P(55) Marketing Planning

Business

MARKETING
PLANNING

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Review changing perspective in marketing......................................................................1
1.2 What are the techniques of organisational auditing and analysis external factors...........2
1.3 Examine techniques for organisational auditing and for analysing external factors .......2
1.4 Organisational auditing and analysis of external factors that affect marketing planning 3
TASK 2............................................................................................................................................4
2.1 Analysis the barriers of marketing planning....................................................................4
2.2 Analyse how organisations overcome from barriers of marketing planning...............4
TASK 3............................................................................................................................................5
3.1 Implement a marketing plan for product and service.....................................................5
3.2 Why marketing planning is compoulsary in the strategic planning process ..................6
3.3 Identifies the tools and techniques for new product development..................................6
3.4 What are the recommendations for pricing policy, distribution and communication mix7
3.5. Identifies the factors that affecting the implementation in marketing plan....................7
TASK 4 ...........................................................................................................................................8
4.1 How ethical issues influence marketing planning...........................................................8
4.2 How organisation is respond to ethical issues with appropriate examples.....................9
4.3 Describes the examples of consumer ethics and how they effect it on marketing planning
................................................................................................................................................9
CONCLUSION .............................................................................................................................10
REFERNCES ................................................................................................................................11

INTRODUCTION
Marketing plan is an essential tool for every business organisation. It is an outlining for
business documents for tactics and marketing strategy. The plan covers all marketing regarding
details such as objectives, goals and costs. For British Airways, Marketing planning is an
roadmap that provides directions in order to achieve organisation goals. Although marketing is as
important as the service or product that is providing by company, it plays an crucial role in
successful business (Hollensen, 2015). Because without marketing and promotion, company is
not able to find customers and clients. It gives clarity to marketing by giving direction and
focus. If organisation don't have any marketing plan, it is not able to prepare whole organisation
plan, cause the aims and goals are not decided. A typical marketing plan includes many elements
such as strength and weakness of the market, descriptions of competitors and market demand the
prodcut that company is offering.
TASK 1
1.1 Review changing perspective in marketing
Marketing seems likes science but it actually needs instinct and creativity. To make
marketing more creative managers of British airways have to apply such theories and principles,
so that they can easily influence their customers and clients. Such theories are as follows :- The Four P's :- Traditional marketing involves in its marketing plan, for p's. They are
production, price, place promotion (Lee and et. al., 2013). Marketing plan gives all the
details about product, so that the right product can reach on right place. Push v/s Pull :- Push promotion strategy involves fetching the product directly to clients
and customers , means mediator should not be involves in marketing process. Pull
promotional strategy involves the mediators and agents in order to advertising of product
and services.
 Situational analysis :- Marketing managers analysis the situation, and after that they
launch a product because of they already analyse the whole situation of the market. There
are two situations that affect product's price and its demand (Nijssen and Frambach,
2013.). Such as inflation and deflation. Once British airways identifies market demand of
the product it can easily figure out customer tastes, strengths and weaknesses of
competitors, and its own place in relation to market metrics. So organisation can easily
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adjust their marketing planning that fits in their vision in order to existing marketing
conditions.
1.2 What are the techniques of organisational auditing and analysis external factors
As per the marketing position, British airways is always a successful and one of the top
airlines of the world. To maintain its status in future, company have to makes some more
attractive and reactivate policies, so that customers and clients can easily influence with services
of the company. Strategics are helpful in achieving market growth and developed the standard of
the company (Donnelly and et. al., 2012). Strategics are not only important for achieving
organisational goals but is also assistive in proving wide range of domestic and as well as
international customer's choice and their taste. Company also recognise global challenges such
as climates changes and all, so that British Airways not only focuses on their future market
position, but also they have concentrate on how to reduce these environmental footprints and
develop their positive social consequences.
Moreover, the organisation have to offer their employees to take advantages in many
ways of development opportunities. They encourage creativity by entrancing rewards, high
package offer and so many ways by them company can retain best talents that can works for
them (Ogunmokun and Tang, 2012). After assessing any related aspect, British airways has the
capabilities to develops their goods and services and overtake their competitor, in order to
protecting the environment.
1.3 Examine techniques for organisational auditing and for analysing external factors
SWOT analysis is helpful in organisational auditing because it is an assessment of overall
situations of the internal factors of the company. So that SWOT analysis is also known as
situational analysis (Chaffey, Smith and Smith, 2012). Such elements are included in SWOT
analysis :- Strengths :- Strengths are the qualities of the company they extend the market images of
the company. In British airlines, it is helpful in enables to accomplish the organisation
mission and its objectives (Whalen and Holloway, 2012). Weakness :- Weaknesses of the company crumble influences on its growth and success.
They are the components which do not meet the standards of the organisation that they
should meet. They may be depreciating machinery, development facilities and
insufficient research.
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 Opportunities :- Opportunities are related with future, an dit involves those goals and
aims to which company wants to achieve. They presents the environment, within which
organisation goals are operate (Liu, 2012).
 Threats :- Threats are uncontrollable and when they are come the stability and survival ca
be at stake.
PESTAL analysis is useful when organisation wants to analyse the external factors that
affects its performance and growth. PESTAL analysis involves political, environmental, social,
technological and legal factors of the environment. British Airways have to assess all above
external environment factors that put impact on its development and success. It is a tool or
framework that is used by marketing manages and it is helpful in evaluate the external marketing
conditions (Solomon, Marshall and Stuart, 2011).
1.4 Organisational auditing and analysis of external factors that affect marketing planning
Organisational auditing :- If an organisation wants to audit and judge its internal
environmental factors, then it have to evaluate SWOT analysis of the company. SWOT includes
all the situational factors that affect British airways perfromance4 and its growth. The first step
of organisational audit is collection of information, by which manger knows the strengths and
weakness of the company. A information can be gain by questionnaire, different perspectives,
and general meetings (Logman, 2011). Another step is proper listing of opportunities and threats
of the organisation. After that implement the plan of action that meets by opportunities and
threats. In that situation, company is ensure it can manage strengths, stop or change the
weaknesses, prioritize opportunities decrease threats.
There are some external elements that impact on marketing planning :- Competitors :- Competitors affects on marketing strategy of the organisation, by using
similar production techniques. . They put impact on industry, market size and market
capitalisation. Government polices :- Some legal laws and legislations also effects on company's
development. So manager smut have to maintain a healthy relationship with government
of the country, in which business is establishes.
 Natural factors :- Natural factors such as climates and environment that can hinder and
vacillated the production output of the company.
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TASK 2
2.1 Analysis the barriers of marketing planning
In the business organisations, there are many barries that effects on marketing strategics
and they are consists with conflict to change and also effects on departmental capability and
budgetary restraints. These are the berries that impact on British airways marketing plaining
strategic. Such are as follows :- Demographical factors :- Demographical factors are concerns with demographical
changes of the peoples in which they think, live and work. These factors effects
customers wants in order to the extent of expected markets such as population growth,
career growth and age distribution. Economical factors :- Business organisations are affected by these factors by locally and
internally. This will put an impact on existence of the competition, that is faced by the
British airlines. Technological factors :- These factors are very crucial for competitive advantages.
Technology is fixing in that manner in which business run. It affects on outsourcing
decisions and decrease minimum economical production levels.
 Political and cultural factors :- Any changes in laws and legislation by the
government,effects on marketing strategy of the organisation. It comprises legal issues
and government rules and regulation and describes formal & informal set of law
(Morgan, Katsikeas and Vorhies, 2012). And the cultural factors involves the values and
lifestyle of peoples, that also impact on marketing planning of the company. Incomplete
information about promoting products and population culture are not best suited for
customers needs and demands.
2.2 Analyse how organisations overcome from barriers of marketing planning.
Along with this, barriers in marketing designing and planning are effected, so that
marketing mangers have to focuses on how to reduces these barriers and issues. To better
understand of barriers marketing manager of British Airways must recognize online initiatives.
That will help to produce better techniques and results that are easy to use. Inside the plan,
managers have to develops a methodical system that promotes objective and they regularly
interlink with them. Maangers of companiers have to folows a particular strategy that cleary
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identies the role and responsiblities of organisation. Policies are hel;pful in reducing these issue
and challanges.
In a mordern world, technology and choices of peoples are changing day by day, so it is
prior duty of the comapny that it should focuses on customers needs and wants. Along with this,
it could be assistive in attracting more customers towards the organisation (Kim and Hyun,
2011). At last manager have to underlying all the issues and challenges, so that they can easily
know the main problem an sdmake strategics according to this. Organisation also have to cahnge
their decision makin g process , and take effective and effeicent decision that increases its
perfromance and make capable to compete all those factors.
TASK 3
3.1 Implement a marketing plan for product and service
In an business organisation, mangers have to implement a marketing plan or strategics so
that they can easily compete with the external environment. British airline have to follows these
stages of marketing planning, so that they can achieve their targets:- Mission statement :- Managers have to identifies their goals and objectives for that they
are planning. It is clearly defined their future growth and development (Pomering,
Noble and Johnson, 2011). They have to regulates such kind of strategics that are new
and make product attractive in among all over the market. Marketing audit :- After identifies the mission and vision of the company, manager have
to analyse the internal situation of the organisation. By using this, they can easily knows
the factors within industry that affects product growth and all aspect of marketing. SWOT
analysis will be helpful in organisation audit. Marketing mix plan:- After marketing audit, manager of British airways, have to
evaluate the four P's of marketing, such are as :- place, promotion, price and product.
All of these elements of marketing mix are able to put right product on right place.
 Implementation :- After making all the strategics and plans, management have to
implement the market plan, before analysing the market conditions. But the most
important thing is managers have to also evaluate their budget, so that production cannot
be effect.
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3.2 Why marketing planning is compoulsary in the strategic planning process
Marketing planning is an essential part in success of a product and services. It gives
forecasting about the market conditions to the managers so that they can produce their product
according to these situations. Along with this, some marketing situations are delineated at the
corporate level, most of them are at the structural level in which the business units of an
organization are establishes. Marketing is involved in strategic planning at all organizational
levels. Marketing strategics refers marketing activities that effects on corporate and business
marketing plans. A business is operates in increasingly and hostile complex environment.
Marketing plan is essential is business organisation. It can be used in :-
 Identifies the elements of competitive marketing advantage
 achieve loyalty and allegiance for a strategy.
 Measuring performance of the organisation as well as employees
 inform company's stakeholders
 Set goals and strategics of the company.
The main objective of strategic planning to give direction to the business and creates
image of product and services, so that organisation can easily achieve sits aims and goals.
3.3 Identifies the tools and techniques for new product development
These tools and techniques that are using in new product development. Product
development techniques are assistive in attractive customers easily, and once they influence it is
ensure that they are interested in that product. These tools also increases the organisation sales
revenue. By applying theses tools and techniques, British airways can easily maximize a wide
range of customers. Such tools are as follows :- Marketing Segmentation :- Product development tools and techniques makes easier the
process of advertising and promotion of the product. It forecast the needs and demands of
the product, so that managers have proper knowledge about the product and services. It
can easily analyse the market size and target audience. Along with this, company is able
to produce its product in customers and trying to attract more customers by providing
them quantity services.
 Marketing mix :- Marketing mix involves price, promotion, place and product, which
means to produces quality products and services. It is a foundation concept of marketing,
by using them British airways is able to achieve its aims and targets. Marketing is all
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about choosing right product at the right price for a right place (Kumar and Rajan, 2012).
It main objective is to cover up a large area of customers, which can give a rapid change
in organisational sales and its turnover.
3.4 What are the recommendations for pricing policy, distribution and communication mix
Every organisation have to follow pricing polices, distribution and communication mix.
These are the strategics that helpful in achieving organisational goals and objectives :- Pricing polices :- Pricing policy is the procedure in that company stets its prices its
products and services. It is the policy in which an organisation determines its retail and
wholesale rate of the product. It is set in the market to be in light on competitive
condition, because in perfect competition managers have no control on the prices. It has
only importance in imperfect competition, it is used a tools of achieving goals and profit. Product distribution :- It is an another element of marketing mix, production distribution
is useful in achieving target audience for product. It is the process of creating a
commodity or services and make them available for customers, whenever they need it. It
can be don direct by the manager or by the another mediator (Freng Svendsen and et. al.,
2011). There are three strategics of product distribution, such as :- mass, selective and
exclusive distribution. Distribution channels many intermediaries in market. There are :-
retailer, whole seller, jobber and agent.
 Communication mix :- In marketing, communication mix is a circumstantial mix of sales
promotion and personnel selling , advertising, customer relations and direct selling. An
organisation must have to follows its marketing and advertising objectives.
3.5. Identifies the factors that affecting the implementation in marketing plan
In an business organisation, there are some components that affects the effectual
execution plan of the market, such as:- financial aspect, timing and designing. In order to
minimizing risks and increasing profit in an organisation, the only certain manner is to
implement a unsuitable marketing plan, with the information to extend flexibility. The factors
would affect an effective marketing plan, are as follows :- Management is not supportive :- In the implementation of a effective strategy, directors
and managers are not agree to regulate it in market. It is happened cause of market palce
of the business.
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 Budget limitation :- an effective plan an strategy cannot be succeed still the business
organisation don't have financial support. Because of budget and financial conditions of
the business, and it is capable to create a effective marketing plan.
 Illegality :- If the marketing plan is against with legal considerations and laws of the
environment, it cannot be regulates.
TASK 4
4.1 How ethical issues influence marketing planning
Marketing ethics is dealing with moral principles behind the modification and
operations of marketing. These are possible fundamentals of marketing audit analysis
(Hartmann, Nair and Narayanan, 2011). Such are as :- Process oriented framework, value
oriented framework, stakeholder oriented framework. Although all those ethical issues are faced
by the British airways, that directly put impact on its performances and market share. The ethical
issue are as follows :-
 Health and safety issue
 Transparency
 Technology
 Fair working conditions.
Ethics carrying values of right to conduct of decision making process of the company.
Practical ethics in market has intentionally identifies the standards of equity and moral attitudes
and principles of the organisation (Wilson, and Gilligan, 2012). The main objective of these
ethics is to stop all unnecessary activities. in the company. When organisation\behaves ethically,
along with this, customers also behaves positives towards a products, services and company
itself.
Ethical issues also impacts on decision making process of the company by creates
problems and issues. Mangers are not able to take proper decision, and the sustainable
environment cannot be develop. It also impact on employees relationship with their managers,
they don't have provide an healthy and good working environment.
4.2 How organisation is respond to ethical issues with appropriate examples
There are some components by applying them, an organisation can easily responds with
its ethical issues. Such are as :-
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 Development of a workplace policy:- if organisation implies an polices and strategics in
order to reduces al those ethical issue. In British airways, company have regulates a
policy for internal environment that affects the performance of employees. It can make
easier the interaction with supervisor so that they can easily communicate with each
other. Provides ethics training to employees :- Experimental learning and role play will helps in
facilitates the ethical training (Wymer, 2011.). In that employee are trained in order to
how to deal with ethical problems of the business.
 Research all of the personal and professional issues of the employees so that they can
perform better in an organisation. The manager of the British airlines, have to makes
employees laws and rules to protect their rights in an business environment. These are
related with health and safety or tendency of workplace.
4.3 Describes the examples of consumer ethics and how they effect it on marketing planning
It is an assessment of customer's behaviour in terms of a product or services in the
market place. An ethical consumer is knows as then person who is consider environmental issues
and animal issue. Consumer ethics also refers, the factors that effects customer's thinking and
their attitude towards products and services. Examples of consumer's ethics are :- coding and
distribution, warranty deception, redemption vouchers, illegal downloads and insurance claims.
Impact of consumer ethics on organisation:-
If consumers are not able to receiving product and services according to their
requirements, they are automatically attracts on another products. Consumer's wants that kind of
product which gives values to their needs and demands. Along with this the annual turnover of
British airways is goes down, and company is not able to achieve its aims and goals. For that
organisation have to plan new polices and plans, by which a wide range of customer's can be
satisfied.
CONCLUSION
The above mentioned report, is related with marketing planning and it is very essential
for all organisation. It gives new goals and aims to the company, and it also provides new
opportunities to the mangers in product development process. Along with this marketing
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mangers identifies new products and services to the market. Marketing planning also impact on
organisational audit in terms of SWOT analysis and for external environmental it analysis the
PESATL factors of the environment. It is also implementing new plans and strategics by
resolving ethical issues of the customers by supplying them new products and services that
exactly matches their needs and wants.
REFERNCES
Books and Journal
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