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Strategic Marketing Planning for the Small to Medium Sized Business by David Anderson

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Chapter 5

The Marketing Plan

Now that you know all that there is to know about your market, it is time to develop a plan.

Developing the Mission Statement

First, as previously discussed, you will need to develop a mission statement. What do you really want to be when you grow up? Earlier in this workbook, you completed your mission statement. However, it is now time to revisit your work in that area and refine your mission statement, your vision, and your values. Based on what you have learned so far, review and alter your mission statement focusing on the following points.

• Why are you in business?

• What do you want your company to be?

• What is the corporate mission?

• Are you going to be an innovator or an imitator?

• Will you dominate ...

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