Company LOGO Implementing Marketing Plans A2 Business Studies

Company LOGO 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 Analysi s Objectives Situatio n Analysis Element s Budget s Strategie s& Tactics Sales Forecast s

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 Important so all functions are aware of deadlines and completion dates. Key Tasks Resources Required Vital that communication between functions is good, raw materials and labour must be in place to meet demand. The Cost Vital that all functions share in creation of budget. If not can be demotivating and cause problems between functions. Control 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?