The first section of the marketing plan is the SITUATION ANALYSIS. In this section you look at your challenges, your competition, and how you are unique in the marketplace. The situation analysis lays the foundation for your goals, strategies and tactics. This is accomplished through a thorough analysis of your self and your specific situation or market. In this section you create your Unique Selling Proposition (U.S.P.). The second section of the plan defines your TARGET AUDIENCE. Here is where you uncover who has a NEED for your product or service. This involves profiling you existing customers and finding common attributes. The purpose of the exercise is to ultimately create an "ideal customer profile". In the Target Audience section of the document you decide which customers you are going to approach with your marketing efforts.
If you do not have one in your company at present, now is the perfect time to make one before it is too late. Do not wait for someone to get hurt while working in your construction site. It will put you in too much trouble especially if found out that there is no construction safety plan in place. Keep away from legal suits and paying huge fines.