Marketing Planning

Marketing Planning

Task 2.1 Main barriers to marketing planning
Main barriers faced by marketing manager of Tommy Hilfiger are such as:
 Environmental barrier: Economic condition, technologies, social elements etc.
may change anytime. Amendment in laws can create constrain for marketing
manager, then individual will have to modify its entire plan according to new
legislation. Due of lack of efficiency in internal department, competitors
campaign it may be possible that Tommy Hilfiger have to postpone its
promotional activity.
 Cultural barrier: It is very necessary to understand the culture of each nation
before market a product. Japanese like beneficial products whereas US focuses
more on material. So sometimes it creates barrier for marketing manager because
understand different culture and mold activity accordingly is very difficult.

Other barriers
 Cognitive barriers: Marketing manager of Tommy Hilfiger faces the
barrier that employees are not having proper knowledge about current
trends, competitor working style. Then it becomes little difficult to execute
the actual marketing plan.
 System and procedures: Improper survey, irrelevant data act as barriers
for marketing planning.
 Right resources: Lack of human resource, technical, monitory resources
are biggest barrier, in the absence of sufficient resources entire plan may
get failed.

2.2 ways to overcome barriers to marketing
planning
To overcome from these barriers Tommy Hilfiger can use several
strategies:
 Proper allocation of resources: Issue of right resources can be overcome be
allocating proper resources. Tommy Hilfiger can hire skilled persons, it can take
effective investment strategies so that monitory resources can be sufficient.
 Effective market research: Environment barrier can be minimized by conducting
impressive market research. This can give good information about trends, needs,
technologies so company can adopt it for reducing its constrains.
 Training programs: Cognitive barriers can be overcome by giving training to staff
members, by this way they will be able to better understand the product.
 Prominent planning: By this way Tommy Hilfiger will be able to face sudden
modifications. It will easily modify the marketing plan.

References

 Osman, E. M. and Hasoneh, A., 2013. The Role of Organizational
Marketing in the New Millennium. International Journal of
Academic Research in Business and Social Sciences. 3(7). p.1.
 Shin, S. and Damon Aiken, K., 2012. The mediating role of
marketing capability: evidence from Korean companies. Asia
pacific journal of marketing and logistics. 24(4). pp.658-677.
 Strauss, J., 2016. E-marketing. Routledge.
 Subhan, Z., Brooksbank, R. and Rader, S., 2015. Adoption of
Strategic Marketing Practices among Indian Manufacturers.
Academy of Marketing Studies Journal. 19(1). p.46.

Thank You