Putting It All Together: Organizing Customer Information
Businesses that succeed do so by creating and keeping customers. Because marketing plays the key role of making that happen, it has a large part in setting the strategic direction of the organization. But unlike the other sections of your plan, the marketing section starts with a target customer group instead of a goal. See Figure 9-3 for an example of how to organize your customer profile information. Prepare yours by using the Customer Profile Worksheet located on the CD.
You can use the marketing portion of your strategic plan to develop a complete marketing plan, which would include more detail about your markets and your action plans to reach them. However, smaller organizations often choose to have just one plan (a strategic plan) that covers their intended marketing actions.
Figure 9-3: Target customer group profile, goals, and action plan.
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