Marketing Planning: Barriers, Solutions and Case Study Analysis Report

This report delves into the realm of marketing planning, examining the crucial role it plays in promoting a firm's products and services. It highlights key barriers that hinder effective marketing planning, such as tactical and strategic confusion, the isolation of marketing functions, and the misunderstanding between marketing functions and the marketing concept. The report further explores how organizations, specifically using the example of IKEA, can overcome these obstacles by developing effective strategies for analyzing internal and external environmental factors and identifying core elements within an organization. The focus is on addressing customer needs and wants to provide desired goods and services. The report concludes with a list of references used in the research.

Marketing Planning
TASK 2

Table of Content
• Introduction
• Main barriers to marketing planning
• How organisations may overcome the barriers
• References

Introduction
In the current time period, marketing is play an crucial role
for gaining awareness of firm products and services among
their customers whether they are domestic as well as
international. An organisation will mainly adopt effective
tools and methods of marketing which directly influence the
customers towards company activities.

Main barriers to marketing planning
There are various barriers that will eliminate entire process of
formulating marketing planning. Here are major obstacles
which are as under:
 Tactical and strategic confusion
 Isolation marketing function
 Confusion between marketing function and marketing
concept

Contd..
Tactical and strategic confusion- This will cause the great
impact on marketers and also control basic personal relation
function in proper manner.
Isolation marketing function- This is one of the major
barrier which create problems and issues for facing the
different marketing functions.

Contd..
Confusion between marketing function and marketing
concept- This is one of the basic barrier which create error
among merchandising errors and concepts of marketing in
proper manner.

How organisations may overcome the
barriers
IEKA adopt various ways for overcoming with these
barriers which occurs within an organisation. In below, there
are certain solutions which help in deal with these barriers
that are as follows:
 To develop effective strategies for analysing external
and internal environment factors in proper manner.
 To identify major elements which occurs within an
organisation

Contd..
 IEKA should remove all barriers and errors for better
functioning of business operations and its functions
 The main focus of firm is to satisfy all customers needs
and wants for providing them desired goods and
services.

REFRENCES
Wrenn, B. and Mansfield, P.M., 2014. Marketing planning
guide. Routledge.
Baker, M. J. and Saren, M. eds., 2016. Marketing theory: a
student text. Sage
Chang, W., Park, J. E. and Chaiy, S., 2010. How does CRM
technology transform into organizational performance? A
mediating role of marketing capability. Journal of
Business Research. 63(8). pp.849-855.

THANK YOU