I will explain one of the strategies to make marketing plans. You can solve any problem by using questioning skills. You can resolve  marketing problems by this too. Are you confused about where to start making a marketing plan? I will explain strategy marketing plan with a top-down method. The approach of this method is to determine the final destination first, so you can make the right step towards the final goal.

Below are the questions you must answer to create a marketing plan:

1.  Usually, marketing plan consists of several points, from several points mentioned, what should I show in a marketing plan?

Above is the first question you need to answer before you can move to the next question. The answer to this question varies, usually the answer to this question are:

a.      Executive summary (business performance review)

b.      Market analysis

c.      Problem and opportunities

d.      Business objective

e.      Marketing strategy

f.       Evaluation techniques

2.   What data should be prepared to make the executive summary?
Sample answer are: Balance sheet profit / loss (from previous five years and the projected next five years), market volume / market share, market share against competitors, situation or condition beyond your business such as macroeconomic, politics, feedback from customers for improvement, etc.

3.   In point 1.b, questions can be asked are:

a. How is the market share of competitors?
b. How is the market share comparisons with your competitors?
c. If you are better, how to maintain and increase your market share the next five years?
d. If your competitor is better, what are the causes and problems?
e. What are your strength and weakness?

4.   This question is related to point 3. If Question 3 has answered, then the subsequent questions are:

a.  Once you know the strength and weakness, how do you create innovations for future improvements?
b. What is your main problem right now? What is approximately the main problem for the next five years?
c. Can the above problems be solved?
d. If the answer is yes, can it generate new opportunities? How?
e. From the experience of the previous five years, can you find opportunities?
f. What are the opportunities you expect the next five years?

5. What is your strategic business objectives? What is your operational business objectives?

6.   To create a marketing strategy, you need to answer the following basic questions:

a.  Who is your primary target customer?
b.  Who are your main competitors?
c. How do you analyze your current marketing strategy? Do you propose improvements to be implemented five years?

7.  What are Key performance indicators that you apply to your marketing activities? What is the definition of KPI's called good? When a KPI is called bad? How many times the frequency of the KPI assessment?

That is one example of a strategy to make the marketing plan, the more details of your inquiry the more complete answers to your marketing plan, finally you will get better marketing plan. One thing to remember, a great marketing plan will be useless if you don’t perform it consistently. So, immediately implement your plan and do evaluate.