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The chapter outlines a practical workflow: begin with business situation analysis, then use strategic tools such as Porter's Five Forces, SWOT, and micro-/macro-environmental assessment. It connects competitive analysis with customer value, explains threats of rivalry, substitution, supplier power, and entry, and introduces barriers to entry and market disruption. It also describes segmentation, targeting, positioning, 4Ps tactics, and measurement through goals and objectives.",{"@graph":63,"@context":118},[64,80,101],{"@type":65,"itemListElement":66},"BreadcrumbList",[67,71,74,77],{"item":68,"name":69,"@type":70,"position":9},"https://docshare.wps.com","Home","ListItem",{"item":72,"name":10,"@type":70,"position":73},"https://docshare.wps.com/template/",2,{"item":75,"name":11,"@type":70,"position":76},"https://docshare.wps.com/template/presentations/",3,{"item":78,"name":59,"@type":70,"position":79},"https://docshare.wps.com/template/chapter-21-introduction-to-constructing-a-basic-marketing-plan/352400/",4,{"url":78,"name":59,"@type":81,"image":82,"author":87,"headline":59,"publisher":90,"fileFormat":93,"inLanguage":57,"description":61,"dateModified":94,"datePublished":95,"encodingFormat":93,"isAccessibleForFree":96,"interactionStatistic":97},"DigitalDocument",{"url":83,"@type":84,"width":85,"height":86},"https://docshare.wps.com/thumbnails/chapter-21-introduction-to-constructing-a-basic-marketing-plan/352400.png","ImageObject",442,249,{"name":88,"@type":89},"Maya Linwood","Person",{"url":68,"name":91,"@type":92},"DocShare","Organization","application/pdf","2026-10-27","2026-09-22",true,{"@type":98,"interactionType":99,"userInteractionCount":8},"InteractionCounter",{"@type":100},"ViewAction",{"@type":102,"mainEntity":103},"FAQPage",[104,110,114],{"name":105,"@type":106,"acceptedAnswer":107},"Why is constructing a marketing plan important for business success?","Question",{"text":108,"@type":109},"A well-conceived marketing plan supports and develops new products, advertising, pricing, and distribution, providing an overall strategy that underpins business growth.","Answer",{"name":111,"@type":106,"acceptedAnswer":112},"What is the first step in planning a marketing plan?",{"text":113,"@type":109},"Conduct a business situation analysis to examine what is happening in the wider world and how it could impact the marketing plan.",{"name":115,"@type":106,"acceptedAnswer":116},"Which analysis models are used to diagnose elements of a marketing plan?",{"text":117,"@type":109},"The chapter highlights Porter's Five Forces, a SWOT analysis, and a micro-/macro-environmental analysis, each summarized in the chapter.","https://schema.org",{"og:url":78,"og:type":120,"og:title":59,"og:site_name":91,"og:description":61},"article",{"robots":122,"canonical":78},"index,follow",{"doc_id":124,"site_id":56},352400,1791731044,{"code":4,"msg":5,"data":127},{"doc_id":124,"user_id":128,"nickname":88,"user_avatar":129,"doc_module":9,"category_id":8,"category_name":11,"doc_title":59,"doc_description":61,"doc_content":130,"file_id":131,"file_url":132,"file_type":133,"file_size":134,"view_count":8,"is_deleted":4,"is_public":9,"is_downloadable":9,"audit_status":9,"page_count":20,"language":135,"language_code":57,"site_id":56,"html_lang":57,"table_of_contents":136,"faqs":137,"seo_title":138,"seo_description":61,"update_tm":139,"read_time":47},962084928432,"https://ap-avatar.wpscdn.com/davatar_155a257f0dc6eb9ab79c44ca47cae57d","Constructing a Basic Marketing Plan  \nThabo K. Makgolo  \nC H A P T E R  \n21  \nIntroduction  \nIn this chapter, we provide an overview of how to construct a marketing plan. While this book contains theory and application, writing an actual marketing plan can be challenging. Many large corporations have existing tools for developing new products and brands (see chapters 12 and 13), but smaller organisations and start-ups need to construct their own plans from scratch.  \nA well-conceived marketing plan is crucial to the success of any business. The plan provides a strategy to underpin and develop new products, advertising, pricing and distribution. This chapter provides useful insights into the process.  \nThis chapter examines how a marketing plan is developed, starting with an analysis of the business environment using tools such as Porter's Five Forces. We discuss the development of a strategic plan through segmentation, targeting and positioning of the product or service being marketed. We identify the various tactics used by marketers, also known as the 4Ps, and how the plan can be executed effectively. Finally, we examine how marketing plans can be measured in terms of goals and objectives.  \nPlanning (diagnosis elements)  \nIn preparing a marketing plan, it is essential to consider that a simple marketing plan is usually more effective than a complex one in achieving the required objectives. The first step in the process is to conduct a business situation analysis. What is happening in the wider world which could impact the marketing plan?  \nAnalysis is the process of breaking down a problem into smaller and more manageable units for better understanding. A situation analysis is an important guide to devising an appropriate strategy and tactical plan. There are several common strategic-analysis models that can be used, such as market metrics, the Boston Consulting Group (BCG) Matrix or Porter's Five Forces.  \n329  \nDepending on the resources available, the consumer marketer should do some research as part of their situation analysis to gain a better understanding of the competitive position of the product or service.  \nWe consider three diagnostic components in creating a marketing plan: a Porter's Five Forces of competitive position analysis; a SWOT (strengths, weaknesses, opportunities and threats) analysis; and a micro-/macro-environmental analysis. Each of these is summarised below and more details can be found in other chapters of this book.  \nCompetitive analysis  \nUnderstanding consumer behaviour is important, but it is not enough to guarantee a competitive edge. Companies need to ensure they render more value and satisfaction to their customers than their competitors do. Therefore, an organisation must constantly compare its marketing strategy to that of its closest competition. One of the most wellknown competitor analysis tools used by companies is one developed by Harvard academic Michael E. Porter.  \nPorter's Five Forces of competitive position analysis  \nPorter's Five Forces of competitive position analysis was a tool developed in 1979 by Michael E. Porter at Harvard Business School to understand competitiveness and profitability. The Five Forces examine the potential challenges that may face the entrants, as illustrated in Figure 21.1 and expanded upon below.1  \nFigure 21.1 Porter's Five Forces that Shape Industry Competition2  \nRivalry  \namong existing competitors  \nBuyer power  \nThreat of substitution  \nSupplier power  \nThreat of new entry  \n330  \nThreat of new entrants  \nNew entrants in the marketplace have a desire to gain market share, which leads to increased pricing pressure, cost, and the competing rate of investment. There may be an opportunity for market disruption: a profound change in the business landscape forcing organisations to undergo significant transformation rather than steady incremental changes. Disruption often comes in the form of unexpected new entrants (e.g. , when Apple decided to go i","cbCaigWCZpKSYA8q","https://ap.wps.com/l/cbCaigWCZpKSYA8q","pdf",288164,"English","# Introduction\n## Planning (diagnosis elements)\n## Competitive analysis\n## Porter's Five Forces of competitive position analysis\n## Threat of new entrants","[{\"question\":\"Why is constructing a marketing plan important for business success?\",\"answer\":\"A well-conceived marketing plan supports and develops new products, advertising, pricing, and distribution, providing an overall strategy that underpins business growth.\"},{\"question\":\"What is the first step in planning a marketing plan?\",\"answer\":\"Conduct a business situation analysis to examine what is happening in the wider world and how it could impact the marketing plan.\"},{\"question\":\"Which analysis models are used to diagnose elements of a marketing plan?\",\"answer\":\"The chapter highlights Porter's Five Forces, a SWOT analysis, and a micro-/macro-environmental analysis, each summarized in the chapter.\"}]","Chapter 21 - Introduction to Constructing a Basic Marketing Plan | PDF",1790099371]