Marketing Planning Report: Apple's Strategic Marketing Plan

This report provides a comprehensive analysis of marketing planning, focusing on Apple's strategies and future activities. It begins with an introduction to marketing planning and its importance, followed by a review of changing perspectives in marketing, including technological, competitive, and political aspects. The report then evaluates Apple's capabilities for future marketing activities, analyzing its core competencies and both positive and negative aspects. Techniques for organizational auditing and external factor analysis, such as SWOT, PESTEL, and Porter's Five Forces, are examined. The report also explores techniques for new product development, including the Ansoff Matrix, and formulates a marketing plan for a product or service, justifying recommendations for pricing, distribution, and communication. Furthermore, it addresses barriers to marketing planning and how organizations can overcome them, concluding with a reflection on group work and the essential role of marketing planning in strategic planning.

MARKETING PLANNING
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
AC 1.1 In the form of a report, review the changing perspectives in marketing planning..........4
TASK 2............................................................................................................................................6
AC 1.2 Evaluate your chosen organization’s capability for planning its future marketing
activity..........................................................................................................................................6
TASK 3............................................................................................................................................8
AC 1.3 Examine the techniques for organisational auditing and for analysing external factors
that affect marketing planning.....................................................................................................8
TASK 4..........................................................................................................................................10
3.3 Your company is interested in growing their business by developing products and markets.
As a result, they have asked you to examine techniques for new product development...........10
Task 5.............................................................................................................................................12
LO3 Be able to formulate a marketing plan for a product or service........................................12
3.1 write a marketing plan for a product or a service................................................................12
3.4 justify recommendations for pricing policy, distribution and communication mix.............13
3.5 Explain how factors affecting the effective implementation of the marketing plan have
been taken into account..............................................................................................................14
1.4 Carry out organisational auditing and analysis of external factors that affect marketing
planning in a given situation......................................................................................................15
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Task 6.............................................................................................................................................18
You need to reflect on your group work in task02 and task 05, and assess your learning that
you achieved in both. Also, state what contributions did you made to the group works...........18
TASK 7..........................................................................................................................................19
2.1 Assesses the main barriers to marketing planning...............................................................19
2.2 Examines how organisations may overcome barriers to marketing planning.....................20
TASK 8..........................................................................................................................................21
Report.........................................................................................................................................21
Task 9.............................................................................................................................................22
3.2 As you are nearly at the end of your work placement, senior management would like you
to explain why marketing planning is essential in the strategic planning process for an
organisation................................................................................................................................22
CONCLUSION..............................................................................................................................25
REFERENCES..............................................................................................................................26
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INTRODUCTION
With the verification of various aspects information was gathered in relation with the importance
of marketing in the organisation with the effect of which the report is prepared in concentration
with marketing planning. Report will include information regarding Apple in which marketing
planning is required so as to sustain in the competitive market. To provide effective set of
information proper research will be done on the requirement of marketing planning in the
organisation. This report will include a marketing plan for Apple, SWOT analysis of the
marketing plan and organisation will be provided. Information regarding the all the ethical
aspects attached with the organisation will be presented in this report so as to provide appropriate
and effective set of information to the organisation. This will help the organisation in moving on
the verge of success and sustainability.
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TASK 1
AC 1.1 In the form of a report, review the changing perspectives in marketing
planning.
Marketing is a very broad terms which requires and is a very important aspect attached with the
organisation. Marketing planning provides blueprint to the organisation which gives an assurance
that the organisation will be able to attract sufficient number towards its products and services.
Market is unpredictable and fluctuating therefore, to ensure sustainability organisation has to
assure that it should plan all the aspects of marketing well in advance form. Marketing planning
reduces the risk of uncertainties and helps the organisation in providing the assurance that it will
attain competitive advantage in the market. Preparing for the change is one of the most important
factors attached with marketing planning (Gupta, et. al., 2016). Every organisation indulged in a
competitive market should remain prepared for the change. Requirements of the people present
in the market changes with time therefore to fulfil these requirements organisation also has to
bring some or the other changes and have to present the changes in the market which could be
done with the help of marketing planning. There are various changes in the perspective in
marketing planning which are:
Technological Aspects
Technological change is one of the factors which bring a hue change in the whole process of the
business and so in the marketing planning of the business. In present scenario frequent changes
could be seen in the technological aspects, these frequent changes affects the planning done by
the organisation in past. Therefore, organisations will have to assure that they should have N
plan for marketing so that they could sustain in the market and could attract more and more
people towards the products and services they are providing to the ultimate targets (Valentine, et.
al., 2011). For example marketing on internet sites is influencing people and is attracting
effective number of people towards the products and services, therefore, planning to do
marketing on internet will help the organisation to spread effective set of information in the
market.
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Marketing Aspects
Competition in the market is another aspect. In present time competition is increasing day by day
in the market. Therefore organisation will not only have focus on promoting the product. It will
have to do the marketing according to the strategies of competitors so that people could make
effective set of decision in relation with the product they should choose (Valentine, et. al., 2011).
For example Competition for Apple Phones is increasing in the market therefore it will have to
do the marketing according to the competition so that more people could get attracted towards
the products of Apple.
Political Aspects
Political policies should be kept in mind by the organisation while doing marketing planning so
that plan should be formulated according to the changing requirements of political aspects. For
Example: it is necessary that Apple Phones should make changes in the marketing policies
according to the requirements of political parties coming into existence after every election
(Toledo, et. al., 2014).
There are few more marketing trend where marketing planning can be more effective and
efficient. One is digital marketing which includes social media, emails and many more things.
With the help of digital marketing company get more profit and aid to increase their productivity.
Where social media marketing is aid to attract large number of customers on social websites and
marketing their own products. With the help of all those activities marking planning is more
effective and efficient.
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TASK 2
AC 1.2 Evaluate your chosen organization’s capability for planning its future
marketing activity.
Apple is a well know brand in the market which makes it necessary that it should evaluate the
capability for planning its future marketing activities. Indulging in such type of activity will
provide direction to the organisation that where it stands, what are the requirements of the
markets that are to be fulfilled. This type of activity will help Apple to fulfil all the loops and
breaches that could affect the marketing planning of the organisation for future (Taghian, 2010).
Various Core competencies of Apple
 Apple focuses upon the quality of the product it is providing the market which helps in
attracting the people.
 People have varieties of options available as there is a chain of apple products that are
provided to the target people.
 Teamwork is focused upon by Apple as it believes that people working in a team could
produce more and could provide more quality to the product it is supplying in the market
(Salmani, et. al., 2014).
Positive aspects of Apple
 Products of apple are unique which helps in providing a unique identity to the products of
Apple
 Providing quality product is main focus of Apple which helps in building trust among the
people using the products of Apple or willing to use the product (Salmani, et. al., 2014).
 Online marketing and marketing on the television has helped Apple in increasing its sale
and it has a future planning to provide online stores which will guarantee fare price to the
customer. This marketing planning of Apple for future will help it in attracting more
customers and will help in increasing its sale in the market.
Negative aspects attached with Apple
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 Apple products cannot be afforded by everyone as its products are very expensive.
 There are many competitors of Apple available in the market which is affecting its sales
(Taghian, 2010).
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TASK 3
AC 1.3 Examine the techniques for organisational auditing and for analysing
external factors that affect marketing planning.
Various techniques are available which can help in auditing of Apple. These techniques could
also help in analysing the external factors that can affect or are affecting the marketing planning
of Apple. It is necessary that audit should be done on regular basis on Apple, this kind of activity
helps in managing all the aspects of the organisation and helps in removing the vulnerabilities.
Therefore, for auditing it is necessary that the organisation should apply certain set of
technologies which could help in bringing effective set of results as an outcome. Hence, various
techniques are:
SWOT Analysis: With the help of SWOT analysis organisation will be able to gather the
information regarding the areas of strengths it has, areas of weaknesses, opportunities and threat
that can affect the organisation in market (Toledo, et. al., 2014). SWOT analysis will provide a
blue print to the auditor which will help in bringing out the areas that need the focus of the
organisation or the areas which are required to be improved. An effective set of information
regarding the internal process of the company could be gained by the auditor with the help of
SWOT analysis.
PESTEL Analysis: PESTEL analysis stands for the analysis of political, economical, social,
technological, environmental and legal aspects attached with the organisation. These are the
external factors that could affect the processing of the organisation. Gaining information
regarding all these aspects will help the auditor in making effective set of decisions regarding the
policies and procedures of the company. Auditor of Apple will be able to bring out necessary
changes required in the organisation by examining these external factors (Valos, et. al., 2016).
Porter’s Five Forces: According the Michel Porter there are five external forces that can affect
the organisation. Auditor of Apple will have to analyse all the forces are somewhere all these
forces are related with the stakeholders of the company. Therefore, gaining information
regarding the external forces of the company auditor will be able to share effective set of
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information with the company and will be able to help the company in decision making aspects.
There are several other techniques also that could be used by the auditor for auditing purpose like
posting verification, extension verification, vouching verification, confirmation, physical
examination reconciliation and testing (Gupta, et. al., 2016).
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TASK 4
3.3 Your company is interested in growing their business by developing products
and markets. As a result, they have asked you to examine techniques for new
product development.
Growth is the necessity of any organisation. Every organisation should work on the factors that
could help it in growing in the market because growth will help the organisation to sustain in the
competitive market. Product development and market development are the two aspects that help
in the growth of organisations present in the market (Munir, et. al., 2011). With the help of
Ansoff Matrix a better understanding could be developed with the fact that why product
development and market development Apple could grow in the competitive market.
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There are various marketing theory states that to maximize sales, a company must focus
on their services in the market place. Marketing theories is stated to methods of well doing
marketing procedure. Most of the companies are adopt various type of marketing theory to
identifying market and generate high revenue. According to Ansoff Matrix there are four
options available with the organisation to grow in the market, which is market penetration,
market development, product development and diversification (Radulescu, 2012). Therefore,
most appropriate options available with Apple are market development and product development
that will help it out in sustaining in the market. Developing the market will help the organisation
in attracting more customers with the product it is providing. This is the aspect which helps in
enhancing the market value in the mind of the customers. Targeting the new market with the
existing product will help in attracting new people which will lead to increase the sale of the
product in that particular market.
Another aspect is product development, with the help of product development organisation could
increase its brand value in the market. In present scenario people are running towards the new
technology and likes up-graded gadgets, therefore this will help Apple in attracting more people
towards its product and will help in attaining competitive advantage from the market (Salmani,
et. al., 2014).
Techniques that could be used by Apple for product development are:
It can upgrade the software of the mobile phone
Could launch an upgraded series having more features
Could launch the product in android that could attract most of the people who are present into the
market.
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Task 5
LO3 Be able to formulate a marketing plan for a product or service
3.1 write a marketing plan for a product or a service.
The future of an organization is totally dependent upon a clear and appropriate marketing plan
without making an apparent marketing plan organization cannot be able to achieve the desired
outcome. Apple needs to develop an effective marketing plan by which all the activities of an
organization could be managed systematically and the important information could be viral into
the desired market regarding the new products which are to be launched.
MARKETING PLAN
Marketing plan is based on different steps that are taken to achieve more numbers of new
customers. Marketing plan is established for the estimating working patterns. With the help of
marketing plan company set the working practices. An effective marketing plan is can help in
achieving goals of said company by increasing sales of company. There are various step to
prepare marketing plan so that the primary objective of firm can be achievable.
TASK STATUS START DATE DEADLINE
To selecting the
Mission
Accomplished 1 August 2016 15 August 2016
Setting up
organizational
Objectives
Accomplished 8 August 2016 20 August 2016
Market Analysis Accomplished 20 August 2016 31 August 2016
SWOT Analysis Accomplished 1 September 2016 10 September 2016
Marketing
Hypothesis
In Progress 1 September 2016 10 October 2016
Marketing strategies
and Objectives
In Progress 1 September 2016 21 October2016
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Business Forecasting Accomplished 1 September 2016 21 September 2016
Alternate Plan In Progress (Target
Basis)
1 September 2016 25 October 2016
Budgeting Alternate
Plan
Completed 25 August 2016 1 September 2016
Plan Implementation In Progress 1 September 2016 31 October 2016
To collect the
Feedback
To be done 15 October 2016 10 November 2016
In the above marketing plan the activities which are in progress and which have been completed
shown. On the basis of above marketing plan Apple would be able to supervise the ongoing
activities and manage them accordingly (Salmani, et. al., 2014). It is essential for an organization
to develop an efficient marketing plan and implement it according to the priorities in order to get
the desired outcome and to be famous into the present market. Supervising and implementing an
appropriate marketing plan will lead to the success and to be helpful at the same time for the
smooth running of the business.
3.4 justify recommendations for pricing policy, distribution and communication
mix.
Pricing policy
Apple's pricing policy lays emphasis on such customers who are ready to pay higher prices for
the quality products. As some customers focus on the quality of product rather than price of
product. Apple focuses on the product's quality which is one of the reasons for hike in price of
Apple’s products brand image's criterion of Apple is met by products pricing (Toledo, et. al.,
2014). Apple set the product's price in such a manner that leads for generation of high revenue.
For Example: market segmentation is usually done by Apple that accord with the target
customers.
Therefore Apple lays emphasis on the products quality as well as products are also launched by
the customers who are having high income series for the customers who have higher income.
Distribution
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Apple has very effective distribution systems. Through effective distribution system Apple
became able to acquire the target segment of market (OANA, 2014). In order to make the
effective distribution system, Apple has laid emphasis on market survey through which demand
and supply in the market can be ensured easily.
Distribution channel of Apple is given below:-
Manufacturer (Apple manufactures the products and distribute to the wholesaler of different
areas.)
Wholesaler (products are given to the wholesalers in bulk (Valos, et. al., 2016). Wholesalers
carry on the distribution channel by distributing the products further to the retailer's.)
Retailer (they sell the products to the end consumers)
Communication Mix
Communication mix supports a company for effective marketing of the products or services, as
through it right message can be delivered to the right person. Apple lays emphasis on the
communication mix in order to influence the consumers to buy its product (Valentine, et. al.,
2011). Number of techniques of communication is generally use by the Apple which not only
helps in enhancing the sales but also provides competitive advantage.
Apple uses advertising technique in order to pass the information about products to the target
customers. Advertisements are shown on television which displays huge information about the
product. As well as the social networking sites are also used by Apple to advertise its products.
This advertising technique helps Apple to approach large number of customers. One of the other
techniques used by the Apple to communicate with the customers is public relation. Through this
technique Apple has started helpline calling which provides solution to the queries of customers
for 24*7. After sales services are also provided by the Apple in which servicing is done to the
products. This technique is helpful in order to bind the customers with the company (McClaren,
et. al., 2010). As when their query is solved properly or the product is being serviced after the
sale then, they appreciate company's working procedure and become loyal customer.
Promotional techniques are also used by Apple which not only attracts the customer’s era to buy
the products but also provide competitive advantage.
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3.5 Explain how factors affecting the effective implementation of the marketing plan
have been taken into account
Marketing plan's implementation can be affected by number of factors. These factors may act as
barrier in implementing the marketing plan effectively. Some of the factors which can affect the
marketing plan of Apple are discussed below with the solution which can be taken into account
in order to remove the barriers so that Apple can effectively implement its marketing plan:
•Lack of Coordination- when the team members of marketing or other departments are not
coordinating with each other. it can affect the plan as due to lack of coordination many problems
can be arise such as- false information, situation of conflict etc. In order to improve the
coordination an effective leader should be appointed as a leader can coordinate the team
members properly (McClaren, et. al., 2010).
•Fund's Availability- another factor which can affect the implementation of plan is less
availability of fund. Fund requires carrying out different tasks related to marketing. Funding is
necessary for any kind of new business where absence of funding business is affected. In order
to overcome from this problem, Apple shall plan a budget and carry out its task as per the
available funds.
•Cultural Factors- one of the other factors which can affect marketing plan's implementation is
cultural factor. There is huge difference between cultural factors of different-different people
which can create obstacle in implementing the plan. So they all have own believes and values
which may affect the whole organisation planning process. Apple can overcome from this
problem by ensuring that none of the Customer's cultural values shall be affected by the
marketing process (Valentine, et. al., 2011).
1.4 Carry out organisational auditing and analysis of external factors that affect
marketing planning in a given situation
In order to build up the intellectualism regarding the audits techniques it is essential to perform
an audit in an organization because of that several factors in the external environment will be
invented into the organization and that can be beneficial for the organization.
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Apple’s SWOT Analysis
STRENGTHS WEAKNESSES
It has a very strong image and gives tough
competition to the top brands.
It provides excellent services to the customers.
It continuously keeps focusing on the
innovation, research and development.
It robust financial performance.
It provides limited products to the customers
that may not fulfil the needs of various
customers.
Whenever the new product launches into the
market it loses the support of customers from
the old products by switching to the new
product (OANA, 2014).
It has very high prices comparatively other top
brands products.
OPPORTUNITY THREATS
The market of tablets and mobiles phones is
growing and that is big opportunity for the
Apple.
Smooth integration of iCloud raises the
demand of the other apple products (Gupta, et.
al., 2016).
There are many new starts up introducing into
the market that can affect the brand.
There is huge competition into the market that
can make impact on the company.
Apple’s PESTLE Analysis
Political factors – As it is known that the Apple is the US based company and it is performing
its activity across the global market hence it has to face various political issues such as it has to
pay huge tax as it generate large amount from the various countries (Srdjevic, et. al., 2012).
Every country has its own political formalities and requirements that could affect the smooth
running of the business. So it is important for the Apple to develop policies as feasible as it can
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adjust with every country.
Economic factors – Each country globally has their norms of economic system that can make
impact on the business of the organization. Some economic factors like interest rate, inflation
rate, exchange rates etc affect the margin of profit of the organization.
Social factors – Society is the group of people in which an organization performs so it is
essential for an organization to perform its activities by keeping the norms of society into the
mind and should be beneficial for them only then an organization can survive into the huge
competitive market (Srdjevic, et. al., 2012).
Legal factors – Every country has its legal norms and breaking these norms could prove risky
for the organization. So before performing any activity into another country all their legal
regulations should be kept in mind properly.
Technology factors – Technology is considered as the impulsive in nature as it keeps changing
perpetually. As it is known that the apple provides products which are related with the
technology therefore it needs to be updated and upgraded in that same market in order to survive
otherwise it will lose its positions (Gupta, et. al., 2016).
Environmental factors - This factor should be kept on the top in the priority list that there
should be no any activity performing by the organization that could affect or damage the
environment otherwise legal action could be taken against the organization.
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Task 6
You need to reflect on your group work in task02 and task 05, and assess your
learning that you achieved in both. Also, state what contributions did you made to
the group works.
With the help of the discussion help in task 2 and task 5 the learning that have developed is that
Any organisation whether it is small or big doing business in the competitive market should
make the judgement of what its capabilities are in that particular market. It could be understood
that with the help of SWOT analysis organisation can gain information related with the internal
environment and with the help of PESTLE analysis an organisation can gain effective set of
information with the external environment of the organisation. These analyses will provide a
direction to the organisation in preparing an effective marketing plan which will lead the
organisation to move on the verge of success and sustainability. Plan is prepared by the
organisation with the help of forecasting so that all the things related with the sustainability of
the organisation should flow in the smooth manner. It is necessary that organisation should take
under consideration all the legal aspects while preparing the plan and its competitors in mind
while implementing that particular plan (OANA, 2014)
Preparing plan will provide a clear direction to the organisation with the effect of which
organisation will be able to make decision of how it can attract effective amount of customers
towards its products and services. Plan helps in removing all the future vulnerabilities with the
effect of which an assurance could be made that the organisation will attain competitive
advantage in the market.
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TASK 7
2.1 Assesses the main barriers to marketing planning
It is important for an organization to deliver the right message to the employees of the
organization to fulfil a particular task but because of some barriers it is complicated. Barriers in
the marketing planning develop anxiety and tension to the sales and marketing teams. But, in
order to develop the products firstly, they need to know the demands and needs of the customers.
Bad communication system surely will not help to make the proper interaction with the
customers and that will affect the margin of profit of the organization (Srdjevic, et. al., 2012).
But apart from that there are some other barriers that may affect the organizational marketing
plan.
Demographical factors – Demographical factors includes growth rate of population,
distribution of age etc. These factors affect the whole planning of an organization. People’s
trends, thinking, work and living change very fast so marketing planning of an organization
should be feasible in all types of changes (Kolios, et. al., 2013).
Economic factors – whether it is recession or boom it may influence the marketing planning of
an organization because these all activities may make impact on the trends and behaviour of the
customers. Economic trends influence the customer’s purchasing power that will further impact
on the profit of the organization.
Cultural factor – the nature and behaviour of the people keeps changing and with that their
tastes and lifestyle also change so that factor put a major impact on the organization’s sales and
profit. There are different kind of culture is present in their nation so they render highly impact
on the organisation productivity.
Technology - an organization must be upgraded with the latest technology to get work dome in
an efficient manner (Valos, et. al., 2016). Technology advancement is greatly influenced to
whole organisatipon. Whereas in the cited company their is no new technologies which affect to
organisation production.
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Political factors – it includes legal issues, laws, policies, etc and they act as barriers to the
organization. It is a major affected barrier which can be highly impact on the whole organisation
process. In this factors political legal environment is influence to organisation policies. So in that
case organisation affected with these politics.
2.2 Examines how organisations may overcome barriers to marketing planning
Marketing planning includes various events such as developing a marketing plan and its
objective in order to achieve it. In order to get the barriers to the marketing planning that could
influence the organizational activities, marketing manager of the organization develops proper
strategic planning by which it can achieve the best possible outcome and that is also easy to
implanting (Munir, et. al., 2011). With the strategy planning a particular methodical system
should also be prepared into it by which all the objectives and goals could be promoted and
connected them.
In concerning organisation top management will have to do work on making new
strategies which are not influence with other market.so in case company has to develop their new
technology advancement and hire new skilled people. Firm can be set policies according to their
workforce environment. Company develop their external connections which are provide
protection against other political environment.
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TASK 8
Report
Planning is a very crucial task which is influenced by various aspects and one of the aspects is
ethical issues. Ethical issues influence planning in the organisation. Reason behind this is that
doing business in the competitive market has become very tough due to the increase in
competition and various political rules and regulations. In present scenario government is
focusing on all the ethical aspects related with the market and keeps eye on the organisation
violating the ethical aspects related with the business or the market (Taghian, 2010). Therefore,
to ascertain that the organisation should not indulge in any unethical aspect they plan according
to the policies and regulations prepared by the government present in the market.
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Task 9
3.2 As you are nearly at the end of your work placement, senior management would
like you to explain why marketing planning is essential in the strategic planning
process for an organisation
Marketing planning is essential for any organisation , planning focuses on future direction, values which
help to fulfill there objectives for their organisation growth.
Planning helps to identify potential market opportunities and threats.
Effective planning offer standards of performance for comparison an devaluation of actual performance.
Along with that planning provide a unique decision making frame work.
Planning helps to establish profitable relationship with the environment.
With the help of effective marketing planning an organization can achieve success in the
present competitive scenario. Strategic planning of the activities is beneficial to ensure the path
that needs to be followed by the organization to achieve the growth and sustainability. It can be
beneficial for an organization in many ways. To make proper strategic planning is helpful to
calculate the consumer’s demand in the present market scenario and that is to be fulfilled by
providing enough supply and production of the specific products. With the help of proper
strategic planning employees of the organization come to how what exactly they need to do and
how they should do in the specific time slot. An organization can easily achieve its short as well
as long term goals and objectives by using proper strategic planning. It seems to be helpful to
reduce the loops and problems generating in between the processing of the activities and undergo
the smooth running of the business (Radulescu, 2012). A set of priorities could be prepared by
the help of strategic planning by which work would be done in an organized manner and to fulfil
the priorities at first decreases the work pressure from the employees. If any business want to
know its present position it should develop an appropriate strategic planning by which it can also
get the desired objective and could achieve the top position into the market. Ethical aspects are
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related with each and every process and procedures of the organisation and for marketing
organisation definitely have to ensure that all the ethical aspects of the organisation should be
followed in a proper manner (Radulescu, 2012).
There are several ethical issues which influence marketing planning of the organisation like:
Competition is one of the aspects that influence the organisation to develop marketing plans. To
ensures that to attain competitive positioning organisations prepare the marketing plans and
ensures that it should not contain any unethical competitive strategy. To attain competitive
positioning in the market organisation should assure that marketing of its product should include
the name of the competitors in any set of comparison. If it is being taken then the organisation
should have the certificate of that blame that is being pointed on the competitor or on the
competitor’s product.
Organisation should focus on the customers. It is necessary that the organisation should provide
what it is advertising to the customer (Salmani, et. al., 2014). Providing false statements to the
customers and by making false statements in the advertisements regarding the products is also an
unethical issue. For such kind of activity organisation should ensure that the quality product
should be provided to ultimate targets Therefore, to ensure that the advertisement should be done
in a proper manner an organisation will have to make a proper plan and then will have to
advertise the product in front of the customers available in the market.
Marketing plan includes not only the market and people present in the market but also employees
working in the organisation. It is necessary that the marketing plan should include employees
working on the marketing project or the employees directly or indirectly attached with the
marketing project of the company (Salmani, et. al., 2014). According to the ethical aspects it is
necessary that the organisation should ensure that marketing of the product should not harm the
employees working on that particular project. This is another ethical aspect that influence
marketing planning of the organisation.
Another ethical issue that influence marketing planning of the organisation is that the marketing
plan of the organisation should provide any message that contains false information or any other
information that could affect the values and beliefs of the people. Marketing of the product
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should not target the culture or ethics of the people present in the market. Therefore, with the
help of marketing planning organisation will be able to assure that the feelings, values, and
culture of the people should not get affected with any of the aspect of the marketing of the
products and services it is delivering to the target people present in the market (Taghian, 2010).
For example: Apple will have to develop a plan to advertise the product in the market and plan
should include all the ethical aspects in it so that correct information could be shared to the target
customers and the information shared should not include any false statement. Planning all the
aspects related with the advertisement will help the organisation to ensure that correct
information could be shared to the target population and organisation should provide what it is
showing to the ultimate targets.
Another example is that Apple will have to make the list of all ethical aspects attached with the
marketing of products and services in the market (Toledo, et. al., 2014). Then it will have to
develop the marketing plan which should include all the ethical aspects and should provide the
information which should share effective set of knowledge regarding the products and services it
is offering to the customers present in the market.
Therefore, it could be seen that following all the ethical and legal aspects is a necessity of every
organisation present in the market. With the help of these aspects an organisation will be able to
ensure that true and ethical marketing could be done in the market. Organisations should make a
proper marketing plan so as to enhance the authenticity of the marketing of the product it is
supplying in the market. These kinds of activities will help in adding value to the name of an
organisation and will help in gaining customer support at the time of requirement (Kolios, et. al.,
2013).
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CONCLUSION
With the help of all the aspects indulge in the report it could be concluded that marketing
planning is one of the most important aspect attached with any organisation. It is necessary that
an organisation should make proper market research so that it could gain sufficient information
regarding the needs and wants of the people present in the market. Proper planning will help the
organisation in moving on the verge of sustainability and success and will help in ensuring that
true and effective information should be shared in the market regarding the product. Marketing
plan provided will help the organisation to sustain and will help it in attaining competitive
advantage in the market. It is also necessary that organisation should include all the ethical
aspects into consideration so that it could gain the trust of people present in the market and could
attain competitive positioning in an ethical manner.
27

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