def Marketing planning engages in itself in shaping the future of a particular business unit. Meeting competition, protecting market share achieving profits at the business unit level are its concerns. The task here is to spot the needs of various segments of consumers in a given business, translate the needs into suitable products & make the required profits at the unit level.
Task Involved inMarketing Planning Analyzing the marketing environment & spotting the opportunities & threats. Internal appraisals Setting the marketing objectives of the unit. Formulating the marketing strategy of the unit Developing detailed marketing plans & programmes Formulating the marketing budget
Analyzing the marketingenvironment Favorable/ un favorable factors prevailing/ emerging in the environment Specific business opportunities available to the business unit & their relative attractiveness.
Internal appraisals Assessing strengths & weakness of business unit Assessing the health & status of product lines, products & brands Assessing the competitive advantages available to the unit
Setting the marketingobjectives Cues taken from corporate decision on SBUs Marketing objectives must be specified in clear terms
Formulating Marketingstrategy Selecting the target market Positioning Assembling the marketing mix
Developing detailedmarketing plan&programmes Product plan/ production plan Sales forecast/ sales plan Physical distribution plan Channel plan Advertising & sales promotion plan Sales force plan Sales organization plan
A particular slide catching your eye?
Clipping is a handy way to collect important slides you want to go back to later.