Marketing Planning Report

This marketing planning report provides a detailed analysis of the process, encompassing various aspects such as organizational capability analysis, techniques for organization audit (including SWOT, PESTLE, and benchmarking), and overcoming barriers to effective planning. It delves into the development of a marketing plan for a product or service, highlighting the importance of marketing planning within the broader strategic planning process. The report also addresses ethical issues influencing marketing planning, including puffery, negative marketing, and direct marketing, and explores how organizations respond to such issues. Finally, it examines factors affecting the implementation of the marketing plan, such as demographics, economic cycles, political environments, and technological advancements. The report uses British Airways as a case study to illustrate the concepts discussed.

Marketing Planning

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................4
INTRODUCTION...........................................................................................................................5
TASK 1............................................................................................................................................5
1.1 Changing perspective in marketing planning...................................................................5
1.2 Analysis organization's capability....................................................................................6
1.3 Techniques for organization audit ...................................................................................6
1.4 Organisation auditing and analysis of external factors that affect marketing planning...7
TASK 2............................................................................................................................................7
2.1 The main barriers to marketing planning.........................................................................7
2.2 Organization may overcome barriers to market planning................................................8
TASK 3............................................................................................................................................8
3.1 Marketing plan for a product or service...........................................................................8
3.2 Why marketing planning is essential in the strategic planning process for an organization 9
3.3 Techniques for new product development.....................................................................10
3.4 Recommendations for pricing policy, distribution and communication mix.................10
3.5 Factors affecting the effective implementation of the marketing plan have been taken into
account..................................................................................................................................11
TASK 4..........................................................................................................................................11
4.1 Ethical issues influence marketing planning..................................................................11
4.3 how organisation respond to ethical issues....................................................................12
4.3 Example of consumer ethics and the effect it has on marketing planning.....................12
M 1........................................................................................................................................13
M 2........................................................................................................................................13
M 3........................................................................................................................................13
D 1........................................................................................................................................13
D 2........................................................................................................................................13
D 3........................................................................................................................................14
CONCLUSION..............................................................................................................................14
REFERANCES..............................................................................................................................15

EXECUTIVE SUMMARY
Marketing planning is a wide process of promoting the particular product to achieve the
marketing objective to enhance the sales of the product. Basically it is a outline of company
advertisement and marketing effort which is define the specific marking objectives. Effective
marketing planning include the marketing research to collect the information regrading the
product and service which is provide to the customers. It is a specific process to identify the
strength and weakness of the market that have to define the appropriate goals and objectives.
Marketing planning define the marketing mix that is include the product, price, place and
promotion. Organisation capability define the skills and knowledge of the employee to get higher
satisfaction to the service user it is a important process to determine the performance of the
company and that can help to achieve the effective objective in the market. Marketing planning
include some effective techniques that can help to analysis the external factor which is affect to
the marketing planning as well organization audit. They define the SWOT analysis to define the
strength, weaknesses, opportunities and threats of the British airlines. PESTLE analysis which is
determine political, economical, socio culture, technological, legal and environmental that is
effect to the organization as well as marketing planning. Bench marketing define the delivery
process of the product in the marketplace to enhance the selling process to get higher
profitability as well as satisfaction of the customers. In the marketing planning they have to
define the some barriers that is company cultural, skills barriers, psycographic behaviour and
external environment which is affect on the objectives of the market and organization process.
They can overcome to the barriers to the feedback process, effective decision making process
which can help to define the successful business in the market and also enhance the performance
of the company. Marketing planing define idea generation, idea screening, testing, business
analysis, commercialisation which is help to develop the new product in market in effective way.
In the marketing planning the ethical issue can be help in the development of the market as well
as organization to define the specific goals that can define the appropriate goodwill of the
organization to attract more customers to enhance the selling process with the help of negative
marketing, direct marketing and puffery to help in the build effective relation in the market as
well as customers. Effective marketing planning can be help in achieving the appropriate goals
and improve the performance of the company.

INTRODUCTION
Marketing planning is a blueprint of company which is include advertisement and
marketing effort. It define business activities which have relate to marketing objectives.
Marketing is a process of implement of the market policies and strategies which can be help to
achieve goal and objectives (Dief and Font, 2010). In the marketing planning include marketing
research that can help in gathering information regarding the customers, product and demand of
customers. In the marketing planning there are three process to identifying information for
market research: with the help of internal information which define by organization, for external
primary information that include customers interviews to get their views for collecting
information regarding a company, product and service, for external secondary information which
can used advertising their sources to get information that manufactured by marketing company
regarding the product and brand of product and services. British Airways is airline of the UK it is
a international airline in the world (Fotis, Buhalis and Rossides, 2010). It all about bearing
people together where they want to go. In the below mentioned report, examination is to be
done on the overcome barriers to marketing planning.
TASK 1
1.1 Changing perspective in marketing planning
Marketing planning is process of identify the strength and weakness of market which
define the marketing objective and how to achieved their goal in market. It is planning of the
whole marketing regarding the company which is determine the marketing mix that can help in
accomplish organization objectives and goal. There are two prospective in marketing planning:
The four P's: In the traditional marketing planning basically focus on product, pricing, place and
promotion which can involve product considerations that define feature, benefits, packaging and
brand name that build product viable (Lusch and Webster2011). another P's price that include
the cost of product in market which is capable to generate profit for company. Then the right
place is also important for market and product for people to buy it. Market plan is almost based
on product promotion there is way to get the attention of goods in the market and customers
mind.

Push and Pull strategy: Basically push strategy is a approach that is promotion activity to
aware the customers regarding product which taking the product to the customer. Pull strategy
include showrooms to motivate customers to buy their product.
1.2 Analysis organization's capability
Organization capability having a adverse effect on the company. It include employees
skill, organization process, system, culture and structures to get business outcome. It is process
of control efforts in the company (McDonald and Wilson, 2011). In this process there are many
manufacture in the market to produce their product in customers mind. In is a important system
of planning and audit marketing. In the marketing planning every company having own
limitation which is shows the productivity of an entity at the high level that is related to future
competition Organization capability is an important factor for an organization which is include
the skill and talent of the employees in the company. It is ability and capacity of an entity that is
explicit the quality of human resources and experience, physical resources that is land building,
financial resources it relate money and financial term that can help in establishment of business,
information resources which provide the knowledge to employees to done work effectively. It
can be determine as well as evaluate by the analysis valuable which is include selecting group of
resources and define the competitive uses of the resources in the market to achieve their goal in
effective way (Morgan, 2012). It can be comparing with the competitors, define the process to
achieve the goal and objective for an organization.
1.3 Techniques for organization audit
The organization audit is based on the size of the entity. Audit process is basically
undertake by the auditors to get the objective and goal of an organization which is include risk of
market and manage effectively in business process. This process will be help in the marketing
process to determine the risk and solve hurdle in company. In the market planning all
organization affected by both external and internal factors these factor is important to analysis by
the organization audit. The manager of organization have to identify external and internal factor
effectively an efficiently (Moutinho, 2011). It is a important task for them. There are some
techniques which are help in determine the business trades, opportunities and threats:
Benchmarking: It is related to creation of product and delivery process in market. Id is process
of measuring the quality of an entity and to understand the position of a business

PESTLE: It is define political, economical, socio-culture, technological, legal and environment
factor which is affect to marketing planning as well as organization.
SWOT Analysis: SWOT analysis define the strength, weakness, opportunities and threats of an
organization which is also determine the external and eternal factor of company.
1.4 Organisation auditing and analysis of external factors that affect marketing planning
Organization auditing is a continues process which is identify the external factors which
is outside of the company that is shows the ability is the company and include customers
competition, economy, technology and political factor to affect as well as influence the
organization (Ogunmokunand Tang, 2012). There are several factors which play an important
role outside the organization.
PESTLE: PESTLE analysis in include the political, economical, socio-culture, technological,
legal and environmental that is effect to an organization. This analysis is important for the
marketing planning to achieved their goal effectively. These factors are also affect marketing
planning. It is tool which is used by marketers to determine the external environment. It can
influence market factor with the help of strategy and policy which is set by the organization.
Porter Five Forces Model: It is a process to determine the competitiveness of the market as
well as organization. Porter ;s five model include suppliers power, buyer power, competitive
rivalry, threat of substitution, threat of new entity which can help to understand situation of an
organization.
SWOT Analysis: SWOT Analysis is define the strength, weakness, opportunities and threats of
an organization. Is can also identify the external factor (Reijonen, 2010). It is a method of
explaining the business strategy and marketing planing which is help in growing marketing
planning as well as customers demand also.
Strength Weakness
 British airways has strong brand image
in marketplace.
 It is a biggest international airlines.
 They offer and provide best services to
their customers like internet service.
 It is largely depended on UK markets.
 They attain low returns in invested
capital.
 Lack of experiences in the workers.
Opportunity Threats

 They expand their business at
international market.
 They also improve their unions
relations.
 They start their airlines services in the
international routes.
 Due to employees strike some time
they can not provide best services to its
customers.
 Increase labour cost is major threat of
the company.
 Great competition of this airline field.
TASK 2
2.1 The main barriers to marketing planning
There is some barriers are their who influence the planning of marketing in British
airways .
Company culture- Everybody want to work under that culture where they have right to take
their own decision so marketing planning are not possible under autocratic and bureaucratic
culture in British airways there is lack of democratic culture so marketing department are not feel
free to work they have no right to take decision about budget use in marketing.
Psycographic behaviour- Top management are not give support to marketing department for
their activities they do not take any interest in marketing activities like promotion,selling etc.
They do not give any suggestion that what they want.
Skill barriers- Company provide thus employee who do not have skill to contacting , connecting
with people. In marketing planning company should provide thus employee who have good
communication skill and good knowledge of marketing.
External environment- Marketing planning of company also depend upon external activities
like rules and regulations, low of the country and low related to marketing and promotional
activities. So marketing planning are also influence by these activities.
2.2 Organization may overcome barriers to market planning
In the marketing planning overcoming barriers is important process to successful
business and situation it include consulting process to overcome the problem of an organization.
Overcoming is positive attitude for business to solve whole problem. With the help of skill and

knowledge business can achieved their goal and objective. There are some factor which can help
in overcome barriers to market planning:
Feedback:- In the market planning to communicate with each other to overcome effectively it
can be start from the collection of information regarding the problem in organization. It also
include feedback of the hurdle and take action to resolve this and determine skills and knowledge
in best manner.
Decision making: Decision making include good choices and enhance career growth in the
marketing field. In this process to take decision with consulting each other will be safe and well
being. Decision making is a main factor of the marking process that will help in customers
demand an fulfil their demand. It have to smooth in their process regarding the issue of the
organization.
TASK 3
3.1 Marketing plan for a product or service
Marketing plan is a written process which include product and service. In this plan that is
include strategy and plan which is implement in the business as well as organization. Is is a
outline of the particular activities and include how to promote product and service in the market.
It is a selling process in new entity and framework of specific action to provide right direction to
reach marketing goals and objectives. The market plan include different process : Summary and
introduction, marketing objectives, situation analysis, target market, strategies, tracking and
evaluation. Marketing plan include aim of company, sale target, product statement, market share,
profit, advertising, distribution channels and promotional strategies which is define some step:
Where is the firm now?, Where does the firm want to be in future?, How does the firm reach
there? And how will the firm know when it gets there?

(Marketing planning process)
Marketing planning process define mission statement and organizational objects, marketing audit
and SWOT analysis, marketing objectives and strategies, marketing tactics and budgets,
preparation of marketing plan, implementation, monitoring and review.
3.2 Why marketing planning is essential in the strategic planning process for an organization
Marketing planning is the important role in strategic planning for organization it can be
show the corporate level and functional in business. It is involve in strategic planning which can
help in achieve their goal in organization level. Marketing planning is determine and analysis
information and marketing plan. It can connected knowledge of economy. There are some
important point of marketing plan in strategic planning:
It can be protective and long term response to change in environment of an organization.
Marketing plan works as assistant of strategic planning to enhance their work process.
It can be provide required information for strategic planning for the organization as well as
business.
Marketing planning involve higher inter-functional coordination.
It have to include well established structure everywhere.
Marketing planning include vision, goals, aims and objectives related to the strategic.

3.3 Techniques for new product development
Every new product introduce by proper research and development done by the
company every company have good research and development team before lunching the
product they proper examine it and test it in several times. British airways provide
intangible product like services so it should develop it properly. They follow some
techniques who are given below.
Idea generation- For developing a new product an idea should come in our mind and best area
for generating an idea is to find the pros and cons of marketing situation and what is the position
of company? is this product lead our companies reputation ? So answer of these questions should
be need for idea generation.
Idea screening- Discuss the idea with our colleagues and superior and find the viability of the
product.
Testing- After developing the product it should be test internally before commercialisation find
negativity and positivity of the product.
Business analysis – After developing services (intangible product) company need to know how
it profitable for the company.
Commercialisation- This is final step for every companies new product development techniques
in this the product / services are available for all.
3.4 Recommendations for pricing policy, distribution and communication mix
For achieving an target it is necessary to create an value of a product in customer
perception so company should follow premium price policy . It helps to create a good value in
customer mind. Most company follow penetration pricing in this price of product is low as
compare as competitor product
company follow it for acquiring a maximum market. In distribution mix company follow some
steps for getting the right kind of product at right time. Step include inventory,warehousing,
communication, unitization etc. if an company follow it then company easily achieve there
target. But every step are link to each other. For archiving an target company follow an famous
technique that is communication mix technique in this company promote there product with
advertising, personal selling,direct marketing etc. the companies promote there product to end to
end customer with the help of communication mix.

3.5 Factors affecting the effective implementation of the marketing plan have been taken into
account
There are some factors are there into account.
Demographics- how many people are there in market what type of people are there the company
divide the people with income, age, gender etc. Age between 18 to 35 are consider as a youth
and above 35 are not consider as youth there taste and demand are also change according to age.
So it will affect the marketing planning.
Economic cycle- Economic condition of country is an important factor what step of economic
cycle it follow. is it in boom ? Or is it in recovery condition? Boom condition is very good
condition for every marketing planning everybody have so much money to invest.
Political environment- Political ideology, ideology of ruling party. play a big role when
government change in country then ideology is also change It done effect on companies
marketing planning and strategies.
Technology- We can see that day by day technology is change and new product and services are
introduce . It also done effect on marketing planning.
TASK 4
4.1 Ethical issues influence marketing planning
There are some ethical issues are there who influence the marketing planning.
Puffery- It is an famous word we heard it many times in field of marketing it is related with
promotion and advertising. In this marketer should define valid content, manager of British
Airways should not lie and should always follow the truth otherwise company face serious court
issue because some organisation are present to monitor every marketing activity.
Negative marketing- Every company should follow the positive marketing negative marketing
will do impact on companies business. Marketing should be make for society benefit not for
personal benefit it do harm on business for long-term (Wymer, 2011).
Direct marketing- Its a very famous issues many company follow it but some company who
don't have so much money investing on marketing they don't like it because that company who
follow it they promote there products in mass level.

4.3 how organisation respond to ethical issues
When an organisation respond to ethical issues then an image is built for that organisation in
public mind set but it should positive respond not negative. The British airways company
involves in so many activities like giving employment. Yes company opened a good vacancy for
unemployed educated people and so many young people applied for it and maximum people get
job. And company also involved in other activity like cleaning the street and help to lonely , sick
and innocent people (Wilson, 2010). Company know that society give them profit so it is
responsibility of company that he give return to the society. The company provide health
treatment to poor people they are not able to take good health treatment because they do not have
so much money and a good health treatment need more money so the company provide free
health check-up compand provide medicine in free of cost. With this activities the company
made his good image in his customer's mind.
4.3 Example of consumer ethics and the effect it has on marketing planning
Consumer ethics is a process of marketing planning which is define by the service users
and it effect by the false insurance claims, illegal downloads, warranty deception which can not
be intention by the end users. In the marketing planning al the consumers are always probability
to be fair in an organization (Wang, Pizam2011). Some times ethical consumers having
irresponsible by selling of services, animal issues and a organization identifying their customers
satisfaction in market regarding the particular product. In marketing planning the ethical issue
can be positive or negative effect in the market where are customers can buy the product to fulfil
their need but when the ethics is negative for market the service user can not be able to fulfil
their need. Ethical consumer is based on dollar voting it include buying product which are not
harmful to the society.
M 1
In the marketing planning the four P's of marketing process help in find the appropriative
solution which include product, price, place and promotion. Basically the four P's are bases on
the feature of product. Where the product are shows in market there are the cost is very important
to divine their value and right place for the product are influence by the promotion process which
help to customers to but the product in easy process (Taghian,2010). In process of marketing
planning company produce effective products tom their customers in order to satisfy their needs.
It also define the productivity of the organization which have own limitation. In marketing