Marketing Planning and Marketing Campaigns Design - Assignment Example

? Marketing Planning Part 2 Table of Contents Table of Contents 2 3. 3 4b. 5 4d. 7 4f. 7 5b. 9 5c. 11 References 13 3. To The Managing Director, Portakabin, EMEA There are a couple of factors that can emerge as a barrier while going for the implementation of the marketing planning for the EMEA region. Low Support from Top It has been widely known that the strategy of any plan is designed with the support from the top management. The lack support from the chief executive officer, managing director as well as board of directors can essentially become a barrier to the implementation of the marketing planning process (Meldrum & McDonald, 2007, p. 256). In an effective way to overcome, this particular barrier, the top management should be actively involved in the process of marketing planning. Continuous update of the planning process also needs to be provided to them at regular intervals. Lack of line Support Hostility and non co operation on the part of the functional as well as divisional managers and personnel of the organization regarding the implementation of the newly designed marketing planning process is another factor that has to be taken into account in this case. It can be said that in order to overcome this particular barrier, the managers of the respective functions and division has to be increasingly convinced about how the effectiveness of the new process of marketing planning will lead to the process of better value proposition for the customers and thereby will promote significant growth of the company. Failure of in depth analysis The failure to conduct an in-depth analysis of the capability of the resources available to the company is another reason that can lead to the process of failure of marketing planning. To overcome this particular barrier, an internal audit has to be carried out by the company which will increasingly focus on the process of highlighting the resource capability and its probable effective utilization by the company. Lack of Synchronization The lack of proper co-ordination and synchronization between the departments of marketing and production of the company can also emerge as a barrier to effective marketing planning. In an attempt to overcome this particular barrier, it can be said that the application of an information system throughout the organization will be highly relevant. The application of the information system throughout the company will lead to the process of eradication of this particular barrier by significantly promoting a common platform which will promote synchronization of the marketing and production department. Regard Marketing Consultant. 4b. Strategic Planning process is a very important activity for any business organization (Simerson, 2011, p.1). It is a key factor in the business in regards to strategic management, which enables the company to provide directions, guidelines and boundaries to the functional and operational processes of an organization (Steiner, 1997, p.4). It can be increasingly said that the entire process of strategic planning is intended to focus on the forward progress of the business through the process of market development, product development as well as achieving significant share of the market and growth in revenue. The presence of a large number of macro factors that can bring a significant range of impact in the firm’s area of business environment leads to the process of providing a significant level of importance to the strategic planning process of the firm. It can be said that the strategic planning process undertaken by various business organizations helps them to prepare for the impending uncertainties lingering in the business environment and thereby prepare backup plans and options, which will empower them to avoid complete disruption of the firms’ business processes. On the other side, it can be said that the marketing planning process enables the marketing teams of organization to focus on the processes of generation, communication, distribution and capture of values from the target audience, while taking into account the diversified risk factors of the business environment (Stevens, Loudon & Wrenn, 2006, p.14). This process is more concerned with medium as well as periodic performance of the of the product or service solutions in the market (Donelly & Harrison, 2009, p.15). Source: Ferell & Hartline, 2010, p.32 Talking in terms of relevancy of the marketing planning with regards to strategic planning process of the organization, it can be said that the strategic planning of an organization comprises of designing strategies of business units. The process of strategy design of business units comprises of developing strategies in regards to various functions like marketing, finance, production and human resource (Ferell & Hartline, 2010, p.32). 4d. Critical Analysis It can be said that Ansoff’s Matrix is a highly useful tool for the process of business planning. It takes into account the various physical resources that an organization has at its availability and considerably focuses on the process of development of opportunities for the organization to attain significant growth. It studies the various factors that currently exist in a particular market and then significantly focus on the process of value generation or value distribution for the existing markets. Apart from that, this matrix also evaluates the opportunities that the company can derive by going for value distribution and or value generation for newer markets. Talking in terms of relevancy of the matrix in terms of development of a new product, it can be said that the matrix provides the company with a significant edge over the competitors because of the intensive market analysis done by the company in an attempt to find out more information related to customer needs. 4f. Dear Mr. Managing Director, It can be said that a marketing plan comprises of the strategies that are supposed to be employed and implemented by the company in regards to value generation, value communication, value distribution and finally value capture to the customers, while effectively focusing on correct segmentation, targeting and positioning of the customers. However, during the course of implementation, there can be a lot of barriers which effectively hamper the desired success of the marketing plan. Improper Evaluation of the Target Market The most important factor that can hamper the implementation of the marketing plan is the process of incorrect assessment and evaluation of the target market. Since the product or the service is being essentially designed while assessing the target audience in terms of certain characteristics which act as founding pillars of the marketing plan, incorrect assessment will lead seriously impact the chances of success of the marketing plan. Language Barrier Language barrier can also impact the success ratio of the marketing plan in a serious manner. In more specific terms, it can be said that the process of designing of a positioning and branding message, which is being essentially misunderstood by the target audience of a particular country or location can seriously limit the chances of success of the marketing plan. Cultural Differences Cultural differences can play a significant role in the process of failure of a marketing plan. The process of displaying or positioning of a product with regards to the usage of certain trends, practices and images that are not accepted by the target audience of a particular region due to cultural differences can be significantly lead to the process of increase in barriers hampering the success of the marketing plan. Economic Factors The implementation of a marketing plan can face significant barriers in terms of changes in the economic condition of the nation. The rise in inflation levels, slowing pace of national economy, uncertainty in the job scenario and stagnant growth in the job fronts are some of the important economic factors that can directly or indirectly hamper the prospect of the marketing plan. Organizational Structure The implementation of the marketing plan can also face a significant amount of barriers in regards to the structure of the organization. The amount of freedom that multiple business units enjoy for the handling of day to day business operations as well as the implementation of the marketing plans can significantly impact the success of the business plan. Quality factors Having a poor quality product can seriously become a major issue towards the successful implementation of the marketing plan. Regards Marketing Consultant 5b. Dear Mr. Managing Director, I would like to bring into your notice the fact that our company is facing an imminent threat from the process of compromise and duplicating of the trade name of the company. The officials of the Press office division of this company has noticed the fact that a company is explicitly using the trade name ‘Portakabinz’ for the purpose of gaining customer attention as well as marketing of the products. This stands as a significant threat to the company’s well established brand name and image that the company has generated over the years by providing high value to the consumers as well as providing supreme customer satisfaction. However, there can be a series of steps that can be implemented for the purpose of correction of this issue. Sending a legal notice The first step that can be taken in this case is by sending out a legal notice to the company that is using the name ‘Portakabinz’. The legal notice should highlight the fact that this company has already been registered over the years under the trade name Portakabin in the UK region, and hence it is illegal for a company to use a modified trade name that completely similar to the existing trade name of the UK based company. Going for Trade Name Registration in Europe Since the company has offices in various countries of Europe like Ireland, France, Belgium and Holland, it will be highly advisable for the company to go for trade name registration in the European nations by the opting for OHIM registration. By having this registration, the company can have the protection of the trade name in all of the member countries in the European region (Jolly & Philpott, 2012, p. 163) Registering the company in a new name This is another process that can be applied to correct this issue. However, it has to be increasingly taken into account, that this method is highly complicated and expensive as well. This application of this method will increasingly require the process of registering the company as well as its various subsidiary units and strategic business units in a completely new name in UK as well as in various other countries, where the company has offices. This method is highly applicable and recommendable if the company named Portakabinz has created a lot of damage to the brand image and identity of the brand name in the market through its offering of low quality products in the market. The process of reregistering the company under a completely new name will provide significant benefits in terms of helping customers to identify the branded company’s product offerings and avoiding significant mix up with the other company’s low quality product offerings. Regards Marketing Consultant 5c. Marketing campaigns are being exhaustively designed while taking into account that the product is high on delivering better value to the consumers and the target audience. It can be said in these regards that the quality of a product is a very critical factor which has to be supplemented in the right manner for the success of the marketing efforts of the company. However, sometimes due to minor or major fault in the operation and production processes, the quality of branded products is comprised seriously. In an effort to tackle the quality issues, various companies around the world, increasingly resort to the strategy of going for a product recall. Having a product recall enables the company to replace the damaged products that is being purchased and availed by the consumers without incurring the cost of damage of customer confidence as well as compromising on product quality. Talking in terms of product recall by companies, there are various examples that can be used as reference. However, it can be said that the product recall by two companies, which have presence in various countries around the globe are worth mentioning. The first company is the globally reputed Japanese car manufacturing company named Toyota, which is responsible for catering to the automobile needs of the consumers around the globe through a wide and highly diversified automobile product portfolio. The company has significant presence in the US markets. However, during this middle of this year, the Japanese car manufacturer has resorted to the process of recalling over 7 million Toyota’s car all over the world since the company found that the product quality is being compromised due to the technical faults arising out of the electric windows of the cars (Kollewe, 2012). The second company is the globally popular foods company named Kelloggs, which went for a product recall in October of this year. Kellogs recalled some of its product due to the presence of metal fragments because of a glitch in the manufacturing facility (Castillo, 2012) It can be said with relation to this by the process of recalling the damaged products, the companies of global repute were able to restore product quality as well as consumer confidence on the brands. Though the recall of the quality compromised products led to a financial loss for the company, but it helped the company to prevent long term damages to the brand as well as its product portfolio. References Simerson, B.K., 2011. Strategic Planning. USA: ABC-CLIO Steiner, G.A., 1997. Strategic Planning.New York : The Free Press Ferell, O.C. and Hartline, M.D., 2010. Marketing Strategy. Fifth Ed. USA: Cengage Learning. Jolly, A. and Philpott, J., 2012. The Handbook of European Intellectual Property Management. USA: Kogan Page Limited. Kollewe, J., 2012. Toyota recalls 7m cars worldwide over window fault. [Online]. Available at: [Accessed 9 Nov 2012] Castillo, M., 2012. Kellogg's recalls Mini-Wheats due to metal pieces. [Online]. Available at: [Accessed 9 Nov 2012] Stevens, R.E., Loudon, D.L., & Wrenn, B., 2006. Marketing Planning Guide. 3rd Edition. USA: Routledge. Donnely, R. and Harrison, G. 2009. CIM Coursebook: The Marketing Planning Process.UK: Elsevier Ltd. Meldrum, M. and McDonald, M., 2007. Marketing in a Nutshell: Key Concepts for Non-Specialists. USA: Elsevier Ltd. Read More