Your marketing objectives should be based on understanding your strengths and weaknesses, and the business environment you operate in.
They should also be linked to your overall business strategy.
For example, your SWOT analysis might help you identify the most promising customers to target.
You might decide to look at ways of using the Internet to reach customers.
You want to identify segments where you have a competitive advantage.
At the same time, you should assess whether you can expect high enough sales to make the segment worthwhile.It sets out clear objectives and explains how you will achieve them.Perhaps most importantly it looks at how you can ensure that your plan becomes reality.For more information on how to identify the best opportunities, see the page in this guide on external and internal analysis for your marketing plan.Objectives should always be SMART: Your marketing plan is how you put your marketing strategy into practice.You need to look for opportunities that play to your strengths.You also need to decide what to do about threats to your business and how you can overcome important weaknesses.Although the executive summary appears at the beginning of the plan, you should write it last.Writing the summary is a good opportunity to check that your plan makes sense and that you haven't missed any important points.Business strategy It's a good idea to introduce the main body of the plan with a reminder of your overall business strategy, including: This helps to ensure that your marketing plan, your marketing strategy and your overall business strategy all work together.For example, suppose your business strategy is based on providing premium quality products and service.