Download Implementing Marketing Plans

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Implementing Marketing
Plans
A2 Business Studies
Aims & Objectives
Aim:
• Understand issues surrounding marketing
plans.
Objectives:
• Define marketing plans.
• Explain the components of a marketing plan.
• Analyse the influences on marketing plans.
• Evaluate the issues surrounding marketing
plans.
Starter
• Define marketing plan.
• Define SWOT analysis.
• What are the benefits of carrying out
SWOT analysis?
Marketing Plans
• Written details of the activities to be used
to carry out the marketing strategy.
– Description of activities – marketing mix
– Time frame
– Justifications of strategies
Marketing Plan
SWOT
Analysis
Situation
Analysis
Objectives
Elements
Sales
Forecasts
Budgets
Strategies
& Tactics
Situation Analysis
• Builds on SWOT and market research to
create a picture of the business situation:
– The Business: internal resources
– Customers: demand and behaviour
– Competitors: activity and strategies
– Market Environment: structure of the market
Budgets
• Must be justified against SMART
objectives.
• Size will depend on:
– How much competitors are spending on
marketing.
– Expected returns from campaigns.
– Current financial position of business.
Sales Forecasts
• Can be created and analysed using:
– Historic Data from previous campaigns.
– Current Trends
– Future Expectations – extrapolation
Internal Influences on Marketing
Plans – Round Robin
• How may each of the following functions
affect marketing plans?
Finance
HR
Operations
- Budget
setting
- Financial
analysis
- Matching
strategy to
workforce
planning
- Can the firm
cope with
increased
demand?
- Is there
enough
capacity?
- Is the supply
chain flexible?
External Influences on Marketing
Plans
Brainstorm in groups the external factors
which could affect marketing plans.
External Influences on Marketing
Plans
Competitors
• Firms will have to proactive and reactive
to competitors actions to avoid losing
any competitive advantage.
Market
Conditions
• Economic and political climate will affect
market conditions.
• Consumer confidence and behaviour.
Technological
Change
• Firms that make use of technology may
be able to benefit from lower costs and
therefore build a competitive advantage.
EV: Issues of Marketing Plans
Scheduling
Key Tasks
• Important so all functions are aware of deadlines and
completion dates.
Resources
Required
• Vital that communication between functions is good,
raw materials and labour must be in place to meet
demand.
The Cost
Control
• Vital that all functions share in creation of budget. If
not can be demotivating and cause problems between
functions.
• Responsibility should be designated to a particular
manager who monitors project, and has enough
flexibility to alter it, both financially and with
resources.
Plenary
• Give 3 internal influences on marketing plans.
• Give 3 external influences on marketing plans.
• Does a business as successful as Microsoft
have to worry about competitors such as
Apple?