It's the end of the year again, and while looking back on 2023, many foreign traders are beginning to think about how to formulate next year's marketing plan.
For enterprises, marketing planning should run through the company's strategy, department planning, and even personal goals, and build a system from point to line and then to surface, interlocking and multiplicative effect.
However, there are some common problems that many businesses have at the moment:
Lack of professional marketing personnel, lack of marketing thinking
At present, the sales team of many foreign trade enterprises is sales-oriented, and the market is not independent from the sales system. This can easily lead to the team not considering the problem from a marketing perspective when formulating a marketing plan, failing to integrate all resources, and lacking an overall plan for marketing development.
The goal is single, and there is a lack of an overall goal system
At present, the team's goal is often only a simple sales target, lacking market goals, sales process goals, etc., and the overall target system is not formed. As a result, the marketing plan formulated is more like a marketing strategy, which is difficult to implement, assess and implement, and the specific goals are not implemented to the responsible person.
Use cost thinking to make marketing budgets
For example, the marketing leader of a company determines that the marketing budget for this year is 1 million, and then starts to think about how to ensure that the 1 million budget is spent smoothly and does not overspend. It's a way to do marketing planning by controlling marketing costs. But in fact, marketing should be viewed from the perspective of return on investment, if you invest more in marketing, you will get more returns, so why not increase investment?
In order to solve these problems, we must be closer to reality, fromProducts, customers, markets and peopleThe four aspects deeply reflect on the company's annual business goals, formulate more realistic goals, and provide specific strategic guidance for the company's development.
Products:Which product has been the top in terms of profit in the past 3 years?Which product speed is the most impressive?Where are the popular products?What is the proportion of new and old products in this year's target?
Client:Who is the customer who has contributed the most in the past 3 years?Which customers are experiencing high growth?Who procured the king of corporate profits?Which customers have been thriving?
Markets:In which market does the company occupy a leading position?Which market is growing the fastest?Which market has great potential and deserves great support from the company?Which market needs to be deployed in advance to become a strategic market?
Talent: Who is the most outstanding talent in the company?Who is responsible for the core markets and customers?Does the growth of performance need new supplements?What kind of ability and experience do you need in the Hundred Families Assistance Program?Which markets and customers will these talents work in?Do hot and new products need new talent support?And in order to properly set these annual goals, we can start with:Strategy + Tacticsperspective.
How is it formulated?And which markets should we focus on?How to implement the 2024 marketing plan?