It is proposed that the type of marketing plan called for depends on whether the company is entering a new or existing market for the company and whether it is a new or existing need or want for the customer.

1. The Influence of Company
Market Experience and
Customer Needs on
Approaches to Market
Planning
Paul Buckley

2. Contents
Market Planning Models
- Classical
- Processual
Types of Marketing Plans
- Strategic/Operational
- Integrated
- Existing/New Product
Proposal that plan depends on company market
experience and type of customer need

3. Market Planning Models
Classical Models
Processual Models

4. Classical models
 Systematic1
 Structured framework1
 Lack flexibility2
 Can waste resources3
 Be misleading3
 Slow to adapt to
environmental change2
Situational analysis
Objective setting
Strategy formulation
Tactic formulation
Action/implementation
Control/monitoring
Smith (1994)
1 Lancaster and Withey (2007)
2 Andersen (2000)
3 Whelan and Holloway (2012)

5. Processual models
 Phenomenological1
 Flexible 2
 Allow management autonomy 2
 Easier to adapt to
environmental change
 Be misleading
 Rely on manager experience
Strategist needs to be
involved with day-to-
day business activities.
Emergent strategy will
coalesce from a series
of small steps.
Wilson and Gilligan
(2012)
1 Piercy (1997)
2 Andersen (2000)

6. Types of Marketing Plans
Brassington and Pettitt (2006)
- Strategic plans
- Operational plans
McDonald (2007) Strategic and Operational
planning part of one process
Fisher and Pride (2006)
- Existing product/service plans
- New product/service plans

7. Current Proposal
Processual Plan
Hybrid Plan 1
Emphasis on
consumer analysis
Hybrid Plan 2
Emphasis on market
factors
Classical Plan
Existing
Market
New
Market
Existing
Need
New
Need

8. Summary
Market planning models – Classical and Processual
Types of marketing plans - strategic and
operational/ one process/existing and new product
plans
Proposal plan depends on company market
experience and type of customer need