Firmy dzia\u0142aj\u0105 obecnie w bardzo z\u0142o\u017conym otoczeniu<\/strong>, na kt\u00f3re ma wp\u0142yw wiele czynnik\u00f3w, zar\u00f3wno wewn\u0119trznych i zewn\u0119trznych. Tworz\u0105c wizj\u0119 rozwoju firmy<\/strong> przedsi\u0119biorca definiuje, kt\u00f3re grupy produkt\u00f3w jak\u0105 b\u0119d\u0105 osi\u0105ga\u0142y warto\u015b\u0107 sprzeda\u017cy i za po\u015brednictwem kt\u00f3rych grup klient\u00f3w. W praktyce biznesowej wyst\u0119puj\u0105 dwa rodzaje planowania marketingowego: Planu marketingowego nie nale\u017cy myli\u0107 z prognoz\u0105 sprzeda\u017cy<\/strong>, kt\u00f3rej opracowanie jest procesem mniej z\u0142o\u017conym, ale przy okazji r\u00f3wnie\u017c mniej precyzyjnym (nie uwzgl\u0119dnia wielu wa\u017cnych czynnik\u00f3w, jak chocia\u017cby analiz\u0119 SWOT i towarzysz\u0105ce jej wnioski).<\/p>\n Typowy strategiczny plan marketingowy<\/strong> sk\u0142ada si\u0119 nast\u0119puj\u0105cych element\u00f3w: W operacyjnym planie marketingowym<\/strong> wyst\u0119puj\u0105 takie same elementy, poza analiz\u0105 SWOT oraz analiz\u0105 rynku i koncentruje si\u0119 on na dzia\u0142aniach i datach, podzielonych na produkty lub grupy produkt\u00f3w.<\/p>\n Plan marketingowy jest narz\u0119dziem, kt\u00f3ry sprawia, \u017ce wizje firmy staj\u0105 si\u0119 rzeczywisto\u015bci\u0105<\/strong>. <\/p>\n","protected":false},"excerpt":{"rendered":" Firmy dzia\u0142aj\u0105 obecnie w bardzo z\u0142o\u017conym otoczeniu, na kt\u00f3re ma wp\u0142yw wiele czynnik\u00f3w, zar\u00f3wno wewn\u0119trznych i zewn\u0119trznych. Przedsi\u0119biorca musi rozumie\u0107, w jakim stopniu te czynniki b\u0119d\u0105 wp\u0142ywa\u0107 na jego firm\u0119, nawet je\u015bli ocena b\u0119dzie bazowa\u0142a na intuicji, odczuciach czy do\u015bwiadczeniach. Tworz\u0105c wizj\u0119 rozwoju firmy przedsi\u0119biorca definiuje, kt\u00f3re grupy produkt\u00f3w jak\u0105 b\u0119d\u0105 osi\u0105ga\u0142y warto\u015b\u0107 sprzeda\u017cy i […]<\/p>\n","protected":false},"author":1,"featured_media":810,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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dzia\u0142aj\u0105 obecnie w bardzo z\u0142o\u017conym otoczeniu, na kt\u00f3re ma wp\u0142yw wiele czynnik\u00f3w, zar\u00f3wno wewn\u0119trznych i zewn\u0119trznych. Przedsi\u0119biorca musi rozumie\u0107, w jakim stopniu te czynniki b\u0119d\u0105 wp\u0142ywa\u0107 na jego firm\u0119, nawet je\u015bli ocena b\u0119dzie bazowa\u0142a na intuicji, odczuciach czy do\u015bwiadczeniach. Tworz\u0105c wizj\u0119 rozwoju firmy przedsi\u0119biorca definiuje, kt\u00f3re grupy produkt\u00f3w jak\u0105 b\u0119d\u0105 osi\u0105ga\u0142y warto\u015b\u0107 sprzeda\u017cy i…","_links":{"self":[{"href":"https:\/\/biz24.com.pl\/index.php?rest_route=\/wp\/v2\/posts\/366","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/biz24.com.pl\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/biz24.com.pl\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/biz24.com.pl\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/biz24.com.pl\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=366"}],"version-history":[{"count":5,"href":"https:\/\/biz24.com.pl\/index.php?rest_route=\/wp\/v2\/posts\/366\/revisions"}],"predecessor-version":[{"id":812,"href":"https:\/\/biz24.com.pl\/index.php?rest_route=\/wp\/v2\/posts\/366\/revisions\/812"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/biz24.com.pl\/index.php?rest_route=\/wp\/v2\/media\/810"}],"wp:attachment":[{"href":"https:\/\/biz24.com.pl\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=366"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/biz24.com.pl\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=366"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/biz24.com.pl\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=366"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
\n Przedsi\u0119biorca musi rozumie\u0107, w jakim stopniu te czynniki b\u0119d\u0105 wp\u0142ywa\u0107 na jego firm\u0119, nawet je\u015bli ocena b\u0119dzie bazowa\u0142a na intuicji, odczuciach<\/strong> czy do\u015bwiadczeniach<\/strong>.<\/p>\n
\n Proces tworzenia wizji rozwoju firmy w obszarze sprzeda\u017cy w skr\u00f3cie obejmuje okre\u015blenie cel\u00f3w<\/strong> oraz odpowiadaj\u0105cych im dzia\u0142a\u0144<\/strong>, niezb\u0119dnych do osi\u0105gni\u0119cia wcze\u015bniej okre\u015blonych cel\u00f3w i nazywany jest planowaniem marketingowym<\/strong>.<\/p>\n
\n – Strategiczny plan marketingowy<\/strong> – jest dokumentem z kt\u00f3rego wynika, jak\u0105 pozycje firma planuje osi\u0105gn\u0105\u0107 w otoczeniu w kt\u00f3rym funkcjonuje konkurencja, jakie cele planuje osi\u0105gn\u0105\u0107, za pomoc\u0105 jakich \u015brodk\u00f3w i jakie uzyska wyniki. Strategiczny plan marketingowy przygotowywany jest na co najmniej 3 lata<\/strong>.
\n – Operacyjny plan marketingowy <\/strong>– zawiera szczeg\u00f3\u0142owe dzia\u0142ania wraz z kosztami, kt\u00f3re b\u0119d\u0105 realizowane w pierwszym roku planu strategiczneg<\/strong>o (operacyjny plan marketingowy jest realizacj\u0105 strategicznego planu marketingowego w pierwszym roku).<\/p>\n
\n – Cele firmy<\/strong> – podaje jakie kompetencje, produkty, szanse ma firma na rynku,
\n – Finanse<\/strong> – opisuje finansowe aspekty dla wszystkich przysz\u0142ych okres\u00f3w,
\n – Analiza rynku<\/strong> – przedstawia analiz\u0119 rynku i wyst\u0119puj\u0105cych na nim trend\u00f3w,
\n– Analiza SWOT<\/strong> – podaje silne i s\u0142abe strony w odniesieniu do konkurencji, na podstawie r\u00f3\u017cnych wska\u017anik\u00f3w, a ponadto zawiera szanse i ryzyka oferowanych produkt\u00f3w,
\n – Otwarte pytania <\/strong>– wynikaj\u0105 z analizy SWOT i odnosz\u0105 si\u0119 do pojedynczych produkt\u00f3w lub grup wyrob\u00f3w,
\n – Analiza portfolio<\/strong> – opracowywana jest na podstawie analizy SWOT i sprowadza si\u0119 do stworzenia dwuwymiarowego wykresu, na kt\u00f3rym jedna o\u015b przedstawia wzgl\u0119dne silne strony firmy, a na drugiej wyst\u0119puje wzgl\u0119dna atrakcyjno\u015b\u0107,
\n – Cele marketingowe<\/strong> – obejmuj\u0105 mierzalne warto\u015bci r\u00f3\u017cnych wielko\u015bci, takich jak zysk, warto\u015b\u0107 i wielko\u015b\u0107 sprzeda\u017cy, udzia\u0142 w rynku (w odniesieniu do produkt\u00f3w lub grup produkt\u00f3w),
\n– Bud\u017cet i zapotrzebowanie na \u015brodki<\/strong> – obejmuje okre\u015blenie dla ka\u017cdego roku wydatki dla ca\u0142ego okresu realizacji planu marketingowego.<\/p>\n