WSJO HND in BussinessMarketing Plan MARKETING PLANNING -1 Karolina Janiszewska

WSJO HND in BussinessMarketing Plan WHAT IS MARKETING PLANNING? A LOGICAL SEQUENCE OF EVENTS LEADING TO THE SETTING OF MARKETING OBJECTIVES AND THE FORMULATION OF PLANS FOR ACHIEVING THEM.

WSJO HND in BussinessMarketing Plan THE BENEFITS OF MARKETING PLANNING better co-ordination of activities it identifies expected developments it increases organisational preparedness to change it minimises non-rational responses to the unexpected it reduces conflicts about where the company should be going. it improves communications

WSJO HND in BussinessMarketing Plan THE BENEFITS OF MARKETING PLANNING management is forced to think ahead systematically available resources can be better matched to opportunities the plan provides a framework for the continuing review of operations a systematic approach to strategy formulation leads to a higher return on investment

WSJO HND in BussinessMarketing Plan COMMON IMPLEMENTATION PROBLEMS too much detail too far ahead separation of operational marketing planning from strategic marketing planning failure to integrate marketing planning into the total corporate planning system unrealistic objectives lack of information weak support from top management confusion over planning terms

WSJO HND in BussinessMarketing Plan Marketing plan structure (1) Organizational auditing –analysis of production, managerial, financial, operational, human resources and intangible capability –BCG analysis –PLC analysis in company Microenvironmental auditing –Porter's five force –competitive position (strategic groups maps) Macroenvironmental auditing SWOT analysis

WSJO HND in BussinessMarketing Plan Marketing plan structure (2) Defining company objectives –the relationships between corporate objectives, business objectives and marketing objectives –mission and vision statement –the characteristics of marketing goals –marketing objectives at operational level Strategy choice –Ansoff matrix –normative development strategies –competitive strategies

WSJO HND in BussinessMarketing Plan Marketing plan structure (3) Segment choice –segmentation process –defining target markets –target market(s) profile(s) Product plan –product concept –product levels –brand strategy –product positioning –product testing

WSJO HND in BussinessMarketing Plan Marketing plan structure (4) Pricing policy –the dimensions of price –price discrimination –pricing techniques –the inter-relationships between price and the other elements of the marketing mix Distribution plan –distribution methods –transport methods –hub locations and distribution centres –distribution and competitive advantage

WSJO HND in BussinessMarketing Plan Marketing plan structure (5) Promotion plan –promotional mix analysis –promotion planning and costs –advertising and promotional campaigns and changes over the PLC Marketing plan budget and schedule –methods of budgeting –timing and implementation responsibilities –performance measures: financial, nonfinancial, quantitative, qualitative

WSJO HND in BussinessMarketing Plan Written assignment – stage 1 SWOT analysis and strategic position the market company description resources auditing Porter's five forces SWOT analysis strategic position identification and strategy choice defining company mission and marketing objectives Deadline

WSJO HND in BussinessMarketing Plan Written assignment 2 marketing plan product plan price plan distribution plan promotion plan budget plan and timeschedule Deadline

WSJO HND in BussinessMarketing Plan Oral assignment 2 ethical issues in marketing Presentations of choosen ethical problem in marketing Leading A&Q session Deadline 12, 19,

WSJO HND in BussinessMarketing Plan Submission of Work All assignments must be submitted to the tutor on or before the required date. Submission will normally be in class.

WSJO HND in BussinessMarketing Plan TEXTBOOK McDonald M., " Marketing Plans", Butterworth- Heinemann, 1995 Kotler Ph., „Marketing Management”, Prentice Hall International Editions, 2003