Importance Of Marketing Planning

2593 Words 11 Pages
Register to read the introduction… The role of marketing planning would be to ensure that the marketing mix for the product matches changing customer needs, as well as seeking opportunities to use the companies’ strengths to market other products in new markets (Jobber, 2004).

The purpose of this report is to explore whether the marketing planning is just a waste of time and very uncertainty work. It is discussed with some current issues to explain the important of the marketing planning, the strategic planning process and planning maybe is either forecasting some potential factors or maybe is unpredictable factors, such as erewhile tsunami in south Asia lead to many unpredictable factors for the local and global market.
The important of make
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Besides that planning avail to provide a clear sense of direction for the business, available resources can be better matched to opportunities, and increase organizational preparedness to change. This can ensure that progress towards pre-defined objectives is monitored and maintained (Jobber, 2004). .
Secondly, marketing planning also assists business to specify exactly what is expected, integrate different areas, communicates objectives and plans to the staff and reduce internal rivalry, which planning avail to minimize irrational responses to the unexpected things, improve communications among executives, reduce conflicts about where the company should be going and improve the internal working relationships (Brassington and Pettitt, 2003).
Thirdly, marketing planning provides a framework for the continuing review of operations. It ensures that targets are achieved, provides early warning of anything which goes wrong and allows corrective measures to be taken soon (Johnson and Scholes,
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Many managers think that ‘doing things right’ (implementation) is as important as, or even more important than, ‘doing the right things’ (strategy). The fact is that both are critical to success. However, companies can gain competitive advantages through effective implementation. One firm can have essentially the same strategy as another yet win in the marketplace through faster or better execution (Kotler, et al, 2001). For example, Japanese decision-making processes actively require all managers involved in implementation to take part in the planning process, to show that they have done so they sign a document which have up to 50 signatories. This complicates planning, but speeds up implementation considerably (Hill and O’Sullivan, 1999). For implementation controls, care must be taken to ensure adequate implementation resources are made available and marketing plan update during the implementation for it is an ongoing

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