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189513
Marketing Planning
Description
Marketing Planning Mind Map on Marketing Planning, created by james.bowditch on 03/09/2013.
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marketing planning
marketing planning
Mind Map by
james.bowditch
, updated more than 1 year ago
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Created by
james.bowditch
about 11 years ago
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Resource summary
Marketing Planning
The Importance of planning
Strategic or overall corporate planning
The general objectives of the business
The Corporate Mission
The present and proposed marketis
Plans for growth and acquisition
Functional plans
Short term corporate objectives
The benefits of planning orientation
Effective Communication
Motivates
Leads to better decisions
favourable attitude towards change
enables standards of performance
Issues:
Top management not committed
plan cannot be supported with current resources
Using wrong measures for success
Becomes a mindless ritual
Senior staff battle with lower staff for input
Some departments withold information
Corporate Planning and marketing planning
Marketing planning
Annual process
Corporate planning
Long term nature
Applying strategic planning/management tools
Porters 3 types of strategy
Overall cost leadership
Differentiation
Focus
The nature of strategic planning
Market Penetration
Used when a company attempts to increase market share in their current market
Increasing the spend of current customers and acquiring new ones
Market Development
Look for new markets whose needs may be met by existing products
Product Development
Developing new features for existing products
Add value and attract a premimum price
Diversification
Developing new products for new markets
Requires
Measuring the strengths and weaknesses of the company
Defining the companies proposed business or businesses
Establishing economic and social objectives
Identifying constraints
Evaluating long term potential
Selecting those opps that give the firm a competitive advantage
Handling allocation of firms resources
Monitoring the environment for changes
The relationship between marketing and strategic planning
Both refer to new markets for the company
Both refer to new missions and products
Both establish financial and other targets
The strategic plan is the long term marketing plan
Consists of
Mission statement
Financial Summary
Market overview
SWOT
Assumptions
Marketing objectives and strategies
Programmes with forecasts and budgets
Broken down into functional lines
Using a marketing plan
Delivery strategies and achieving objectives- at the end of the planning process there should be a document detailing:
Roles and responsibilities
Technology/tools needed
Tactical requirements
Measurement criteria
The budget
Staffing requirements
Implementing a marketing project
Use a "project bible"
Details all those involved
Have a contingency plan
Monitoring a timeline progress
To meet objectives and strategic deadlines
Add to an intranet so all involved can see
Regular meetings
Managing Implementation
Resource Management
Human
Physical
Technology Resources
Measurement
Time: Is it running to schedule?
Budget- Is it on budget?
Objectives/Strategies- is the plan working to achieve them?
Behnchmarks for implementation success will be established
Good plans facilitate control
Possible reasons for plans not meeting objectives:
The premise the plans were based on is false
The objectives were correct and the plans were wrong
No contingency plan was in place
Different stages of the planning process
Corporate Objectives
Marketing Audit
Setting business and marketing objectives
Marketing Strategies
Marketing Tactics
Implimentation
Monitor and control
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