Market Audit

Marketing Planning Process
Session Slides

Learning Outcome
• At the end of the session, students will be able to: - Explain the importance of objectives and the processes processes for setting them.
- Identify the different types of organisational objectives - Evaluate the importance of marketing planning process to a market oriented organisation
- Explain the different stages of the marketing planning process

Marketing Planning
• Marketing Planning is a systematic process of assessing marketing opportunities and resources, determining marketing objectives and developing a thorough plan for implementation and control Purpose of The Marketing Plan
• A ‘road map’ for achieving objectives and implementing strategy
• A framework for monitoring and control
• To Specify how resources are to be allocated
• To assign responsibilities and deadlines
• To create awareness of barriers to achievement
• To ensure the organisation remains customer and competitor focus
• To achieve efficiency and effectiveness

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Benefits of planning
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Helps the organisation to focus
Helps in resource allocation
Helps improve revenues
It allows for Management control
Provides contingency arrangements
Leads to competitive advantage
Helps improve customer satisfaction
Long term organisational success

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Planning Framework 1
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Where are we now?
Where do we want to be?
Which way is best?
How might we get there?
How can we ensure arrival?

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Planning Framework 2
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Situational Analysis
Objectives
Strategy
Targets
Tactics
Men
Money
Minutes
Measurement
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The Planning Models
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Marketing Audit
• A marketing audit is a comprehensive, systematic, independent and periodic examination of a company’s-or business unit’s-marketing environment, objectives, strategies and activities