Effective Planning

by smartamarketing

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

Strategic 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

The Stakeholders

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;

  • Suppliers
  • Government Bodies
  • Employees
  • 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.

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