It Doesn’T Really Matter What Business You Are in, Planners Outperform Non-Planners.” Smith, B.D. (2003)
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- Date Submitted: 05/26/2012 09:37 AM
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1.0 INTRODUCTION.
This assignment examines the citation “it doesn’t really matter what business you are in, planners outperform non-planners.” Smith, B.D. (2003) in relation to marketing planning at the Hotel paradise located in Ghana.
It initially explores the definition of marketing planning, its advantages, disadvantages and reasons for its practice. It then proceeds to an examination of the hotel’s background, its activities and then evaluates its marketing planning activities.
Section two then makes recommendations on its marketing planning activities and ends with a conclusion.
OUESTION ONE.
2.0 WHAT IS MARKETING PLANNING?
Marketing is the management process of anticipating, identifying and satisfying customer requirements profitably. CIM (2001).
“Marketing planning is the structured process that links the mission, organisational and business strategy to marketing decisions and actions as you research and analyse the marketing situation, markets and consumers, develop marketing direction, objectives, strategies and programmes for the targeted customer segments, decide ways in which to support marketing strategies through customer service and internal marketing and then implement, evaluate and control marketing programmes to achieve the desired objectives”. Wood, B.M. (2004).
These plans are documented on a market plan that summarises the market situation and explains the marketing plans and agendas that will support the accomplishment of the business and organisational ambitions. “Marketing plans often starts with the customer and works it way round to the business”. Bull, G. (2002). It also contains plans for individual products, lines, brands, channels or customer groups and these days they are consumer and competitor orientated and done on a constant bases in order to fall in line with modern and frequent changes as well. Kotler and Keller (2008).
2.1 ADVANTAGES AND DISADVANTAGES MARKETING PLANNING.
Chances to satisfy...
This assignment examines the citation “it doesn’t really matter what business you are in, planners outperform non-planners.” Smith, B.D. (2003) in relation to marketing planning at the Hotel paradise located in Ghana.
It initially explores the definition of marketing planning, its advantages, disadvantages and reasons for its practice. It then proceeds to an examination of the hotel’s background, its activities and then evaluates its marketing planning activities.
Section two then makes recommendations on its marketing planning activities and ends with a conclusion.
OUESTION ONE.
2.0 WHAT IS MARKETING PLANNING?
Marketing is the management process of anticipating, identifying and satisfying customer requirements profitably. CIM (2001).
“Marketing planning is the structured process that links the mission, organisational and business strategy to marketing decisions and actions as you research and analyse the marketing situation, markets and consumers, develop marketing direction, objectives, strategies and programmes for the targeted customer segments, decide ways in which to support marketing strategies through customer service and internal marketing and then implement, evaluate and control marketing programmes to achieve the desired objectives”. Wood, B.M. (2004).
These plans are documented on a market plan that summarises the market situation and explains the marketing plans and agendas that will support the accomplishment of the business and organisational ambitions. “Marketing plans often starts with the customer and works it way round to the business”. Bull, G. (2002). It also contains plans for individual products, lines, brands, channels or customer groups and these days they are consumer and competitor orientated and done on a constant bases in order to fall in line with modern and frequent changes as well. Kotler and Keller (2008).
2.1 ADVANTAGES AND DISADVANTAGES MARKETING PLANNING.
Chances to satisfy...