...Review the changing perspective in the marketing planning Marketing planning is a blueprint of the organization that describes the organization marketing efforts and its future destination. The more the company can make the marketing planning, the more the company will be succeeding in the market. Marketing planning is significant to utilize the company’s available resources and to achieve the specific goal of the organization. Business environment is changing in everyday now. The operational manager faces problem with changing environment in the business. The changing perspective in the marketing planning is that the marketing planning changes in different business environment. The marketing planning must be flexible. In the changing the marketing planning of the business, the organisation got better position in the market to capture opportunities and can easily handle risks. The organisation can use the marketing resources more effectively. By the changing marketing planning, the organisation can improve the sales and profit. 1.2 Evaluating organization capability for planning its future marketing activity Capability is the power that specifies the ability of the work force of the business organization. The company should make its marketing planning based on its capability. If the organization does not consider the organization’s core ability to make its marketing planning, the organization will no able to implement those planning. There are many theories to measure the...
Words: 1509 - Pages: 7
...2.1 Assess the main barriers to marketing planning. According to Business Dictionary, marketing planning “refers to the process of analyzing one or more potentially interesting marketplaces in order to determine how a business can optimally compete in them.” There are numerous barriers in marketing planning such as: Target Market When a company is uncertain about its target market and whether it is the right one may stand as a barrier for marketing planning. The reason that companies have target markets is to be able to work their way towards that target. The product or service that they will be designing will be according to the characteristics and tendencies of that target. In the case of Athena Milk, the company used an endorser such as Anne Curtis; a strong, independent working woman. Environmental Barriers Environmental barriers include factors such as social, legal economic, political, technological, and ethical norms; it may post major barriers to marketing planning by placing restrictions or limitations in the way the business interacts with the environment. (Scheid, 2011) Regulations may prevent comparison marketing when market surveys indicate the best form of marketing as comparing the product with the competitor’s substandard product. Cultural Barriers Cultural barriers are essentially factors that have to do with how the customers are raised or what has been accustomed to them. Factors that are included in cultural barriers are language, behavior,...
Words: 4115 - Pages: 17
...Marketing planiranje Marketing Planning Predmetni nastavnik:Nevenka Popović Šević | Polaznik:Sabina ŠabovićDatum predaje28.12.2012. | 1. Be able to understand the meaning role of marketing in achievement of organizational objectives; Marketing is the management process through which goods and services move from concept to the customer. It includes the coordination of four elements called the 4 P's of marketing: (1) identification, selection and development of a product, (2) determination of its price, (3) selection of a distribution channel to reach the customer's place, and (4) development and implementation of a promotional strategy. Marketing is based on thinking about the business in terms of customer needs and their satisfaction. The marketing function facilitates the link between the customer and various key processes within the organization. Recognizing the real importance and the role of the marketing concept in the management of organization, it is necessary to accurately and clearly define the basic principles and elements of the marketing activities management. Considering the management of marketing activities as a process that initializes and directs numerous activities in the organization for the purpose of satisfying the needs and desires of the citizens as consumers, of the economy and society as a whole for specific products and/or services, while providing income for the organization, it is necessary to establish such a marketing management...
Words: 1565 - Pages: 7
...number and title | BTEC LEVEL 5 EDSML | MARKETING PLANNING | | | Assignment title | | In this assessment you will have opportunities to provide evidence against the following criteria. Indicate the page numbers where the evidence can be found. | Criteria reference | To achieve the criteria the evidence must show that the student is able to: | | Task no. | | Evidence | 1 | review the changing perspectives in marketing planning. | | 1.1 | | | 1 | Evaluate an organizations Capability for Planning its Future Marketing Activity: | | 1.2 | | | 1 | Examine technique for Organizational Auditing & For Analyzing External Factors That Affect Marketing Planning | | 1.3 | | | 1 | carry out Organizational Audit & External Factors Analysis of external factors that affect marketing planning in a given situation | | 1.4 | | | 2 | Assess the main barriers to market planning. | | 2.1 | | | 2 | Examine how organizations may overcome barriers to marketing plan. | | 2.2 | | | 3 | Write a marketing plan for a product or service | | 3.1 | | | 3 | Explain why marketing plan is essential in the strategic planning process for an organisation | | 3.2 | | | 3 | examine techniques for new product development | | 3.3 | | | 3 | Justify recommendation for pricing policy, distribution and communication mix | | 3.4 | | | 3 | Explain how factors affecting the effective implementation of the marketing plan have been taken into account | ...
Words: 11819 - Pages: 48
...MARKETING PLANNING 1. Considering the current and potential competition, can Just Us! target new buyers? Whom? How? According to existing and growing competition on the coffee shop market Just us café should concentrate on their target audience (young educated people) and contribute to win the bigger slice of this segment. The company has already built “strong consumer loyalty and interest in its products, activities and philosophies”. To get new buyers they should improve brand performance and brand recognizing. Their consumers are young people and one of the tools of getting new buyers can be society media, i.e. community on Facebook and web-site. 2. If Just Us! wants to enhance the cafés’ performance, how can it improve the customer experience so that the cafés become customers’ first choice of “place outside the home to enjoy a coffee”? How can it expand the loyal customer base? To enhance the café’s performance and become the “first choice of “place outside the home to enjoy a coffee” JU can create a members club where they can make different promotion activities providing benefits for their loyal customers. There can be discount cards, lotteries, gifts and special offers. They should also improve their web-site, to fill it with entertaining information such as short videos about the origin of their products and production processes. They can also send newsletters to their subscribers in social networks and also put a “subscribe button” on the main page of the web-site...
Words: 319 - Pages: 2
... | | [ MARKETING PLANNING] | | Executive Summary A promoting arrangement may well be a lot reaching outline that plots associate association's general advertising endeavors. A promoting methodology are acknowledged by the advertising combine, that's painted in step four. The last venture the entire time is that the showcasing dominant. The promoting arrangement can work from a pair of focuses: system and techniques. In many associations, "vital arranging" may well be a yearly methodology, unremarkably covering simply the year ahead. Sometimes, some of associations would possibly take a goose at an inexpensive arrangement that extends three or lots of years ahead. Here we have a tendency to tend to mentioned the marketing organize procedure in three tasks: compile marketing audit, formulate a marketing organize for a product or service, Understanding the foremost barriers to marketing coming up with, Understanding ethical issues in marketing. Contents Executive Summary 1 Introduction 3 LO 1: Able to compile marketing audit 3 AC 1.1: Reviewing the changing perspective in marketing planning 3 AC 1.2: Evaluate an organization’s capability for planning its future marketing activity 4 AC 1.3: Examining the techniques for an organizational auditing and for analyzing external factors that will affect the marketing planning 4 AC 1.4: Carrying out organizational auditing and analysis of external factors that affect marketing planning in a given situation...
Words: 4470 - Pages: 18
...Business Unit Number and Title: Marketing Planning (Unit 19) Unit Level: Level 5 Unit Code: Y/601/1259 Module Tutor: BM Razzak Email: razzak@londonchurchillcollege.co.uk Date Set: 10/05/2015 Key dates Distribution date: 27/05/2015 Submission date: 1st July 2015 Return date: 4 weeks after submission Introduction Effective planning is essential for any marketing activity to ensure that an organisation realises its marketing objectives. Without planning, marketing activity can be inappropriate and waste resources and opportunities. This unit introduces learners to different ways of auditing, to looking at how internal and external factors can influence marketing planning for an organisation, in order to build up a picture of the marketplace. Learners will gain an understanding of the main barriers to marketing planning, the effects of barriers, and how these can be avoided or overcome. Ethical issues in marketing are important in terms of how an organisation and its products are perceived by customers and employees, and can affect the overall ethos and ultimate success of the organisation. This unit will enable learners to investigate and examine how exemplar organisations have been affected by ethical issues, how they deal with them, and how ethical issues should be taken into account when developing marketing plans. On completion of this unit learners will be able to produce a marketing plan for a product, a service...
Words: 3503 - Pages: 15
...Environment Auditing 1.1 Marketing Environment Consists of the factors and focus on tide marketing that affect marketing management’s ability to develop and maintain a successful relationship with its target customers. 1.2 Microenvironment Factors or elements in an organisation’s immediate area of operations that affect its performance and decision making freedom. These factors include the company, suppliers, marketing intermediaries, customers, competitors, publics. i) The Company In designing marketing plans, marketing management takes other company groups into account. These groups include the top management, finance, research and development, purchasing, operations and accounting departments, All these internal groups form the internal environment. Under the marketing concept, all of these functions must “think consumer”. They should work in harmony to provide superior customer value and satisfaction. ii) Suppliers Suppliers provide the resources needed by the company to produce its goods and services. Marketing managers must watch supply availability for example, supply shortages and delays, labor strikes and other events that can cost sales in the short term and damage customer satisfaction in the long term. Raising supply costs may force price increases that can harm the company’s sales volume. iii) Marketing Intermediaries Marketing intermediaries are firms that help the company to promote, sell and distribute its goods to final buyers. They include resellers...
Words: 350 - Pages: 2
...1.Is a company that forecasts future sales, and develops a budget on the basis of these forecasts, conducting marketing planning? Marketing planning contains more than forecasting future sales and developing a budget on these forecasts. Forecasting future sales is one of the key factors resulting from the internal marketing audit. First of all the company should develop a core strategy based on an analysis of the marketing objectives, the market segmentation, the competitive advantage of the products, the core competences, the positioning and the portfolio. This internal marketing audit should support the forecasts of future sales. 2.Explain how each stage of the marketing planning process links with the fundamental planning questions identified on slide 4 of the session The business mission links with the question ‘where are we now’. It is important to understand where the company stands for and what the ambitions are. The business mission must be translated in relevant and real goals in order to fulfill the mission. The marketing audit and the SWOT analysis clears out where we are now and how we got there. It is a reality check on your business today. From the marketing audit and the SWOT analysis you can formulate ambitions for the future and learn lessons from the past. The marketing objectives clear out where we want to be. It completes the mission with a vision towards the future. In order to be able to realize the objectives, it is important to develop a core strategy...
Words: 889 - Pages: 4
...Introduction David Delorean, the marketing manager of BK Bank. The directors of BK Bank had a meeting and they decided to reverse a key decision of three to four years ago. In the same time, they had concluded that, they need to increase the revolving credit account base urgently and this task fallen to David to resolve. Therefore David may figure out the problem and solve it base on his experience. First, David needs to found out what is the main problem that causes the sales decreases. Besides that, he have to carefully planned, detailed marketing and direct marketing objectives. Thus he has to use their current data base to seek for customers that they need to put more efforts on it. Following he needs to calculate the net present value of the BK Bank. Moreover, David should figure out how their staff doing in Direct Marketing due to there is so many competitors in the market so they have to provide better services to attract more customers. Direct marketing is the most profitable technique, which can directly reach to customers in the shortest period. Lastly, David is required to come out with some new strategy to implement into the BK Bank to retain the existing company and recruiting new customers as well. By retain and recruiting customers may help to increase the sales of BK Bank. Planning for Media, Direct and Online Marketing Question 1 -Key Issues 1. Market Maturity High profits business has a high demand in the market, so that there is more company...
Words: 2034 - Pages: 9
...London School of Business & Management BTEC Levels 4 & 5 HND Business Centre No Unit No & Unit Title Course Title Lecturer’s Name Assignment Title Date Set Due Date 79829 Unit 19 Marketing Planning HND Business (BTEC Levels 4 & 5) Keeshon Holmes MP Assignment 18th January 2015 17th April 2015 Semester / Academic Year January 2015 Semester Unit Outcomes Covered: LO1. Be able to compile marketing audits LO2. Understand the main barriers to marketing planning LO3. Be able to formulate a marketing plan for a product or service LO4. Understand ethical issues in marketing GRADING OPPORTUNITIES AVAILABLE Outcomes/ Grade Descriptors AC1.1 √ AC1.2 √ AC1.3 √ AC1.4 √ AC2.1 √ AC2.2 √ AC3.1 √ AC3.2 √ AC3.3 √ AC3.4 √ AC3.5 √ Outcomes/ Grade Descriptors AC4.1 √ AC4.2 √ AC4.3 √ M1 √ M2 √ M3 √ D1 √ D2 √ D3 √ Assessor: ___/___/___ Signature: ______________ Date: January 2015 Semester 1 Tutor Notes Key Points: Answer All questions in this assignment Your assignment/report should be submitted by the deadline. The assignment must be your own work and original in all answers to the tasks. All sources used should be correctly referenced in Harvard format. You will be expected to check spelling mistakes and grammar before submitting your work. The London School of Business and Management Cover sheet should be used in every submitted work. An appropriate report structure should be used, which may include headings such as: Table of Contents, Introduction, Discussion/Evaluation...
Words: 1559 - Pages: 7
...Marketing Management Planning and Control | | Index Introduction 2 PESTEL analysis of electronic market 2 Planning tools 5 a) Boston Consulting Group 5 b) Ansoff’s Matrix 6 Market segmentation 7 Samsung market segmentation 7 Bibliography 9 Appendix 1 12 Appendix 2 14 Introduction This report covers three questions. The first question shows through Pestel analysis, how the global electronics market has changed over the past several years. The second focuses on how Samsung can make use of two planning tools: Boston Consulting Group Matrix and Ansoff’s Matrix, to make investment decisions. While the third question shows how segmentation may help Samsung to develop its phones range and marketing mix. PESTEL Analysis of electronics market Through the last dozen years the electronic market has changed dramatically. Many well-known electronic devices gained a complete new meaning and appearance. These changes are caused by many different macro environment factors. The selected factors from different areas of Pestel analysis are described below, as well as the changes that they have caused and future forecasts. Environmental: * Global climate change – intensifying climate change caused the implementations of the Kyoto Protocol which aims to reduce greenhouse gas emissions (BBC, 2005). This resulted in the...
Words: 4569 - Pages: 19
...Event Planning Marketing Plan Executive Summary Premier Event Guru is a unique Event Management firm in the region with an emphasis on complex event design and management. Our events are intended to evoke an emotional connection through face to face interaction that inspires lasting memories. The company is headquartered in Northern Virginia and mainly serves customers in the Washington D.C Metropolitan area. Our organization will primarily provide event planning services for product launches, meetings, conferences and private celebrations. For these types of events, PEG will coordinate the planning of the event, choose a location, coordinates logistics, and ensure a smooth flow of the event. The company will also provide details such as catering, setting tables at correct times, entertainers performing for their contracted time or valet being adequately staffed. The mission of Premier Event Guru is to provide corporate customers and other executive excellent event planning services. Our main purpose of doing business is to help our prestigious clients achieve their objectives. With this purpose in mind, our team works diligently to ensure we exceed our customers' expectations. The corporate market for event management is steady and profitable. Even in times of economic downturn when some companies are cutting back, others still have product launches and will still need a professional company to organize these events. In summary, the need for corporate...
Words: 2023 - Pages: 9
...Marketing Strategies Introduction A recent meeting has just taken place for the marketing department at Kirklees College and they have identified some key pieces of research within Kirklees College. They have enlisted someone to figure out some SMART targets to help improve the figures that have been identified. A SMART target means Specific, Measurable, Achievable, Reliable and Time Worthy. The first key point that they have found out is “The proportion of college applicants visiting the website before the beginning of the course is currently 68%”. Ways they can improve this is by introduction interactive items on the website that students can get involved in. they could also put up more information up that might help when new students are coming to the college for the first time. Finally they could put more videos and pictures on the website that will show different aspects of the courses that Kirklees College have. So taking all this into account a better target would be “To get the majority of students visiting the college website before they start the course they are on to 80% by September 3rd 2015”. The second key point that they have found out is that “The number of conversations from open day to applicants holding an offer is approximately 35%”. Some of the ways that they could try and raise this percentage is by doing a number of activities. They could put on taster events so that people get a feel for the course that they are applying for. They could also hold events...
Words: 671 - Pages: 3
...Marketing Plan for Vision Events Planning MM522 Marketing Management James Peacock May 30, 2010 Executive Summary Vision Events Planning (VEP) has the energy and know how to make events a one-of-a-kind occasion. VEP is a new company that will provide high quality event planning services to its clients, using nine years of experience. The company is located at PO Box 625, Rock Hill, North Carolina. VEP emphasizes excellent customer service for all of its events, regardless of size. The foundation of the company is Rachel Cook. Originally trained in management, Rachel brings along with her experience, knowledge and creativity to every event. Her plan is to inject new life into the event planning business, leveraging her skills to develop creative event design and decor options for her clientele. The business is a sole proprietorship, with Rachel Cook being the only employee. As growth warrants, additional event consultants and/or outside office location can be realized. Our keys to success: 1. We will service our clients' needs on time and efficiently. 2. We will maintain excellent working relationships with suppliers, 3. We will maintain a professional image in our industry and community. Mission Statement The mission of Vision Events Planning is to create lasting memories. To do this VEP will offer high quality event planning. VEP offers complete consulting services for private social events, corporate functions, non-profit events and weddings. We...
Words: 5636 - Pages: 23
