Primark Marketing Plan: Addressing Barriers and Strategies for Success

This presentation identifies key barriers to effective marketing planning within Primark, including confusion between objectives, strategy, and tactics, the perception of marketing as vulnerable during economic downturns, superficial analysis of marketing information, and a lack of knowledge and skills among marketing managers. To address these barriers, the presentation proposes solutions such as developing quantified objectives, promoting products through offers and discounts, conducting sound market research, and providing required training and development. The presentation further highlights the significance of marketing planning, including better product decisions, effective promotional plans, healthy customer relations, assessment of market forces, improved distribution strategies, and effective customer targeting.

Marketing Planning
Task 2

Introduction
 This presentation is prepared with a motive to highlight
the main barriers to marketing planning within the
context of Primark. Further, strategies to overcome
barriers to marketing planning is even incorporated.

Barriers to Marketing Planning
Barriers Explanation
Confusion between objectives,
strategy and tactics
It is evident that company usually gets
confusion between these terms. Due to
this, company is not able to conduct
appropriate planning and leads to
deviation.
Marketing is perceived as
vulnerable department at the time
of economic downturn
Marketing department is perceived as
redundant at the time of recession and
hence focus is more laid on sales.

Barriers to Marketing Planning
Barriers Explanation
Superficial Analysis Most problems with analysis of marketing information
revolve around too much information or the wrong
information being available. This will lead to a lack of
proper analysis and often a poor marketing audit.
Lack of Knowledge
and Skills
It is even evident that company lacks crucial knowledge
and skills among the marketing manager through which
proper implementation is not possible. Also, manager is
not in a position to evaluate data is appropriate manner
which leads to deviation.

Solutions to Overcome Barriers
Barriers Solution
Confusion between objectives,
strategy and tactics
To overcome this barrier, company can
develop quantified objectives, so that
tactics can be developed accordingly.
Marketing is perceived as vulnerable
department at the time of economic
downturn
To meet this issue, cited company can
promote products through offers and
discounts so that customer can attract
towards the company.

Solutions to Overcome Barriers
Barriers Solution
Superficial Analysis For this, sound market research need to conduct on
specific things so that appropriate results can be
attained. From this, marketing planning can be
done accordingly.
Lack of Knowledge and Skills In this respect, required training and development
must be done so that required results can be
attained. In addition to it, seminar and conferences
can be attained so that implementation of marketing
tactics can be done effectively .

D2 Significance of Marketing
Planning
With the help of marketing planning, following benefits are
attained
 Better product decision
 Right promotional plan
 Healthy relations with customers
 Assessment of market forces
 Better distribution strategy
 Targeting customers in effectual manner

References
 Chen, M. and Lai, G., 2010. Distribution systems, loyalty and
performance. International Journal of Retail & Distribution
Management. 38(9). pp.698–718.
 Doole, I. and Lowe, R., 2012. International marketing strategy.
Cengage Learning.
 Harker, M., 2009. Marketing: An Introduction. Financial Times
Prentice Hall.
 Logman, M., 2011. Realism versus simplicity in strategic marketing
planning: the impact of temporality. Marketing Intelligence &
Planning. 29(7). pp.662-671.
 Schibrowsky, J. A., Peltier, J. W. and Nill, A., 2007. The state of
internet marketing research: A review of the literature and future
research directions. European Journal of Marketing. 41. pp.722-733.

Thank
You!!