3.2. Marketing & Sales

3.2.1. Marketing concept

Marketing defines how the company's range of services is to be presented, promoted, distributed or advanced on the market. This is done with the aim of marketing the products and services effectively and successfully. This means selling at the same time.

Note: The marketing concept formulates the business actions of selling the products and services, including market conditions and promotional activities. The marketing concept must be able to convey the company's message to the customers.

The best possible marketing strategy is to be developed in the business plan. It should enable the products and services to be sold effectively. A strategy is a plan of actions or a policy by which the greatest possible benefit can be achieved. The marketing strategy must make statements about the sales forecast.

The marketing mix defines the combinations of the company's marketing and advertising measures that are to be specifically executed and thus have an influence on the customer.

Marketing concepts have different scopes in influencing business management and entrepreneurial processes. The business plan is about focusing on the essentials for successfully marketing one's own business.

In order to find the right marketing strategy for one's own company, a marketing concept must be developed that leads to a concrete marketing and advertising plan. This plan must define how the market is to be developed, how the company wants to present itself in the market, how the pricing policy is to be designed and finally how concrete advertising and communication is to be carried out.

In the business plan, the marketing concept should make statements on product policy, distribution policy, pricing policy and communication policy.