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Study Of Nokia | Concept Of Marketing Planning

   

Added on  2020-01-28

14 Pages5882 Words53 Views
Marketing Principles1

TABLE OF CONTENTSINTRODUCTION................................................................................................................................3TASK....................................................................................................................................................31.1 Changing perceptive in marketing planning..............................................................................31.2 Organisation capability for planning its future marketing activity............................................41.3 Techniques for organisational auditing and analysing the external factors that impact marketing planning...........................................................................................................................................41.4 Organisational audit and analysis of external factors that can impact the marketing planning of Nokia................................................................................................................................................52.1 Main barriers of marketing planning.........................................................................................52.2 Ways to overcome barriers to marketing planning....................................................................63.1 Marketing plan for products and services..................................................................................63.2 Significance of marketing planning in strategic planning process............................................73.3 Techniques for new product development.................................................................................83.4 Recommendations for pricing policy, distribution and communication mix.............................83.5 Factors affecting the effective implementation of marketing plan ...........................................94.1 Ethical issues impact on marketing planning............................................................................94.2 Organisational responses to ethical issues.................................................................................94.3 Consumer ethics and its impact on marketing planning..........................................................10CONCLUSION .................................................................................................................................10REFERENCES...................................................................................................................................112

INTRODUCTIONMarketing planning is considered as a critical aspect in which business organisation focuses oneffective designing of diverse marketing tactics in order to accomplish organisational goals andobjectives. With an improved focus on marketing planning, business organisation can attain betteropportunities in the competitive market (Armstrong, 2012). In the current report, learning will focus on the work culture of Nokia in order to understand theconcept of marketing planning. It will focus on organisation’s capability for planning its futuremarketing activities. It will also provide understanding regarding various techniques that can be usedby the management of Nokia in order to attain information regarding external factors that are relatedwith marketing planning. It will also have spot light on the ethical issues that can influence themarketing planning. Furthermore, it will also focus on the significance of strategic planning process forthe organisation. TASK1.1 Changing perceptive in marketing planningMarketing is considered as a procedure that helps in effective promotion of goods and serviceswithin competitive market. It considers collective working of four key elements such as product, price,place and promotion. Marketing planning is considered as one of significant processes of theorganisation and it provides various contribution to the effective accomplishment of marketingactivities. It also focuses on making business plan so that marketing activities can be completed in adesired time period. It includes all the marketing strategies which would put its major impact on thefuture of business (Cravens, 2008). In order to gain better development opportunities, management ofNokia focuses on diverse marketing planning tactics. Company considers situational analysis system asa significant aspect that helps in attaining information regarding external environment which mayinfluence the overall development of business. With an improved focus on marketing planning, managers and departments of Nokia can easilyplan marketing activities in order to maintain integration in business. In support of this, it can also bestated that proper implementation of marketing planning is also beneficial for business firm to attaincompetitive advantage in the market (McDonald, 2011). It also facilitates organisation to look forwardfor various developments that can meet cultural and social aspects that are present among the diverseneeds of customers. Concept of marketing planning has changed in a diverse manner as compared totraditional approach. In other words, it can be said that marketing planning concepts are nowconsidering collective and integrated factors for the better success of organisation (Walker, 2006). Itwill also provide better assistance to the telecommunication and computer software.3

In addition to this, it can be said that the traditional marketing approaches were more focusedtowards skilled workforce to meet goals. Current conditions and approaches are different and businessfirms are taking skilled workforce, technology, customer relationship as a critical aspect. In traditionalmarketing, the professionals were used to maintain relationship through meetings but nowadays thethey are more focused towards use of CRM system and other technological tools. It helps in buildingstrong relationship with customers and lead business to impressive level of success. Currentapproaches like business plan includes all the marketing strategies which would put its major impacton the future of business.1.2 Organisation capability for planning its future marketing activityIn order to have effective identification of organisational capability, management of Nokia hasfocused diverse marketing research tools. These tools have provided improved level of informationregarding internal and external factors that can influence the operational activities of organisation. SWOT AnalysisStrengthCompany has good brand image in the global market.Organisation focuses on cutting edge technology for effective designing of products.Enhanced level of experience among local partners (Porter, 2008).WeaknessWeak branding is one of key weaknesses that impacts business of Nokia.Company offers less variety of products that also affects business in a negative manner.Organisation faces number of issues in localization. OpportunitiesCompany can introduce number of telecommunication products in the market by consideringrecent trends of the sector.Innovation can also boost global opportunities for the business.Company can look forward to expand business in the new market (Aljukhadar, 2011).Company can conduct strategic alliance with various telecommunication organisations in orderto boost opportunities. ThreatsHigh level of competition in telecommunication and computer software market may influencebusiness opportunities. Differences in customer needs create barriers for the organisationRapid changes in technological trends is also one of key issues that may impact business in a4

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