Once
conducted the situation analysis and the SWOT analysis, you should
choose a target market and determine marketing goals to achieve in the
next period. In this part of the plan should answer the question "Where do you want to go?"
Target
market refers to customers who will get served, so it is necessary to
describe their features and to answer questions about what, where, how,
how buy and at what pace. The enterprise can be considered that its product can be sold to the market, ie all
market segments, but in that case you will not be satisfied as long as
it takes those buyers who likely would have changed the product. Also
it would mean unnecessary squandering of the resources, so the company
should choose one or several segments that will serve as a target
market.
Goals they need to answer the question: "where the company wants to go" or "the company is trying to achieve"
All goals should meet several conditions. Actually objectives should be SMART ie be
specific (accurate), measurable (quantifiable), archive able (can be
achieved), realistic (be realistic), timed (accurately defined the time
of their realization)
1. Specific - when setting goals it is necessary to be precise about what you want the company wants to achieve in the future. Selecting the proper and correct order is essential for achieving the desired results.
2. Measurable - goals should be set quantitatively. In fact, the purpose should be so expressed on the outcome can not be measured.
3. Archive able - objectives should be able to be realized in the period of concern, so they have to answer whether those goals can be achieved or not.
4. Realistic - The goals should be realistic, ie in accordance with the resources available to the company (people, parties, machines, materials, time)
5. Timed - should accurately define when those goals to be achieved.
