Research on Marketing Planning

Added on -2020-02-12

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Marketing Planning
Table of ContentsEXECUTIVE SUMMARY.............................................................................................................4INTRODUCTION...........................................................................................................................5TASK 1............................................................................................................................................51.1 Changing perspective in marketing planning...................................................................51.2 Analysis organization's capability....................................................................................61.3 Techniques for organization audit ...................................................................................61.4 Organisation auditing and analysis of external factors that affect marketing planning...7TASK 2............................................................................................................................................72.1 The main barriers to marketing planning.........................................................................72.2 Organization may overcome barriers to market planning................................................8TASK 3............................................................................................................................................83.1 Marketing plan for a product or service...........................................................................83.2 Why marketing planning is essential in the strategic planning process for an organization93.3 Techniques for new product development.....................................................................103.4 Recommendations for pricing policy, distribution and communication mix.................103.5 Factors affecting the effective implementation of the marketing plan have been taken intoaccount..................................................................................................................................11TASK 4..........................................................................................................................................114.1 Ethical issues influence marketing planning..................................................................114.3 how organisation respond to ethical issues....................................................................124.3 Example of consumer ethics and the effect it has on marketing planning.....................12M 1........................................................................................................................................13M 2........................................................................................................................................13M 3........................................................................................................................................13D 1........................................................................................................................................13D 2........................................................................................................................................13D 3........................................................................................................................................14CONCLUSION..............................................................................................................................14REFERANCES..............................................................................................................................15
EXECUTIVE SUMMARYMarketing planning is a wide process of promoting the particular product to achieve themarketing objective to enhance the sales of the product. Basically it is a outline of companyadvertisement and marketing effort which is define the specific marking objectives. Effectivemarketing planning include the marketing research to collect the information regrading theproduct and service which is provide to the customers. It is a specific process to identify thestrength and weakness of the market that have to define the appropriate goals and objectives.Marketing planning define the marketing mix that is include the product, price, place andpromotion. Organisation capability define the skills and knowledge of the employee to get highersatisfaction to the service user it is a important process to determine the performance of thecompany and that can help to achieve the effective objective in the market. Marketing planninginclude some effective techniques that can help to analysis the external factor which is affect tothe marketing planning as well organization audit. They define the SWOT analysis to define thestrength, weaknesses, opportunities and threats of the British airlines. PESTLE analysis which isdetermine political, economical, socio culture, technological, legal and environmental that iseffect to the organization as well as marketing planning. Bench marketing define the deliveryprocess of the product in the marketplace to enhance the selling process to get higherprofitability as well as satisfaction of the customers. In the marketing planning they have todefine the some barriers that is company cultural, skills barriers, psycographic behaviour andexternal environment which is affect on the objectives of the market and organization process.They can overcome to the barriers to the feedback process, effective decision making processwhich can help to define the successful business in the market and also enhance the performanceof the company. Marketing planing define idea generation, idea screening, testing, businessanalysis, commercialisation which is help to develop the new product in market in effective way.In the marketing planning the ethical issue can be help in the development of the market as wellas organization to define the specific goals that can define the appropriate goodwill of theorganization to attract more customers to enhance the selling process with the help of negativemarketing, direct marketing and puffery to help in the build effective relation in the market aswell as customers. Effective marketing planning can be help in achieving the appropriate goalsand improve the performance of the company.
INTRODUCTIONMarketing planning is a blueprint of company which is include advertisement andmarketing effort. It define business activities which have relate to marketing objectives.Marketing is a process of implement of the market policies and strategies which can be help toachieve goal and objectives (Dief and Font, 2010). In the marketing planning include marketingresearch that can help in gathering information regarding the customers, product and demand ofcustomers. In the marketing planning there are three process to identifying information formarket research: with the help of internal information which define by organization, for externalprimary information that include customers interviews to get their views for collectinginformation regarding a company, product and service, for external secondary information whichcan used advertising their sources to get information that manufactured by marketing companyregarding the product and brand of product and services. British Airways is airline of the UK it isa international airline in the world (Fotis, Buhalis and Rossides, 2010). It all about bearingpeople together where they want to go. In the below mentioned report, examination is to bedone on the overcome barriers to marketing planning.TASK 11.1 Changing perspective in marketing planningMarketing planning is process of identify the strength and weakness of market whichdefine the marketing objective and how to achieved their goal in market. It is planning of thewhole marketing regarding the company which is determine the marketing mix that can help inaccomplish organization objectives and goal. There are two prospective in marketing planning:The four P's: In the traditional marketing planning basically focus on product, pricing, place andpromotion which can involve product considerations that define feature, benefits, packaging andbrand name that build product viable (Lusch and Webster2011). another P's price that includethe cost of product in market which is capable to generate profit for company. Then the rightplace is also important for market and product for people to buy it. Market plan is almost basedon product promotion there is way to get the attention of goods in the market and customersmind.

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