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Changing Perspective in Marketing Planning

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Added on  2019-12-28

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6 1.4 audit of organisation and analysis of factors affecting marketing planning.7 M1 8 D1 8 TASK 28 2.1 Main barriers to marketing planning. 13 D3 13 CONCLUSION 13 REFERENCES 14 EXECUTIVE SUMMARY Marketing planning is a process in which a plan is required to be prepared for the organisation in which all the objectives that are required to be achieved will be specified and it will be mentioned that what steps are to be taken to achieve those objectives.

Changing Perspective in Marketing Planning

   Added on 2019-12-28

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Table of ContentsEXECUTIVE SUMMARY.............................................................................................................4INTRODUCTION...........................................................................................................................5TASK 1............................................................................................................................................61.1 Changing perspective in marketing planning........................................................................61.2 organisations capabilities for planning its future marketing activities..................................61.3 Techniques for organisational auditing and external factors affecting marketing planning.61.4 audit of organisation and analysis of factors affecting marketing planning.........................7M1 ..............................................................................................................................................8D1 ...............................................................................................................................................8TASK 2 ...........................................................................................................................................82.1 Main barriers to marketing planning.....................................................................................82.2 Ways to overcome the barriers to marketing planning.........................................................9M2...............................................................................................................................................9D2................................................................................................................................................9TASK 3..........................................................................................................................................103.1 Market plan for a product or service...................................................................................103.2 Marketing planning is important in strategic planning.......................................................103.3 Techniques for new product development..........................................................................113.4 Recommendations for pricing policy, distribution, and communication mix.....................113.5 Dealing with factors affecting implementation of marketing plan.....................................12M3.............................................................................................................................................12TASK 4..........................................................................................................................................124.1 Influence of ethical issues on marketing planning..............................................................124.2 Examples of how organisation should respond to ethical issues........................................134.3 Consumer ethics and its effect on marketing planning.......................................................13D3..............................................................................................................................................13
Changing Perspective in Marketing Planning_2
CONCLUSION..............................................................................................................................13REFERENCES..............................................................................................................................14
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EXECUTIVE SUMMARYMarketing planning is a process in which a plan is required to be prepared for theorganisation in which all the objectives that are required to be achieved will be specified and itwill be mentioned that what steps are to be taken to achieve those objectives. In creation of aplan various steps will be required to be performed such as developing elements of marketing,situational analysis, developing STP elements and final stage will be to monitor the processesthat will be undertaken. In this report marketing plan in relation to British Airways plc will bediscussed in relation to the project of the company regarding expansion of its services to sevennew destinations. Changing perspective in the marketing planning are reviewed and thecapabilities of the organisation are evaluated. The different techniques that are used for theauditing purpose are discussed along with the factors that affect the planning and than thereevaluation has also been performed to know about the company. The barriers that are faced byBA and the way in which they will be resolved are provided in the report. In the introduction of anew product or service it is required that a new and effective marketing plan is prepared and ithas been prepared in the report explaining all the elements that are needed to considered whileformulating a plan. It can be understood that marketing planning is an essential component inprocess of strategic planning and both the processes are required to be conducted on thecombined basis. The new product is required to be developed and foe this purpose varioustechniques are present which should be used and those are mentioned. The manner in which thefactors that will affect the effective implementation of marketing planning will be taken intoaccount are discussed and company will be able to take advantage of it. The ethical issuewhether in relation to organisation or consumers which are present are described and the mannerin which they can be dealt with is also understood as it has an impact on marketing planning. Ithas been concluded from the report that marketing planning can be done effectively by takinginto consideration all these aspects and company will be able to achieve the targets that has beenset by it.
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