P(55) Marketing Planning

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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