Marketing Plan and Strategy Development

This assignment provides an in-depth analysis of the marketing planning process and strategy development. It includes a wide range of topics such as strategic management in tourism, creating customer value through marketing planning, and effectual marketing planning for new ventures. The assignment also covers various methods and apparatus related to surveillance system marketing, planning, and integration. Furthermore, it explores export marketing strategy implementation, export marketing capabilities, and export venture performance. Additionally, it discusses the importance of ethics in marketing and provides steps to create a marketing plan.

Marketing Planning

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Changing scenario in the marketing planning..................................................................1
1.2 Organisation's capability for planning its future marketing operations...........................2
1.3 Techniques which can be adopted for organisational auditing and analysing external
factors.....................................................................................................................................3
1.4 How organisational auditing affects the marketing planning of Oxfam..........................4
TASK 2............................................................................................................................................5
2.1 Main barriers to marketing planning................................................................................5
2.2 Ways through which Oxfam can overcome these barriers...............................................5
TASK 3............................................................................................................................................6
Covered In PPT......................................................................................................................6
TASK 4............................................................................................................................................6
4.1 Impact of ethical issues on marketing plan......................................................................6
4.2 Response of Oxfam when ethical issues arises................................................................7
4.3 Effect of the consumer ethics on the marketing planning................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing Planning is a plan adopted by a company which consists of details about
product and its market. It is detail description about the activities which will be carried out by the
an organization to achieve their goals and objectives. After analyzing the resources a time frame
is decided in which all the assets will be utilized (Wilson, 2010). The customer requirements are
identified through a market research and with the help of such plan they are fulfilled. It includes
evaluation of the existing market situation, budgets, estimation of sales, strategies and etc. All
the project report will be revolving around different aspects of marketing plan and how this can
be created. Through considering the example of Oxfam which is an international charity
organization focused poverty eradication a marketing plan will be drawn.
TASK 1
1.1 Changing scenario in the marketing planning.
Marketing planning is a purposeful activity which assists an organisation to achieve their
desired goals. Oxfam continuously has to bring modification in their marketing plan because
market conditions changes with the changes in the demands of the customers.
 Production Concept: Managers at Oxfam try to put emphasis on the concept of
achieving high production efficiency, low cost and mass distribution as they think
customers are more interested in low prices and availability of the goods (Hollensen,
2015). Generally this perspective is popular in the nations where people prefer buying the
product more than specification. This is because either the product is available in limited
quantity or consumer don't have any other option.
 Product Concept: In this consumer will focus on the products which has some value
attached to it. They look for the quality rather than the price tag and companies try to
make products which has innovation and are unique. Regular modification is necessary to
sustain in the market.
 Selling Concept: Earlier there was time when the company used to manufacture products
and started selling it. No preference was given to consumer demands and they used
aggressive selling effort.
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 Marketing Concept: Through adopting this organisational objectives can be achieved.
With focusing on the demands of consumer Oxfam can gain competitive advantage.
 Societal Marketing Concept: The purpose of this concept is to consider the needs of the
target consumers and tries to deliver quality products.
1.2 Organisation's capability for planning its future marketing operations.
Organisation capability deals with the abilities of the company to plan its future
marketing activities. It is all about knowing present status of Oxfam and what goals it has to
achieve in future. For this they have to review the resources available to them and can be
included in the following groups:-
 Financial capability: Although Oxfam is a charitable organisation but still it needs funds
for carrying out their operations. Government bodies, corporate players and individuals
who believe in doing charity are the main source for the funds. There should be track
record of all the money coming to the organisation and they should make sure that these
funds are utilized in proper manner (Moutinho, 2011). They should plan or outline all the
campaigns they carry out or should analyse the products which they make. After this they
can allocate suitable budget for them. Funds received by the external people may vary
because they give it from their will.
 Technological capability: Oxfam have to use different technology to market their
product and they should be capable enough in converting potential effort made through
technology into sales. Currently they are using online method for selling their products
and services. Through this they can reach to a greater number of people and can also ask
them to contribute in their noble causes (Peter and Donnelly, 2011).
 Well Known: It should be constantly stick to some of the its products and campaigns.
Through popularizing it they will get more success. The marketing plan should have a
aim to put forward their best products in front of the target audience.
Disadvantages for Oxfam: There are some of the factors which can limit its possibilities.
Following are some of them:-
 Decrease in the production strength
 Limited number of workers and administrator
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 Only focusing on a particular area or restricted to a single community
 Shortage of funds
 No proper researcher
Above mentioned factors can be solved by adopting different methods:
 They should develop short term marketing plan
1.3 Techniques which can be adopted for organisational auditing and analysing external factors.
Oxfam go for organisational auditing in order to gain knowledge about the strengths and
weaknesses of the company. They also look for the opportunity which can be crabbed by them.
For all those things they can go for SWOT and PEST analysis.
SWOT analysis of Oxfam:
Strengths: They don't have to pay any taxes to the government so they can offer discount on
their products. A lot of people volunteer with Oxfam which reduces their production costs and
this brings savings in their business. This is important part of their business.
Weaknesses: Oxfam hardly cover their expenses with the revenue. Employees working here
believes in their personal satisfaction this thing reduces their sales (Nijssen and Frambach,
2013). They can't accept return on investments so there might be budget problem. Oxfam have to
totally depend on their stakeholders for the funds.
Opportunities: Oxfam should try to crab those opportunities which involves some kind of
compensation or any grant has been given by the government. They partners or collaborate with
the other profit making corporate company which will make sure that they don't feel shortage
about the funds.
Threats:- It is very prone to any kind of economic crises because during recession people avoid
any charity due to lack of money (Taghian, 2010). Any small scandal can destroy their image, so
before developing any plan they should make sure that it does not hurt the sentiments of the
people.
PEST analysis of Oxfam:
Political: Oxfam can be influenced by any change in the taxation norms, foreign trade
regulations and social welfare policies. Normally there services and campaigns are focused on
the developing countries but any instability in the government can act as barrier for them. With
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increase in the tax slab it depends on the likelihood of the donor whether he will continue to
donate or not.
Economic Factor: The economic environment of a country decides the working of Oxfam
because any change in the GDP, inflation, poverty, unemployment and income levels will impact
the functioning of Oxfam. If there is decrease in the income level of the citizens so the donations
will come less (Mihai, 2013).
Socio- Culture: Changes in the lifestyle, attitude, social mobility and level of education will
impact the micro environment of Oxfam.
Technology: They are adopting technical ways to analysis the data collected through research.
Oxfam can use social media to attract volunteers towards them and they can also educate people
through it on various social topics.
1.4 How organisational auditing affects the marketing planning of Oxfam.
SWOT and PEST analysis would be a great help for Oxfam in developing their market
plan. They will give them all the details about the products, services and their market conditions.
How different factors can affect their functioning and what all things are necessary to do in order
to achieve desired goals. In marketing plan they should design strategies which will enhance
their there strengths (Sadjadi, Ghazanfari and Yousefli, 2010). Steps should be taken to reduce
the weaknesses or to totally terminate them. Marketing plan should be dynamic and flexible in
handling any threats arising in the company and all the opportunities should be crabbed. For
example; they should design their advertising campaigns which would be matching the ideology
of the other companies and through this those firms will fund them.
In the marketing plan they should use eco-friendly strategies because Oxifam is a
charitable organisation who believes in adding value to the environment and by creating a better
society. Their main campaigns are related to poverty so almost all the plan should be focused on
connecting people sentiments to poverty. Marketing plan strategies should abide the rules and
regulations developed by the country's government (Lee and et. al., 2013). It should limit those
factors which could harm their reputation in the market. Regular they should ask wealthy people
to visit the areas where communities are badly hit by the poverty. There might be the situation
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where the government has changed their rules and policies regarding working of the non profit
organisation so they have to modify their marketing plan by keeping rules in mind.
TASK 2
2.1 Main barriers to marketing planning.
For success of any business it is necessary that its marketing strategies are developed
according to the goals which they have to achieve in future. It is all about sending information to
the customers and making them convince to buy the products. But there are some of the barriers
which effect the marketing planning. Following are some of the barriers which need to be
analysed:-
 Demographic Factors: It has to do with lifestyle of people and their day to day
activities. Any change in these also bring changes in the customers demands and
requirements. Overlooking these factors will bring lose to Oxfam (Chang, Park and
Chaiy, 2010).
 Economical Factors: Almost every business is affected by the changes in economic
factors where these changes comes in national or international economy. In the crises
situation or when there is inflation people will avoid buying any product and this will hit
the sales of the company.
 Technological Factors: With the help of technology Oxfam can expand their consumer
market or can build more customer all around the world. Factors related to technology
can deduce barriers to entry, reduce minimum efficient manufacturing levels and might
also affect outsourcing decisions (Morgan, Katsikeas and Vorhies, 2012).
 Political Factors: These factors are related to rules and regulations imposed by the
parliament. Other than this any changes in the political power or any uncertainty in
government will affect the marketing plan and in this case they have to adopt according
to change in policy.
2.2 Ways through which Oxfam can overcome these barriers.
Marketing plan outlines all the activities which will be carried out by Oxfam to achieve
their desired objectives. Such plan has to face many difficulties and barrier in their business but
with closely examining those factors which are affecting them they can gain competitive
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advantage. They have to adopt those technologies which are easy to use and very much
productive. It will show better results in less period of time (Liu, 2011). They have to regularly
analyse the data produced from online research and on behalf of this they can bring modification
in their marketing plan. Whatever plan developed should be flexible and there should be scope of
changes. Such initiatives will bring new boost in the Oxfam and they will able to yield better
results. There should be transparent system in the e-commerce business of Oxfam where
customers should aware about every stage of selling a product. They should adopt an
organisational structure and culture where every internal and external member have the equal
opportunity to raise their voice and give suggestion to firm (Whalen and Holloway, 2012). All
the strategies made should follow the rules and policies made by the government and they should
be in regular touch with the government. It will help them in building a better relation with the
government of all those countries where they are operating their business. While budgeting they
should make sure that they have proper information about all the operations which has to be
carried out. On the basis of it they should distribute the budget with keeping priority in mind.
TASK 3
Covered In PPT
TASK 4
4.1 Impact of ethical issues on marketing plan.
Every business have some or other ethics which they follow or obey. It decides what is
right and what is wrong in the business. When these ethics are not followed it creates conflicts
among the members of Oxfam. This brings bad impact on the working of the company and
interprets the smooth flow of its operations (Kobylanski and Szulc, 2011). Oxfam management
has to look over the health and safety issues which are related to the ethics. They have a working
structure which they have to follow and any violation of the laws will bring bad impact on their
image. They should continuously observe the progress and make sure they work according to the
ethics made by them.
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4.2 Response of Oxfam when ethical issues arises.
Oxfam has adopted some strategies to make sure that ethical behaviour is maintained and
unethical issues are avoided. The management has made a policy that the top leaders will assist
their team mates in providing support on the ethical practices (Wymer, 2011). They also included
the norms which will make employees aware about the these ethics and how they can help their
subordinates in this. They have highlighted some unethical issues which need to be avoided by
Oxfam. Any details about the product information which is misleading should be taken in
account and quick action need to be taken. If there is any product with the expensive price will
be an unethical practice.
4.3 Effect of the consumer ethics on the marketing planning.
Consumer ethics are related to environmental, animal issues and etc. For a good
marketing plan it is important that Oxfam consider consumer rights in it (Logman, 2011). Any
selling and purchasing with include immoral practices any bring uneven situation to Oxfam. If a
customer is purchasing an item which is illegal or against the law so it would affect the market of
the company as well as its image in the market.
CONCLUSION
From the above report it has been concluded that without a marketing plan no firm can
sale their products. It is helping them in making people aware about their product and with the
effective market plan they can gain competitive advantage. It is an useful process to increase
sales of their item. Now a days markets has become totally customer oriented so all the
marketing plan aims at convincing and attracting people towards them. With the help of
organisational auditing and analysing external environment they can develop a marketing plan.
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REFERENCES
Books and Journals
Chang, W., Park, J.E and Chaiy, S., 2010. How does CRM technology transform into
organizational performance? A mediating role of marketing capability. Journal of
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Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Khan, M.T., 2014. The concept of'marketing mix'and its elements (a conceptual review
paper). International journal of information, business and management. 6(2). p.95.
Kobylanski, A and Szulc, R., 2011. Development of marketing orientation in small and medium-
sized enterprises evidence from Eastern Europe.
Lee, K.C and et. al., 2013. An agent-based fuzzy cognitive map approach to the strategic
marketing planning for industrial firms. Industrial Marketing Management. 42(4).
pp.552-563.
Li, S and Li, J.Z., 2010. AgentsInternational: Integration of multiple agents, simulation,
knowledge bases and fuzzy logic for international marketing decision making. Expert
Systems with Applications. 37(3). pp.2580-2587.
Liu, S.T., 2012. Solution of fuzzy integrated production and marketing planning based on
extension principle. Computers & Industrial Engineering. 63(4). pp.1201-1208.
Logman, M., 2011. Realism versus simplicity in strategic marketing planning: the impact of
temporality. Marketing Intelligence & Planning. 29(7). pp.662-671.
Mihai, A.L., 2013. The strategic sport marketing Planning Process. Manager.(17). p.230.
Mishra, D., Barfield, B.L and Chin, G., Sightlogix, Inc., 2013. Methods and apparatus related to
surveillance system marketing, planning and/or integration. U.S. Patent 8.482.609.
Morgan, N.A., Katsikeas, C.S and Vorhies, D.W., 2012. Export marketing strategy
implementation, export marketing capabilities, and export venture performance. Journal
of the Academy of Marketing Science. 40(2). pp.271-289.
Moutinho, L. ed., 2011. Strategic management in tourism. Cabi.
Nijssen, E.J and Frambach, R.T., 2013. Creating customer value through strategic marketing
planning: A management approach. Springer Science & Business Media.
O'Cass, A., Ngo, L.V and Siahtiri, V., 2012. Examining the marketing planning–marketing
capability interface and customer-centric performance in SMEs. Journal of Strategic
Marketing. 20(6). pp.463-481.
Peter, J.P and Donnelly, J.H., 2011. Marketing management: knowledge and skills: text,
analysis, cases, plans. Plano: Business pub., INC.
Sadjadi, S.J., Ghazanfari, M and Yousefli, A., 2010. Fuzzy pricing and marketing planning
model: A possibilistic geometric programming approach. Expert Systems with
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Taghian, M., 2010. Marketing planning: Operationalising the market orientation
strategy. Journal of marketing management. 26(9-10). pp.825-841.
Whalen, P.S and Holloway, S.S., 2012. Effectual marketing planning for new ventures. AMS
review. 2(1). pp.34-43.
Wilson, R.M., 2010. Strategic marketing planning. Routledge.
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Wymer, W., 2011. Developing more effective social marketing strategies. Journal of Social
Marketing. 1(1). pp.17-31.
Online
Steps to Create a Marketing Plan. 2017. [online]. Available through.
<https://www.thebalance.com/what-is-a-marketing-plan-1794426>. [Accessed on 15th
July, 2017].
What is ethics in marketing?. 2017. [online]. Available through.
<http://www.christopherspenn.com/2016/11/what-is-ethics-in-marketing/>. [Accessed
on 15th July, 2017].
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