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  • Presentation 3

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    komal_student
    10 vizualizări9 pagini
    Marketing planning involves analyzing the marketing environment, setting objectives, and developing strategies and plans. This includes assessing internal strengths and weaknesses across functional areas like marketing, finance, and operations. Techniques are used to analyze strengths and weaknesses in marketing, such as marketing audits, market share analysis, and brand monitoring surveys. Product lines, products, and brands are also assessed in terms of their contribution, growth, market share, and potential given industry trends. The competitive advantages available to the business unit are also evaluated.

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    Marketing planning involves analyzing the marketing environment, setting objectives, and developing strategies and plans. This includes assessing internal strengths and weaknesses across functional areas like marketing, finance, and operations. Techniques are used to analyze strengths and weaknesses in marketing, such as marketing audits, market share analysis, and brand monitoring surveys. Product lines, products, and brands are also assessed in terms of their contribution, growth, market share, and potential given industry trends. The competitive advantages available to the business unit are also evaluated.

    Drepturi de autor:

    Attribution Non-Commercial (BY-NC)
    Descărcați ca PPT, PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    10 vizualizări9 pagini

    Presentation 3

    Încărcat de

    komal_student
    Marketing planning involves analyzing the marketing environment, setting objectives, and developing strategies and plans. This includes assessing internal strengths and weaknesses across functional areas like marketing, finance, and operations. Techniques are used to analyze strengths and weaknesses in marketing, such as marketing audits, market share analysis, and brand monitoring surveys. Product lines, products, and brands are also assessed in terms of their contribution, growth, market share, and potential given industry trends. The competitive advantages available to the business unit are also evaluated.

    Drepturi de autor:

    Attribution Non-Commercial (BY-NC)
    Descărcați ca PPT, PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    din 9

    Marketing Planning

    Tasks involved in Marketing Planning


    Analysing the marketing Environment and spotting the opportunities and threats Internal Appraisal

    Setting the marketing objectives of the unit


    Formulating the marketing strategy of the unit Developing detailed marketing plans and programs Formulating the marketing budget

    Analysing the marketing environment


    Main Purpose1.The favourable and unfavourable factors emerging in the environment. 2.The specific business opportunities available to the business unit and their relative attractiveness

    Internal Appraisal1.Assessing the strength and weaknesses of the firm 2. Assessing the health and status of the different product lines ,products and brands 3.Assessing the competitive advantages available to unit.

    1.Assessing strengths and weaknesses of the business unit


    Functional areas are-

    Marketing Finance Manufacturing/Operations R&D Human resources General factors-Image of the unit, its relative priority

    S-W in Marketing-Overall market growth


    -Firms market share -Competitors market share -Firms production capacity in relation to market potential -The life cycle stages of the various products -Brand equity -Product quality, Technology -Synergy in product mix -Customer satisfaction level -Profitability,prices,margins -Marketing capabilities overall

    Techniques of analysing strength Weakness in Marketing


    Marketing Audit Market share analysis Cost-volume profit analysis Marketing cost analysis Product line profit analysis Sales force productivity analysis Consumer satisfaction index Brand monitoring surveys Perceptual mapping

    2.Assessing the health and status of product lines, products &brandsQuestions for product lineWhat is the contribution of each line to the income and profit of the unit? At what rate each line is growing? What is the present market share position like? Will the present industry trends continue?

    Can the firm expect the same level of contribution from this line or can it account for a higher share?

    3.Assessing the Competitive Advantage Available to the unit

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