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Marketing Planning

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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, stereotypes, and beliefs.
For example, for a company like Athena Milk, it may not be a hit in areas such as the Middle East since its target market is working women; compared to men, not a big percentage of women are working women.
Behavioral Barriers
Behavioral barriers, much like, cultural barriers, is basically the inability to change a certain behavior or a pattern of behaviors.

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