Jhon has been hired as a marketing manager in Alfa Trade Co. that is selling standardized local products in Canada. For the first week of being on his job, he detected a failure in the marketing campaigns tasks that was noticed through the feedback (complaints of his clients) that their sales are not moving forward. He discovered that the previous management was focusing on some aspects of marketing strategies , without marketing segmentation , and without carefully studying of consumer behavior, etc., He held a meeting with the top, middle, and supervisory level's management and he was up to submit a change plan for the mentioned above process towards an effective marketing plan . 

1) How will be his new marketing plan? 

2) What are the points of focus that he will consider ?

3) How will he achieve effective marketing campaigns ?