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Report on Marketing Planning

   

Added on  2020-02-03

25 Pages8736 Words84 Views
MARKETING PLANNING

Table of ContentsINTRODUCTION...........................................................................................................................3AC – 1..............................................................................................................................................31.1 Review changing perspectives in marketing planning.....................................................31.2 evaluate an organisation’s capability for planning its future marketing activity.............41.3 examine techniques for organisational auditing and for analysing external factors thataffect marketing planning.......................................................................................................51.4 carry out organisational auditing and analysis of external factors that affect marketingplanning in a given situation ..................................................................................................6AC – 2..............................................................................................................................................62.1 assess the main barriers to marketing planning................................................................62.2 examine how organisations may overcome barriers to marketing planning ...................7AC – 3 .............................................................................................................................................83.1 write a marketing plan for a product or a service.............................................................83.2 explain why marketing planning is essential in the strategic planning process for anorganisation............................................................................................................................93.3 examine techniques for new product development..........................................................93.4 justify recommendations for pricing policy, distribution and communication mix.......103.5 explain how factors affecting the effective implementation of the marketing plan havebeen taken into account........................................................................................................11AC – 4............................................................................................................................................114.1 explain how ethical issues influence marketing planning..............................................114.2 analyse examples of how organisations respond to ethical issues.................................124.3 analyse examples of consumer ethics and the effect it has on marketing planning.......13CONCLUSION..............................................................................................................................13REFERENCES..............................................................................................................................15

EXECUTIVE SUMMARYThe present report is based on Marketing planning, in this report it is summarised thatmain areas of the organisation always need planning. When marketing plan is developed afterthat implementation is done so it is also necessary to evaluate is on continuous basis. In thisreport a marketing plan is also written down for the product and services. For this purpose thereis pricing policy, distribution method and communication mix also described. It is also explainthat for an effective marketing planning, there is a need of plan to strategies to reach the marketand it also helps to identify about the demand of the product, customer needs and wants etc. alsothere are some factors that can affect the marketing planning. It also explains the effectivemarketing plans and their need for strategic process in the organisation and the factors which areaffecting the marketing plan for the organisation.There are many changes in the perspective in marketing because now company use manymethods for marketing like social media. When company make marketing plan for theircompany then some barriers can affect it so it is also necessary to overcome from them. Alsothere are some ethical issues that can also arise so it is very necessary to know about the ethicsand follow it while develop strategies for the company. If company develop new products then itwill also help them to increase their sales and profits and also help to take advantage from thecustomers. Marketing plan must be flexible so if there is any need of alteration then it can bemade. The present report has attempted to focus on overall marketing plan through researchingof market. Therefore, for the proposed plan, various models of SWOT, PESTLE etc. have beenapplied. Besides this, a budget plan has been formulated according to which entire project hasbeen carried out. As per this, Jura has made a new plan for executing the entire project.

INTRODUCTIONMarketing plan is a blueprint for the business which describes the strategies and currentposition or any business or organisation. This plan is generally made for one to five years ofperiod. If market plan is successfully made then it will help to increase the sales of theorganisation. A perfect or successful marketing plan covers all the strategies, goals, objectives,costs etc. of the organisation. The main purpose of the marketing plan is to provide blueprint ofthe project which need to follow by the organisation. The plan for the Jura’s automatic coffeemachine is very clear that they want to target the new segment of the market to increase theirsales (Lee and et. al., 2013). They provide best quality of the automatic coffee machine to theirbuyers. They provide machines such as Jura Capresso Z5, Jura Impressa F7, Jura Impressa J9etc. The marketing planning for mentioned company has been done as for launching a newproduct, it is necessary to communicate about it to the customers. this communication can beeasily done through this planning. stated organisation currently promotes its products at a higherlevel with the help of different media which shows that it has strong capability of makingmarketing planning in future as well. The purpose of the report is to analyse the external factorthat can affect the marketing plan of the company. They find out the barriers of their marketingplan. Jura automatic coffee machine wants to increase their sales and for this purpose they madethe marketing plan for their product and services. They also the about the ethical issues that caninfluence their marketing plan (Donnelly and et. al., 2012). AC – 11.1 Review changing perspectives in marketing planningA good marketing plan must be flexible and if it need any alternations in the plan then itcan be made. It is very important to solve any type of problem that can be related toenvironment, financial, resources etc. Company need to be creative and innovative while they aremaking plan. A good marketing plan is highly useful for an organisation as it provides a realpicture of the organisation in an appropriate way. It demonstrates the way through which, a firmcan do a new start towards the planning of new marketing plan. There should always be achanging perspective in a marketing plan so that an organisation can compete with rival entitiesof market in a newer way. Thus, a company can easily increase its competitiveness in the market.

Whenever a company make plan then they be do it more creatively and innovative manner.Marketing plan of the Jura's coffee automatic machine is effective and compete theircompetitors. Production concept: The buyers always want products and services of best quality at areasonable price. The automatic coffee machine follows the simple concept that they want toproduce their product with full efficiency, by lowering their cost and want to achieve maximumprofit (Whalen and Holloway, 2012). The automatic machine focuses on mass distribution oftheir products.Selling concept: The automatic coffee machine provide products at a reasonable price totheir customer it will help then to retain their customers. They make efforts on their promotionalactivities so that they can sale more. They leads to increase in their sales targeting moreconsumers which leads to an effective buying.Marketing concept: Automatic coffee machine wants to achieve the desired goals thenthey must do marketing of their products. Marketing helps them to make more effectivecomparison to their competitors and increase sales (5 Components of a Successful MarketingPlan, 2017). It also leads to set a particular target market for automatic coffee machine and fulfilthe customer needs.Societal marketing concept: In this automatic coffee machine find out the need of thecustomers or can say that their target market. They want to deliver their products to thecustomers or buyers more effectively and efficiently compare to their competitors (Ayub and et.al., 2013). The automatic coffee machine focus more on customer's satisfaction focusing on ontheir needs and targets to survive more strongly in the competitive market. 1.2 evaluate an organisation’s capability for planning its future marketing activityCapability of Jura's automatic coffee machine can be defined as their strength, weakness,competencies, behaviour etc. If organisation wants to achieve more success then they need to usetheir strength to develop the opportunities and compete with the external environment. Capacityplanning helps to identify the needs which is related to current and future needs of market. Thereare some categories which are mentioned as below -Financial capabilities: Jura's automatic coffee machine needs to find out theircapabilities which is related to finance. They need to manage all their funds or resources with

their capabilities and skills (Liu, 2012). Finance is very essential for any organisation to theirgrowth and compete the competitors.Financial capabilities also provide people to make theirmoney and improve their life.Technology capabilities: If company or an organisation wants to achieve more successthen they need to use the modern technology for produce their products. Jura's automatic coffeemachine can use new technologies for their marketing, production, sales etc. Adaptation of newtechnologies and innovation in the working must be done by the Jura's automatic coffee machinecompany for the efficiency in their businesses.Well known: It is very necessary to achieve success to know products very well, throughthat company can introduce about their products to the people or customers very easily. Jura'sautomatic coffee machine must make people familiar about their products. Loyalty: It is very necessary to maintain the loyalty of products and services among theircustomers. To increase the brand image Jura's automatic coffee machine need to maintain theirquality of the products. Customer loyalty is very necessary for any organisation to their futuregrowth (Hakimpoor, Tat and Arshad, 2011).The fuller satisfaction must be provided to thecustomer's by the company for the continue use of their products by the users.The stated company has its current capabilities some of the areas related to marketing canbe explained below: Brand image: The brand image of firm is quite better which is potential to impact the decisionsof customers. The customers are well aware of the product through different media because ofwhich it is easier to establish a new product's positioning in market.Attractive advertisements: The quality of products are higher because of which consumers have agood trust level in the products. They always welcome the new products of stated brand ascompany promotes its products by highlighting all distinct features of products that prove to beof useful for clients. Thus, the new automatic coffee machine can easily make its place inmarket.1.3 examine techniques for organisational auditing and for analysing external factors that affectmarketing planningEvery organisation or company conduct an audit to know their mistakes. Organisationalaudit is related with the internal process. For organisational audit Jura's automatic coffeemachine choose SWOT analysis. It can help to find out the opportunities which is related to

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