COURSE TITLE : MARKETING MODULE : Brand Planning Ashesi University COURSE TITLE : MARKETING SEMESTER : FIRST, 2009/2010 MODULE : Brand Planning Lecturer: Ebow Spio

Marketing Planning A Marketing Plan is a plan which outlines how an organization’s strategic objectives will be achieved through specific marketing strategies and tactics

Marketing Planning Marketing Planning is a logical sequence of events that leads to the setting of marketing objectives and formulation of plans to achieve the objectives. Broad Outline Analysis Planning/Strategy development Implementing Controlling

Marketing Planning Marketing Analysis Is the systematic examination or analysis of a firm’s marketing environment, objectives, strategies and activities, with a view to identifying issues, problem areas and opportunities. Macroenvironment consists of broad environment issues that may affect business performance e.g. political/legal, economic, social/cultural, technology, demographic Microenvironment consists of the actors in the firm’s immediate environment that affect its capabilities to operate effectively in its chosen markets. The key actors are customer market, distributors, suppliers, competitors, company, publics etc NB: Need to highlight market size, growth rates, trend etc 2-34

Marketing Planning Marketing Analysis A SWOT analysis provides a simple method of synthesizing the results of the marketing analysis. SWOT analysis that evaluates the company’s: Strengths Weaknesses Opportunities Threats 2-34

Marketing Planning Marketing Analysis Strengths include internal capabilities, resources, and positive situational factors that may help to serve company customers and achieve company objectives Weaknesses include internal limitations and negative situational factors that may interfere with company performance 2-35

Marketing Planning Marketing Analysis Opportunities are favorable factors or trends in the external environment that the company may be able to exploit to its advantage Threats are unfavorable factors or trends that may present challenges to performance 2-36

Marketing Planning Market Planning Planning is the development of strategic and marketing plans to achieve company objectives Marketing strategy consists of the specific strategies for target markets, positioning, the marketing mix, and marketing expenditure levels 2-37

Sections of a marketing plan include: Marketing Planning Market Planning Sections of a marketing plan include: Executive summary Current marketing situation Threats and opportunities Objective and issues Action programs Budgets Controls 2-38

Marketing Implementation Marketing Planning Marketing Implementation Implementing is the process that turns marketing plans into marketing actions to accomplish marketing objectives 2-39

Marketing Planning Marketing Control Controlling is measuring and evaluating results and taking corrective action as needed Operational Controls or Short Term control systems Plots results against objectives on monthly, quarterly or annual basis. Measures include sales, profits, costs and cash flow 2-45

The rewards of Marketing Planning Consistency : Focal point for decisions and actions Encourages monitoring of change Encourages organizational adaptation: Firm should adapt to match its environment Stimulates Achievement : Focuses on objectives, strategies and results Aiding resource Allocation Promotes the search of competitive advantage 2-45