Market Planning Guide & Research Examples for Students

Market planning is a process that helps businesses achieve their goals and objectives. Whether a company is launching a new product or service or seeking to expand into new markets, market planning is essential for success. By understanding the target market, competitors, and industry trends, an organization can develop strategies and tactics to help it stand out and meet customers’ needs. In this article, we will explore the key elements of market planning, provide tips on creating a successful business plan, and share some good examples.

🔝 Top-10 Market Planning Examples

1. Lush Cosmetics Marketing Plan – Strategies & Issues
2. E-Business and E-Commerce: Difference Between Terms
3. Entrepreneurial Management: Business Plan and Skills
4. Business Planning and Entrepreneurial Characteristics
5. Blue Shark Company's Marketing Plan
6. Business Planning Process and Entrepreneurial Management
7. Business Plan and Entrepreneurial Activity
8. Steve Jobs: Leadership and Decision Making Styles
9. Etihad Airways Company’ Supply Chains and Logistics
10. The Chocolala Company New Product Development

📖 Market Planning Explained

In recent years, lots of people have started small businesses. However, despite the growth in entrepreneurship, many companies don’t think about their marketing strategy. Effective marketing is a crucial component of any successful project, and it always begins with a well-thought-out plan. Understanding market planning is essential if a business wants to stand out and have a promotional strategy that’s both unique and consistent. Therefore, any small business owner needs a solid marketing plan that fits their goals and speaks to their customers.

What Is Market Planning?

Market planning is the process of outlining and organizing a company’s marketing goals and developing strategies and techniques to attain them. A comprehensive marketing plan should include the company’s value proposition, information about its target market, customers, or competitors, promotion techniques, distribution routes, and a marketing budget. Marketing planning directs a team toward producing meaningful results. Also, it informs and aligns the organization, ensuring that all customer-facing teams are on the same page.

Why Is Market Planning Important?

When working on a marketing plan, it’s essential to be thoughtful and use a step-by-step approach. If the plan is executed correctly, it can yield some valuable benefits:

🤓 Types of Marketing Plans

A business can use various types of market planning depending on what it is trying to accomplish. The list of types includes the following:

📋 Marketing Planning Process: Step by Step

Effective market planning involves 7 major steps a company needs to follow to identify sources of competitive advantage and set objectives and strategies.

Step 1 – Conduct a marketing audit

A marketing audit involves a comprehensive review of all marketing activities that have taken place in a business’s practice within the last three years. It’s crucial to examine every aspect of the company’s marketing efforts, including announcements, advertisements, phonebook ads, open houses, brochures, seminars, and more, to conduct a thorough audit. This process will help the organization identify areas where its marketing efforts have been successful and areas that require improvement, allowing it to develop a more effective marketing strategy for its practice.

Step 2– Position the brand

Successful positioning plays a vital role in a brand’s success. Since unique and unexpected things attract people, making a company stand out from competitors is essential. The business must state its values and mission to know what it is recognizable for. As a result, the company will receive a solid competitive advantage in the market and attract new customers.

Step 3 – Identify the target audience

Market research is frequently used to determine a target audience and marketing channel. For instance, a company can promote its brand by advertising it on the radio, social media, online, or on regional television. Understanding who the organization wants to sell its products to and why is vital to create a solid plan. Distinct customers have different interests and wants, so knowing the target market will assist the company in promoting its products.

Step 4 – Determine strategies and tools

To effectively promote a business, it’s best to start by understanding the target audience and their content consumption habits. It involves identifying the platforms that are most frequently used by the organization’s audience to search for similar companies and then tailoring its marketing strategy accordingly. The business’s plan should focus on developing targeted campaigns, determining the optimal timing and placement of its ads, and selecting the appropriate metrics to measure the success of its marketing efforts. For instance, the company may need to decide whether to advertise its brand on radio or TV and when and where to broadcast the ads for maximum impact.

Step 5 – Set the budget

A marketing strategy is not cheap. Knowing the marketing budget allows a company to build a proper plan within that framework, stick to it, and avoid runaway expenses. It’ll also assist the organization in allocating resources to various aspects of its marketing strategy. As a result, the business will avoid costly mistakes and minimize all the financial risks the company may face.

Step 6 – Develop an implementation schedule

During this stage, the market planning takes shape into tangible actions. A well-defined written strategy should include a detailed timeline and specific deadlines that enable a company to monitor its progress effectively. A marketing calendar highlighting all the techniques and tactics the organization intends to use to execute its strategic plan can be utilized to ensure that the plan stays on track. This calendar can span a quarter or even an entire year and should commence by incorporating known events such as annual conferences and speaking engagements.

Step 7 – Create an evaluation process and adjust the plan

The last step is to measure the success of the marketing plan and its outcomes. First, a company can measure its progress against the standards it sets while establishing its goals. It’s best to review the plan periodically, ideally quarterly, by comparing the company’s progress against the implementation schedule. To evaluate the results of the organization’s marketing efforts, it can use several metrics, such as patient survey scores, referral sources, increased income, new patient acquisition, and decreased complaint rates. Regularly assessing the progress with these metrics enables the business to make informed decisions and perfect its marketing strategy.

✅ Market Planning Examples

To help you understand market planning better, we’ve prepared 2 examples:

Example 1 – Small technology consulting firm

• Business situation: The firm’s referral basis has been depleted.
• Goal: The aim is to help the company grow.
• Target audience: Manufacturing segment of people.
• Brand position: The company decided to focus on its area of greatest expertise and present itself as an expert in working with manufacturing companies.
• Marketing tactics: The firm can produce valuable content, search engine optimization (SEO), and spend money on digital advertising.

Example 2 – Large accounting firm

• Business situation: The firm has a diverse audience with little focus on any specific field.
• Goal: To expand their advising practice as other service lines become commoditized.
• Target audience: Clients from different segments.
• Brand position: The accounting firm decided to position itself as an advisory firm that provides other services to its clients.
• Marketing tactics: The firm can develop more valuable educational content with the help of a series of webinars on various topics.

📝 Market Planning Research Paper Examples

1. IPad: Advertising Knowledge and Application
   Business essay sample: This paper aims at looking at the importance of advertisement in iPad marketing and how it is entrenched in the marketing mix of the product.
2. E-Commerce Impact on Business Practices
   Business essay sample: The paper looks at the impact of e-commerce technologies on the business practices in firms, and finds out the factors that affect the adoption of e-commerce by firms.
3. Social Media Marketing Strategy
   Business essay sample: Firms should use the internet and social media as strategies of direct marketing. Reaping the benefits of these strategies, they will generate higher revenues.
4. Digital Marketing: Information Significance
   Business essay sample: Digital marketing ensures that a company’s information is intact, and even ensures that information reaches consumers in order to influence their purchasing behaviour.
5. Securities Market in the UAE
   Business essay sample: Banks in the UAE implemented some reforms that included integrating bond markets in the banking systems, that until today, its contribution is eminent, but less understood.
6. Impact of Cultural Differences on International Business
   Business essay sample: Ever thought about how cultural differences impact international business? 🎎 Knowing other cultures’ rules is a core competence for big companies. 👔 In this article, we explain how cultural differences affect international business. 📑
7. Unemployment in the United Arab Emirates among Locals
   Business essay sample: The present research paper investigates the problem of unemployment in the United Arab Emirates among locals. The paper is focused on its causes, peculiarities, effects, risks and policies.
8. 2Degrees Company's Marketing Research
   Business essay sample: 2Degrees is a new entrance infrastructure based telecommunication company owned by the U.S. and Britain in New Zealand.
9. Marketing: Concept and Approaches
   Business essay sample: Marketing is responsible for identifying and satisfying customer demands in a profitable manner. It refers to what an organization must do to exchange value with customers.
10. Business Intelligence: Fundamental Concepts and Principles
    Business essay sample: Organizations must adopt new developments, such as business intelligence, in order to maintain their competitiveness and a high level of performance.
11. Laptop Industry’s Characteristics and Analysis
    Business essay sample: Researching the laptop industry? 💻 This paper conducts measurements of laptop market share and size: the PEST analysis and Porter’s six forces. 📈 You can find information about laptop industry in India and other countries. 🖱️
12. UK Electricity Companies: Industry Report
    Business essay sample: In the UK, the industry of electricity supply has been categorised into four: electricity generation, electricity transmission, electricity distribution, and electricity supply.
13. Energy Industry in the United States
    Business essay sample: This paper is about the energy industry in the United States. It is argued that the US energy industry has a multiproduct structure, which is majorly shaped by economies of scope.
14. Electricity Industry in the United Kingdom
    Business essay sample: This paper analyzes electricity industry in the United Kingdom and provides a critical appraisal of National Grid’s business plan.
15. Feathers UAE Company: Internationalization Strategy
    Business essay sample: This project paper develops and discusses a strategic plan for Feathers UAE to facilitate its internationalization strategy by opening stores in the UK.
16. E-activity Effects on Customer's Decision Making
    Business essay sample: The discovery of the internet has empowered the modern customer to be flexible, refined, and adventurous. In the recent past, there has been an explosion of internet-based retail business model.
17. Computer Sales Business Concept Strategic Management Plan
    Business essay sample: The strategic management plan of the business idea of selling new and refurbished computers could be a success using the strategy formulation, implementation, and evaluation.
18. Integrated Marketing Communication in the UK
    Business essay sample: This paper supports the argument that truly integrated marketing communication is the exception rather than the rule. The argument is applied in relation to the UK market.
19. McDonald's Company Marketing Practices and Strategies
    Business essay sample: McDonald's, a fast-food company, implements property as the best strategy for entering the market because it outweighs the rest.
20. Sony Strategy: Management & Planning
    Business essay sample: Working on Sony strategy report? 📷 Sony made alliances in countries with restrictions on penetrating the market. 🤓 Read more about it in the analysis of the strategic planning of the Sony company! ✅

💡 Essay Ideas on Market Planning

1. Supply Chain Management Role in Enterprise Planning
   Business essay sample: Effective supply chain management of an organisation ensures that the systems for supply chain management reduce various costs that are associated with supplies.
2. AFDCO Incorporation: Business Plan
   Business essay sample: AFDCO Incorporation is a private limited company, which was established in 2000 in the UAE. The firm operates in the UAE’s beverage industry, and it is headquartered at Al Quoz, Dubai.
3. Social Media Usage in Market Research and Forecasting
   Business essay sample: This paper aims to explore and discuss how marketing research and forecasting can be executed using social media tool. The existing social marketing publications have been analyzed.
4. Enterprise Resources Planning Systems
   Business essay sample: Enterprise resources planning systems are gaining momentum in the modern business world due to their efficiency and relevance in the present-day business environment.
5. Planning and Developing a New Product
   Business essay sample: Planning and development are important preliminary steps that account for a major part of success before the product reaches its market.
6. Main Steps in Developing the Marketing Strategy
   Business essay sample: The core concepts that are involved with strategic marketing include the customers’ needs, values, wants, products, exchange, communication and establishment of relationships.
7. Golden Circle Company's International Marketing Plan
   Business essay sample: The Golden Circle Company is one of the Australian fine fruits and vegetable manufacturers, which produces more than 15 varieties and is one of the largest pineapple processors.
8. Invent Electronics: Business Plan
   Business essay sample: The small appliances will be created and designed to fit needs of households. The company has a vision and mission statements to guide the company in achieving its objective.
9. Dynamic Audio Teaching Ltd.: Business Plan
   Business essay sample: The Dynamic Audio Teaching projects development was devised to rectify current problems and constructed with industry collaboration.
10. Merritt Hookah Lounge: Market Plan
    Business essay sample: The plan entails market research with reference to competitors and consumers as the key market elements, SWOT analysis, key success factors, and the critical issues are analyzed.
11. Wok to Walk: Marketing Plan Proposal
    Business essay sample: This paper attempts to prepare a complete marketing plan for the purchase of a franchise of a small fast-food chain named Wok To Walk.
12. TESCO Personal Finance and Strategic Analysis
    Business essay sample: In the United Kingdom, TESCO is the largest and leading retail business in the food and non-food industry. This retail business is also in personal finance.
13. Venture Screening Guide of Phoenix Solar Energy Systems
    Business essay sample: Propose to produce and market solar energy systems for household purposes in the Indian market. A SES capable of powering the house without external power forms our chief product.
14. Gulf Falcon Air-Conditioning Systems Fixing Company: Managing the Market
    Business essay sample: G.F.A.S.F. undertakes the manufacturing of chilled water from a centralized place to all customers, it has professionals who address different needs of the clients.
15. E-Market Places in Saudi Arabia: Service Intelligence
    Business essay sample: This essay seeks to discuss how service intelligence can be used to improve e-marketplaces as well as the factors that improve service intelligence.
16. Customer Care and Case Study of Emirates
    Business essay sample: This report provides a recommendation and conclusion considering the outcomes of a case study of Emirates Airlines in Customer Care topic.
17. Pursuing an Online MBA Program Over an Onsite Program
    Business essay sample: The online MBA program will be promoted through phased out advertisements on TV, which is the most watched medium for the students, yahoo and online shops.
18. Southwest Airlines' Business Policy Summary
    Business essay sample: The Southwest Airlines company serves and dominates the short routes in the United States. The paper provides a comprehensive analysis of Southwest Airlines.
19. Market Orientation and Productivity Regarding the Organization Strategy
    Business essay sample: To enhance the performance of the firm, choosing the right strategy to pursue in terms of a competitor or market orientation is the best method that an organization can apply.
20. Pepsi’s Investment in the Australian Market
    Business essay sample: Pepsi is the second-largest food and beverage business in the world. Launching an energy drink to the market right now is a good and timely investment.

👍 Good Market Planning Essay Examples to Write about

1. Nokia: Market Planning
   Business essay sample: Segmentation, targeting and positioning are the most important elements in marketing. Segmentation helps to identify market segments where a product can be marketed.
2. Resourcing and Talent Planning in Labor Markets
   Business essay sample: Understanding the nature and specifics of labor markets in different countries allows making more informed decisions on hiring and firing employees, changing their wages etc.
3. Khalifa University Marketing Plan
   Business essay sample: The marketing performance of Khalifa University will be evaluated as per its advantages and disadvantages in the competitive environment.
4. Strategic Marketing: Bates Farms and Dairy
   Business essay sample: This report will focus on the marketing efforts for Bates Farms and Dairy in the US, the current brand image, and whether it needs change for the new field of competition.
5. Market Entries for Various Types of Enterprises
   Business essay sample: The organizational structure of a unit has always been directly dependent on a series of factors, such as culture and local market assessment.
6. Hamdan Footwear Start-Up Company's Business Plan
   Business essay sample: Hamdan Footwear is a start-up company, that planned to start operating in June 2015. The semi-mechanized footwear production unit will focus on footwear for ladies.
7. Noble Ketchup Manufacturing Company Business Plan
   Business essay sample: Noble Ketchup Manufacturing’s objectives include improvement of inventory turnover by at least 12% in the first year of operation, and maintaining high-quality products.
8. Marketing Management: Case Studies
   Business essay sample: It is essential to understand that the modern world is changing, and many marketing rules are irrelevant today.
9. Electronic Appliance Marketing
   Business essay sample: It is a fact that our organization Company G is a strong, well-accepted, and respected manufacturer of household electronic appliances.
10. Sports Marketing Affected by Internet of Things
    Business essay sample: This research paper provides a holistic understanding of how the Internet of Things affects sports marketing plans.
11. Strategy Planning for Market Expansion of Non-Profit
    Business essay sample: Strategic planning refers to the process of documenting and mapping the objectives of specific organizations and the outline of their execution by assessing assets and plans.
12. Martha Stewart Living Omnimedia Firm's Strategic Profile
    Business essay sample: Martha Stewart Living Omnimedia does not have a significant online presence. It remains in an uncertain business state and requires strategic alternatives.
13. How Does Social Media Marketing Affect the Economic Success
    Business essay sample: Social marketing is one of the modern and effective strategies resting on the growing population of social networks and the spread of the Internet.
14. Wiggo: Marketing Feasibility Report
    Business essay sample: In the implementation of this plan, Wiggo needs to be aware of the external factors, which may influence its operations as it is revealed by PESTLE analysis.
15. Netflix Company's Digital and Social Media Marketing
    Business essay sample: This paper analyzes the strategic environment in which Netflix operates and develops a blue ocean idea to help it increase its market share.
16. Nails Zone: Business Model and Plan
    Business essay sample: Nail Zone is a full-service nail business salon that is dedicated to providing quality customer services in a calm and relaxing setting.
17. The Quick Bites’ Food Truck: Business Plan
    Business essay sample: This report has outlined the planned business venture to open a food truck called Quick Bites in Southwest Florida.
18. Management: Moyon Tea Business Plan
    Business essay sample: The goal is to expand the brand into a franchise. MOYON is meant to represent the disruption of the industry, a healthy alternative to coffee, and a modern social experience.
19. A Digital Business Startup's Critical Evaluation
    Business essay sample: This paper will show a complete vision of the future service, its growth perspectives, benefits, and limitations, as well as alternative options.
20. Bridgestone Corporation's Strategic Report
    Business essay sample: This paper will analyze Bridgestone's strategies before preparing a strategic report and recommendations for the organizational redesign.
21. Training 4 U Services Ltd Project Report
    Business essay sample: This report discusses ways through which Training 4 U Ltd will transit its learning onto an online platform that will work well with its learners.
22. Business Plan For Luiz’s Home Bakery
    Business essay sample: This paper presents a business plan for a home bakery, a small-scale family business specializing in baked products. It is presented in the form of a case study.