Transcript MARKETING PLANNING -1 - Serwis Informacyjny WSJO

Karolina Janiszewska
MARKETING PLANNING -1
WSJO HND in Bussiness
Marketing Plan
WHAT IS MARKETING PLANNING?
A LOGICAL SEQUENCE OF EVENTS LEADING TO THE
SETTING OF MARKETING OBJECTIVES AND THE
FORMULATION OF PLANS FOR ACHIEVING THEM.
WSJO HND in Bussiness
Marketing Plan
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
WSJO HND in Bussiness
Marketing Plan
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
WSJO HND in Bussiness
Marketing Plan
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
WSJO HND in Bussiness
Marketing Plan
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
WSJO HND in Bussiness
Marketing Plan
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
WSJO HND in Bussiness
Marketing Plan
Marketing plan structure (3)
• Segment choice
– segmentation process
– defining target markets
– target market(s) profile(s)
• Product plan
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product concept
product levels
brand strategy
product positioning
product testing
WSJO HND in Bussiness
Marketing Plan
Marketing plan structure (4)
• Pricing policy
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the dimensions of price
price discrimination
pricing techniques
the inter-relationships between price and the other
elements of the marketing mix
• Distribution plan
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distribution methods
transport methods
hub locations and distribution centres
distribution and competitive advantage
WSJO HND in Bussiness
Marketing Plan
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
WSJO HND in Bussiness
Marketing Plan
Written assignment – stage 1
SWOT analysis and strategic position the market
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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
WSJO HND in Bussiness
Marketing Plan
Written assignment 2
marketing plan
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product plan
price plan
distribution plan
promotion plan
budget plan and timeschedule
• Deadline 12.05.2010
WSJO HND in Bussiness
Marketing Plan
Oral assignment 2
ethical issues in marketing
• Presentations of choosen ethical problem in
marketing
• Leading A&Q session
• Deadline 12, 19, 26.05.2010
WSJO HND in Bussiness
Marketing Plan
Submission of Work
• All assignments must be submitted to the tutor
on or before the required date.
• Submission will normally be in class.
WSJO HND in Bussiness
Marketing Plan
TEXTBOOK
• McDonald M., " Marketing Plans", ButterworthHeinemann, 1995
• Kotler Ph., „Marketing Management”, Prentice
Hall International Editions, 2003
WSJO HND in Bussiness
Marketing Plan