MARKETING STRATEGY AND
COMMUNICATION PLANS
Planning is the key to success. As the old adage says, failing to plan is planning to fail.
It may be hard to predict what opportunities and threats your business may face, but having a fundamental marketing plan in place will reduce the likelihood of your business growth being stunted by this unpredictability.
Strategy must set the course for your marketing. While there are a myriad of marketing activities that you can undertake to grow your business, setting a marketing strategy before you start actively promoting your business will ensure these strategies are in line with the goals for the business.
Your marketing strategy is the overall guide to what you are trying to achieve. These are essentially your goals. Your marketing plan then becomes the more detailed translation of the exact tasks you are going to undertake in order to deliver your business goals.