Marketing Planning Report: Jura Coffee Machine Marketing Strategies

This report delves into the intricacies of marketing planning, focusing on strategies, organizational auditing, and ethical considerations. It begins with an introduction to marketing planning, emphasizing its importance for organizations and its evolving perspectives. The report then examines Jura's automatic coffee machine, analyzing its capabilities and applying techniques like SWOT analysis to assess its strengths, weaknesses, opportunities, and threats. It explores barriers to marketing planning and strategies to overcome them, followed by a detailed marketing plan for a product or service, including pricing, distribution, and communication strategies. Furthermore, the report highlights the significance of marketing planning in strategic planning, new product development techniques, and the influence of ethical issues and consumer ethics on marketing decisions. The report concludes with a comprehensive overview of the marketing plan, including the application of SWOT, PESTLE models, and a budget plan for project execution.

MARKETING PLANNING

Table of Contents
INTRODUCTION...........................................................................................................................3
AC – 1..............................................................................................................................................3
1.1 Review changing perspectives in marketing planning.....................................................3
1.2 evaluate an organisation’s capability for planning its future marketing activity.............4
1.3 examine techniques for organisational auditing and for analysing external factors that
affect marketing planning.......................................................................................................5
1.4 carry out organisational auditing and analysis of external factors that affect marketing
planning in a given situation ..................................................................................................6
AC – 2..............................................................................................................................................6
2.1 assess the main barriers to marketing planning................................................................6
2.2 examine how organisations may overcome barriers to marketing planning ...................7
AC – 3 .............................................................................................................................................8
3.1 write a marketing plan for a product or a service.............................................................8
3.2 explain why marketing planning is essential in the strategic planning process for an
organisation............................................................................................................................9
3.3 examine techniques for new product development..........................................................9
3.4 justify recommendations for pricing policy, distribution and communication mix.......10
3.5 explain how factors affecting the effective implementation of the marketing plan have
been taken into account........................................................................................................11
AC – 4............................................................................................................................................11
4.1 explain how ethical issues influence marketing planning..............................................11
4.2 analyse examples of how organisations respond to ethical issues.................................12
4.3 analyse examples of consumer ethics and the effect it has on marketing planning.......13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................15

EXECUTIVE SUMMARY
The present report is based on Marketing planning, in this report it is summarised that
main areas of the organisation always need planning. When marketing plan is developed after
that implementation is done so it is also necessary to evaluate is on continuous basis. In this
report a marketing plan is also written down for the product and services. For this purpose there
is pricing policy, distribution method and communication mix also described. It is also explain
that for an effective marketing planning, there is a need of plan to strategies to reach the market
and it also helps to identify about the demand of the product, customer needs and wants etc. also
there are some factors that can affect the marketing planning. It also explains the effective
marketing plans and their need for strategic process in the organisation and the factors which are
affecting the marketing plan for the organisation.
There are many changes in the perspective in marketing because now company use many
methods for marketing like social media. When company make marketing plan for their
company then some barriers can affect it so it is also necessary to overcome from them. Also
there are some ethical issues that can also arise so it is very necessary to know about the ethics
and follow it while develop strategies for the company. If company develop new products then it
will also help them to increase their sales and profits and also help to take advantage from the
customers. Marketing plan must be flexible so if there is any need of alteration then it can be
made. The present report has attempted to focus on overall marketing plan through researching
of market. Therefore, for the proposed plan, various models of SWOT, PESTLE etc. have been
applied. Besides this, a budget plan has been formulated according to which entire project has
been carried out. As per this, Jura has made a new plan for executing the entire project.

INTRODUCTION
Marketing plan is a blueprint for the business which describes the strategies and current
position or any business or organisation. This plan is generally made for one to five years of
period. If market plan is successfully made then it will help to increase the sales of the
organisation. A perfect or successful marketing plan covers all the strategies, goals, objectives,
costs etc. of the organisation. The main purpose of the marketing plan is to provide blueprint of
the project which need to follow by the organisation. The plan for the Jura’s automatic coffee
machine is very clear that they want to target the new segment of the market to increase their
sales (Lee and et. al., 2013). They provide best quality of the automatic coffee machine to their
buyers. They provide machines such as Jura Capresso Z5, Jura Impressa F7, Jura Impressa J9
etc. The marketing planning for mentioned company has been done as for launching a new
product, it is necessary to communicate about it to the customers. this communication can be
easily done through this planning. stated organisation currently promotes its products at a higher
level with the help of different media which shows that it has strong capability of making
marketing planning in future as well. The purpose of the report is to analyse the external factor
that can affect the marketing plan of the company. They find out the barriers of their marketing
plan. Jura automatic coffee machine wants to increase their sales and for this purpose they made
the marketing plan for their product and services. They also the about the ethical issues that can
influence their marketing plan (Donnelly and et. al., 2012).
AC – 1
1.1 Review changing perspectives in marketing planning
A good marketing plan must be flexible and if it need any alternations in the plan then it
can be made. It is very important to solve any type of problem that can be related to
environment, financial, resources etc. Company need to be creative and innovative while they are
making plan. A good marketing plan is highly useful for an organisation as it provides a real
picture of the organisation in an appropriate way. It demonstrates the way through which, a firm
can do a new start towards the planning of new marketing plan. There should always be a
changing perspective in a marketing plan so that an organisation can compete with rival entities
of market in a newer way. Thus, a company can easily increase its competitiveness in the market.

Whenever a company make plan then they be do it more creatively and innovative manner.
Marketing plan of the Jura's coffee automatic machine is effective and compete their
competitors.
Production concept: The buyers always want products and services of best quality at a
reasonable price. The automatic coffee machine follows the simple concept that they want to
produce their product with full efficiency, by lowering their cost and want to achieve maximum
profit (Whalen and Holloway, 2012). The automatic machine focuses on mass distribution of
their products.
Selling concept: The automatic coffee machine provide products at a reasonable price to
their customer it will help then to retain their customers. They make efforts on their promotional
activities so that they can sale more. They leads to increase in their sales targeting more
consumers which leads to an effective buying.
Marketing concept: Automatic coffee machine wants to achieve the desired goals then
they must do marketing of their products. Marketing helps them to make more effective
comparison to their competitors and increase sales (5 Components of a Successful Marketing
Plan, 2017). It also leads to set a particular target market for automatic coffee machine and fulfil
the customer needs.
Societal marketing concept: In this automatic coffee machine find out the need of the
customers or can say that their target market. They want to deliver their products to the
customers or buyers more effectively and efficiently compare to their competitors (Ayub and et.
al., 2013). The automatic coffee machine focus more on customer's satisfaction focusing on on
their needs and targets to survive more strongly in the competitive market.
1.2 evaluate an organisation’s capability for planning its future marketing activity
Capability of Jura's automatic coffee machine can be defined as their strength, weakness,
competencies, behaviour etc. If organisation wants to achieve more success then they need to use
their strength to develop the opportunities and compete with the external environment. Capacity
planning helps to identify the needs which is related to current and future needs of market. There
are some categories which are mentioned as below -
Financial capabilities: Jura's automatic coffee machine needs to find out their
capabilities which is related to finance. They need to manage all their funds or resources with

their capabilities and skills (Liu, 2012). Finance is very essential for any organisation to their
growth and compete the competitors. Financial capabilities also provide people to make their
money and improve their life.
Technology capabilities: If company or an organisation wants to achieve more success
then they need to use the modern technology for produce their products. Jura's automatic coffee
machine can use new technologies for their marketing, production, sales etc. Adaptation of new
technologies and innovation in the working must be done by the Jura's automatic coffee machine
company for the efficiency in their businesses.
Well known: It is very necessary to achieve success to know products very well, through
that company can introduce about their products to the people or customers very easily. Jura's
automatic coffee machine must make people familiar about their products.
Loyalty: It is very necessary to maintain the loyalty of products and services among their
customers. To increase the brand image Jura's automatic coffee machine need to maintain their
quality of the products. Customer loyalty is very necessary for any organisation to their future
growth (Hakimpoor, Tat and Arshad, 2011). The fuller satisfaction must be provided to the
customer's by the company for the continue use of their products by the users.
The stated company has its current capabilities some of the areas related to marketing can
be explained below:
Brand image: The brand image of firm is quite better which is potential to impact the decisions
of customers. The customers are well aware of the product through different media because of
which it is easier to establish a new product's positioning in market.
Attractive advertisements: The quality of products are higher because of which consumers have a
good trust level in the products. They always welcome the new products of stated brand as
company promotes its products by highlighting all distinct features of products that prove to be
of useful for clients. Thus, the new automatic coffee machine can easily make its place in
market.
1.3 examine techniques for organisational auditing and for analysing external factors that affect
marketing planning
Every organisation or company conduct an audit to know their mistakes. Organisational
audit is related with the internal process. For organisational audit Jura's automatic coffee
machine choose SWOT analysis. It can help to find out the opportunities which is related to

internal and external activities. SWOT analysis stands for Strength, Weakness, Opportunities and
Threats (How to Create an Online Marketing Plan that Will Grow (Nearly) Any Business, 2017).
SWOT analysis can help to determine -
Strength - They have customers in huge quantity.
- They use modern technology to produce their products.
-They provides their best service to the customer's.
Weakness - They do not use better quality for marketing their products.
- There is lack of innovation in their coffee machines.
Opportunities - They growth in the market very fastly.
- They can easily enter in the market and take advantages from the
market (Logman, 2011).
-They can easily adapt the new technologies and the changes.
Threats - If there is new trend in the market and how they can respond.
 They have threat from their competitors those use high quality of
materials for their products.
 They have a threat of a substitute product by the competitors.
SWOT analysis can also done to fine out the issues which is related to organisation i.e.
financial resources, issues related to staffing, advertising etc. The critical success factors for
stated plan can be as follows:
 The plan of introducing an automatic coffee machine is highly based on current demands
and also capable of attracting a large number of customers of all age groups.
 The proposed plan is able to gain positive response as every segment of customer are
interested in coffee. Further, by installing an automatic machine, they can get a better
service with a great ease. Hence, more investors for the proposed plan can be attracted
easily.
To find out the external factors which can affect the marketing plan of Jura's automatic
coffee machine they analyse it with the help of Porter's five model. It includes following -
 They find out that what impact can be on sellers of the suppliers.

 Threat from any new entrance of the organisation in the market (Wymer, 2011).
 Threat from the competitors who produce substitute goods that can be easily available in
the market at a lower price.
 Competition from any other sellers can also affect the sales of Jura's automatic coffee
machine .
1.4 carry out organisational auditing and analysis of external factors that affect marketing
planning in a given situation
Internal audit and external audit both is very necessary for any organisation to find out the errors
and mistakes in the books of account. Internal and external environment can also affect the
organisation's marketing plan (Morgan, Katsikeas and Vorhies, 2012).
PESTEL analysis: To identify the internal and external environment company use PESTEL
analysis, that is mentioned as below -
P – Political
E – Economic
S – Social
T – Technological
E – Environmental
L - Logic
Political factors: These factors are related with the interference of government. It includes -
 Tax policy
 Environmental law
 Policy of foreign trade
 Policy of government
Political factors can affect the Jura's automatic machine externally and it is very necessary to
respond these factors.
Economic factors: These factors can affect the activities of the business and their profits also. It
includes -
 Inflation rate
 Growth of the economy
 Exchange rate

Economic factors can be of both type i.e. Micro and Macro. Macro factors are related with
management and micro factors are related with income of the people.
Social factors: It is related with the beliefs, values and attitudes of the people of society. It may
include -
 Growth of population
 Age
 Health
These factors can direct affect the market of Jura's automatic machine.
Technological factors: It is related with the continuous changes in the technologies that can
affect the sales and market of the Jura's automatic machine. It can be related with the new
process, changes in the method of communication etc.
Environmental factors: These factors are generally related with the environment of the country.
It is very necessary to focus on these factors because these can affect direct to the market of
Jura's automatic machine. It is also very essential to follow ethical rules while producing
products and services.
Legal factors: It may include -
 Rights of customer
 Health and safety
 Safety of products etc.
It is very essential to find out the legal factors because it affect the sales of Jura's automatic
machines in the marketplace. It is necessary to follow all the rules and regulations for the success
of the company.
Ansoff matrix: It focuses on the potential of the products of Jura's automatic machine. If
company want development and growth then it is necessary to develop existing and new market
and also develop new products. The Ansoff's matrix is described as below:
Market penetration: It is related with the existing products and existing markets. In this, firm
want to develop only its existing products and only wants to increase its current market only.
Market development: It is related with existing products and new markets. In this Jura's
automatic machine focus on the development of new market. Company develop new market by
selling them their existing products.

Product development: It is related with the new products and existing market. In this Jura's
automatic machine focus on development of new products and sale them in the existing market
to increase their profits.
Diversification: In this Jura's automatic machine develop new products and create new market
for their products and services.
AC – 2
2.1 assess the main barriers to marketing planning
While making a good marketing planning we have to analysis that what barriers will
affect the marketing planning in the future time period so that we can be ready for that. The main
barriers of marketing planing are as follows:-
 Every people has their on culture so that it affect the plan of marketing.
 Environment can affect the marketing plan by internally and externally. Internal
environment can be control by Jura's automatic machine but external environment is
uncertain and uncontrollable.
 If there is lack of skills and knowledge then marketing plan cannot be effective (Logman,
2011).
 People are generally confused between the function and concept of the marketing.
 If people do not follow the plan systematically then it can be also barrier to the marketing
planning.
 People also get confused between the strategies and operations of the company.
 If in depth analysis is not done before making the plan then also it can be barrier to the
marketing plan.
 If resources are not available when it is needed then work cannot be completed.
 It is also necessary to follow the proper procedure but id company cannot follow then it
may be affect the marketing plan (Hakimpoor, Tat and Arshad, 2011).
 Technologies also change very fastly so that it will be affect the marketing plan.
2.2 examine how organisations may overcome barriers to marketing planning
While making the marketing plan there can be some barriers also so that it is very
necessary to overcome from all the barriers which are mentioned as below -

Proper Analysis of environment: Before making of marketing planning we should have
to analysis environment of the market. The mainly we have to analysis the external environment
of the market like social, legal, political, technological, ethics. According to these we have to
make our marketing planning (Marketing Planning, 2017). The proper evaluation and marketing
scanning must be detailed study before the preparation of the marketing plan.
Analysing the culture and lifestyle: We all know that our consumers are human binges
so for making the the appropriate marketing planning. If we analysis the culture and lifestyle it
help the the planning of marketing (Azad and Darabi, 2013). There must be a proper an
evaluation of culture,trends taste and preferences of the customers.
Analysing the need of consumer: As we now whom we are targeting in the market so
we will be getting to know that who is our consumer. If we know that who is our targeted
costumer then wee have to analysis the need of costumer so that we can fill it . The targeted
group must be defined according to targeted group needs can be easily fulfilled.
Current Data or information: For making the planning we have to get data or
information for the analysis the market. This work is done by doing the research in the market
that research will provide some result that results is our information or data. The research work
should be the done in appropriate manner. So that we can get the correct data and information.
The data must be accurate and reliable in nature for the proper formation of a marketing plan.
Proper utilisation of resources: We all know that we have the basic need. That basic
need of company is money, people and time. So we have to manage it. It is done to reduce the
wastage of resources (Loureiro, Ruediger and Demetris, 2012). There must be a proper and fuller
utilisation of the resources. The resources must be effectively and efficiently utilised.
Clear communication: It is essential that the organisation's senior officials make all of their
employees clear about the strategies of the company and its operations so that they cannot get
confused. For this, they should make a clear communication with all staff members and satisfy
their queries.
Training and development: The technological advancements are rapid in present era due to
which it is necessary to make all employees up to date with these technology handling. For this
purpose, the managers of firm may organise training and development sessions for enhancing
their knowledge and make use of the techniques in most efficient way.

To overcome the barriers the stated firm can use Ten 'S' framework which was first
introduced by Mc Donalds. As per this, the barriers can be resolved through following tactics:
These tactics are majorly used to resolve several type of barriers in business:
1. Using techniques before applying any strategy:
There are several techniques that applied before business strategies like planning, decision
making, resource management, workforce management or more. Marketing planning is the major
section which includes objectives and also covers one to five year planning as well.
2. The advertisements must be arranged around the company and its customers:
Advertisements are the major factor that directly affects the growth rate of the firm. In this
particular case customer and the company both knows the recent market demands and then they
switch towards the new technology and new product as well.
3. Compound values about the marketing:
In the marketing strategies compound rate is the specific term that provide the information about
the market shares and revenue, gross profit, units delivered or more.
4. Constituting around the promotion and advertisements:
Promotion and advertisements are the most important factors for company to improve the growth
rate and production rate as well. Product promotion is the must require for developing the
company's market status or boost growth rate.
5. Proper scanning of the external business environment:
Proper scanning of the business environment majorly consist the demand of the customers
according to the recent market trend. In this company knows that customer's need and according
to that need they produce specific product and improve the quality of product as well.
6. Making a blueprint of organisational environment through internal audit like SWOT:
Internal audit means that company make a blueprint of organisational environment in which it
includes the need of employers and employees. Moreover, this structure consist strengths and
weakness and opportunities or threats of the firm so that management apply the effective
strategies to improve the productivity as well.
7. Collecting information about potentials keep everyone informed
Information collection is the most important factor in which company knows that potentials and
demand of their employees or employers. It is the responsibility of the company that everyone
knows the effective changes done by management and know all the information.