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Testing Robustness: Is Your Foolproof Marketing Plan Really Foolproof?

by Allen Weiss  |  
January 8, 2001
  |  165 views

You're happy because your marketing plan is internally consistent, synergetic and realistic. It meets your financial objectives, too.

BUT WAIT -- IS YOUR MARKETING PLAN ROBUST?

Companies often don't test whether they have robust marketing plans, and this is what gets them into trouble. In fact, this often explains why a seemingly good marketing plan goes bust soon after a product gets launched.

So, what do we mean by having a robust marketing plan? It means simply this:

Your marketing plan stands up to alternative market assumptions.


EVERY BUSINESS PLAN HAS ASSUMPTIONS

What kinds of assumptions? Well, all the assumptions that get naturally embedded in your marketing plan.

For example, you've assumed something about the market size, the market growth rate, and the rate of technological change. You've assumed something about customer preferences, the stability of those preferences, and maybe even the way customers perceive the various products in the market.


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Allen Weiss is the founder and publisher of MarketingProfs.com. He can be reached at amw@marketingprofs.com.

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