Marketing planning implies a systematic process of gathering relevant market information and preventing future market problems. Planning forces all levels of management to follow the changes and development of the market.
Marketing planning process
This process consists of three steps:
1. Analysis of the situation
2. Planning goals and strategies
3. Planning specific events
These steps are necessary regardless of whether we are talking about short-term, medium-term or long-term planning. Objectives should be understood as strategic, more general goals, and tactical, which are more specific goals formulated from strategic goals.
As a result of the planning process, we should receive a marketing plan that details the current situation in the market, an analysis of chances and risks, goals, strategy, implementation program with product, distribution, communication and contractual policies, as well as detailed information about costs and options for control over the result.
Marketing goals can be both economic (monetary) indicators, such as increasing profitability, market share, sales volumes, and psychological goals, such as increasing awareness, recognition, and improving the image.
Marketing Strategies
The marketing strategy should be derived directly from the company's strategy and should be an intermediate link before the formation of a suitable marketing mix.
Marketing strategies are divided into 4 levels:
• Market space strategies: market penetration strategy, market deployment (creation) strategy, product development and development strategy, diversification strategy
• Strategies to stimulate the market: preference strategy, price-quantity strategy
• Partial market strategies: mass production strategy and segmentation strategy
• Strategies of the market area: local strategy, regional strategy, national strategy, international strategy, etc.
