Steps in the marketing planning plans, Marketing Management

Steps in the marketing planning plans: in a corporate set up, two levels of planning are in practise

1.       Comprehence or overall company planning, and

2.       Specific operating planning

The overall company planning is formulated having focus on the planning of strategic issues and implementation schems. Both of them interact each other. While the strategic company planning includes the developments of overall planning premises, objectives and policies; the implementation stage of planning concentatred on the co -ordination and summary of the individual operating and staff plans required to develop overall plans and budgets for the company. The marketing planning is thus, a specific operating planning document and requires the development of detailed marketing plans as well as derivative marketing policies and procedures like other functional plans on finance, R & D, etc. the following eight steps should normally be followed in the marketing planning process-

Planning and organizing the marketing planning effort: this step requires:

1.       Defining specifically what the marketing planning, effort is expected to achieve, and to what use the marketing plans will be put;

2.       Developing an approach to carrying out the marketing planning function (including policies that will guide the planning effort); and

3.       Determining a time table for developing the marketing plans.    

Defining the marketing planning premisies: this step involves:

1.       Determining the key marketing factors (for example quality, price, customer, place etc.) which will have a major influence on planning through a study of environmental factors (such as society, economy, government policy, industry, market) related to the market plan being developed as well as the company resources, operations and profatibility and

2.       Developing the bases upon which specific marketing plans are to be built, whenever possible assumption about the future should be quantified and given in the form of forecasts.        

Determining the company objective: in the light of the marketing planning premises, this step involves:

1.       Developing and evaluating alternative directions that the company might follow;

2.       Selecting the marketing planning that will most profitably explit the opportunities identified during the premising stage of planning; and

3.       In addition, stating the marketing guided principals of action, general philosophy, and overall strategy that will guide and control all phases of marketing planning.

Developing marketing policies or guidelines for action: after developing and evaluating alternatives that will achieve the marketing objectives, this steps select the marketing policies that best fulfil the company objective and still meet the market, the industry and other allied criteria.

Developing implementation plans for the marketing: after developing and evaluating alternatives, this step involves:

1.       Selecting the marketing plan (including subsidiary objectives for all other functional areas) that is consistant and attainable;

2.       Quantifying the marketing plan in the clear terms (the sales forecast plays a dominant role at this stage); and

3.       Specifying the needed derivative policies, and producers in the planning areas.

Co -ordinating and controlling the marketing planning: after the marketing plans for implementation are completed, these are reviewed and co -ordinated in the form of budgets. At this stage, management information systems and other specific decision making tools are extensively used for the control purposes.

Marketing optimization planning: at this stage, a suitable marketing organization is developed, and administrative producers to implement the marketing plan are established.

Reviewing the marketing plan: the marketing plan is subjected to review and refinement periodically by means of SWOT (strengts or weaknesses or opportunities or threats) analysis. The marketing manager must bear in mind that his operating plans are an integral part of the overall company planning process and affected by the environmental and resource limitations and that his policies in large part are directed by the overall company directions. 

Posted Date: 9/19/2012 7:55:31 AM | Location : United States







Related Discussions:- Steps in the marketing planning plans, Assignment Help, Ask Question on Steps in the marketing planning plans, Get Answer, Expert's Help, Steps in the marketing planning plans Discussions

Write discussion on Steps in the marketing planning plans
Your posts are moderated
Related Questions
Explain the term -Personal selling You should have come across representatives of different companies knocking at your door and persuading you to buy their product. It's a d

Assess the conceptual framework of market orientation that is presented in the article. Account for the five recently advanced perspectives on market orientation that are integrate

State the marketing communications tools There are five main marketing communications tools: advertising, sales promotion, public relations, direct marketing and personal selli

Q. Evaluation of advertising media - Magazines and Journals? Are one more form of print media. These are published regularly at regular intervals like fortnightly as well month

Role of the salesman: 1.       Diagnostic: this involves a salesman probing and finding the cause of a problem. Like an expert doctor, a salesman diagnoses the needs of his

briefly expain trend describe the impact of the trend on the idustry


Discuss the basic steps involved in management of the organization''s sales force:setting sales force objectives

What is Sales Research in scope of Marketing Research? Sales Research: Sales research comprises decision concerning selection of store channels, sales; territories force

Starbucks has a wide range of target markets across the world. However, this might differ based on the usability level of the product. This project is designed targeting on the you