average price, excluding VAT (b):

a X b = quarterly sales forecast 
           per market & per segment

For videos of the above issues, please see series number 2

For presentations of the above issues, please see presentation - P20

You can see this chapter’s presentations (plus 3 videos) at

Marketing plan strategy and objectives -
start here!