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Using
the Marketing Planning Framework
The
marketing planning framework is designed to provide a structured
approach to the production of a marketing plan, It follows
the stages of the marketing planning process outlined and
discussed in Chapter 2 of the textbook.
The framework
can be used in a number of ways including:
- Analysing
cases that require the production of marketing plan.
By following the process described here, a case study
can be analysed to create a strengths, weaknesses, opportunities
and threats (SWOT) chart. This can then be used to produce
practical marketing recommendations.
- Enabling
project work that requires a marketing plan to be completed.
Project work may take the form of within-module assessment
or a separate exercise conducted at the end of a marketing
or management course. In both cases the template described
here can assist the completion of the report by providing
a logical structure to the data collection analysis and
the formulation of recommendations.
- Facilitating
in-company marketing planning. The framework is not
an academic exercise that bears no relation to how marketing
planning should take place in the real world. It has been
tried and tested within companies and has proven invaluable
in providing an easily applied structure to marketing
thinking and analysis.
For maximum
value, the framework should be used in conjunction with
the discussion if marketing planning in Chapter 2 of the
textbook.
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