SME Toolkit Logo
Partner Logo
 Share  Print Version  Email

The Purpose

Adapted from content excerpted from the American Express® OPEN Small Business Network


The general purpose of any marketing plan is to maximize your business' profits. But what does that mean for your business? Spell it out here. If you're a children's clothing designer, your purpose might be "To sell the greatest number of infant dresses at the lowest cost per dress". If you're a self-employed computer consultant who helps companies utilize the Internet, your purpose might be "To book my time completely by getting the greatest number of clients at the lowest possible cost."

Some things to think about when you're writing this section:

  • Your marketing plan's purpose may seem obvious to you. But by putting it up front and in writing, you will stay focused on your intent.

  • Many businesses think their marketing plan is about increased exposure, getting press, writing cool ads, and the like. These are not purposes, they are tactics. The end result of any of these is to increase your profits.

  • If you're having trouble answering "what is the purpose of your marketing plan," you might want to think "why are you marketing?" Your answers to these questions should be the same.

  Back to Create Your Marketing Plan

Copyright © 1995-2016, American Express Company. All Rights Reserved.

 Share  Print Version  Email
Comments & Ratings (3) Overall  
  • Currently 2.7/5 Stars.
If you are a human, do not fill in this field.
Click stars to rate.
   Comments are truncated at 1000 characters
What Others Are Saying
Sort by
View
  • Currently 0.0/5 Stars.
Nadia Qayyum  |  August 08, 2015
This really guide me in making my marketing plan of new product.
  • Currently 5.0/5 Stars.
Sheikh Nadia  |  August 08, 2015
This site helped me a lot to make marketing strategy of my new company product.
  • Currently 3.0/5 Stars.
APICHART CHAIDAROON  |  April 24, 2013

 

Discussion