The Requirements of Effective Planning
The major requirements for effective marketing planning can be classified under three broad headings:
- strategic requirements;
- managerial requirements; and
- operational (tactical) requirements
Strategy comes from a Greek word, referring to the office of a general. It refers to the big picture. It is the broad direction, the way we think we can succeed in a competitive environment
In the construction of the business strategy, there are 3 main stakeholders;
- The Organisation.
- The Market.
- The Competition.
There are also many subsidiary players involved in the environment who can at times exert influence on planning;
- Government Bodies
- Action Groups
- The public
Information – Research.
Good decisions are based on good information. The first source of information will be your own records (internal information). A Marketing Information System (MIS) will provide Market Intelligence, Market Research
Planning – Managerial Requirements
The major requirements of planning from management are:
1. Commitment at all levels of management from chief executive down to individual line staff.
2. Creativity and innovative thinking.
3. Experience and sound organisation judgment: planning cannot replace these – it can, and should augment them.
4. The ability to analyse and synthesis data, information and events.
Operational (tactical) Requirements
Major operational (i.e., administrative and systems) requirements are:
1. Good information and sound research procedures.
2. Co-ordination and integration of data, people and resources.
3. Standardisation and simplification of planning systems, wherever possible.
4. Clear designation of responsibilities for planning and consequent action points.