The Marketing Plan

Abstract

In the 1990 Finals examinations for the Royal Institution of Chartered Surveyors candidates were asked to prepare a marketing plan for a 5 ha site which contained a derelict factory. The plan should have included an analysis of the site which explored its potential for alternative uses and identified target markets; from the site analysis an approach to pricing and method of sale should have emerged; this, in turn, should have led to a promotional plan which ensured that the right purchasers were approached in the right way, at the right time and to maximum effect.