To order this book today, please visit www.businessexpertpress.com and mention code AMABEP2012 for a 25% discount!

Building a Marketing Plan

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Building a Marketing Plan

A Complete Guide
Ho Yin Wong Kylie Radel Roshnee Ramsaran-Fowdar

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Building a Marketing Plan: A Complete Guide Copyright Business Expert Press, LLC, 2011. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any meanselectronic, mechanical, photocopy, recording, or any other except for brief quotations, not to exceed 400 words, without the prior permission of the publisher. First published in 2011 by Business Expert Press, LLC 222 East 46th Street, New York, NY 10017 www.businessexpertpress.com ISBN-13: 978-1-60649-159-1 (paperback) ISBN-13: 978-1-60649-160-7 (e-book) DOI 10.4128/9781606491607 A publication in the Business Expert Press Marketing Strategy collection Collection ISSN: 2150-9654 (print) Collection ISSN: 2150-9662 (electronic) Cover design by Jonathan Pennell Interior design by Scribe Inc. First edition: June 2011 10 9 8 7 6 5 4 3 2 1 Printed in the United States of America.

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Abstract
In any journey, if you dont know where you are going, how will you know when you get there? Equally, if you dont have a focus and direction for your organization, which is underpinned by realistic, actionable, measurable, marketing objectives and a good idea of how to achieve those objectives, then how can you grow your business and achieve long-term profitability? Building a Marketing Plan: A Complete Guide is a book that aims to provide a comprehensive, holistic, and practical framework for the essential business process of marketing planning. It is targeted toward students of marketing and business practitionersmarketers and nonmarketers alikeand draws together elements of theoretical concepts, strategic thinking processes, latest research findings, and marketing applications in a straightforward, logical manner. Demanding and savvy customers, along with a turbulent global business environment, require marketers to be highly sensitive to the environmental trends and capable of identifying the latest marketing opportunities and threats at an early stage. The successful use of processes and activities of marketing planning is crucial for organizations that aim to prosper over the long term. Through this text you will conduct an indepth analysis of your current situation; develop a deep understanding of your target markets; set realistic, measurable, and timely marketing objectives; develop a series of marketing strategies based on four key elements of marketing; and ensure that you have considered efficient implementation and control mechanisms.

Keywords
Marketing planning, marketing plan, implementation, Boston Consulting Group, target marketing, segmentation, marketing research, positioning, consumer behavior, marketing objectives, SMART objectives, Four Ps, product life cycle, Ansoff matrix, marketing implementation, control processes, McKinsey Seven S framework, marketing strategy, branding, new product development process, pricing approaches, situational analysis, competitive analysis, competitive advantage, SWOT analysis, PEST analysis, marketing metrics

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To my family, friends, and students. Kylie Radel

To my parents and family: Anundee, Bharudoise, Sooraj, Deep, and Yuvraj. Rooma Roshnee Ramsaran-Fowdar

To my family and friends. Ho Yin Wong

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Contents
List of Illustrations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xi Foreword . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xiii Acknowledgments. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xv Chapter 1 Chapter 2 Chapter 3 Chapter 4 Introduction to Marketing Planning . . . . . . . . . . . . . . . 1 The Situation Analysis . . . . . . . . . . . . . . . . . . . . . . . . . 15 Analyzing the Target Market, Part 1: Marketing Research . . . . . . . . . . . . . . . . . . . . . . . . . . . 31 Analyzing the Target Market, Part 2: Consumer Behavior and the Target Marketing Process (Segmentation, Targeting, and Positioning) . . . 47 Marketing Objectives and Strategy Formulation . . . . . 59 Planning for Products and Brands . . . . . . . . . . . . . . . . 79 Planning for Pricing . . . . . . . . . . . . . . . . . . . . . . . . . . . 97 Planning for Integrated Marketing Communications . . . . . . . . . . . . . . . . . . . . 111 Planning for Distribution Channels and Market Logistics . . . . . . . . . . . . . . . . . . . . . . . . . 127

Chapter 5 Chapter 6 Chapter 7 Chapter 8 Chapter 9

Chapter 10 Marketing Implementation and Control . . . . . . . . . . 143 Appendix: Pindari Boomerang Factory Marketing Plan Example . . . . 159 Notes. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 201 References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 207 Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 213

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Illustrations
Figures
1.1 2.1 2.2 2.3 3.1 4.1 4.2 4.3 5.1 5.2 5.3 5.4 5.5 5.6 6.1 6.2 6.3 7.1 7.2 7.3 7.4 7.5 8.1 8.2 8.3 9.1 9.2 Four steps to successful marketing planning. The situation analysis. A model of customer aggregation. Types of competitive markets. Steps in the marketing research process. Factors influencing consumer buying behavior. Consumer buying roles. The target marketing process. Relationships between corporate- and marketing-level objectives and strategies. Boston Consulting Group product portfolio matrix. BCG product portfolio matrix example. Product A location on the BCG matrix. The Ansoff product-market matrix. Setting SMART marketing objectives. Product life cycle. The new product development process. Positioning map for the watch industry. Internal and external factors affecting pricing decisions. Demand curves for most goods and luxury goods. Price elastic demand. Price inelastic demand. Break-even point analysis. The promotions mix elements. Factors affecting IMC decisions. Push and pull strategies. The marketing value chain. Determining the intensity of distribution. 6 16 18 21 35 49 51 53 60 62 64 66 68 72 80 84 90 98 101 102 103 105 112 118 122 128 133

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xii

ILLUSTRATIONS

9.3 Economic order quantity and the relationships between order-processing cost, inventory-carrying cost, and total cost. 10.1 Functional structure incorporating the marketing concept. 10.2 Product/brand specialization structure incorporating the marketing concept. 10.3 Geographic specialization structure incorporating the marketing concept. 10.4 Matrix management structure. 10.5 Designing the control process.

139 145 146 146 147 154

Tables
3.1 Useful Information From Marketing Research 3.2 Likert, Semantic Differential, Stapel, and Importance Rating Scale Examples 5.1 Calculation for Market Share Decisions 5.2 Calculation for Market Growth Decisions 6.1 Product Line Width and Depth of a Beverage Organization 7.1 Channel-Based Pricing Approaches 7.2 Product Bundling Pricing Approaches 7.3 Summary of Questions to Be Asked to Set a Pricing Plan 8.1 The Promotion Mix Elements: Definitions, Strengths, and Weaknesses 8.2 Summary of Questions to Be Asked to Set IMC Strategies 9.1 Comparison of Modes of Transportation 34 42 64 65 88 107 107 109 113 123 142

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Foreword
Operating a business requires many skills. A business must have its goals and products; it must know its markets, operate efficiently, have good staff, manage those staff effectively and efficiently, adhere to many regulations and laws, and market effectively. Out of this mix, the business must produce a profit year after year. Since the mid-1900s the world of business has become more competitive every yearyes, every year. Never has this increase in competitiveness been more apparent than now, following the economic upheaval over the last 3 years. So, why do some businesses prosper while others struggle or fail? In many cases the answer is simple: Struggling businesses have no practical or effective marketing plan that optimizes and directs marketing efforts based on the actual marketplacebased on customers needs and wants. It is this realm of marketing that is so often neglected. Marketing planning is one of those areas of marketing that everyone knows we should do, but most businesses do not do. Of those businesses that do attempt to write a marketing plan, most fail to produce a meaningful document. One reason for this outcome is that few people know just what to put in and what to leave out. This monograph provides a complete guide with all of the essential elementsthe must-have parts, but without all the unnecessary clutter that so many texts would have you believe is essential. This text is aimed at two main audiences: the student taking a formal course and the busy business manager who needs to build a solid and practical marketing plan in an acceptable time frame. This is a difficult task. The authors have succeeded by bringing together in a single volume a practical approach and method, based on many years of experience. All of the essential elements of a marketing plan and the methods to follow are described using a nice balance of theory and practicality. This information is then embedded for the reader with a comprehensive marketing plan case study based on a real scenario.

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xiv

FOREWORD

The result is a text that provides the reader with a practical can do approach to market planninga text that readers will find they continually return to year after year. I wholeheartedly recommend it! Associate Professor Anthony Ward Australia January 31, 2011

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Acknowledgments
We would like to sincerely thank the following people for reviewing the manuscript: Kelly Choong Lecturer, University of the Sunshine Coast, Australia Professor Harish C. Chopra Visiting Faculty, R. A. Podar Institute of Management, University of Rajasthan, Jaipur, India Formerly Fellow at the University of Mauritius, Mauritius Bob Green Lecturer, CQUniversity, Australia Assistant Professor Jia-Yi Hung Department of Health Administration, Tzu Chi College of Technology, Taiwan Ronda MacLeod Lecturer, CQUniversity, Australia. Professor Bill Merrilees Department of Marketing, Griffith Business School, Griffith University, Australia Barry Mitchell Lecturer, CQUniversity, Australia Associate Professor Anthony Ward Adjunct Faculty, CQUniversity, Australia

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CHAPTER 1

Introduction to Marketing Planning

We are involved in marketing every day as marketers and as consumers. When we get up in the morning, we encounter marketing. The alarm clock on the nightstand, the bed in which we sleep, the TV we turn on, the toothbrush and toothpaste we use to brush our teeth, and the list goes on. Marketing is defined as an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.1 In order to benefit the organization and its stakeholders, a customeroriented approach needs to be established. A customer-oriented organization develops a win-win situation between itself and its customers by concentrating on satisfying customer needs and wants and achieving its own objectives at the same time. This is often called relationship marketing, as the organization monitors and responds to market informationincluding competitor actions and customer needswith the view to building stronger relationships with its target audiences wherever possible. Market planning should be a means of building long-term relationships with customers through the development of a customerfocused mission statement and objectives and goals at the corporate through individual product line levels. It is necessary to examine all of these levels to implement the marketing concept and determine the appropriate marketing strategy to provide the right level of value to the customer. This book is concerned with building a marketing plan that has the customer-oriented marketing definition in mind. In this book, we provide a framework for marketers to develop customer-oriented marketing strategies and plans that match an organization with its internal

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BUILDING A MARKETING PLAN

Learning Objectives
After studying this chapter, you will be able to identify the stages in the strategic market planning process, discuss the benefits of marketing planning for an organization, identify the key components of the market plan and use these as a basis to start a plan, discuss market planning in a customer-oriented organization. and external environments. In this chapter, we introduce the role of marketing planning by discussing the benefits and barriers of marketing planning, followed by the marketing planning process.

The Role of Marketing Planning

Marketing planning is the process that leads to an understanding of an organizations position in the market and a series of marketing decisions and actions to achieve an organizations goals within a specific time frame. The emphasis is on the process that includes tasks such as performing analysis, designing actionable strategies, implementing the strategies, controlling the whole marketing process, and setting up a time frame for the staff concerned. A marketing plan is the record of the activities from marketing actions, and it should be comprehensive, flexible, and logical.2 A marketing plan can be considered a manual for marketing actions that is based on an analysis of the internal and external situations, clear marketing objectives and strategies for targeted customers, and management of marketing activities through implementation and control. It states where an organization is, where to go, how to get there, and by when.

The Benefits of Marketing Planning

Building a marketing plan can have a great, positive impact on an organization. There are five main benefits of marketing planning:

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INTRODUCTION TO MARKETING PLANNING

1. Marketing planning allows the marketers to thoroughly examine their internal and external situations with the aim of understanding the organizations overall position in the market. 2. Marketing planning forces the marketers to consider the needs and wants of their stakeholders, especially their target customers who provide sales revenue (for for-profit organizations) or other monetary and nonmonetary returns (for nonprofit organizations). 3. Marketers can utilize the planning process to systematically identify and evaluate a variety of scenarios, possibilities, and results. 4. Planning identifies the resources that will be needed to perform the planned marketing activities in order to achieve short-, medium-, and long-term corporate objectives. 5. Marketing planning helps marketers evaluate the results so as to revise objectives and marketing strategies if necessary. In general, marketing planning can prepare marketers to have a firm understating of the business, its strategies, and the underlying factors that form those strategies. Given such a shared understanding, executives will be able to respond rapidly to new threats and opportunities.

The Barriers to Effective Marketing Planning

Building a marketing plan is not an easy task. In addition to the complexity of various marketing issues, marketers need to deal with potential barriers to effective marketing planning. There are a number of barriers3 to marketing planning, including cognitive, procedural, resource, organizational, cultural, and data availability difficulties. The following is a summary of 10 of the main impediments to successful planning:4 1. Confusion between tactics and strategy. Managers might focus more on short-term tactics that help sell a product than on a strategy that aims at long-term sustainable competitive advantage. Managers often make the mistake that marketing planning is not required with short-term tactics. On the contrary, an organization with a strategic focus needs the assistance of the holistic approach of marketing planning to materialize the strategy.

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2. Isolating the marketing function from operations. In order to overcome this barrier, marketers need to work with staff from other departments such as research and development and engineering to develop new products, accounting and finance to set appropriate budgets, production to deal with logistics and channel management issues, and sales departments to overcome barriers to effective selling and gathering relevant market intelligence. Top management plays an important role to ensure that marketers receive all necessary support and resources so they can perform marketing planning properly. 3. Confusion between the marketing function and the marketing concept. Some top management confuse piecemeal marketing functions with the holistic marketing concept. The former is concerned with separate marketing functions, such as advertising, customer service, sales, and product management, whereas the latter holds an inclusive view of marketing and integrates all marketing activities in a marketing plan that can satisfy the needs of selected customer segments in order to achieve the objectives. 4. Organizational barriers. Depending on the organization structure, an organization may be divided into various departments or units. Marketers face potential barriers when departments or units other than marketing or marketing-related areas are not interested in marketing planning. Other departments or units may have their own agendas to run their sections. 5. Lack of in-depth analysis. Organizations dont face the issue of too little information but rather a lack of information management. The major challenge is the capacity to provide in-depth analysis of the information available. Without in-depth analysis, marketers wont know where their organizations stand in the market, and the consequence is a failure to provide a strategic direction. 6. Confusion between process and output. Some organizations tend to make their marketing plans, the output, too bulky to be of any particular use. This is the outcome of focusing on the plan rather than the process. Some marketers mistakenly believe that a bigger output reflects a better process. 7. Lack of knowledge and skills. Some marketers rarely apply marketing concepts and techniques in their marketing planning. Some are unable to differentiate between corporate objectives, marketing

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INTRODUCTION TO MARKETING PLANNING

objectives, and advertising objectives. Adding to this confusion, communication and interpersonal skills often need to be strengthened or marketing plans will be ineffectively implemented. 8. Lack of a systematic approach to marketing planning. Within an organization, there may be different strategic business units conducting marketing planning. Consequently, each unit develops its own marketing plan. The variations of these plans might be caused by different levels of data analysis, different opinions on how to achieve corporate objectives, or perhaps different motivations of participating managers. The large discrepancy in marketing plans from different units makes corporate headquarters coordination work very difficult, if not impossible. 9. Failure to prioritize objectives. Some organizations set too many objectives. There are too many subobjectives of subobjectives. One of the major contributions of marketing planning is to provide a strategic focus. Marketing planning should assist marketers to focus more on the important objectives and take out the trivial ones. 10. Hostile corporate cultures. Since corporate cultures are difficult to change and tend to maintain the existing power structure and the status quo, the introduction of marketing planning might create tensions that lead to changes in organizations. Resistance to change and office politics are often barriers to building an effective marketing plan. Marketing planning is not a straightforward task, nor can it be completed in a linear, one-off manner. Marketers are likely to encounter various organizational, attitudinal, process, and cognitive barriers that hinder effective planning. Successful planning takes patience, knowledge, persuasion, and negotiation skills. Understanding the potential barriers to marketing planning helps marketers to be better prepared for the challenges ahead.

The Marketing Planning Process

The marketing planning process goes through four major steps, as shown in Figure 1.1. Step one is the situation analysis. The main purpose of this step is to understand where the organization stands. Step two is to analyze

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the target market so that marketers can understand the buying behavior of their target customers. This is followed by the step of setting marketing objectives and strategies. The final step is concerned with implementation of the strategies and evaluation of the results in terms of the objectives. The cycle of a marketing plan is usually 1 year. Data gathering and analysis sometimes takes months to complete. Marketers need to factor in the time issue when preparing a marketing plan. In addition, as shown in Figure 1.1, marketing planning is a continuous effort rather than a once-a-year exercise. What follows is a brief summary of the four major steps. Each of these steps is discussed in more detail in later chapters. Step 1: Situation Analysis A situation analysis is an assessment of the environment in which the organization operates and of the organization itself. The former assessment is called external analysis and the latter internal analysis. The external analysis helps marketers identify the trends and changes of external factors, such as social, political, technological, economic, natural, and competitive environments, and develop an in-depth understanding of customers (current and potential). These external factors are beyond the control of the marketers. In the case of the external environment, the best marketers can do is understand the issues and adapt. On the other hand, the internal analysis is meant to assess internal factors that can be

Figure 1.1. Four steps to successful marketing planning.

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INTRODUCTION TO MARKETING PLANNING

controlled by the organization. The principal internal factors to consider are the organizations marketing, finance, human, and manufacturing resources, and the organization must develop knowledge of its management and organizational structure and culture. The situation analysis of the external and internal factors will lead to the construction of a SWOT (strengths, weaknesses, opportunities, and threats) analysis. The strengths, weaknesses, opportunities, and threats should be analyzed in relation to the organizations current situation and market needs. This analysis assists marketers to determine what the organization does well and what it does not. It also identifies the issues that need to be improved. We will discuss the situation analysis in chapter 2. Step 2: Target Market Analysis Once the marketer understands his or her organizations strengths, weaknesses, opportunities, and threats, the next step in marketing planning is to understand the markets and customers. Marketing information is critical in understating markets and customers. Two important tools are available to allow the marketer to gather marketing information. One is marketing research, and the other is marketing intelligence. Both tools generate marketing information for the marketer to understand consumer behaviorthat is, who is buying or would buy what, and how, how often, where, when, and why that person buys. Marketing research goes through five steps: (a) defining the problem and the research objectives, (b) developing the research design for collecting information, (c) collecting the data, (d) analyzing and interpreting the data, and (e) reporting the research findings. While marketing research is usually conducted on an ad hoc basis, marketing intelligence is performed on a continuing basis. Once marketing research has been completed, the organization must undertake the steps of the target marketing process: market segmentation, market targeting, and market positioning. Because resources are limited, the organization is unable to target every market. The organization has to divide the markets into segments that it can target. Segments can be classified on the basis of geographic, demographic, psychographic, and behavioral characteristics. Targeting is the evaluation of each market segments attractiveness so that the marketers can focus on one or more

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segments that suit the organization best. Market positioning is a marketing strategy to place a product or brand to occupy a distinctive position in the minds of target customers relative to competitive products or brands. We will take a closer look at target market analysis in chapter 3. Step 3: Marketing Objectives Setting and Marketing Strategy Formulation After the target market analysis and segmentation, targeting, and positioning strategies are set, marketers can develop SMART (specific, measurable, achievable, realistic, and time-bound) marketing objectives and the various elements of the marketing mix can be deployed to provide value that will satisfy the needs and wants of the target customers. SMART marketing objectives state what products are to be sold to which marketsaddressing market growth, market share, or profits. Marketing objectives should provide a tangible guide for action, provide specific actions to follow, suggest tools to measure and control effectiveness, be ambitious enough to be challenging, take account of the companys strengths and weaknesses, capitalize on opportunities and avoid or minimize potential threats, be well matched with corporate objectives and individual product line objectives, and have a specific time for completion. The basic elements of marketing mix are product, price, place, and promotion and are sometimes referred to as the Four Ps (4Ps): 1. Product strategy is concerned with managing existing products over time, adding new products, and dropping failed ones. In addition, strategic decisions about the width and depth of a product line, packaging, and branding need to be made. 2. Pricing strategy tries to determine an optimal price for a product. Internal and external factors that affect pricing decisions should first be examined before deciding which pricing approach is to be adopted. 3. Place strategy, which is also called distribution strategy, focuses on the transfer of products from an organization to the target customers. The transfer may go through other organizations, such as wholesalers and retailers. The management of this transfer process

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is referred to as channel management. Another strategic decision in relation to place strategy is logistics management, which is concerned with the physical movement of a product from one place to another. 4. Promotion strategy relates to coordinating an organizations communications and marketing messages between different media and ensuring there is consistency of the message throughout. The promotion mix elements (e.g., advertising, sales promotions, direct marketing, online and interactive marketing, among many others) all have different strengths and weaknesses that must be coordinated to provide an integrated message about the organizations products, brands, corporate identity, and social and environmental goals. The four elements of the marketing mix are interrelated. The marketing mix strategies should be built on the basis of segmentation, targeting, and positioning with the organizations objectives in mind. We will cover the marketing mix strategies in chapters 5 to 8. Step 4: Marketing Implementation and Control The final step of the marketing planning process is implementation and control. Marketing implementation includes all the activities needed to make the marketing strategies work. Without a good implementation plan, marketing objectives are unlikely to be achieved, irrespective of how good the marketing strategies are. A McKinsey Seven S (7S) model is a practical tool to assist marketing implementation. The 7S model consists of structure, systems, shared values, skills, staff, style, and strategy. Marketers need to have a well-conceived and detailed 7S model in place to execute the marketing strategies. The main purpose of control is to understand if the organization has achieved the predetermined objectives. The four major steps in a control process are setting standards of performance, identifying tools for measuring marketing progress, evaluating actual performance against the set objectives, and taking corrective actions if necessary. With the completion of the control process, a marketing planning cycle is basically complete and can be considered as the start of the next cycle. We will explore marketing implementation and control in more detail in chapter 10.

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10

BUILDING A MARKETING PLAN

Marketing Planning in Action: A Comprehensive Example

In order to show how to apply the marketing planning framework discussed in this book, a comprehensive example detailing all the marketing planning elements detailed from chapters 2 to 10 is shown in the appendix. The marketing plan example was developed for an imaginary company but is loosely based on a real organization for which we completed a consultancy project years ago. The example first introduces the background of the organizationPindari Boomerang Factory. It then demonstrates the external environment analysis, customer analysis, internal analysis, SWOT analysis, and strategic decision analysis for the business. Marketing objectives, marketing strategies, and implementation and control systems are then developed in a step-by-step manner. It should be noted that the example intends to only demonstrate how to use the concepts discussed in this text to build a marketing plan. It is not intended to argue that the decisions and recommended actions are the only or the most appropriate ways to build a marketing plan. As an introduction to the marketing planning process (and the layout for the remainder of this book), structure overview provides an overview of the structure and important features of a comprehensive marketing plan.

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11

Overview of the Structure and Features of a Marketing Plan

Executive Summary. Provide an overview of the entire plan, focusing on recommendations and implications for management, competitive advantage(s), required investment, and expected sales/profits.

Table of Contents
List of Figures and Tables 1 Introduction. Introduce the organizations background, mission statement, and corporate objectives. 2 Situation Analysis 2.1 External Situational Analysis. Include the PEST (political, economic, social, and technological) and natural environment analyses, looking for trends and changes in the macro environments specifically to expose potential opportunities or threats. (See chapter 2.) 2.2 Internal Situational Analysis. Examine internal strengths and weaknesses, looking for resource levels, skills availability, marketing capabilities, research and development capabilities, management strengths, production capabilities, financial resources, and research and development potential. (See chapter 2.) 2.3 Competitor Analysis. Examine competitors (both direct and indirect), looking for potential opportunities or threats (consider using a table to compare your products, skills, ancillary services, financial and human resource positions, etc. with those of competitors). (See chapter 2.) 2.4 Customer Analysis. Describe the target market(s) and develop market segmentation information in detail, incorporating demographic, psychographic, and geographic descriptions. Develop market targeting and positioning statements. (See chapters 3 and 4.)

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BUILDING A MARKETING PLAN

3 SWOT Analysis and Competitive Advantage(s). Provide brief summarized statements of the findings from the situational analysis. (See chapter 2.) 4 Marketing Objectives. Conduct a product life-cycle analysis; Boston Consulting Group (BCG) matrix analysis; Ansoff matrix analysis (explained in chapter 5); state competitive advantage objectives for market leader, market follower, or niche market positions. Develop SMART objectives that link directly with the corporate objectives and the corporate mission; take advantages of internal strength and external opportunities; and avoid or minimize internal weaknesses and external threats. (See chapter 5.) 5 Marketing Strategies. Precisely state how you will achieve each objective by linking a target market segment with a marketing objective and a product incorporating the marketing mix elements (the Four Ps4Ps). (See chapters 6 through 9.) 6 Marketing Implementation. Calculate break-even points, budgets, and returns on investments; compute sales projections and cash flows on monthly and annual bases; evaluate the McKinsey Seven S (7S) elements as they apply to your organization; and develop actions/activities around each to ensure that your marketing plan is appropriately implemented. (See chapter 10.) 7 Marketing Control. Develop marketing metrics to ensure that your plan remains on track to meet the marketing objectives, and corrective actions can be taken if needed. (See chapter 10.)

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13

Summary
Marketing planning is the process that leads to an understanding of an organizations position in the market and a series of marketing decisions and actions to achieve an organizations goals within a time frame. Marketing planning is beneficial to the organization. It can assist the marketers to understand their businesses, strategies, and other related factors. Consequently, the marketers are better equipped to deal with threats and opportunities. Marketing planning is a difficult task. Marketers need to handle 10 major barriers to marketing planning. After removing these barriers, the marketers are more likely to develop a good marketing plan. The whole marketing planning process comprises four major steps: (a) situation analysis, including internal and external analysis; (b) target market analysis that indentifies the buying behavior; (c) marketing objective setting and strategic formulation clearly stating where to go and how to get there; and (d) implementation and control, ensuring the marketing strategies are executed as planned and evaluating the actual results against the marketing objectives.

Chapter Review
1. Describe the 10 barriers to marketing planning and suggest solutions to each of these barriers. 2. The 4Ps are the 4 basic elements of the marketing mix. Identify the 4Ps and describe the main aims of marketing strategies that could be developed based on each of these elements. 3. As the marketing manager for a medium-sized business marketing childrens clothing lines, outline a marketing plan structure and briefly describe what you consider would be the main questions to address under each heading.

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CHAPTER 2

The Situation Analysis

The situation analysis, or environmental audit, examines what is happening currently in the various environments in which an organization operates. It consists of an external auditan analysis of the market, competition, and environmental factorsto determine potential opportunities and threats to the organization. The situation analysis also consists of an internal marketing audita review of the businesss marketing, financial, manufacturing, and human resource capabilitiesto determine potential strengths or weaknesses. This chapter discusses what to include in the external and internal audits.

Learning Objectives
After reading this chapter, you should be able to identify the components of a situation analysis, describe the two main items to be covered in an external audit, elaborate on the factors to be taken into account in an industry analysis, identify and discuss the factors to be incorporated in a macroenvironmental scan, outline what is to be included in an internal audit, explain the Internet-based approach to environmental scanning, explain the SWOT analysis and illustrate the elements to be included in such an analysis.

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BUILDING A MARKETING PLAN

Scanning the Environments

The situation analysis is also referred to as environmental scanning or the environmental audit.1 Internal (controllable) and external (uncontrollable) factors impact the organizations operations and plans, and a situational analysis of these factors will provide vital information for marketing planning. Figure 2.1 summarizes the factors to be taken into consideration for a comprehensive analysis of the organizations current situation.

The External Audit

An external situation analysis includes an analysis of the industry environment and the macroenvironment.2 The industry environment is the more specific environment affecting the organizations product market segments, while the macroenvironment consists of the broader environments that impact society as a whole.3

Figure 2.1. The situation analysis.

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17

Industry Analysis The following questions must be answered to conduct an industry analysis:4 1. What are the strategic aspects of the industrys structure? 2. Where is the industry heading, and what forces are driving it in that direction? 3. What does a firm need to know about the relevant economics of the industry in order to make money in the business? 4. What are the strategic problems and issues that face the industry? The industry analysis needs to examine the following five interrelated factors:5 Market review Competitive review Distribution channels and intermediaries Customers (end users) Supply

Market Review Market factors are those that affect the demand for a product.6 For example, population and income figures are market factors, since they determine the demand and, hence, the market for a product. At the very least, you should have an understanding of the market factors that influence the demand for your product, as future strategies, advertising programs, production schedules, capital expenditures, and human resource requirements are based on future demand.7 A market review will include an analysis of the current situation of the market, historical trends, and future market trends. The market can be measured in terms of volume (units sold), value (value of units sold), and size of each segment within the total market.8 In order to estimate future demand, you should analyze historical sales data and perform a statistical analysis to better understand the industry trends.9 Time series models may reveal seasonal, cyclical, or random

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variations in sales, as well as growth patterns. The estimation of demand may be affected by the following: Consumers income levels Price and availability of competitors goods Appearance of superior substitute products Advertising efforts Economic trends10

Several other techniques have been suggested to forecast market trends:11 1. The Delphi technique, in which a group of experts give and compare their opinions together about the future until a group consensus is formed 2. Marketing research tests, such as a survey of buyer intentions or new product market testing 3. Customer aggregation models, which break sales down into different components for which forecasts are made and then are multiplied together to get a sales prediction (for example, see Figure 2.2)

Figure 2.2. A model of customer aggregation.

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4. Causal methods, such as regression analysis and input-output models, where demand is expressed as a function of a number of factors Competitive Review A competitor analysis is also a crucial element of the external audit.12 The competitor analysis is designed to determine how the organization is performing in terms of its competitors.13 In addition, the analysis forces marketers to consider differences and similarities in the organizations marketing. Such knowledge will provide an insight into developing potential defensive or offensive strengths. The competitor analysis is essentially designed to achieve three objectives:14 1. It allows you to understand your position of comparative advantage and your competitors positions of comparative advantage. 2. It allows you to understand your competitors strategiespast, present, and future. 3. It factors greatly in effective strategy selectionthe element that makes your strategies work in the real world. In conducting a competitor analysis, both direct (e.g., similar products in the same market) and indirect (e.g., substitute products) competitors have to be considered, as well as current and potential competitors. Organizations can compete on a variety of attributes, including price, service, product differentiation, quality, and support services.15 When analyzing competition, three important questions need to be considered:16 1. What are the current and past strategies of competitors? Here, the competitors mission, target markets, marketing mix, and budget are all reviewed. The effect of the competition on the organizations market share, growth rate, and profitability are also assessed. 2. How is the competition performing? The actual performance of the competition may be measured in terms of sales, market share, growth, profitability, return on investment, profit margins, and net profit.

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3. What are the competitors strengths and weaknesses? By understanding your competitors strengths and weaknesses, you can identify opportunities and threats and potential areas to pursue a competitive advantage. Strengths and weaknesses should be assessed in terms of product and product quality, product innovation and technology, pricing, customer service policies, promotion, distribution channels, marketing capabilities, financial capabilities, and costs.17 The following are guidelines for conducting a competitor analysis:18 Recognize key competitors in the market segments in which your organization competes. Analyze the performance record of each competitor. Study how satisfied each organization appears to be with its performance. Examine each competitors marketing strategy. Analyze the current and future resources and competencies of each competitor. Predict future marketing strategies of each competitor. Assess the impact of the competitors strategy on your organization.
T YPES
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C OMPETITIVE M ARKETS

The four main types of competitive markets are shown in Figure 2.3, and these must also be taken into account in the industry analysis. The type of competitive market in which you operate will impact on your promotion and pricing strategic decisions. Consumers understanding and expectations of what constitutes a fair price, for example, is based on what your competitors are charging. If you operate in an unregulated monopoly (e.g., Argyle Diamonds in Australia), then you can set prices at whatever you think your consumers will pay. If, however, you operate in an oligopoly environment, you will need to set prices commensurate with your competitors. We will discuss these ideas further in chapter 7.

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Figure 2.3. Types of competitive markets.

C OMPETITIVE A DVANTAGE An effective competitor analysis will assist the firm in identifying possible competitive advantages the firm may have over competitors. A competitive advantage refers to those factors the organization excels in or has the potential to excel in over competitors.19 A competitive advantage must be sustainable. Simply offering a lower price than competitors do is not often sustainable over the long term. Competitive advantages are often in production, technology, natural resources, customer service, marketing, or management. Indeed, a competitive advantage can be almost anything that differentiates the organizations product from competitors products. For example, Volvo has developed a very strong competitive advantage in the safety features of its vehicles. People do not think of a Volvo as a fast, sporty vehicle or a particularly fuel-efficient car (although these may also be features of the car). Instead, Volvo has focused its production techniques and marketing activities to position itself as the foremost vehicle manufacturer of familyoriented, safe cars. On the other hand, Ferrari has set out to position itself as a market leader in manufacturing sporty, fast, stylish cars. It is obviously not targeting the family-oriented or safety-oriented markets as Volvo does.

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Distribution Channels and Intermediaries The review of distribution channels and intermediaries should include information on distribution channels and intermediaries operations and business practices; needs, wants, objectives, and trading conditions (margins, promotional allowances, product line fees, stock delivery, and inventory management requirements) of intermediaries; sales analysis per intermediary; strategic alliances between distribution channels and competitors; just-in-time inventory management and quick response automatic ordering mechanisms; use of electronic data interchange (EDI).20 Customers (End Users) A review of customers or end users will include information on consumer attitudes and behavior and the various types of customers in the market. The analysis of customers will provide useful knowledge about the following questions: Who are the existing and potential buyers? Who is involved in the purchase decision process? What is bought? Where is it bought? Why and how do customers buy (the complexity and degree of involvement in the purchase)? How do customers view competitors marketing mix (product, price, availability, and promotion) against the organizations marketing mix? What are the demographic, psychographic, geographic, and behavioral profiles of customers?

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Supply Industry supply can be defined as the ability of the industry to meet demand.21 When determining future supply, the industrys capacity and how it utilizes that capacity must be considered. These will indicate the ability of the industry to satisfy demand. If long-term demand is forecasted to be significantly above maximum industry supply, you may want to invest in additional production facilities. The review of industry supply needs to include information on excess production capacity, the power of suppliers, and the likelihood of change (usually through breakthroughs in technology) occurring that will change supply conditions. Macroenvironment Scanning As shown in Figure 2.1 previously, five main macrolevel environmental forces impact marketing planning: 1. 2. 3. 4. 5. Political/legal environment Economic environment Social/cultural/demographic environment Technological environment Natural environment

It is essential that organizations monitor the changes in the PEST (political, economic, social, and technological) and natural environments and develop strategies to adapt to these changes.22 A review can determine the opportunities and threats generated by each of these environmental forces in the future (for the next three to five years).23 The review will first analyze, then diagnose each environmental factorthat is, first break it into a number of constituent parts to investigate their nature, functions, and relationships, then secondly assess the implications of the analyzed information in terms of opportunities and threats for marketing planning.24

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