Marketing Planning Report: Analyzing GSK's Flu Vaccine Strategy

This report provides a comprehensive overview of marketing planning, focusing on the case of GlaxoSmithKline (GSK) and its plan to launch a flu vaccine. It begins by defining marketing planning and its evolving perspectives, emphasizing the importance of adapting to changing market dynamics and customer needs. The report then evaluates GSK's capabilities, highlighting financial, technological, promotional, and marketing aspects. An organizational audit, including SWOT analysis, is conducted to assess internal strengths, weaknesses, opportunities, and threats. The report also details the steps involved in the audit process and introduces techniques such as the McKinsey 7’S model and Porter's Five Forces for situational analysis. Furthermore, the report identifies and analyzes various barriers to marketing planning, including environmental, cultural, cognitive, and governmental factors. Finally, the report emphasizes the importance of market surveys to gather essential information for successful product launches and effective marketing strategies. The report uses various models like PESTLE analysis to understand the external factors affecting the company and its marketing planning process.

Marketing Planning

Table of Contents
INTRODUCTION................................................................................................................................3
TASK 1.................................................................................................................................................3
1.1....................................................................................................................................................3
1.2....................................................................................................................................................3
1.3....................................................................................................................................................4
1.4....................................................................................................................................................5
TASK 2.................................................................................................................................................6
2.1....................................................................................................................................................6
2.2....................................................................................................................................................7
TASK 3.................................................................................................................................................7
3.1....................................................................................................................................................7
3.2....................................................................................................................................................8
3.3....................................................................................................................................................8
3.4....................................................................................................................................................9
3.5....................................................................................................................................................9
TASK 4...............................................................................................................................................10
4.1..................................................................................................................................................10
4.2..................................................................................................................................................10
4.3..................................................................................................................................................11
CONCLUSION...................................................................................................................................11
REFERENCES...................................................................................................................................12

INTRODUCTION
Marketing planning is a wide term in it all the essential elements which are having a great
role in developing a new product are included (Ediraras and et.al, 2013). The successful product
launch can be done by using the best strategies of the marketing planning. In this report factors of
the marketing planning and their significance is to be described. GSK is a UK based company and it
has the plan to launch the flu vaccine in the market. This is helpful for the old age people. In this
study changing perspective of the marketing, barriers of the marketing planning and techniques for
new product development are described. The purpose of the report is to find out and address the
essentials of the marketing planning and its significance.
TASK 1
1.1
Marketing planning is a process for the company to review the activities of the business.
GSK is a UK based company and has the plan to launch a flue vaccine in the market. This product
will be helpful for the old age people. The marketing is a great and wide term and it has changed
various processes.
(Source: Marketing process, 2017)
The most important perspective of the changing of the marketing is the production concept
now days the manager of the company has to plan the produce in such manner that the low cost and
mass distribution system can be adopted (PLANING and BRITZELMAIER, 2011). Along with this
as per the changing perspective, the products of the company are to be produced in such manner
that it can be able to satisfy the customers and the extra advanced features can be added in it. There
is the impact of the selling of products also, as in the ancient time there was no such facilities to
Illustration 1: Process of marketing

promote the goods and services but as per the changing marketing perspective the selling is
important as there are various promotional tools which can be used by the entity so that it can be
able to attract more customers towards it. Thus in above mentioned way it is described that the
marketing planning is changing day by day and it is becoming important to opt the latest and
advanced concepts in doing and implying the marketing planning. It has changed the overview of
the clients also and they are the ultimate persons to whom the services are to be provided. So there
is a lot change has taken place in the ancient marketing planing.
1.2
It is very important for the GSK to evaluate its capabilities so that it can get to know
whether it is bale to opt the new tools and techniques of the marketing planning or not. In below
mentioned way the criteria foe evaluating the marketing planning is described as under:
 Financial capabilities: It is the most important feature for the GSK as it has to launch a new
product in the market which is a flue vaccine. The cost of the launching and making the
product is very important feature for. So the company can overview and evaluate its
financial capabilities by this it will be able to address the finance related matters (Guo, He
and Wang, 2010).
 Technological Capabilities: It is the another major element of measuring the capabilities. As
in it the company pays attention on its manufacturing process and the equipments which are
to be used in the business while giving a completion from to the marketing planning process.
 Promotional capabilities: The company can use these capabilities in promoting the products
of it. If the promotional activities are done in the most effective manner then the customers
will be attracted towards the products so the entity must ensure its promotional capabilities
as well.
 Marketing capabilities: The marketing has become most important feature for the
development of the business. It is the term which can be used in the trade activities. In it the
marketing of the product is done so that the people can be aware about the goods and
services (Amonini and Ogunmokun, 2015).
Thus, in above mentioned way some most important capabilities are described which are
having any significance in the marketing planning.
1.3
Organisational auditing is a great term which can be used in the company. In it the internal
analysis is done of the company so that it can be known that what are the factors which are affecting
the performance of the corporation. This can be done using the SWOT analysis. Audit is a process

in which all the functioning of the company is checked. So that it can be assured that the company
is performing in the well manner way (Ha, 2016). SWOT is the technique by which the strength,
weakness and opportunities for the entity can be addressed and resolved. By using this technique
the entity will be able to know about the culture of the firm, marketing issues and policies can also
be reviewed in this approach. Thus, it can be said that the organisational audit is having a great
significance in managing the companies and its activities.
Strength: it in the core strengths of the entity can be identifies and the sector in which it is
having specialization can be addressed.
Weakness: in this element the draw backs of the company can be identifies. So this will be
helpful in addressing the factors in which the entity is lacking.
Opportunities: it is very important for the success of the company to get all the opportunities
which can be obtained. Organisational audit is helpful in addressing the opportunities, which can be
availed by the corporation.
Threats: by using this element the company will be able to address the competitive positions
of the corporation and along with this upcoming obstacles can also be addressed (Ping, 2008).
The company can be affected by some external factors these can be governmental
regulations, policies and economic fluctuations. So it is very important for the company to take care
of these measures so that it can be known that how they can affect the workings of the entity.
Generally these policies are not in the control of the management of the entity.
Some other techniques which can be used for situational analysis are mentioned below as:
Mckinsey 7’S model – This model can be used by GSK with an objective to become aware of
different hard and soft elements which can affect activities and operations of the selected company.
the hard element consists of strategy, structure and system whereas soft one includes shared values,
skills, staff and style.
Porter five force model- It is another important model which can be used to carry out situational
analysis. The use of this model will help GSK to become aware of five different elements which are
buyer power, supplier’s power, threat of substitute, threat of new entry and competition among
existing firms.
1.4
Organisational audit a process, which is conducted for the review of the performance of the
company. It is described as under:

 Requesting the Documents: it is the first step of the organisational audit. In it the auditor ask
for providing all the documents so that he can check them and can evaluate them properly.
 Preparation of the Audit Plan: in this step the company prepare a audit plan so that it can be
identified that what are the most effective ways to do the audit (Planing, 2014).
 Conducting of the audit: in it all the documents of the entity are checked and it is ensured
that the entity is following all the policies and regulations of doing the business or not. The
financial statements are checked along with this other matters are also considered in it.
 Making the report: at last the report is made and in this report the findings of the audit
process are included.
 Follow up: at last the review of the whole process is done so that it can be find out that there
are some errors are in it or not, if the errors are there then these are to be resolved (Ya-ni,
2007).
There are various external factors which can affect the company. For this PESTLE analysis
can be conducted.
Political: As per this analysis P refers to the political, in the regulatory and governmental
policies can affect the business.
Economic: Economic issues are also there in a economy which can create and influence in
the trade activities of the entity. Such as demand, supply, inflation and recession so it is very
important for the entity to take care of the economic fluctuations.
Social: in the society and the people are considered. It is very important for the company to
manage the social issues and taste, preferences of the customers.
Technological: as per this element the technological advancements can affect the business
position of GSK (Ma and et.al., 2008)
Legal: in it the legal laws and legislative matters are considered which can impact the
business policies and their functional activities.
Environmental: as per this concept the climatic changes and weather are included. So how
they can affect the products and services of the entity is evaluated under this element.
TASK 2
2.1
There are various barriers which can occur in the marketing planning these can affect the
business and its workings so it is very important for the entity to make care of all those barriers

which can occur in the business. In below mentioned way some barriers are described these are as
under:
 Environmental Barriers: it is the factor which can affect the business and its marketing
planning. As per this element it can be said that this factor can restrict the functions which
are to be done under the marketing planning. Labours can not be available at the time of the
marketing due to environmental factors so it can also be a great factor which can be proven
as a barrier in the marketing planning (Mladenović, 2013).
 Cultural Barriers: it is the complex factor in it knowledge, belief, morals, values and
customs shared by people. So the culture can also affect the marketing planning. Choice,
taste, preference and need of the people can be the great factor to affect the marketing
position.
 Cognitive barriers: Sometimes it happens that in a particular company the employees or the
marketing manager without having knowledge of the products get enter in to the marketing
processes. So he can be unable to launch the product in most effective way (Qadri and et.al.
2010).
 Governmental and Political barriers: The government makes the rules and regulations so
that the trade activities can be operated properly. So these policies can influence the
marketing planning and its procedures.
It can be stated that there are some other factors which can create obstacles in the entire
marketing plan. Weak support from top management of company can directly results in ineffective
implementation and failure of marketing plan developed. Lack of support from line managers,
ineffective communication process, ineffective change management, wrong estimation of resources
required to implement the marketing plan are the other factors which can create barriers in the
process of marketing planning of GSK.
2.2
It is very important for a company to take care of all the elements which can create impact
ion its functioning. This can be done by evaluating all the essential elements. GSK has to lauch a
product in the market, so it is essential for the company to conduct a survey of the market so that all
the information related with the product and its features can be addressed (Qadri and et.al., 2011).
By doing this the company will be able to identify the obstacles which are going to take place while
getting entered in the marketing planning process. The business should be monitored and reviewed,
the updates can be obtained and can be implied in the trade activities. So the regular update and the
survey can be beneficial for the company in removing the barriers of the marketing planning. The

company can appoint the most suitable candidate at the post of the marketing manager so that
cognitive barriers can be avoided. Along with this the labour can be managed as per the
requirement. Along with this the market study can be done and it can be addressed that what are the
needs and demand of the product which is to be launched. Thus, in above mentioned way some
methods which can be used to remove the barriers of the marketing planning are described (Ma and
et.al., 2008).
TASK 3
3.1
The steps of the marketing planning are described as under: Situation Analysis: it is the first step of the marketing planning in it the current situation of
the market is addressed. By this GSK will be able to address the market and its situations.
So that the demand of the products, its scope and value can be estimated.
 Target Audience: Is it the another major step of the marketing planning in it the customers
are identified. There are large number of customers in the market, every one is having its
own needs and demands. So GSK can target its target audience who is interested to but the
vaccine which is to be launched by the company (Abdelgadir, 2015).
 List the Marketing Goals: It is essential to list the goals of the corporation so that they can
be achieved accordingly. The goals can be set as per the potential of the market and it will be
beneficial for the company to set the targets in such manner that these can be attained.
 Develop the marketing communication Strategies: To have the good communication
strategies are very important for the entity. It is very important for the company to train its
employees and marketing manager in the most effective way. As they are the ultimate
persons who have to interact with the customers and other people (Wen-jin, 2008).
 Set the budget: In this approach the company can set its budget and can assess the cost
which is to be occurred in making and implementing the marketing plan.
3.2
Marketing planning is having very vital role in the strategic planning. Strategic planning is a
long term approach in it all the essential elements related with the business are described and
included. It is essential for GSK to pay attention on all those elements which are related with the
business and its activities. Long term goals are set by the company and for this a planning is
required which is strategic planning (Srinivasa Rao, 2013). In it the steps which are to be taken in
completing the organisational objectives are considered. The targets can be attained by making a

long term plan but this plan is not complete marketing planning is made for attaining the short term
goals of the corporation. It is helpful in attaining the ultimate goals of the company. Long term
goals can be achieved by taking the help of the short term objectives. So it can be said that the
marketing planning is a part of the strategic planning, as it is covered under this term.
In simpler terms, marketing planning can be termed as the strategy which is developed by
companies with a purpose to achieve their marketing objectives. Marketing planning is very
important in strategic planning as it provides a direction in terms of achieving marketing aim and
objectives of an organization. On the other hand, it also supports in clarifying roles and functions
within a business by providing a suitable framework to monitor and control. Marketing planning
assist company to focus on its customers and gain competitive advantage over other market players,
3.3
The product development is a great strategy which can be used by the company while
launching of a new product, these are described as under:
(Source: New Product Development Stages, 2017)
 Idea Generation: It is the first steps in it the idea is generated and this idea is used to
develop the product.
 Concept development and testing: In this process the idea of product development is tested
and all the pros and cons of that idea are evaluated (Sanayei and Sahami, 2013).
 Business analysis: After doing the evaluation of the idea the analysis of the business is being
done so that the trade activities can be managed accordingly.
 Product Development: When the new product is approved then the marketing development
strategies are used to create an awareness about the goods and services.
 Test Marketing: This process is required to evaluate the whole process is helpful in the
further refinement of the elements from product to market entrance.
 Commercialization: In this approach the product and its features are described to all the
Illustration 1: Product development

customers so that it can be commercialized and distributors of the products can be
approached (Rosca, 2011).
 Launch: At last when all the activities are done properly then the product is launched in the
market.
3.4
Pricing Policy: It is the most important tool for launching a new product. It is very important
for GSK to determine the optimum and reasonable price of its products so that the customers can be
bale to afford that product. The cost can be determined by utilizing some most important tools.
There is manufacturing cost, direct cost, indirect cost, installation cost and transportation cost is
considered. By determining all these concepts the company will be able to determine the
appropriate price of the product.
Distribution: It is the another major tool for the marketing planning. As in it the channels of
the distribution are identified. There are various channels of the distribution which can be opt by
GSK. It can make contacts with the stores owners so that the sales can be increased (Ediraras and
et.al. 2013).
Communication Mix: In it the communication processes are considered for the betterment of
the marketing planning. To make the interaction with the people is very important in developing the
relationship with the stakeholders. Customers are the most important part for the company. If the
communication is done with them then they will be able to provide their ideas. So the
communication mix is also having a great significance in the business.
3.5
There are some factors which can affect the implementation process of the marketing plan,
these are described as under:
 Demographics: In this concept those factors are included which can be held liable for the
market change. The marketing plan can be affected if the market is changed or the demand
is fluctuated in the market (Guo, He and Wang, 2011).
 Economic Conditions: These are having the great impact on the marketing panning. Some
time the recessionary and inflationary situations can take place in the economy and these can
affect the organisation and its activities.
 Market Potential: Strength and weakness of the major competitors can also affect the
business and its marketing plan.
 Customers Interest: The interest of the consumers can be changed by the marketing planning

and its terms. It is very important for the business to provide the goods and services as per
the needs of the customers (Amonini and Ogunmokun, 2015).
So it can be said that the marketing planning is a term which can be used as per the
marketing trends. Marketing planning can be affected by various elements some are in the control
of the entity and some are not controllable.
TASK 4
4.1
Ethics and moral values are having very vital role in managing the organisational activities.
If the moral values of the customers is protected then they will be able to trust on the products and
services of the entity. It clearly denotes the honesty, fairness and responsibility. Ethics is a difficult
subject because every one is having his or her own judgement about right and wrong aspects. GSK
can take care of the interest and moral values of the customers by providing the best quality
products. It is essential to address the needs and demands of the customers (Ha, 2016). The
company should not violate the interest of the consumers as they are the most important persons for
the company. If the ethical issues are not taken serious then it can create a negative image of the
products and corporation in the mind of the people. The issues can be bad publicity, dissatisfaction
of the customers and breaching the trust of the consumers by providing fake products to them. So it
can be said that the ethical issues can affect the company as the moral values of the customers must
be considered. Thus, to protect the interest of the customers is very important for the corporation
and its success.
It can be stated that there are wide range of issues related to ethics in marketing and these
ethics directly affect all activities. Ethical issues in marketing can be related to market research and
can affect the process of information gathering. For example intrusion on privacy, misuse of market
research findings and competitive information gathering. Organization can also face issues such as
product safety, product dumping, price fixing, deceptive pricing, social exclusion etc. at the time of
carrying out marketing activities. It can be expressed that all these ethical issues creates obstacles in
marketing and growth of companies.
4.2
The ethical issues must be addressed as they are directly related with the moral values of the
consumers. The first step to respond the ethical issues can be the encouragement of the top
management to all the subordinates so that they can be able to understand the values of the
customers and will be ready to work on it. Along with the GSK can institutionalize the ethical
principles and policies so that it can be implied in the company and all the employees will be able to

opt it in the compulsory manner. The organisation shou7ld avoid the unethical policies such as the
quality of the product must be sound. Along with this the fair price must be availed by the
customers. So the moral values of the consumers must be addressed. Customers are considered as
king of the market and their needs and requirements must be addressed (Ping, 2008).
If the moral beliefs and ethics will be taken care then the customers will trust the company
and its products. So GSK will have to take care some moral and ethical values of the customers
while launching the vaccine. It will have to elaborate the side effects of the flu vaccine if these are
to be occurred with the use of it. Thus, by making a true, fair and transparent view of the products
the company will be able to respond the ethical values of the people (Planing, 2014). One of the
best and most effective ways which can be used by GSK to respond to ethical issues is by setting up
ethical codes of conduct within the organization. Apart from this, ethical orientation program can be
also conducted by GSK for all its employees. The staff members who are adhering ethical practises
can be rewarded by GSK. This will help in motivating the staff and encourage ethical practises
among others.
4.3
Consumer ethics s very important for the development of the business. GSK has to manage
all the activities in such manner that the ethics of the customers must be followed. When a good and
high quality products is made then it becomes easy for the customers to address the issues related
with the ethical matters. The example of the consumer ethics can be the advertisements. In it the
company should advertise only those qualities of the products which are actually is existing with the
goods. So the advertising of the products should be in such manner that it could not affect the trust
of the people. Sometimes customers trust the advertisements and willing to buy the products but
they find that there is not authentication in the product and its features as described in advertisement
(Ya-ni, 2007). So the fake ad misleading advertisements should not be used. Along with this fair
price is the another example of the consumer ethics. In it the price of the products must be valued at
a reasonable level so that all kind of customers can easily afford it. Thus, it can be another major
element of the maintaining the consumer ethics.
CONCLUSION
In the above mentioned report the role of the marketing panning is described. It is very
important for GSK to take care of all the essential elements which are related with the marketing
planning. To launch products is not an easy task and the management of the entity should make a
pre report of whole the marketing plan so that the values can be added in it. A successful marketing
plan is the key of the success of the product. So it is very important for the company to make the
plan and then implement it with the best suitable strategies.