Marketing Planning

Marketing Planning

Table of Contents
INTRODUCTION................................................................................................................................3
TASK 1.................................................................................................................................................3
1.1....................................................................................................................................................3
1.2....................................................................................................................................................3
1.3....................................................................................................................................................4
1.4....................................................................................................................................................5
TASK 2.................................................................................................................................................6
2.1....................................................................................................................................................6
2.2....................................................................................................................................................7
TASK 3.................................................................................................................................................7
3.1....................................................................................................................................................7
3.2....................................................................................................................................................8
3.3....................................................................................................................................................8
3.4....................................................................................................................................................9
3.5....................................................................................................................................................9
TASK 4...............................................................................................................................................10
4.1..................................................................................................................................................10
4.2..................................................................................................................................................10
4.3..................................................................................................................................................11
CONCLUSION...................................................................................................................................11
REFERENCES...................................................................................................................................12

INTRODUCTION
Marketing planning is a wide term in it all the essential elements which are having a great
role in developing a new product are included (Ediraras and et.al, 2013). The successful product
launch can be done by using the best strategies of the marketing planning. In this report factors of
the marketing planning and their significance is to be described. GSK is a UK based company and it
has the plan to launch the flu vaccine in the market. This is helpful for the old age people. In this
study changing perspective of the marketing, barriers of the marketing planning and techniques for
new product development are described. The purpose of the report is to find out and address the
essentials of the marketing planning and its significance.
TASK 1
1.1
Marketing planning is a process for the company to review the activities of the business.
GSK is a UK based company and has the plan to launch a flue vaccine in the market. This product
will be helpful for the old age people. The marketing is a great and wide term and it has changed
various processes. The most important perspective of the changing of the marketing is the
production concept now days the manager of the company has to plan the produce in such manner
that the low cost and mass distribution system can be adopted (PLANING and BRITZELMAIER,
2011). Along with this as per the changing perspective, the products of the company are to be
produced in such manner that it can be able to satisfy the customers and the extra advanced features
can be added in it. There is the impact of the selling of products also, as in the ancient time there
was no such facilities to promote the goods and services but as per the changing marketing
perspective the selling is important as there are various promotional tools which can be used by the
entity so that it can be able to attract more customers towards it. Thus in above mentioned way it is
described that the marketing planning is changing day by day and it is becoming important to opt
the latest and advanced concepts in doing and implying the marketing planning. It has changed the
overview of the clients also and they are the ultimate persons to whom the services are to be
provided. So there is a lot change has taken place in the ancient marketing planing.
1.2
It is very important for the GSK to evaluate its capabilities so that it can get to know
whether it is bale to opt the new tools and techniques of the marketing planning or not. In below
mentioned way the criteria foe evaluating the marketing planning is described as under:
 Financial capabilities: It is the most important feature for the GSK as it has to launch a new

product in the market which is a flue vaccine. The cost of the launching and making the
product is very important feature for. So the company can overview and evaluate its
financial capabilities by this it will be able to address the finance related matters (Guo, He
and Wang, 2010).
 Technological Capabilities: It is the another major element of measuring the capabilities. As
in it the company pays attention on its manufacturing process and the equipments which are
to be used in the business while giving a completion from to the marketing planning process.
 Promotional capabilities: The company can use these capabilities in promoting the products
of it. If the promotional activities are done in the most effective manner then the customers
will be attracted towards the products so the entity must ensure its promotional capabilities
as well.
 Marketing capabilities: The marketing has become most important feature for the
development of the business. It is the term which can be used in the trade activities. In it the
marketing of the product is done so that the people can be aware about the goods and
services (Amonini and Ogunmokun, 2015).
Thus, in above mentioned way some most important capabilities are described which are
having any significance in the marketing planning.
1.3
Organisational auditing is a great term which can be used in the company. In it the internal
analysis is done of the company so that it can be known that what are the factors which are affecting
the performance of the corporation. This can be done using the SWOT analysis. Audit is a process
in which all the functioning of the company is checked. So that it can be assured that the company
is performing in the well manner way (Ha, 2016). SWOT is the technique by which the strength,
weakness and opportunities for the entity can be addressed and resolved. By using this technique
the entity will be able to know about the culture of the firm, marketing issues and policies can also
be reviewed in this approach. Thus, it can be said that the organisational audit is having a great
significance in managing the companies and its activities.
Strength: it in the core strengths of the entity can be identifies and the sector in which it is
having specialization can be addressed.
Weakness: in this element the draw backs of the company can be identifies. So this will be
helpful in addressing the factors in which the entity is lacking.
Opportunities: it is very important for the success of the company to get all the opportunities