In outline the marketing planning process comprises the

following steps:
1. Gathering information on the external environment and the
organization internally; Identifying the major strengths and
weaknesses of the organization and opportunities and threats
externally (SWOT);

2. Formulating basic assumptions about key determinants of

marketing success;

3. Laying down market objectives for the organization, based on the

information gathered, the SWOT analysis and the assumptions made
and formulating strategies;

4. Devising detailed plans and programmes to accomplish objectives;

5. Measuring progress towards achievement of objectives, reviewing

and amending the plan as necessary.

Figure 11.2: illustrates this process showing the main steps involved.

Developing a Marketing Plan:

Planning is a method for achieving an end. If a service business wishes
to survive and prosper in a competitive environment, it needs to
establish a set of marketing goals that explicitly recognizes where the
organization is now, where it would like to be, and how it proposes to
get from here to there. Table 11.2 summarizes the key elements in a
marketing plan, beginning with an analysis of the current situation
and identification of problems and opportunities.
A good marketing plan does more than identify goals and strategies
that are based on facts and current assumptions; it also provides a
plan of action for accomplishing the mission, using existing or readily
available resources.

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Among the requirements for effective implementation are:

1. Establishment of the necessary organization
2. Definition of responsibilities in terms of who should do what at
specific points in time

3. Procedures and control systems that allow the general manager

(and subordinates) to delegate authority without losing strategic
control

4. Provision for continuity of execution over the full operating period

of the plan, avoiding ad hoc decisions, yet allowing enough flexibility
for contingencies

5. Coordination of many different but related activities over an

extended time period

6. Good communication between mangers so that all know what each

is trying to achieve and how he or she intends to accomplish specific
tasks

Table 11.2: Marketing plan format:

Situation analysis (Where are we now?)

1. External:
a. Environment (political, regulatory, economic, social, technical, etc.)

b. Customers and markets

c. Employees

d. Suppliers and distributors

e. Competition
2. Internal:
a. Objectives

b. Strengths and weaknesses

3. Summary of problems and opportunities

Marketing programme goals (Where do we want to go?)

1. Competitive standing

2. Financial results

3. Market share

Marketing strategies (How are we going to get there?)

1. Positioning:
a. Target segments

b. Competitive stance

c. Value proposition – distinctive benefits and opportunities for

reducing costs

Marketing mix:
a. Core product, supplementary services, and delivery systems

b. Monetary price and other non-financial costs (e.g., time)

c. Marketing communication: advertising, personal selling, promotion,

etc.
Marketing budget (How much is needed, where should we
allocate it?)
a. Resources (money, people, time)

b. Amount and allocation

Marketing system plan (What do we need to do?)

a. Detailed breakdown of activities required

b. Responsibility by name

c. Activity schedule in milestone format

d. Tangible and intangible results expected from each activity

Monitoring system (Are we moving toward our destination?)

a. Ongoing situation analysis

b. Intermediate and final measures of performance

c. Variances between goals and performance triggering course

correction actions