MARKETING PLANNING -1

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MARKETING PLANNING -1

• Karolina Janiszewska

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WHAT IS MARKETING PLANNING?

• A LOGICAL SEQUENCE OF EVENTS LEADING TO THE
  SETTING OF MARKETING OBJECTIVES AND THE
  FORMULATION OF PLANS FOR ACHIEVING THEM.

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THE BENEFITS OF MARKETING PLANNING

• better co-ordination of activities
• it identifies expected developments
• it increases organisational preparedness to
  change
• it minimises non-rational responses to the
  unexpected
• it reduces conflicts about where the company
  should be going.
• it improves communications

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THE BENEFITS OF MARKETING PLANNING

• management is forced to think ahead
  systematically
• available resources can be better matched to
  opportunities
• the plan provides a framework for the continuing
  review of operations
• a systematic approach to strategy formulation
  leads to a higher return on investment

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COMMON IMPLEMENTATION PROBLEMS

• too much detail
• too far ahead
• separation of operational marketing planning from
  strategic marketing planning
• failure to integrate marketing planning into the
  total corporate planning system
• unrealistic objectives
• lack of information
• weak support from top management
• confusion over planning terms

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Marketing plan structure (1)

• Organizational auditing
• analysis of production, managerial, financial,
  operational, human resources and intangible
  capability
• BCG analysis
• PLC analysis in company
• Microenvironmental auditing
• Porter's five force
• competitive position (strategic groups maps)
• Macroenvironmental auditing
• SWOT analysis

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Marketing plan structure (2)

• Defining company objectives
• the relationships between corporate objectives,
  business objectives and marketing objectives
• mission and vision statement
• the characteristics of marketing goals
• marketing objectives at operational level
• Strategy choice
• Ansoff matrix
• normative development strategies
• competitive strategies

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Marketing plan structure (3)

• Segment choice
• segmentation process
• defining target markets
• target market(s) profile(s)
• Product plan
• product concept
• product levels
• brand strategy
• product positioning
• product testing

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Marketing plan structure (4)

• Pricing policy
• the dimensions of price
• price discrimination
• pricing techniques
• the inter-relationships between price and the
  other elements of the marketing mix
• Distribution plan
• distribution methods
• transport methods
• hub locations and distribution centres
• distribution and competitive advantage

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Marketing plan structure (5)

• Promotion plan
• promotional mix analysis
• promotion planning and costs
• advertising and promotional campaigns and changes
  over the PLC
• Marketing plan budget and schedule
• methods of budgeting
• timing and implementation responsibilities
• performance measures financial, nonfinancial,
  quantitative, qualitative

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Written assignment stage 1 SWOT analysis and
strategic position the market

• company description
• resources auditing
• Porter's five forces
• SWOT analysis
• strategic position identification and strategy
  choice
• defining company mission and marketing objectives
• Deadline 31.03.2010

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Written assignment 2marketing plan

• product plan
• price plan
• distribution plan
• promotion plan
• budget plan and timeschedule
• Deadline 12.05.2010

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Oral assignment 2ethical issues in marketing

• Presentations of choosen ethical problem in
  marketing
• Leading AQ session
• Deadline 12, 19, 26.05.2010

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Submission of Work

• All assignments must be submitted to the tutor on
  or before the required date.
• Submission will normally be in class.

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TEXTBOOK

• McDonald M., " Marketing Plans",
  Butterworth-Heinemann, 1995
• Kotler Ph., Marketing Management, Prentice Hall
  International Editions, 2003