Market Research Report on Marketing Planning Planification TABLE OF CONTENTS
Added on 2020-01-23
14 Pages4151 Words249 Views
MARKETING PLANNING1
TABLE OF CONTENTSINTRODUCTION ...............................................................................................................................31.1....................................................................................................................................................31.2....................................................................................................................................................41.3....................................................................................................................................................41.4....................................................................................................................................................5TASK 2 ................................................................................................................................................62.1....................................................................................................................................................62.2 ...................................................................................................................................................6TASK 3 ................................................................................................................................................73.1....................................................................................................................................................73.2....................................................................................................................................................83.3....................................................................................................................................................83.4....................................................................................................................................................93.5....................................................................................................................................................9TASK 4...............................................................................................................................................104.1..................................................................................................................................................104.2..................................................................................................................................................104.3...................................................................................................................................................11CONCLUSION ..................................................................................................................................112
INTRODUCTION Marketing planning is defined as activity undertaken for achieving the desiredobjectives of the organization. It is assertive that effective strategies should be formulatedfor selling the commodities and services of the corporation (Majaro, 2013). Present reportis based on marketing planning and significance and requirement of it are also mentionedin the report. Appropriate theories have been mentioned for understanding changingperspective of marketing planning. In addition to this various techniques for doingorganizational auditing and for methods for analysing external factors are also described.Furthermore main barriers that creates barrier in preparing marketing plan is alsodescribed in the report. Significance of marketing planning in the strategic planningprocess has also been mentioned. 1.1Marketing planing done in a strategic manner aids in accomplishing desiredobjectives of GlaxSmithKline (GSK) in an successful manner. External and internalbusiness factors continually changes and these factors also affects the workingenvironment of organizations. Perspectives for marketing planning changes on acontinuous basis and it is vital that effective strategies should be formulated for meetingthe challenges (Meissner, 2012). Generally perspective is defined as perception or outlookfor looking on a matter. Technology has changed the manufacturing processes and due toit overall functioning of business is getting affected. New techniques are supporting theproduction operations and due to it innovative and effective products are getting created.4P's of marketing are as described :-Product :- consumers are giving preferences for purchasing goods that are of superiorquality and are available at a reasonable price (Paliwoda and Thomas, 2013). Attributesand features of goods play a significant role in attracting attention of consumer towards thegoods offered by the organization. Price :- advancement in technology new and innovative methods have been adopted inproduction operations due to which it is become possible for reducing the cost ofoperations. Reasonable price products are available in market and consumers are alsogiving preferences for purchasing high quality goods that are available at cheaper price. Place :- it is vital that availability of goods should be ensured to consumers so that theycan purchase the products easily (Papadopoulos and Heslop, 2014). Marketing strategiesof the company should be designed in an efficient manner and buyers should be informed3
about stores, and other layouts where goods of the enterprise are available. Production :- commodities should be designed in an effective manner and innovativefeatures are getting added in the goods for attracting large number of consumers. Majorityof firms are making changes in their manufacturing activities and also investing in researchand development for adding more values in the goods. 1.2GlaxSmithKline (GSK) is a leading pharmaceutical company which offers superiorquality healthcare products for its consumers (GSK, 2016). It is ranked number one in UKand it is at second position in the world. Manpower of the venture is highly efficient andmore than 98000 employees are working with the corporation (Shani and Chalasani,2013). Marketing department of firm is consist of talented and highly experienced staffmembers which supports in accomplishing desired objectives of venture in successfulmode. Initially mission and vision of organizations are defined properly and on the basis ofthat long term and short term objectives are set for business. Written documents are prepared in which marketing plan is mentioned andnecessary actions and strategies adopted for meeting those goals are mentioned in therecords. Marketing action plans are formulated for a specific medical product, service anda targeted product line and on the basis of that priorities are set. For making marketingplan goals are set for the company and external and internal analysis is conducted foridentifying strengths and weak performing areas of business (Akturan and Tezcan, 2012).Managers in marketing department includes various elements while making marketingplan and it includes budget allocation, monitoring and control, threats and opportunityanalysis and strategies adopted for making action plan. 1.3effective techniques are needed to be adopted for conducting organizationalauditing and analysing external factors that affect marketing plan of the enterprise. SWOTanalysis, PESTEL analysis and benchmarking process are some effective techniqueswhich supports in doing internal auditing of the environment that can be used byGlaxSmithKline (GSK). SWOT analysis can be conducted for doing organizational auditand identifying strong and weak performing areas of the company. It will support inassessing influence of various elements that gives impact on operational activity of thecompany (Claycomb and Martin, 2013.). Various external environmental factors affects thefunctioning of business and it is vital that impact of these elements should be included4
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