This document outlines the steps involved in the marketing planning process, which includes: 1) Scanning the internal and external environment to identify opportunities and threats 2) Setting marketing objectives such as sales targets and market share goals 3) Formulating the overall marketing strategy to achieve objectives 4) Developing detailed functional plans like sales forecasts, distribution, advertising, and salesforce plans The planning process allows a company to understand customer needs, develop products to meet them, deliver products to satisfy customers, and generate profits.

1. Marketing Planning
Marketing is to identify the customer need ,translate
it into products and services , deliver those products
and services to the customer with total satisfaction
and generate profit for the firm .
Marketing planning is the instrument through which
all these task get accomplished .

2. Steps involved in marketing planning process
• scanning the marketing environment and
spotting the business opportunities.
• Internal scanning
• Setting the market objectives in the business
unit
• Formulating the marketing strategy of the
business unit
• Formulating the detailed functional plans and
programs

3. 1. Scanning the marketing environment and
spotting the business opportunities
• Gathering the marketing opportunities in the
environment
• Explore threats in the environment
• Study customer reaction about its product
(motive of customer , support of customer to a
to a particular brand and cause of shifting of customer
loyalty to a particular brand over the years)
• Analysis the industrial structure and competition
( check all the five competitive forces which affect the business)

4. All five competitive forces
1. Existing contestants
(Check no. of competitors, diversity of competitors , quality difference ,
industry concentration , strength of competitors)
2. Threat of new element
(It concern with the right time and cost of entry of new product in the market
and barriers in entry of product )
3. Threat of substitute product
(It concern with substitute product performance and cost of change of product
for customer)
4. Bargaining power of customer
(it refers to the pressure consumer can apply on business to get them to
provide higher quality of product, better customer services and lower price)
5. Bargaining power of suppliers
(it refers to the pressure suppliers can put on companies by raising their prices
lowering their quality or reducing the availability of their products)

5. 2. Internal scanning
• Shows the competition profile of the company
(strength and weakness of the company ,what are the competitive
advantage available to the company, some advantage are naturally
acure by being a part of a parent corporation , which already set
their business in different field in different areas of functioning )
• what are the unique skills and limitation of each
person involved in the company
• company create their own competitive advantage
unique to its business
( it may be in new areas such as new product development ,service
distribution or brand equity , these all dimensions together shows
the competitive profile of marketing)

6. 3. Setting the marketing objectives
Examples
• Sales volume increment in next year
• Profit from the product will increase to certain
percentage
• Market share of the product will increase
• The number of distribution outlets of the products
will be expanded
• The distribution cost per unit will be reduced to
certain percentage

7. 4. Formulating the marketing strategy
it is the process of defining an organization’s
marketing goals and objectives
•Let the customers know about your product and its
benefits and gather the information
•Examine the internal and external trends
•Examine the supplier
•Examine the competition
•Set the future goals
•Achieving the goals

8. 5. Formulating the detailed plans and programs
it concern with sales forecast , physical distribution
plan ,channel plan , advertising and sales promotion
plan , sales force plan and sales organization plan
it is essential that these plans are properly integrated