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Quicklook at Marketing by Patrick Forsyth

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Chapter Four: Creating a plan

Plan the work and work the plan is not just a pithy saying: it works. Planning starts with having a clear view of all aspects of a business. A taxi company will normally limit itself to taking customers by car around town. The more entrepreneurial will go further afield, maybe adding motorbikes to carry messages. To do this someone must identify an appropriate market opportunity. Only the company that sees itself in the business of transportation, rather than just taxis, will do this.

A plan must be more than a budget. It must concentrate on how things will be achieved, who will do what, the timing of action and also what will not happen. The plan must focus attention and activity on key areas, not just say “do everything”. ...

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