to J. Westwood, there are a number of different approaches to planning. In
traditional planning, plans are usually divided according to the period of time
they are calculated, for example:
– long-term plans;
– medium-term plans;
– short-term plans 1.
level has its own characteristics and requirements, which you can read about in
a separate article in this section. The marketing plan is just a tool that can
be used in different ways: you can develop a marketing plan for promoting a
particular project or product, for a whole brand or product group, and for the
plan directly tells you about the nature of the business being planned and the
means by which you can count on success. The main task of writing a marketing
plan is that the marketing plan developed by me was aimed at studying the
strengths and weaknesses of the competing competitors in order to improve my
competitiveness and raising its revenue.
As I noticed
before, market analysis is the collection of data and their interpretation in
order to find out what place in the market you are occupying or intend to occupy,
and to form an idea of the requirements for specific goods or the content of
two areas of analysis: 1) analysis of the capabilities of the enterprise and 2)
analysis of competitors. For this, the SWOT analysis of competition analysis is
The plan analyses the company’s external and internal
environments, through macro environment and SWOT analyses, and describes how to
benefit from the strengths and how to minimize the weaknesses. (Wood 2003, 3–4;
Puustinen & Rouhiainen 2007, 28 – 29.)
can be conducted on the enterprise as a whole, the product line or a specific
product. He objectively recalls the existing opportunities and constraints of
the enterprise, which are important to keep in mind before planning. At the
same time, opportunities in the market are revealed in connection with the
formulated prerequisite of a new product or planned sales of an existing one.
The detection of threats makes it possible to take the necessary protective measures
in a timely manner. The ability to turn existing opportunities into capital and
protect oneself from threats depends on the strengths and weaknesses of the
analysis: this section should include generalized information on how
competitors behave in the market. The
five forces model of competition is necessary to specify, from what activity of
competitors the threat to the enterprise can come when entering the market for
a new product and continuing the release of existing ones. It is also necessary
to provide a description of what competitors are offering, indicate existing
market shares, and, if possible, information about the programs and costs of
competitors in each area of ??activity.
is widely used, not only for profit oriented organizations, as well
organizations like public institutions and non-profit sectors organizations are
using five forces model in order better to understand their customers,
suppliers and other organizations (Terpstra, Sarathy;1999).
analysis of the marketing programs of competitors is conducted in each of the
areas of the market activity of the enterprise and is rather detailed.
opinion, this analyze is very important for every single company, no matter in
which industry it operates. It provides a wide range of information that
addresses some of the company’s major influential business factors. In the case
of “Sport & Spa” this, again, is a very important tool. Based on
the result of the analysis, the company can much better anticipate its starting
point in this market, in this case Italy.