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How organisation can overcome barriers to marketing planning INTRODUCTION 4 Task 1 5 1.1 Theory of changing marketing prospective in marketing planning

   

Added on  2020-02-03

15 Pages4944 Words31 Views
Leadership ManagementProfessional DevelopmentDesign and Creativity
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Marketing Planning
How organisation can overcome barriers to marketing planning INTRODUCTION 4 Task 1 5 1.1 Theory of changing marketing prospective in marketing planning_1

Table of ContentsINTRODUCTION...............................................................................................................4Task1.................................................................................................................................51.1 Theory of changing marketing prospective in marketing planning..........................51.2 The techniques used for organisational auditing and analysing external factorswhich are affecting marketing plans..............................................................................6TASK 2...............................................................................................................................72.1 Barriers to marketing planning................................................................................72.2 How organisation can overcome marketing planning barriers................................8TASK 3 ..............................................................................................................................93.1 Marketing plan for product or service......................................................................93.2 Importance of marketing plan in strategic planning process.................................103.3 Techniques for development of new product........................................................113.4 Recommendation for pricing policy, communication mix and distribution of thenew product.................................................................................................................123.5 Factors that affect effective implementation of market plan..................................13TASK 4.............................................................................................................................144.1 Ethical issues that influence marketing planning..................................................144.2 Examples on how British Airways respond to ethical issues................................154.3 Examples of consumer ethics that effect marketing planning...............................16CONCLUSION.................................................................................................................17REFERENCES................................................................................................................18
How organisation can overcome barriers to marketing planning INTRODUCTION 4 Task 1 5 1.1 Theory of changing marketing prospective in marketing planning_2

INTRODUCTIONThis case study is based on the topic of marketing planning. The aim of the studyis to provide effective marketing planning principles, theories and techniques. Studyalso analyse the marketing barriers and their solutions. This case study is based on theBritish Airways PLC.According to the case study of British Airways, for the growth of the companythey are focusing on new aircraft and will also offer new services for their customersaccording to their needs and requirement. Their aim is to analyse the possibility ofexpansion for cargo service and also for passengers. The board members offer servicesto passengers and all members share opinion that these services will help company ingenerating revenue. So the need of the directors of the company is to make marketingplan in order to launch new services in the market so as to make more profit againstcompetitors. They want their marketing manager to make various marketing strategiesfor the product and to analyse various situations that can affect the marketing plan ofthe company. Planning process and techniques for the development of new product isalso needs to be done by the marketing manager in this case study. TASK11.1 Theory of changing marketing prospective in marketing planningA theory of change is that things which shows the relationship of the resources orthe inputs which are been done in the an organization, inputs like: time, money, people, and the out puts which are been aspected those are function, and the long term changes in the organization.Changing prospective in marketing planning:The marketing concept: In this concept British Airways has to analyse the needs and wants of the customers and they have to evaluate there needs and wants and make decision which will satisfy there customers(Donnelly and et.al., 2012).Product concept: The consumer prefers good qualities and good services form the company so British Airways has to perform well to give there customers the best services so that they use there airways when ever they needed. For that
How organisation can overcome barriers to marketing planning INTRODUCTION 4 Task 1 5 1.1 Theory of changing marketing prospective in marketing planning_3

British Airways has to give the services to there customers better then there competitors. Production concepts: it is the concept which is older from other concepts in thisconcept the company has to see the costumers with are regular and which preferthe low prices so that they have to look after that customers also.Selling concept: In this concept British airways has to focus on the process or the ideas from which they can make there airlines more effective and more popular. They should have the ideas to become more popular then there competitors (Hollensen, 2015). British airways abilities for future marketing activities planningIn the firstly British Airways has to plan that what will be the needs in future:Loyalty:- British Airways is the airline company which is been working since a long time so there as the long loyalty terms with the peoples. So that can be able to build customers believes.Well known:- it is necessary for the organisation to be known at lest in there owncountry to grow. British airways is already well known in there country UK and at many more place but then also they have to spread there name all over to become more popular (Donnelly and et.al., 2012).M1Before solving the problems they have to make the strategies by which the problem will be solved- Identify the problem first, no one know what the actual problem is, so British airways firstly has to identify the actual small – small problems which is making the big issues, then the roots of the problems is to be analysed so that it can be processed further. Then all people/ individuals in the organization should give the work to think what can be the issue which is occurring and how will it be solved(Wilson., 2010). 1.2 The techniques used for organisational auditing and analysing external factorswhich are affecting marketing plans.SWOT Analysis looks at the internal and external factors which can effect business, as it analyse Strength, Weakness, opportunities, threats, it can help in deciding how can an organization take the advantages of the new business, and ways
How organisation can overcome barriers to marketing planning INTRODUCTION 4 Task 1 5 1.1 Theory of changing marketing prospective in marketing planning_4

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