Marketing Planning Techniques for Organization Auditing and Evaluation of External Factors

Marketing Planning
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
a) Marketing planning .................................................................................................................3
b) Techniques for organization auditing and for evaluation of external factors..........................4
TASK 2............................................................................................................................................6
a) Challenges and barriers that consultant encounter during their marketing planning..............6
b) Possible solutions and activities for overcoming the challenges.............................................7
TASK 3............................................................................................................................................8
a) Formulate a marketing plan ....................................................................................................8
b) Pricing policy for the marketing plan ...................................................................................10
c) Why marketing planning is essential for strategic planning..................................................11
TASK 4..........................................................................................................................................12
a) Importance of ethical marketing............................................................................................12
b) Ethical issues in consumer industry.......................................................................................13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................15
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INTRODUCTION
Marketing is defined as series of activities that mainly focuses on promoting and
marketing the products and services of the business organization (Ayub and et.al., 2013).
Therefore, it is essential for business to concentrate on devising plan the focuses on describing
the current position of business and the future position that they want to achieve. The key aim of
marketing plan is to formulate steps that is taken by the organization in order to accomplish the
stated objectives and goals. Moreover, there are different marketing agencies within the external
environment that renders marketing services and activities on behalf of the company. The
marketing plan basically covers following sections that is situational analysis of the market,
forecasting sales and profits related with their products and services Presently, the report focuses
on compiling the marketing audits for the company as it plays significant role for the
organization to plan their futures marketing activities. On the other hand, report will also focus
on different barriers as well as challenges that are encountered while enabling the marketing
planning for the organization. Thus, the marketing plan that is being devised will clarify the
characteristics and attributes of organization that differentiates them from their rival companies.
TASK 1
a) Marketing planning
In order to attain position in the competitive market scenario and enhances the
profitability of the organization it is essential for them to create and devise effective marketing
plan. As per the view of Grifoni D'Andrea and Ferri (2013) the main aim of marketing plan is to
focus on different actions that will support the enterprise in attaining the goals and objectives of
the firm (Grifoni, D'Andrea and Ferri, 2013). For instance, if the leading supermarket chain
Tesco devise marketing plan with the strategy to increase their market share with the 25%. Thus,
the marketing plan would outline the various goals that would support them in enhancing their
market share with the 25%. Furthermore, the marketing also determine the various business
strategies as well as marketing mix strategies in order to target the large mass of audiences.
Two recent trends and perspectives in the practice of modern marketing planning
In the contemporary and digital marketing era, there are recent trends sand perspectives
in the practice of modern marketing planning that would support the enterprise in marketing their
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products and services in the market (Westwood, 2013). The two recent perspectives in modern
marketing planning includes-1. Retention of customers: Customer retention is also consider as key trend in the
marketing planning as organization plan their activities for the customers so that they
may influence them to purchase their products. Organization mainly focuses to retain
their customers through offering them low cost products or offering them through
enabling effective sales promotion in order to attract their customers.2. Customer satisfaction: In order to ensure modern marketing planning it is essential for
organization to more emphasis on the service and product quality and value so that they
can easily satisfy their customers (Raman, Mantrala and Tang, 2012). In the present
scenario, customers place greater weight that engage in purchasing products as per their
value, convenience and quality. Thus, customer satisfaction is consider as an essential
trend sand perspective that need to be ensure by the organization while devising
marketing plan.
Two capabilities in companies
In order to plan of their future marketing activities it is essential for the organization to
focus on the capabilities within the companies that would assist them in successfully
implementing the marketing plan (Mishra and et.al., 2013). The capabilities within the
companies include-1. Effective resources- The key capability within the company that is important for
organization is effective resources that is human resource, financial or technological
resources etc. that effectually support the organization in planning of their future
marketing activities. With the effective resource organization can easily bring their
products and services within the market faster than their rival companies.
2. Reputation of firms- Another capabilities that is important for the organization for
planning their future marketing activities include reputation of the firm in the industry
(Chernev, 2015). For example, EasyJet have reputation as they serve low cost air ticket to
their passengers that enhances their performance and reputation of firm in the aviation
industry.
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