Marketing Planning

sheree4queen13
Mind Map by , created almost 6 years ago

Undergraduate Degree Marketing Mind Map on Marketing Planning, created by sheree4queen13 on 01/14/2014.

103
2
0
Tags
sheree4queen13
Created by sheree4queen13 almost 6 years ago
Online Marketing Note
Andrea Leyden
Design Tips for Non-Designers
Micheal Heffernan
Marketing and Distributing
Shannon Clarke
Acids and Bases quiz
Derek Cumberbatch
Britain and World War 2
Sarah Egan
3.1 Keywords - Marketing
Mr_Lambert_Hungerhil
Marketing - Business Studies
me3zer
What is Marketing?
Stephanie Natasha
Business Studies - AQA - GCSE - Types of Ownership
Josh Anderson
Digital Marketing Strategy - The Essentials
Micheal Heffernan
Marketing Planning

Annotations:

  • The process by which businesses analyse the environment and their capabilities, decide upon courses of marketing action and implement those decisions.
1 The fundamentals of Planning
1.1 1. Where are we now?
1.2 2. How did we get here?
1.3 3. Where are we heading?
1.4 4. Where would we like to be?
1.5 5. How do we get there?
1.6 6. Are we on course?
2 The process of marketing planning

Annotations:

  • Business mission > Marketing audit > SWOT analysis > Marketing objectives > Core strategy > Competitive advantage > Marketing mix decisions > Organisation and implementation > Control
3 Business Mission

Annotations:

  • A broadly defined, enduring statement of purpose that distinguishes a business from others of its type. Should be:   Realistic   Specific   Based on distinctive competencies   Motivating and inspirational
3.1 What business are we in?
3.2 What business do we want to be in?
3.3 3 major characteristics
3.3.1 Focus on limited goals
3.3.2 Stress major policies and values
3.3.3 Define competitive spheres to operate in
4 Marketing Audit

Annotations:

  • A systematic examination of a business's marketing environment, objectives, strategies and activities, with a view to identifying key strategic issues, problem areas and opportunities.
4.1 Internal Environment

Annotations:

  • Areas that are under the control of marketing management.
4.1.1 Checklist
4.1.1.1 Operating results

Annotations:

  • Sales Market share Profit margins Costs
4.1.1.2 Strategic issues analysis

Annotations:

  • Marketing objectives Market segmentation Competitive advantage Core competences Positioning Portfolio
4.1.1.3 Marketing mix effectiveness

Annotations:

  • Product Price Promotion Distribution (Place)
4.1.1.4 Marketing structures

Annotations:

  • Marketing organisation Marketing training Intra- and interdepartmental communication
4.1.1.5 Marketing systems

Annotations:

  • Marketing information systems Marketing planning system Marketing control system
4.2 External Environment

Annotations:

  • Forces over which management has no control
4.2.1 Checklist
4.2.1.1 Macroenvironment
4.2.1.1.1 Political/legal
4.2.1.1.2 Economic
4.2.1.1.3 Ecological/Physical
4.2.1.1.4 Technological
4.2.1.1.5 Social/Cultural
4.2.1.2 Microenvironment
4.2.1.2.1 Customers
4.2.1.2.2 Distributors
4.2.1.2.3 Suppliers
4.2.1.2.4 Competitors
5 SWOT Analysis
5.1 Strengths
5.2 Threats
5.3 Opportunities
5.4 Weaknesses
6 Marketing Objectives
6.1 Strategic Thrust
6.1.1 Marketing Penetration

Annotations:

  • Take the existing product in the existing market and attempt increased penetration.
6.1.2 Product Development

Annotations:

  • Increasing sales by improving present products or developing new products for current markets.
6.1.3 Market Development

Annotations:

  • Used when products are sold in new markets. This may involve moving into new geographical markets.
6.1.4 Entry into new markets

Annotations:

  • Occurs when new products are developed for new markets. Most risky but may be necessary when a company's current products and markets offer few prospects for future growth.
6.2 Strategic Objectives
6.2.1 1. Build
6.2.2 2. Hold
6.2.3 3. Harvest
6.2.4 4. Digest
7 Core Strategy
7.1 Target markets
7.2 Competitor targets

Annotations:

  • The organisations against which a company chooses to compete directly
7.3 Competitive advantage

Annotations:

  • The achievement of superior performance
8 Implementing the marketing plan
8.1 Marketing mix decisions
8.2 Organisation and implementation
8.3 Control systems
8.4 Rewards of marketing planning
8.4.1 1. Generates consistency
8.4.2 2. Encourages the monitoring of change
8.4.3 3. Encourages organisational adaptation
8.4.4 4. Stimulates achievement
8.4.5 5. Facilitates resource allocation
8.4.6 6. Promotes the search for sources of competitive advantage
8.5 Problems in making planning work
8.5.1 Political
8.5.2 Costs
8.5.3 Reward systems
8.5.4 Information
8.5.5 Culture
8.5.6 Personality clashes
8.5.7 Lack of knowledge and skills

Media attachments