Planejamento de Marketing é realmente necessário?

Um planejamento de marketing se não executado corretamente pode não trazer os resultados esperados. Por isso, ter um direcionamento de marketing e/ou fazer uma boa gestão de marketing é essencial para uma empresa que deseja crescer e se manter segura no mercado.

Mas você sabe a diferença de um direcionamento de marketing para uma gestão de marketing?

Um direcionamento é ideal para quem quer entender o mercado no qual se insere, decidir o público alvo do seu negócio, traçar seu crescimento e estruturá-lo com objetivos, metas e planos de ação de marketing. Dessa forma, é possível potencializar os resultados do seu negócio e, assim, garantir o seu sucesso. Já a gestão de marketing é ideal para quem procura melhorar a captação e retenção de clientes, melhorar seu posicionamento de mercado e reformular a estratégia de marketing do seu negócio.

 

O que é um Planejamento de Marketing?

Planejamento de Marketing é uma ferramenta utilizada para estabelecer metas, objetivos, buscar conhecer as necessidades e desejos dos seus clientes/consumidores. Consequentemente, levar a empresa ao progresso, atingindo a competitividade com mais precisão.

Independentemente do tamanho ou do tipo do empreendimento a periodicidade recomendada para a reformulação de um Planejamento é anual. Essa frequência é importante pois auxilia empreendedores a se adaptarem às constantes mudanças do mercado, identificarem tendências e, com isso, criarem vantagens competitivas em relação aos concorrentes.

Como criar um bom Planejamento?

Não existe uma fórmula básica ou um modelo perfeito para ser seguido na elaboração de um planejamento de marketing, pois ele deve se adaptar à realidade e/ou estilo de cada empresa. No entanto, há algumas informações básicas que precisam ser trabalhadas sempre. Veja a seguir:

  1. Análise da situação

A ideia é descrever o estado atual da empresa, relacionando os processos internos e externos de negócio, a visão da organização, os objetivos estratégicos, etc. É o momento que se pode analisar os pontos fortes e fracos do negócio.

  1. Definir com clareza o público-alvo

A definição do público-alvo significa identificar o(s) segmento(s) da população que você deseja atingir. O mercado consiste em muitos tipos de clientes, produtos e necessidades. É preciso determinar que segmentos ofereçam as melhores oportunidades para o seu negócio.

  1. Conhecer os concorrentes

Essa análise é fundamental para a formulação de um Plano de Marketing adequado à realidade do mercado atual de um determinado setor. É neste item que iremos identificar as fraquezas do concorrente para podermos potencializar e transformar em oportunidade para o nosso negócio.

  1. Definir objetivos e metas

Aqui são definidas as metas financeiras e de marketing do plano em termos de volume de vendas, participação de mercado e lucro. Os objetivos devem ser traçados no intuito de indicar para onde a empresa deseja ir.

  1. Estratégias de Marketing

Este item apresenta a abordagem ampla de marketing que será usada para atingir os objetivos do plano. Os objetivos definem para aonde se pretende ir, e as estratégias devem descrever os caminhos para se chegar lá.

  1. Programas de Ação

Os programas de marketing servem para atingir os objetivos do negócio. Cada elemento da estratégia deve ser elaborado para responder às seguintes perguntas: O que será feito? Quando será feito? Quem o fará? Quanto custará.

  1. Indicadores

Os indicadores servem para a monitoração do plano. É um controle não só das datas de execução e de cobrança de resultados, como também de atualizações imprescindíveis.

Qual a sua importância?

Um bom planejamento de marketing vai nortear o trabalho dos gestores rumo à conquista dos objetivos estratégicos da empresa. Ele facilitará o acompanhamento de cada uma das ações promocionais, através dos indicadores.

Além disso, ele permite uma compreensão mais ampla do mercado e dos seus concorrentes, e auxilia na identificação das necessidades dos clientes, dando a organização informações necessárias para trabalhar os diferenciais do seu produto. Com isso, cria caminhos seguros para o sucesso da empresa.


 

O que achou das informações sobre Planejamento de Marketing?
Acredita que deva implementá-lo em sua empresa? 

Conte para a gente nos comentários!

 

Qualquer dúvida é só entrar em contato com a gente!

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