MARKETING PLANNING -1

1. MARKETING PLANNING -1 Karolina Janiszewska Marketing Plan

2. WHAT IS MARKETING PLANNING? A LOGICAL SEQUENCE OF EVENTS LEADING TO THE SETTING OF MARKETING OBJECTIVES AND THE FORMULATION OF PLANS FOR ACHIEVING THEM. Marketing Plan

3. 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 Marketing Plan

4. 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 Marketing Plan

5. 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 Marketing Plan

6. 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 Marketing Plan

7. 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 Marketing Plan

8. 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 Marketing Plan

9. 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 Marketing Plan

10. 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 Marketing Plan

11. 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 31.03.2010 Marketing Plan

12. Written assignment 2marketing plan • productplan • priceplan • distributionplan • promotion plan • budget plan and timeschedule • Deadline 12.05.2010 Marketing Plan

13. Oral assignment 2ethical issues in marketing • Presentations of choosen ethical problem in marketing • Leading A&Q session • Deadline 12,19, 26.05.2010 Marketing Plan

14. Submission of Work • All assignments must be submitted to the tutor on or before the required date. • Submission will normally be in class. Marketing Plan

15. TEXTBOOK • McDonald M., " Marketing Plans", Butterworth-Heinemann, 1995 • Kotler Ph., „Marketing Management”, Prentice Hall International Editions, 2003 Marketing Plan