Through my three years of marketing studies, I have come to understand that marketing planning never has been the simple step-by-step approach described so enthusiastically in most prescriptive texts and courses. According to MacDonald, M (2004), the moment an organisation embarks on the marketing planning path, it can expect to encounter a number of complex organisational, attitudinal, process and cognitive problems, which are likely to block progress. In order to identify those processes and problems this paper went through an investigation of the various stages when writing a marketing plan. It also made an attempt to provide new and fresh insights for the consideration of thinking marketing plans in today’s Global environment. It made use of marketing theories and models taken from textbooks and online resources, but also practical example to further explain five main factors, in order: the consideration involved in deciding the marketing objectives, the marketing audit, principal decisions to be made when preparing a marketing plan, the main criteria for the successful implementation of the marketing plan, and the pros and cons of standardizing the marketing management process.
Table of Contents
1. The scenario
2. The main consideration for setting the objectives
2.1 From broad to the specific
2.2 A practical approach – considering the society
2.3 The case of Body Shop
3. The marketing audit
3.1 Definitions and its purposes
3.2 What consumer want?
3.3 Innovation and marketing
3.4 The practical approach
4. The main decisions of the marketing plan
4.1 Form the marketing audit to the implementation
4.2 What companies want?
4.3 The marketing decisions mix
4.4 The case of the Cirque Du Soleil
5. The main criteria for the successful implementation of a marketing plan
5.1 The software elements
5.2 From strategy to Action
5.3 The case of Alvin Ailey Dance
5.4 Coordination and Collaboration
6. Standardizing the marketing management process
6.1 Standardization VS Adaptation
6.2 Pros and cons of standardization
6.3 Global strategies vs. national strategies
6.4 The case of H&M and Conclusion
Research Objectives and Themes
This paper investigates the multifaceted process of creating a marketing plan in a modern global environment, exploring the critical balance between customer-centric research and the need for organizational innovation, social responsibility, and strategic implementation.
- Logical integration of corporate and marketing objectives.
- Ethical considerations and societal impact in marketing decisions.
- Methods for effective marketing audits and market learning.
- Balancing standardized global strategies with local market adaptation.
Excerpt from the Book
The scenario
Professor Stephen Brown of Ulster University has challenged a number of fundamental assumptions underlying the marketing concept. He thinks that marketers make too much of researching and satisfying customers and, as a result, risk losing marketing imagination and significant consumer impact. Here are some of his criticisms:
1. If marketers pay too much attention to what consumers say they need or want, marketers will simply make products similar to those that already exist. Consumers normally start from what they know, not from what might be possible. For example, they might say that they want a smaller phone, but would not ask for one that includes a Palm Pilot or Voice Recognition. It is the marketer’s job to go beyond what customers say they want.
2. The marketing concept assumes that consumers have clear goals and pursue them rationally. But consumers are buffeted by all kinds of forces. Many respond to hyped products and stories. Therefore, marketers need skills beyond APIC – analysis, planning, implementation and control. Marketers need to be able to create dramas, new realities, artificial scarcities, celebrations, and the like.
Summary of Chapters
The scenario: This section introduces the critique of traditional marketing concepts by Professor Stephen Brown, emphasizing the risk of over-relying on consumer research at the expense of innovation.
The main consideration for setting the objectives: This chapter details the hierarchical approach to setting marketing objectives, starting from corporate financial goals and integrating societal responsibility.
The marketing audit: The chapter focuses on the role of the audit as a tool for competitive advantage and discusses the complexities of identifying what consumers truly need versus what they express.
The main decisions of the marketing plan: This section examines the transition from auditing to strategic decision-making, including the role of the marketing mix and growth strategies like Ansoff’s matrix.
The main criteria for the successful implementation of a marketing plan: This chapter analyzes the "software" elements of success according to the McKinsey 7-S framework, highlighting coordination and the people-centric nature of implementation.
Standardizing the marketing management process: The final chapter weighs the benefits and drawbacks of global standardization versus local adaptation, illustrated by international case studies like H&M and Ikea.
Keywords
Marketing plan, Marketing audit, Consumer behavior, Innovation, Strategic management, Societal marketing, Global strategy, Standardization, Market adaptation, McKinsey 7-S, Ansoff Matrix, Corporate social responsibility, Implementation, Competitive advantage, Marketing objectives.
Frequently Asked Questions
What is the core focus of this paper?
The paper examines the essential stages of developing a marketing plan, arguing that modern marketers must balance traditional analysis with creative imagination and ethical responsibility.
What are the primary thematic areas covered?
Key themes include objective setting, the importance of the marketing audit, strategic innovation, the successful implementation of marketing programs, and the strategic tension between global standardization and local responsiveness.
What is the main research objective?
The goal is to provide fresh insights into how marketing plans can be structured and executed effectively in today’s complex, globalized environment while addressing contemporary critiques of the marketing concept.
Which scientific methods are utilized?
The paper utilizes a qualitative literature review approach, synthesizing theories from marketing textbooks and academic resources alongside practical business case studies to explain key marketing factors.
What is addressed in the main body of the text?
The main body covers the logical progression of a marketing plan: from setting objectives and conducting audits, to making decisions about the marketing mix, implementing strategies, and navigating global versus national market strategies.
Which keywords characterize this work?
This work is characterized by terms such as marketing plan, audit, standardization, innovation, implementation, and corporate social responsibility.
How does the author view the role of the customer?
The author highlights the debate between submissive, customer-led marketing and "push" marketing that influences or even manipulates public desire, suggesting that marketers should act as advocates while also leading innovation.
What role does social responsibility play in setting objectives?
The paper argues that purely growth-oriented objectives can lead to unethical behavior; therefore, businesses should integrate social and environmental considerations to achieve long-term sustainability and profitability.
How is the success of implementation defined?
Implementation is defined as the "software" side of business, requiring effective coordination, collaboration, and the right mix of people-centric skills such as diagnostics and motivation, rather than just technical planning.
- Quote paper
- BA Global Marketing Matteo Fabbi (Author), 2011, Feeding the Marketing Plan with Innovation and Responsability, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/180466
