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    Marketing Planning, Organization and Control (1) MM

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    Sweta Bastia
    1) Marketing planning involves systematically forecasting the future business environment and deciding on goals, objectives, and positions to best exploit opportunities. 2) Planning helps develop long-term thinking, create organization, identify competitive advantages, and gain support through common goals. 3) The marketing plan coordinates all marketing activities like environmental analysis, understanding customers, setting strategy, and implementing tactics. It establishes a framework to achieve objectives.

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    Marketing Planning, Organization and Control (1) MM

    Uploaded by

    Sweta Bastia
    8 views24 pages
    1) Marketing planning involves systematically forecasting the future business environment and deciding on goals, objectives, and positions to best exploit opportunities. 2) Planning helps develop long-term thinking, create organization, identify competitive advantages, and gain support through common goals. 3) The marketing plan coordinates all marketing activities like environmental analysis, understanding customers, setting strategy, and implementing tactics. It establishes a framework to achieve objectives.

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    1) Marketing planning involves systematically forecasting the future business environment and deciding on goals, objectives, and positions to best exploit opportunities. 2) Planning helps develop long-term thinking, create organization, identify competitive advantages, and gain support through common goals. 3) The marketing plan coordinates all marketing activities like environmental analysis, understanding customers, setting strategy, and implementing tactics. It establishes a framework to achieve objectives.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    8 views24 pages

    Marketing Planning, Organization and Control (1) MM

    Uploaded by

    Sweta Bastia
    1) Marketing planning involves systematically forecasting the future business environment and deciding on goals, objectives, and positions to best exploit opportunities. 2) Planning helps develop long-term thinking, create organization, identify competitive advantages, and gain support through common goals. 3) The marketing plan coordinates all marketing activities like environmental analysis, understanding customers, setting strategy, and implementing tactics. It establishes a framework to achieve objectives.

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    of 24

    Marketing Planning

    Planning: Definitions
    “A systematic process of forecasting the future
    business environment and deciding on the most
    appropriate goals,
    goals objectives and positions for
    best exploiting that environment.”
    Planning is an activity and a process = formalised
    The marketing PLAN;
    “Provides clear and unambiguous statement [of intent] about
    the strategies and actions that will be implemented, by
    whom, when and with what [anticipated/required]
    outcomes.”
    Why Plan?
     Planning helps:
     to develop systematic, long-term thinking
     to create an organised approach
     to develop specificity & consistency
     to get agreement from colleagues &
    support from others.
    • common goals and mutual benefits
     toidentify sources of competitive
    advantage
    Benefits of Planning

    Brassington & Pettitt, (2006)


    Rationale for planning
    Planning should answer questions including:
    1) Why are we here?
    • What business are we in?
    2) Where are we now?
    3) What issues do we face?
    4) Where do we want to be?
    • Goals vs. capabilities
    5) How do we get there?
    • Activities and Controls
    Planning coordinates all
    marketing activity
     Environmental analysis: SWOT
     Understanding customers: Buyer Behaviour
     Setting strategy: Segmentation, targeting and
    positioning
     4P’s/ 7P’s Marketing Mix: Marketing
    Programme
    1. Mission
    Phase One
    – Goal Planning framework
    Setting 2. Corporate Objectives

    3. Marketing Audit
     Environmental analysis:
    Phase Two SWOT
    – Situation 4. SWOT Analyses
    Review
     Understanding customers:
    Buyer Behaviour
    5. Assumptions

     Segmentation, targeting and


    6. Marketing objectives & = Core positioning
    Phase strategies strategy
    Three –  4P’s/ 7P’s Marketing Mix
    Strategy 7. Estimated results
    Formation
    8. Alternative plans &
    mixes

    Phase Four 9. Budget


    – Resource
    Allocation & 10. 1st yr detailed Measurement
    Monitoring implementation plan & Review
    Group Vision & Mission
    Mission statement or
    Corporate objectives
    Sets out:
     Specific long-term objectives for the company
    and organisation as a whole
     Like all objectives, should be SMART:
     Specific, Measurable, Actionable, Realistic,
    Timed
    Objectives will include:
     Performance Objectives
     Directional Objectives
     External Objectives
     Internal Objectives
    Situation Audit
    External Macro Environment Micro Environment
    Factors Political Competitors
    Economic
    Suppliers
    Social/Cultural
    Technological Distributors
    Legal Customers/Market
    Environmental Trends
    (CSR/Green/Ethics)

    Internal Position Capability


    Factors Financial Situation Organizational
    Market Position Structure
    Operations
    Management and
    Marketing Research
    Workforce
    Products
    Pricing Capability for
    Selling and Distribution Change
    Advertising and Sales
    Promotion
    Marketing Strategy & Actions

     Includes:
     target market
     positioning
     marketing mix
     customer service
     research and development
     marketing research
    Marketing Organization

     Organization is not an end in itself but


    a means to the end of business
    performance and business results.
     It also provides a vehicle through
    which the decisions are implemented.
     It refers to dividing the work according
    to the different skills, efforts and
    facilities.
    Need and Importance of
    Marketing Organization
     To divide and fix authority among the
    subordinates.
     To locate responsibility
     To establish sales routine
     To avoid repetitive duties
     To enable the top executives to
    devote more time in planning policy
    matters.
    Principles of Organization
     There must be clear lines of authority from top to
    bottom.
     Responsibility should always be coupled with
    corresponding authority.
     There should be a limit to the number of positions
     The organization should be kept as simple as
    possible.
     No one in organization should report to more than
    one line authority.
     The organization should be flexible so that it can be
    adjusted to changing conditions.
    Marketing Organization
    structures
     Function oriented-marketing organization
     Product –oriented marketing organization
     Customer-oriented marketing organization
     Geography –oriented marketing organization
     Combined base
    (Functional specialists are appointed who report to general marketing manager)
    Product basis departmentation
    Customer/distribution channels departmentation .
    Geographic / territorial or area type of departmentation of
    sales organization
    Based on functions,products,customer and territory departmentation
    Control and Evaluation Process

    Measures include:
    •performance
    measurements

    •evaluation mechanisms

    •feedback mechanisms

    •contingency planning

    •Budgets / Profit & Loss


    Brassington &
    Pettitt, (2006)
    Marketing Costs and Profitability
    Analysis

    Brassington & Pettitt, (2006)


    Problems with planning

    Companies become obsessed with the process or


    technique rather than the actual content and
    delivery of the plan!!
    Unreliable or insufficient market research data can
    make plans flawed from beginning!

     However all organisations should plan!


    Marketing Planning is
    Essential!
    Conflicting pressures make choices difficult:

    Enhancing Increasing
    customer service Vs. profitability

    Short-term Long-term
    Vs.
    profit value creation

    Revenue Vs. Cost


    maximisation minimisation

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