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Planning at different Management level

Corporate level(Strategic planning)

Middle management level(Tactical or Functional Planning)

Lower management level(Operational planning)

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Marketing Planning

Marketing Planning Process Analyze the marketing environmentSWOT Analysis

Set marketing objectives.

Develop marketing strategies

Develop specific action plans and programs

Establish marketing budget

Establish control measures

Prepare a marketing plan report.

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Marketing Environment

It refers to the forces that affect marketing managers ability todevelop and maintain successful transaction with its target

customers.

A manager must identify the significant changes in the environment

and formulate action plans.

What Constitutes the Marketing Environment ? Micro environment

Macro environment

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Micro environment Consists of forces/factors close to the company that affects its ability

to serve its target customers. This environment influences the organization directly. Some degree of control can be exerted over them by a company.

What Constitutes the Micro environment ? Company itself Suppliers

Marketing intermediaries

Customers

Competitors

Companys publics (Means any group that has an interest in or impact onan organization's ability to achieve its objectives.)

Financial publics, Local publics, General publics, Govt publics, Mediapublics, Citizen-action publics, Internal publics.

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Macro environment Consists of larger forces/factors that affect the whole micro environment and

which can lead to opportunities or threats to the company. What Constitutes the Macro environment ?

Demographic env.Consists of factors related to human population in terms

of ofsize, density, age, gender, occupation, Income Distribution etc.The firm must analysethe following:

the Current population & its structure/Composition as well as the change in thisstructure - In India, around 36% population is 45 yrs.

- Proportion of working couple increasing Geographic shift in population. Education/Literacy profile. Shift in income levels.

Economic env.Consists of factors that affect consumer buying power and

spending pattern.Factors includeGDP, GNP, per capita income, Inflation rate, Bank Interestrates,Current phase through which the industry and economy is passing.

Per capita income of India in 2011 was Approx. $ 1,389 and in 2008 was $ 950.Per capita income of USA in 2011 was $ 48,387.

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Macro environment(Contd.)

Technological env.- Consists of forces that create new technology that affectfirms inputs, products, packaging, distribution, Customer service etc.The level of technological development creates an opportunity for a company todevelop new products. e.g Internet

Political and Legal env.- Consists of the following: Approaches of major political parties (Especially Party in power).

Legislations and agencies governing businesses. Examples- Ban of advertising of cigarettes, Alcoholic beverages.

- Barrier to entry of MNCs

Cultural env.Consists of cultural factors like societys values, perception,dress, language etc.

Businesses must analyse Tangible and Intangible elements of Culture.Examples In China, Dragon is a symbol of good luck While in India it is seen as

danger. Natural env.Consists of natural resources that are required as inputs by an

organ

isation.

Geographical env. Consists of geographical factors