| In a Business Plan of a big and medium size | | | | the entire organization. In order to realize these |
| organization, a Marketing plan is normally form the main | | | | directions, a form of measures are attached to to |
| component of the content in it. To a a great extend, | | | | reflect either a direct result or a representative of it. |
| the goal of the Business Plan are determined mainly by | | | | This measures is known as the Marketing Goal |
| the Marketing Plan. It is true because a Marketing Plan | | | | Marketing Goal |
| deal the revenue generation for the business. The | | | | This is a tangible measure to the effect of the three |
| other components are the Financial plan, Product | | | | directions expressly the most appropriate indicator. It is |
| Development plan and other operational plans. | | | | from this goal that strategies and key activities are |
| In a Marketing Plan, a marketing objective one of the | | | | developed to fulfill these goals. Therefore, it is utmost |
| key components. It highlight the the purpose of a | | | | important that the goal established are directly |
| business at a macro level and expressed in a form of | | | | reflective the intention of each directions. Example of |
| Marketing direction and goal. | | | | the Goal may be as follows:- |
| Marketing Direction | | | | |
| For a Marketing direction, it spell out the long term | | | | 1. For Brand Reputation - the goal is to attain certain |
| intention of the marketing for certain desired intention. It | | | | percentage in terms of Brand Preference among the |
| is a statement of intend that represents the highest | | | | competitors. |
| stated of achievement for a business. Example of | | | | 2. For Market Position - the goal is to achieve top 1 |
| some common marketing objectives derived from | | | | position in the market segment in terms the highest |
| excellence organizations are:- | | | | ranked sales turnover |
| | | | 3. For Market Share - the goal is to capture x |
| 1. Brand Reputation | | | | percentage of sale turnover in the market segment |
| 2. Market Position | | | | such as 60% Once a marketing objective is clearly |
| 3. Market Share You can notice that the three | | | | articulated, then only can be roll down to the |
| marketing directions are very high level results of an | | | | respective department for implementation. |
| organization and to achieve them requires the effort of | | | | |