Arrangement of an operation plan is a systematic process to evaluate marketing opportunity and resource, to balance between the business objective and existing resources, as well as the changing in long-term marketing opportunity, profit target, and long-term growth. An operation plan is therefore a utilization of resource in the long-term.

In operation planning, one should apply strategies to answer 2 questions which are:

(1) What is the core activity at the moment?

(2) How can the business achieve its target?

Strategic marketing planning will let all the employees know how to achieve business target in the long-term. Marketing plan is a written document used by a marketing manager, as a guideline for marketing activities.

Marketing plan will identify it objectives and activities that must be executed to achieve such objectives. Marketing is the most difficult activity that requires an understanding from both employees and executives because:

1. Developing a clear marketing plan not only takes time but also requires good communication in the organization.

2. Marketing plan will have all employees realize their own responsibilities and timeframe to work.

3. Marketing plan indicates the objective and activities required to achieve such objectives.

4. Marketing plan provides only framework and direction while execution involves dealing with problems, opportunities, and situation.

5. Although the marketing plan orderly prioritize its work tasks; those tasks might occur at the same time. The development of the plan will depend on the business, its vision, mission, objective, target, and marketing mix of the business.

Determining Business Vision: this will have us know what the business is, what makes it different from competitors, and what are the objective, philosophy, and image of the business. A good business mission should focus on benefits that the customer will receive and it must reflect the business vision.

Identifying Marketing Objective: an objective is a message identifying the target that the business aims to achieve using marketing activities. A good objective should be “SMART”:

1. Specific: an objective must be specific, clear, and showing a clear expected result.

2. Measurable: it must be measurable in terms of both quantity and quality.

3. Achievable: it must be encouraging, based on fact, and constant.

4. Relevant: it must align with the company’s policy.

5. Time-bound: an objective must indicate the start and end time of the activity. An objective without a timeframe will likely be less achieved.

Analyzing Situation: the marketer must understand current situation and future of the product. This can be done by analyzing business strengths, weaknesses, opportunities, and threats, using SWOT Analysis technique.

Developing Marketing Strategy: this is related to a selection of market target and a creation of marketing mix to satisfy the target market of the business. This involves 3 steps which are to achieve the target, to develop the marketing mix, and to set the product positioning.

Executing and Controlling the Plan: the marketer must work according to the set plan with confidence in achieving its objectives. The details of the plan will indicate activities, timeframe, and budget which must be well communicated.

Evaluation is a necessary step after an implementation of the plan, to see how far the objective is achieved and whether there is anything that should be adjusted or not. Planning is closely related to controlling because it identifies things that the business needs to achieve.