A Marketing Plan for a Computer Company in the Greek Market - Coursework Example

It is proposed to conduct interviews and surveys of employees to complement what will be learned during the study (literature review). A short background of the company will also be given here for reference. The literature review will answer the four research questions given earlier. The methodology will be done by conducting interviews with three top executives of the company and a survey will be done among the employees of the company. After analysis and discussion, recommendations on the steps to be taken will also be given.

A marketing plan is the outline of specific actions required to be performed as a part of the marketing function. It is with the object to attract and retain potential customers in the market towards the products and services offered by the business. It is the implementation tool of the organization’s marketing strategy, providing specific ways to reach to the marketing goals. “It is a blueprint for communicating the value of an organization’s product and/or service to the customers.

” (Ward 2009).A marketing plan can be defined as “the part of the business plan outlining the marketing strategy for a product or service.” (Marketing Plan: Definition. 2007). In a marketing plan, information relating to product or service offered, pricing, target market, competitors, marketing budget and promotional mix are included. In the concept of John Westwood, “the marketing planning is the technique that enables a company to decide on the best use of its scarce resources to achieve its corporate objectives.

The marketing plan is the passport to the future.” (Westwood 2002, p.1).In the marketing plan, the corporate objectives of the business are set up and expressed in financial terms. The aims of the business to be achieved within a specific time period are also included in the marketing plan.