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Market planning

Industrial marketing services

Koch Group Inc. has specialized in assisting small and mid-sized manufacturers and industrial services providers solve their marketing problems since the late 1960’s. We have devised marketing plans for companies in dozens of markets and market segments, each one customized to reflect the specific marketing needs and human and financial resources available to an individual client.

The marketing plan is the key element to growing company sales cohesively. The marketing plan forms the “playbook” for a coordinated marketing “attack” for an organization and limits the ability of plan participants to indicate they weren’t sure what they were supposed to do, when the task were to be completed, and how they were to be completed. A marketing plan, written correctly and that includes the proper controls, becomes the centerpiece for all company marketing activities.

• Market planning concepts
• Key plan writing concepts
• Marketing plan elements

Market planning concepts

What is the benefit to an organization of making a marketing plan? A correctly devised marketing plan:

• Identifies the targeted market opportunities the company is trying to sell to.
• Outlines how to penetrate identified markets and capture and maintain sales.
• Defines company goals, procedures, and methods, that is what a company is trying to do.
• Forms a single comprehensive battle plan.
• Defines required actions and schedules.
• Promotes control - as long as proper controls are incorporated into he plan.
• Becomes a single point reference source for marketing information - everything in one place.
• Facilitates a company's goal achievement.

Key plan writing concepts

When Koch Group consultants develop a marketing plan for our clients, or assist them in writing their own, we stress a few key tenants. The marketing plan must be:

• Simple - it must be easy to understand or it won't be implemented.

• Clear - It must be precise and contain the details necessary to avoid confusion.

• Practical - It must be realistic. Is it attainable? Can the company really do this?

• Flexible - It must be able to be changed. The market and an individual company’s situation are not static!

• Complete - It must cover all significant marketing factors. It can't reference other older plan parts.

• Workable - It must identify who has to do what and when.

Marketing plan elements

What should be in a company’s marketing plan? That will vary company-by-company, depending on their specific needs. However, there are some elements of a marketing plan we believe belong in every plan. The marketing plan outline, available in PDF format, is taken from the table of contents for a plan Koch Group wrote for one of our manufacturing clients.

• Marketing Plan Outline (14K, PDF)

We encourage marketing plan writers to consider these plan elements and include them in any plan writing activities undertaken.

Learn more about our approach to industrial marketing and strategic planning.

Contact us if you would like more information about the industrial marketing services we offer to manufacturers. Please use our contact form, email us at info@kochgroup.com, or call us at 630-941-1100.

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