8002MMGT Marketing Management: Cospak Company Marketing Planning

This presentation provides an overview of Cospak's marketing planning process, highlighting the ineffective components and their consequences. It begins by introducing Cospak as an Australian packaging solutions provider and outlines the purpose of the study, which is to detail the company's marketing planning process and its shortcomings. The presentation emphasizes the importance of a strategic marketing planning process for organizational growth and adaptability. It identifies inappropriate target market selection, lack of marketing strategies, and absence of market control techniques as the least effective components within Cospak's planning. These shortcomings lead to decreased consumer numbers, reduced business expansion, and diminished competitive advantage. The presentation concludes with recommendations for improvement, including better utilization of marketing control techniques and the development of distinct strategies for different consumer segments. The presentation references academic works to support its analysis and recommendations.

Marketing Planning Process of Cospak Company
[Student name]
[Student number]
[Date]
8002MMGT
Marketing Management
Oral Presentation

• The Cospak organization has been chosen
for the study which is a packaging solution
of Australia
• The company provides plastics, metal,
paper, glass products
• The purpose of the study is to provide
detail of the marketing planning process,
ineffective marketing planning of Cospak
company and the consequences of this
planning
Overview/Agenda

• The strategic marketing planning process helps an
organization to expand its market operations and face
their competitors
• It is universally applicable that help the firm to achieve
its business goals
• It can only be developed when the company get reliable
and relevant information regarding the external and
internal environment of their business
Strategic Marketing Planning Process

Continue…
• Appropriate marketing planning process enables the
firm to make proper strategies by which they can
enhance their business growth
• It carried out with the help of the functional, company
and strategic business unit
• It helps the firms to maintain their business operations
as per the changing environmental needs

• Inappropriate selection of target market component is ineffective because
the Cospak firm chooses both businesses and people as their target
consumer but failed to make an appropriate strategy that can fulfil their
needs
• Lack of marketing strategies is an ineffective component as the firm does
not give importance to market needs and enable to make proper
strategies
• Absence of market control technique is another weak component
because the management team do not make proper control over the
market by using several techniques
Least Effective Components (2-3) of the Strategic Marketing
Planning Process

• Consumer number decreases
which reduce the company
performance, revenue and
profit
• Reduces the expansion of
business from other country
markets
• Decreases competitive
advantage and brand growth
Key Consequences

One recommendation is that the Cospak firm
should use all the techniques of marketing
control properly
Another recommendation is that the firm should
make a different strategy for attracting their
different targeted consumer base
Recommendations

References
• Crick, D., and Crick, J., 2015. Learning and decision making in
marketing planning: a study of New Zealand vineyards. Marketing
Intelligence & Planning, 33(5), pp.707-732.
• Joseph, M., Joseph, B., Poon, S., and Brooksbank, R., 2015.
Diagnosing the strategic planning process in Australian companies.
In Proceedings of the 1999 academy of marketing science (AMS)
annual conference (pp. 326-326).
• Oliveira, E., 2015. Place branding as a strategic spatial planning
instrument. Place Branding and Public Diplomacy, 11(1), pp.18-33.