Powered by Leeds Metropolitan University

The new tutor2u website is now in Beta with all-new revision materials for you.

Visit the new tutor2u website here


Marketing Planning Process - Introduction

Author: Jim Riley  Last updated: Sunday 23 September, 2012

Macdonald (1995) suggests that several stages have to be completed in order to arrive at a strategic marketing plan. These are summarised in the diagram below:

Marketing Planning Process

The extent to which each part of the above process needs to be carried out depends on the size and complexity of the business.

In a small or undiversified business, where senior management have a strong knowledge and detailed understanding of the overall business, it may not be necessary to formalise the marketing planning process.

By contrast, in a highly diversified business, top level management will not have knowledge and expertise that matches subordinate management. In this situation, it makes sense to put formal marketing planning procedures in place throughout the organisation.

From the diagram, the main components of a marketing plan can be summarised as:

Component of the plan


Mission statement

A meaningful statement of the purpose and direction of the business

Corporate objectives

The overall business objectives that shape the marketing plan

Marketing audit

The way the information for marketing planning is organised. Assesses the situation of marketing in the business – the products, resources, distribution methods, market shares, competitors etc

Market analysis

The markets the business is in (and targeting) – size , structure, growth etc

SWOT analysis

An assessment of the firm’s current position, showing the strengths & weaknesses (internal factors) and opportunities and threats (external factors)

Marketing objectives and strategies

What the marketing function wants to achieve (consistent with corporate objectives) and how it intends to do it (e.g. Ansoff, Porter)

Marketing budget

Usually a detailed budget for the next year and an outline budget for the next 2-3 years

Action plan

The detailed implementation plan

Add your comments and share this study note:

blog comments powered by Disqus


Tutor2u support for students
Teaching support and resources
Search for resources on tutor2u

Refine Search by Subject
A Level Economics
Business Studies
Geography Give It A Go!
History Law
IB Diploma Politics
Religious Studies Sociology

Order Search Results By

Follow tutor2u on Twitter

tutor2u Home Page | Online Store | About tutor2u | Copyright Info | Your Privacy | Terms of Use


Boston House | 214 High Street | Boston Spa | West Yorkshire | LS23 6AD | Tel +44 0844 800 0085 | Fax +44 01937 529236

Company Registration Number: 04489574 | VAT Reg No 816865400