Why is marketing planning necessary?
•Systematic
futuristic thinking by management
•better
co-ordination of company efforts
•development
of better performance standards for control
•sharpening
of objectives and policies
•better
prepare for sudden new developments
•managers
have a vivid sense of participation
•Formal plans can be quickly overtaken by events
•Elements of the plan my be kept
secret for no reason
•gulf between senior managers and
implementing managers
•the plan needs a sub-scheme of
actions
Objectives of the marketing plan
•Acts as a
roadmap
•assist in
management control and monitoring the implementation of strategy
•informs
new participants in the plan of their role and function
•to obtain
resources for implementation
•to
stimulate thinking and make better use of resources
•Assignment of responsibilities,
tasks and timing
•Awareness of problems,
opportunities and threats
•Essential marketing information
may have been missing
if implementation is not
carefully controlled by managers, the plans
is worthless
The
contents and structure of the marketing plan
•The executive summary
•table of contents
• situation analysis and target
market
•marketing objectives
•marketing strategies
•marketing tactics
•schedules and budgets
•financial data and control
Behavioral planning problems
•Planning recalcitrance:
resistance and non-co-operation by
managers in planning
•fear of uncertainty in planning:
a lack of comfort in planning
activities
•political interests in planning activities:resource bargaining,
padding of
requirements, and avoidance of consensus
planning avoidance: compliance
rather than
Standard
Planning Framework
•Analysis - where are we now?
•Objectives - where do we want to
be?
•Strategies - which way is best?
•Tactics - how do we ensure
arrival?
•Control - are we on the right
track?
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