Marketing Planning

Marketing Planning

Table of Contents
Introduction......................................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Changing perspective in marketing planning....................................................................3
1.2 Evaluate an organization’s capability for planning its future marketing activity.............3
1.3 Techniques for organizational auditing and analyzing external factors that affect marketing
planning.......................................................................................................................................4
1.4 Organizational auditing and analysis of external factors that affect marketing planning.4
TASK 2............................................................................................................................................5
2.1 Assess the main barriers to marketing planning........................................................................5
2.2 How organizations may overcome barriers to marketing planning.......................................5
TASK 3............................................................................................................................................5
3.1 Write a marketing plan for a product or service....................................................................5
3.2 Explain why marketing planning is essential in the strategic planning process....................6
3.3 Examine techniques for new product development...............................................................6
3.4 Justify recommendations for pricing policy, distribution and communication mix..............7
3.5. Explain how factors affecting the effective implementation of the marketing plan have
been taken into account...............................................................................................................7
TASK4.............................................................................................................................................8
4.1 Explain how ethical issues influence marketing planning.....................................................8
4.2 Analyze examples of how organizations respond to ethical issues.......................................8
4.3 Analyze examples of consumer ethics and the effect it has on marketing planning.............9
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

Introduction
Present report is based on the concept of marketing planning. Report tells about the
services provided by the British airways to its customers. Report contain important information
like how an enterprise can make an effective marketing plan to satisfy the changing needs of the
customers and what are the main barriers which affect the successful implementation of the
marketing plan and how these barriers can be eliminated by the management to fasters its
growth. There are number of ethical issues which arise in the implementing the marketing plan
and affect t its success. The manager of every enterprise should try to take ethical decisions
because this will help in successful implementation of marketing plan. Unethical decisions taken
by the management of the enterprises will hamper the success of the enterprise and will leads to
failure of marketing plan. The report contain important information and tells the manager about
the factors that affect the marketing plan. Proper support from top management is the necessary
requirement for implementing the marketing plan otherwise lack of support from top
management will lead to give unsatisfactory results to the enterprise.
TASK 1
1.1 Changing perspective in marketing planning.
Marketing plan is the one which shows all the action taken by the company in order to achieve
the objectives. It is a marketing tool provide all the information about the company to its
management(Wilson,2010 ). Marketing plans include all the important information or steps taken
by the company in order to achieve its set target. By carefully evaluating or studying the
marketing plan the enterprise can timely evaluate that its products have unique features to satisfy
the dynamic and changing demands of the customers. If not changes can be made in the product
according to that. Marketing plan plays an important role in describing the steps taken by the
enterprise in order to promote the product and achieve a competitive place in the marketplace. A
company should make a plan after evaluating all the relevant factors. Marketing plan is an
indication that shows the management of the company about all the failures of their plan and
they can get success in the competitive environment by providing quality services to their
customers and this will help the company in achieve a better position than its competitor.
1.2 Evaluate an organization’s capability for planning its future marketing activity.
Organization’s capacity is the ability of the enterprise to provide core services with unique
features to their customers. It shows how the enterprise can use its resources in order to fulfill or
satisfy the demands of the customers. Evaluating means examining that the organization has
enough resources to meet or satisfy the customers demands or not. If not there is a need to add
some more skills or expertise in the operations of the enterprise. The capabilities or core services
of the enterprise helps it or pride its strength to overcome the weakness of the external market.
For meeting or satisfy the changing demands of the customers it is very necessary for a
enterprise to maintain its core services or capabilities to satisfy the demand of the

customers(Hollensen, 2015). Evaluation of capabilities helps the enterprise to evaluate that the
company has enough resources to satisfy the customers needs if not the company can add or
enhance the level of its services. It is very necessary for an enterprise to well evaluate all its
available resources and capabilities in order to improve them.
1.3 Techniques for organizational auditing and analyzing external factors that affect marketing
planning.
It is essential for every enterprise to understand the customers their needs and
expectations from the products because consumer is the one who finally buy or do the
consumption of the product or service. For this the company can do the analysis of
internal and external environment of the enterprise. Internal factors of company included
the following:
 Company resources
 Relations among the staff
 Existing customers
External factors include the following
 SWOT: It a technique of evaluating the strengths, weakness, opportunities and
threats of an enterprise.
 PEST: This is a technique of evaluating the effect of political, economic, social
and technological factors ob the business firm.
1.4 Organizational auditing and analysis of external factors that affect marketing planning.
SWOT is one of the major and important technique used by the management to do the
organizational auditing. The main aim of using SWOT is to use the companies strengths and
weakness in order to minimizing the weakness and to eliminate the threats. There are number of
methods available to the enterprise to evaluate or audit its operations(Moutinho, 2011). The
auditing of the operations helps the enterprise to evaluate the quality of its services provided by it
to its customers and to satisfy the customers the enterprise can do some modifications and
changes in the current product. Auditing of enterprise’s activities leads to success of the
enterprise and help the enterprise to satisfy the needs and wants of the customers.