the contents of a marketing plan: objectives, resources, research and marketing mix

8.2 Marketing strategy – Planning the marketing strategy

🎯 Objectives

Think of objectives as the destination on a road trip. They tell you where you want to end up.

  • Specific – e.g. increase market share by 5% in 12 months

  • Measurable – use numbers or percentages

  • Achievable – realistic given resources

  • Relevant – ties to overall business goals

  • Time‑bound – set a deadline

Exam tip: When answering, always use the SMART framework. Show each element clearly.

🛠️ Resources

Resources are the tools you need to reach your destination.

  1. Financial: Budget for advertising, promotions, staff.

  2. Human: Marketing team skills, training needs.

  3. Technological: CRM systems, analytics tools.

  4. Time: Allocate realistic timelines for each activity.

Exam tip: Show how you will allocate the budget across the 4 Ps. Use percentages or amounts.

🔍 Research

Research is like a detective gathering clues before you plan your strategy.

  • Market research: Size, growth, trends.

  • Competitor analysis: Strengths, weaknesses, positioning.

  • Consumer insights: Needs, wants, buying behaviour.

  • SWOT: Strengths, Weaknesses, Opportunities, Threats.

Exam tip: Use the SWOT matrix to summarise findings. Highlight how research informs each P.

📊 Marketing Mix (4 Ps)

PWhat to decideExample
ProductFeatures, design, brand, packaging.Apple iPhone – sleek design, premium materials.
PricePricing strategy, discounts, payment terms.Subscription model – monthly fee with free trial.
PlaceDistribution channels, retail, online presence.E‑commerce + flagship store in city centre.
PromotionAdvertising, PR, sales promotions, digital marketing.Social media campaign + influencer partnership.

Exam tip: Link each P back to the research findings and objectives. Show how they support the overall strategy.