Author: Jim Riley Last updated: Sunday 23 September, 2012
Businesses that succeed do so by creating and keeping customers.
They do this by providing better value for the customer than the competition.
Marketing management constantly have to assess which customers
they are trying to reach and how they can design products and services that
provide better value (“competitive advantage”).
The main problem with this process is that the “environment”
in which businesses operate is constantly changing. So a business must adapt
to reflect changes in the environment and make decisions about how to change
the marketing mix in order to succeed. This process of adapting and decision-making
is known as marketing planning.
Where does marketing planning fit in with the overall
strategic planning of a business?
Strategic planning is concerned
about the overall direction of the business. It is concerned with marketing,
of course. But it also involves
decision-making about production and operations, finance, human resource
management and other business issues.
The objective of a strategic plan is to set
the direction of a business and create its shape so that the products and
services it provides meet the overall business objectives.
Marketing has a key role to play in strategic planning,
because it is the job of marketing management to understand and manage the
links between the business and the “environment”.
Sometimes this is quite a straightforward task. For example,
in many small businesses there is only one geographical market and a limited
number of products (perhaps only one product!).
However, consider the challenge faced by marketing management
in a multinational business, with hundreds of business units located around
the globe, producing a wide range of products. How can such management keep
control of marketing decision-making in such a complex situation? This calls
for well-organised marketing planning.
What are the key issues that should be addressed
in strategic and marketing planning?
The following questions lie at the heart of any marketing
and strategic planning process:
• Where are we now?
• How did we get there?
• Where are we heading?
• Where would we like to be?
• How do we get there?
• Are we on course?
Why is marketing planning essential?
Businesses operate in hostile and increasingly complex environment. The ability
of a business to achieve profitable sales is impacted by dozens of environmental
factors, many of which are inter-connected. It makes sense to try to bring
some order to this chaos by understanding the commercial environment and bringing
some strategic sense to the process of marketing products and services.
A marketing plan is useful to many people in a business. It can help to:
• Identify sources of competitive advantage
• Gain commitment to a strategy
• Get resources needed to invest in and build the business
• Inform stakeholders in the business
• Set objectives and strategies
• Measure performance
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