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Marketing Planning - Softwire Technology Limited

   

Added on  2020-01-07

18 Pages4883 Words155 Views
Marketing Planning

Table of ContentsINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................41.1 Changing perspectives in marketing planning......................................................................41.2 Organisation’s capability for planning its future marketing activity....................................51.3 Techniques for organizational auditing.................................................................................51.4 Organizational auditing.........................................................................................................6TASK 2............................................................................................................................................7Covered in PPT...........................................................................................................................7TASK 3............................................................................................................................................73.1 Marketing plan for a product or a service.............................................................................73.2 Marketing planning is essential in the strategic planning process for an organisation.........83.3 Techniques for new product development............................................................................93.4 Recommendations for pricing policy, distribution................................................................93.5 Factors affecting the effective implementation of the marketing plan................................10TASK 4..........................................................................................................................................11Ethical issues influence marketing planning. Along with the example of ethical issues andconsumer ethics.........................................................................................................................11CONCLUSION..............................................................................................................................13REFERENCES..............................................................................................................................13

INTRODUCTIONMarketing Plan is elaborating a systematic, inter connected as well as logical step withthe proper process so that they can achieve the marketing goals. Marketing plan assist inanalysing the internal and external environment, markets, competitors. Along with this it helps inspecifying the objectives of marketing, necessary strategies as well as tactics (Hollensen, 2015).Staff members of the business entity have to do proper allocation of resources which embeddedthe control and have to take proper actions which helps in attaining the marketing goals in theeffective as well as efficient manner. Marketing plan is the appropriate tool which succour inachieving the goals and objectives. The present report is based on Softwire Technology Limitedis a private company which provides a complete outsourcing services for the softwaredevelopment. Company having expertise in many technology platforms including cloud. Alongwith this staff members completed their projects in time and in their budgets. In the present studydiscussion upon the types of marketing as well as human capabilities (McDONALD,M.A.L.C.O.L.M and Brown, 2016). This includes the SWOT along with PESTEL analysis sothat they can analyse the potential for their future plans. Moreover, this report analysing thebarriers for their marketing planning and the ways to overcome on them. TASK 11.1 Changing perspectives in marketing planningChanging perspective in marketing plan is a tool or method which enables themanagement to know everything related to the company so that they can attain the goals. Traditional Marketing Planning – It is a traditional as well as old method to do the marketingof the product along with the services. The staff members of Softwire Technology Limited haveto make their software or develop their software without knowing the expectations of theconsumer and wait for the sale. Along with this company is using normal medium for doing theadvertisements. In the current situation it is not the effective way for doing the marketing andhaving mainly focus on sales (Meidan, Moutinho and Chan, 2015).Modern Marketing Planning – It is upgraded version of traditional marketing and in thisemployees of Softwire Technology Limited have to focus on consumers needs as well as

requirements and have to develop the software according to that. In this type of marketing theyare using best medium for the advertisement and by using the modern technique they canincrease their sales. Changing Approach to Marketing Planning – In the starting time, Softwire TechnologyLimited is using traditional approach in which they are developing the software but not focusingon the needs of consumers and it affect the sale as well as profit of the business entity (Renz,2016). To enlarge the market along with the expansion of the business, workers have to developsoftware according to the requirements which assist in increasing the sales. In the present time,business enterprise is using effective communication method for doing the advertisements so thatthey can attain their goals. 1.2 Organisation’s capability for planning its future marketing activitySoftwire Technology Limited company having many resources which become theircapability for doing the marketing activity for the future so that they can attain the goals andthese capabilities are:-Human Capabilities – Business entity having many employees in the various departments andalso in the various branches and according to that business entity members analyse the demandof Software. Along with this firm having a team which helps in developing the Softwareaccording to the demand of the consumers. They are having a lot of human power along with thegood leaders so that Softwire Technology Limited can make their bright future (McKenzie,Neiger and Thackeray, 2016). Physical Capabilities – Business entity is following good structure for doing the development inSoftware and also having different branches which is a physical capability of them. Theemployees Softwire Technology Limited have to make a good distribution of the Software whichthey are developing or introducing according to the consumer wants. This helps the enterprise inmaking a grip in the market. Financial Capabilities – Business entity having a brand name as well as brand image in themarket. This is included in the most important part of the company and by this staff members ofthe firm can make their proper budgets for developing the products. If the company having anyproject for the future then they can easily get finance for this as their sales as well as demandsare good in the market and financiers are easily available in the market for these type oforganisations (Chaffey, 2016).

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