MH&T recommends a strategic
planning process that will produce a results-oriented marketing plan
designed to achieve specific goals. Choosing to plan based upon results means
that any outcome is measured against performance goals set for the product or
service. The question to be answered would be: "What results are expected of
marketing?" The answers are developed from analyzing areas from current market
position and share, to the ability to deliver products and services of value.
A strategic planning process should be implemented and a written plan developed
that explains what is to be done, why it is to be done, how it will be done,
when it will be done, how much will it cost, and what will be the results.