Marketing Plan Analysis: Implementation, Monitoring & Adjustments

This assignment provides a comprehensive analysis of marketing plan implementation, monitoring, and adjustments through a case study scenario. It addresses key aspects such as seeking input into a marketing plan, sharing information on marketing activities, and communicating changes. The assignment delves into the primary keys to implementing a marketing plan, the significance of contingencies, and essential monitoring techniques. It further explores methods for evaluating marketing activities, the necessity of using agreed methods, and relevant topics for evaluating a marketing strategy and plan. The document also highlights crucial keys for making changes based on performance evaluation and offers various options for adjusting a marketing plan based on both underperforming and overperforming results. Finally, it emphasizes the importance of communicating adjustments to relevant stakeholders, ensuring alignment and continuous performance monitoring. The document includes references to relevant books and journals.

Marketing

TABLE OF CONTENT
TASK 1............................................................................................................................................3
1 How would you seek input into a marketing plan? (Words 100).............................................3
2 How would you share information on marketing activities in a marketing plan.? (Words 100)
......................................................................................................................................................3
How would you communicate changes made to a marketing plan? (Words 100).......................3
TASK 2............................................................................................................................................4
Q1 What is the primary key to implementing a marketing plan?................................................4
Q2 What is meant by ‘contingencies’ that may need to be accommodated when planning and
implementing a marketing plan?..................................................................................................4
Q3 If you had to advise someone else in your organization about monitoring of a marketing
plan, what are three keys you would inform them about?...........................................................4
Q4 What are three techniques you might use to evaluate implementation of marketing
activities?.....................................................................................................................................4
Q5 Why is it necessary for you to evaluate marketing activities that have been undertaken?....5
Q6 Why is it necessary to use the ‘agreed methods’ to evaluate marketing activities?..............5
Q7 What are three topics that might be used for the evaluation of a marketing strategy and
plan?.............................................................................................................................................5
Q8 What are three keys to making changes to a marketing plan based on an evaluation of its
performance?................................................................................................................................6
Q9 What are five options a business might have for making adjustments to a marketing plan
based on an evaluation of performance that shows a result that is less than expected?..............6
Q10 What are five options a business might have for making adjustments to a marketing plan
based on an evaluation of performance that shows a result that is better than expected?...........7
Q11 Why is it necessary to communicate adjustments made to marketing plans to ‘relevant
others?..........................................................................................................................................7
REFERENCES................................................................................................................................8

TASK 1
1 How would you seek input into a marketing plan? (Words 100)
There are various essential input required in the process of marketing plan such as:
Historical results: historical results help in understanding the marketing and its success criteria
to win the target market. This best input to seek in marketing plan because it will be very
beneficial.
Product definition: before any marketing campaign it is essential to look for the product and
measure the area which can cause failure. Revisiting product can help in seeking the input
required in the marketing plan.
Value proposition: value proposition means Unique Selling Proposition of product, this is very
important in marketing plan. Marketer need to seek this essential input in the marketing plan.
2 How would you share information on marketing activities in a marketing plan.? (Words 100)
Information and data is very important in the marketing plan, data help marketer to drive
success in the plan. Information may include all the necessary data which help in the making
marketing strategies (Baker and Hart, 2016). If the information and data is accurate, then this
will boost the overall growth of the company with the help of perfect marketing strategy. The
most crucial information in the marketing plan is the market information which need to be
shared, this market information include all the necessary data which help marketer to analyse the
details of the market which can be used in success of marketing plan.
How would you communicate changes made to a marketing plan? (Words 100)
If there are any changes made to the marketing plan, it becomes very essential to
communicate change. There are certain ways to monitor and communicate change in the
marketing plan such as:
Review: reviewing performance is one of the best way to understand the change in the marketing
plan, this help in comparing the old result with new one and identify the area where the plan was
weak and where the change is required.
Evaluate: evaluation help marketer to understand the change and its impact on the marketing
plan, evaluation is a broad term which include various things such as goal evaluation and change
evaluation.

TASK 2
Q1 What is the primary key to implementing a marketing plan?
Setting realistic expectation is the primary key in implementing a marketing plan, it is
very clear that every marketing campaign need to be realistic enough which can easily
achievable. The marketing and departmental team will only prove this marketing plan if it’s
meeting the realistic expectation level and ensure success.
Q2 What is meant by ‘contingencies’ that may need to be accommodated when planning and
implementing a marketing plan?
Contingency marketing plan is complete document which highlight the steps required in
the process of implementing marketing plan. Every business organisation plan contingency for
keeping the business safe from any unexpected occurrence, this also plan marketing contingency
to meet the safety level in the times of unexpected major event. It is very important for business
to make safety plan to stay stable in the market.
Q3 If you had to advise someone else in your organization about monitoring of a marketing plan,
what are three keys you would inform them about?
When it comes to monitoring of marketing plan, these three key will be beneficial such as:
Sales analysis: it is one of the best way to monitor the marketing plan, keeping eye on sales
metric and comparing the result falls under monitoring marketing plan (Baker, 2016.).
Market share analysis: this is often a best way to compare the performance business to their
competitor, hence another successful way to monitor marketing plan.
Customer satisfaction: if the customer is satisfied that means their marketing plan is doing well.
Keeping eye on the satisfaction level of customer falls under monitoring of marketing plan.
Q4 What are three techniques you might use to evaluate implementation of marketing activities?
There are certain techniques to evaluate implementation of marketing activities into action such
as:
Sales review: sales is the unlimited goal of every marketing campaign, sales review is the best
technique to evaluate implementation of marketing activities.

Questionnaire: these are a easy way to evaluate implementation of marketing activities,
questionnaire with customer and directly understanding their view help company to bring
changes in the marketing activities.
ROI: hence this is most used technique in evaluating implementation of marketing activities,
market need to review return on investment. This means how effective was marketing campaign
was in the generation of surplus profit.
Q5 Why is it necessary for you to evaluate marketing activities that have been undertaken?
It is very necessary to evaluate marketing activities because:
To monitor progress: monitoring of progress is one of the most important and necessary
marketing activities. Monitoring simply means keeping eye but it is challenging to monitor some
parts such as goal monitoring at regular basis.
Market reaction: market reaction means the activities of competitors and their marketing
strategies, it is very important to keep eye on competitors. Their successful movement make is
necessary to evaluate marketing activities.
Customer response: customer response make it necessary to evaluate marketing activities,
hence this is the most important one to determine reaction of market.
Q6 Why is it necessary to use the ‘agreed methods’ to evaluate marketing activities?
It is necessary to use agreed method to evaluate marketing activities because it helps in
understanding whether the marketing campaign is delivering best of result and helping in saving
enough money. Agreed method allow marketer to evaluate certain issue which cause slow down
of the process (Davis, 2017). These help marketer to cut off the ineffective marketing strategies,
and help them to save money. Agreed method allow marketer to modify certain changes in the
process such as setting new targeting strategies to reach the audience. Evaluation make is easier
and cheaper for marketer to monitor certain marketing campaign.
Q7 What are three topics that might be used for the evaluation of a marketing strategy and plan?
There are three topics to evaluate marketing strategy and plan such as:

Market Reach: reaching the right customer in the right market is used in evaluation of
marketing strategy and plan. Market reach is very important in the process, this means a success
of marketing campaign in the reaching the target market.
Market Expansion: market expansion is one of the most important topic in evaluation of
marketing strategy and plan.
Partner response: partner response means the business partner or stakeholder and their response
for the marketing strategy and plan, it is important to evaluate their response in marketing plan
and strategy.
Q8 What are three keys to making changes to a marketing plan based on an evaluation of its
performance?
Bottom line: bottom line means the budget and other financial consideration in the marketing
plan, this help in making change in the marketing plan after evaluation of performance (Rowley,
2016).
KPI: key performance indicator are best in the process of making change in marketing plan, this
help in review the performance of marketing campaign.
ROI: return on investment is one of the best key to make change in the process of marketing
plan, this help marketer to take action after reviewing performance of investment.
Q9 What are five options a business might have for making adjustments to a marketing plan
based on an evaluation of performance that shows a result that is less than expected?
Re-target: if the performance of marketing is lower than expected, then company have another
option to re-target the same audience.
AB testing: AB testing is another option available if the performance is less than expected. AB
testing means comparing two marketing plans with each other.
PPC advertising: Pay Per Click advertising is one of the best option available to the business to
improving the low performance of existing marketing campaign.
Valuable offer: valuable offer means a business try to provide more valuable offer to the
market. Valuable offer may fall under new marketing strategies but this is another option
available.

Re segment: re segment means rearranging or regenerating the segmentation strategies of the
audience.
Q10 What are five options a business might have for making adjustments to a marketing plan
based on an evaluation of performance that shows a result that is better than expected?
No change: sometime no change is better than improving the marketing plan, if the performance
is already doing well so its better not to disturb the process (Malhotra, Nunan and Birks, 2017).
More budget: if the marketing is doing well then more budget can help in improving the
marketing strategies which is already performing well.
New strategy: it is very obvious that if the marketing campaign is performing well then its better
to plan new strategy.
Analyse tactic: analysing tactic is one the best option available to the business if the marketing
campaign are performance better, this help them even improve more.
Alignment: alignment is one of the most important thing after the success of marketing strategy.
Alignment means rearrange the goals of marketing to meet it in better way than before marketing
plan.
Q11 Why is it necessary to communicate adjustments made to marketing plans to ‘relevant
others?
It is very necessary to evaluate adjustments made to the marketing plan because it helps
in continuously monitor the performance of the marketing campaign. It is very clear that after the
change, communicating is very important, here communicating means answering all necessary
questions regarding the marketing plan (Hanssens and Pauwels, 2016). Communication help
marketing plan to reach the expected level of the customer in the target market. This help them to
solve half of the marketing related problems. If the marketer of the company make any changes
and adjustment to the marketing plan d and strategies then it becomes necessary to aware every
marketing team member and business organization.

REFERENCES
Books and journals
Baker, M.J. and Hart, S. eds., 2016. The marketing book. Routledge.
Baker, M.J., 2016. What is marketing? (pp. 25-42). Routledge.
Davis, J., 2017. Measuring marketing. De Gruyter.
Hanssens, D.M. and Pauwels, K.H., 2016. Demonstrating the value of marketing. Journal of
marketing, 80(6), pp.173-190.
Malhotra, N., Nunan, D. and Birks, D., 2017. Marketing research: An applied approach. Pearson.
Rowley, J., 2016. Information marketing. Routledge.