Marketing Planning : The Marketing Plan Essay

of the goals and objectives the organisation is trying to achieve in relation to customer

Before proceeding with the next section (objectives), it is recommended that you complete the Marketing Plan Worksheet. Ask the academic mentor in the learning community for this if you do not have it.

The company also has many smart objectives to achieve, e.g. they are looking for awareness of the brand, growth and sales to make more profit. However these objectives have to be SMART (specific, measurable, achievable, realistic and time scale) in order to be successful and to see

An objective is a three-fold subset of a goal, an articulation of the various elements that are necessary to achieve the goal. There are 11 specific elements that can identified for public relations objectives: goal rooted, public focused, impact oriented, research based, explicit, measurable, time definite, singular, challenging, attainable and

These objectives are specific as they explain exactly what the company expects from their employees, how they should treat their employees and customers and how the retailer should take into account environmental factors when dealing with products/services etc. They are not so much measurable as they do not imply whether they have achieved these objectives or not. They are achievable because they are straight forward. They are realistic and using the correct resources they can be met. They are not so much time bound as they do not state exactly when they wish to achieve these objectives by but you can tell they will be ongoing objectives that they constantly wish to achieve in the future.

One of the most important in coming up in the marketing plan is identifying your potential customers or your target market. With this, the researchers can implement and come up with the strategies suited with the identified target market. Target market or customers are those who are likely to buy your product.

The developed marketing goals and objectives will determine how the company runs its business. This marketing objective can:

To make these goals effective and efficient objectives are important. It gives an organization right direction to achieve its goal, that is why organizational objectives should be specific, measurable, achievable, realistic and time bound (SMART).

The objectives, which a company wants to achieve, can be varied. They can range from sales revenue maximization, increasing market share to growth. Growth is one of the most common and sought after corporate objectives because of its relative advantages. This is so because many perks come with the expansion of a business, which appease almost everyone.

It gives legal ground visible to competitors and customers. For the third importance of objectives, coordination; Objectives aligns the efforts of participants in the company towards the same goals. Douglas McGregor, a psychologist who served a short term as president of Antioch College & professor at MIT viewed that "In selling effective goals managers help members at all levels of the organization to understand how they can best active their own goals by directing their behavior towards the goals of the organization". Objectives not only set standards (benchmarks for success), but they also serve as motivators. Setting objectives, whether they be long or short term, they provide a standard for the company. In lack of better phrase, objectives "set the bar" for companies. So naturally, you are motivated to "clear the bar." Hence, objectives are motivators too. "According to Latham and Yuki goal specificity enables the workers to determine how to translate effort into successful performance by choosing an appropriate action plans." Plans: strategic, tactical, operational and contingency are the general types of plans. Strategic planning establishes long-term objectives and overall strategy or course of action by which a firm fulfill its mission. Tactical plans are short

A strategic marketing plan focuses on the goals, objectives, strategies and strategies related to the goals. Goals are comprehensive and it provides the general guidelines on how the marketing organization wants to achieve, such as an expanded market segment (Kotler et al, 2013). Objectives are tied up together with target goals and provide further specific, determinate results - for example, an increase in the market share of a specific geographical area for a particular product, with a certain amount

Corporate objectives are those that communicate to the business as a whole. They are usually set by the management of the business and they deliver the focus for setting more detailed objectives for the main practical actions. They tend to emphasis on the wanted performance and results of the business. It is vital that corporate objectives cover a range of key areas where the business wants to achieve results. http://beta.tutor2u.net/business/reference/corporate-objectives

“Setting objectives for a marketing plan is not simple and straightforward matter. It is an iterative process whereby objectives are set, strategies and action plans are developed, and then it is decided whether the planned objectives are impossible, achievable or easy. Marketing objectives should be difficult, but they must be achievable. The aim is to set objectives that a challenge, but can be achieved with effort. They must be motivating rather than discouraging.” (Westwood, 2002).

The proposals that we are going to depose are a planning of continuous action in order to confront the challenges, which BT confronts. The most important factor is considered to be the fact that the marketing environment changed rapidly after the deregulation of the telephone industry. Up to then BT was operating as a monopoly, ignoring the competition and ways to face it.

The marketing strategy should be tailored around the firm's target market; if this were not the case marketing would be then less successful. Each aspect of the marketing mix would need to be formulated with the target market (consumer) in mind. For example the design of the product would need to be such that it would satisfy the consumer's needs. If it did not consumers would see no need to have it and buy a competitor's product. The price of