MARKETING PLAN, ITS FEATURES, ROLE AND PLACE IN THE BUSINESS PLAN FOR CREATING A NEW COMPANY
Back to articles of current journal| PDF: |  |
Author(s): | Aleksandrova E. A., N. V. Reykhert, |
| Number of journal: | 3(72) | Date: | September 2025 |
| Annotation: | The article presents the results of a study on the development of business plan sections, in particular the marketing section. A review of scientific opinions, methods and standards on the structure and content of the marketing section of a business plan has shown that this area has methodological inadequacies and one-sidedness. When writing the scientific article, a number of theoretical methods were used: analysis and synthesis, generalization, comparison, analogy and a group of empirical methods: data collection, observation. The study presents the structure of a classic marketing plan, supplemented by new points. Structural elements are described that, in the authors’ opinion, will make the marketing plan more complete, refined, taking into account modern market requirements, and most importantly, that it can be used as a recommendation for an entrepreneur when starting their own business. In the article, the updated structural content of the marketing plan is presented by the following successive stages: analysis and assessment of the competitive environment and competitiveness of the future company; market segmentation and identification of the target group of buyers, drawing up a consumer profile; determining the types of advertising that will be used to promote and stimulate sales of products or services; formulating a unique selling proposition in order to attract the client’s attention to the product/service, noting its distinctive features from other goods on the market; developing a pricing policy for products, determined taking into account costs, market demand, competitors’ prices; creating a company brand: slogan, logo, corporate identity. The authors argue the importance of each point of the marketing section, confirming it with specific examples, tables and graphic material. | ||
| Keywords: | marketing plan, business plan, segmentation, target group, consumer profile, brand, conversion, pricing, advertising, competitiveness |
||
| For citation: | Reichert N. V., Aleksandrova E. A. Marketing plan, its features, role and place in the business plan for creating a new company. Biznes. Obrazovanie. Pravo = Business. Education. Law. 2025;3(72):138—146. DOI: 10.25683/VOLBI.2025.72.1402. |
||