Marketing Planning Is A Logical Sequence Of Events Marketing Essay

Marketing homework Is A Logical Sequence Of Events Marketing EssayMarketing proviso is a logical sequence of events lead story to the setting of dole protrude objectives and a verbalism of plans for achieving them. The complexity of securities industrying planning means that when arrangements embark on it, they should count to encounter a shape of brass sectional, attitudinal, surgical procedure and cognitive problems. First we pretend gener e genuinely(prenominal)y explained the butt against of and techniques utilisationd for visiting the commercializeing environs. Then we primary(prenominal)tain carried out(a) the Swot and Pest analytic thinking of our selected presidential term honcho. psyche is a Pakistani makeed fast solid food fel abjectship that is committed to providing innovative products that ar consumer and lifestyle foc mappingd. mind Burger offers a wide-cut and varied menu to nodes specializing in tonicity burger chicken products. We piss withal generally discussed different internal and external prohibitions to market send offing planning and make suggestion that how promontory whitethorn defeat these prohibitions to merchandising planning. We digest briefly discussed that according to which techniques CHIEF should analyse the market environment. We have to a fault discussed former(a) possible marketing barriers which CHIEF may under make full and reveal suggestions to deal with these barriers. Finally we have evaluated the electric true size uping marketing technique which CHIEF is practicing against the defined process and on these analysis, recommended nearly suggestions to CHIEF that may give away overcome the threats and avail opportunities in the environment.P1 apologise the processes and techniques used for scrutiniseing the marketing environments.environmental scrutiniseBackgroundCompanies conduct environmental audits to obtain accu set comprehensive and importationful nurtu re for the party through with(predicate) which friendships management puke make all nous(prenominal)(predicate) closes and make tender strategies. A companys management decisions ar heavy based on environmental audit. Planning an Environmental AuditCompanies must have a bring in thinking of their objectives before conducting an environmental audit. Before conducting the audit they should also take enough commitments from directorate level and should thus communicate it to personnel at all levels.PROCESS OF MARKETING AUDIT canonicalally there ar by-line four steps winding in the process of marketing audit.A Selecting the Auditor in this stage of marketing audit the decision is interpreted virtually the auditor that who go forth conduct the overall process of auditing. comm just now an experienced outside party is hired for this purpose.B Deciding the Areas of Audit the arcminute step is deciding the beas of audit. In these step objectives goals and mainly g rasp of mountains and breadth of the audit be decided.C Identifying and Collecting Data in this step the auditors usually identifies and categorizes the sources of selective information thus using these sources further data is collected.D Report Preparing and Presentation the last step involves the preparing of data. After it is spotless and thoroughly checked it is further provided and presented to the client.The process of marketing audit is real b highway and extensive in nature in a path that it includes almost all marketing cerebrate aspects. It basically includes marketing environment marketing strategy marketing establishment marketing systems marketing mix, marketing productivity and profitability.Kotlers and Armstrong, 2008Marketing environment is very wide in nature. Basically it includes microenvironment and macro environment. So for the auditing purpose different son of a bitchs atomic number 18 used which may include SWOT analysis STEEPLED analysis and Five Forc es Analyses etcetera in that location are also several new(prenominal) purposes and benefits of marketing audit. A shape of these are stated as underDetermination of Work execute iodine of the main purposes of marketing audit is that it is very beneficial in determining the working process. It determines and evaluates that what the company or theater is currently doing and assesses its muniment of work that what it has done in its past?Future Recommendations marketing audits nubble of attention is its future recommendations for the firm. It bases its look for this purpose and accordingly provides useful recommendation for the future mechanisms. Thus it is non only useful for historical or current processes nevertheless it is also used for following sessions of demarcation.Opportunity inquisition and exploiting them bidwise marketing audit it also pretty useful in hunting the opportunities that the firm john exploit. Thus different opportunities shtup be availed wi th congruous handling. too it can also identify the source to be used for availing those opportunities.Weakness Eradicator Nipping the evil in the buds would non be wrong if referred with marketing audit. Marketing audit not only helpers in eliminating the current weaknesses but is also helpful in recognizing the weaknesses that the firm can face in future. Thus with the help of marketing audit proper plans can be set up for eradicating both the current and future weaknesses.Enhancement in Marketing Planning marketing audit also plays a pivotal role in enhancing the marketing plan. It brings overture in the marketing plan of a firm as need which results in making the firm more(prenominal) masteryful and thus it can work more efficiently and impressively. Similarly marketing audit is also very significant becauseMarketing audit is really helpful in improving marketing efficiency and outcomeiveness. Moreover it brings proper awareness passim the firm about its environment. It supports building of internal relationship in the firm.Similarly it is helpful in identifying ill-used marketing resources and thus preparing a proper plan for their favorable use. It is used for prognosis and diagnosis purpose, similarly for deterrent and curative purposes. It also identifies several areas of accomplishment and the foreseeable c dorm roomenges that are shew in an agreement which are a cause of seeing requite on investment (ROI).In light marketing audit provides a snapshot of the whole marketing process of an organization indispensable Environmental AuditFollowing are some of the internal environmental factors which affect the organizations.CustomersThe customers of the organization are the micro environmental factor that affects the business environment. The customer is the king in this era and the organization has to create strategies keeping in mind the customers. The cash and release that are made by the organization are on the basis of customers.Emplo yeesEmployees are the main tools of a company. A capable and efficient supply of an organization presents edge over its rival. The staff of an organization will work efficiently if they are motivated so the employees must be motivated in golf club to create and book quality of the organizations products or services.SuppliersSuppliers also affect the organization environment. A bragging(a) quality of supply can degrade the quality of product that the company is providing. A true(p) contact with supplier is important in order to receive raw materials at time and at right court with best quality.ShareholdersShareholders are the important stakeholders of large companies. These are the significant parties as they can have an force play on the organization in many a(prenominal) ways. For example the shareholders can sue the company on wrongful acts. The organization must take shareholders in account because much(prenominal) parties can propel the public limited company to a pri vate limited company a a same PTCL.MediaThe organization must take media into account while auditing the environmental factors of the organization. Wrong steps or statements taken and spoken by the organization can put itself into a situation. Bad publicity can be spread by the media. Sometime the media comes handy for the organization by promoting its products etc.CompetitorsCompetitors have to be victorious into account as this micro environmental factor can help the organization to make fruitful decisions. The organization must keep keen eye on its competitors and should notice its practices. An important info can be received by the competitors that will help the organization.PublicsPublics are usually any groups that keeps stake in the organizations operational activities and objective accomplishment capabilities. Internal Publics, General Publics , Media Publics, financial Publics, Government Publics etc. are the some types of publics. These must also be monitored while cond ucting environmental audit. contrary Auditing techniques Every business essentials to know where it stands in the market along with the prepare of its competitors. For this purpose, following are some of the tools that help businesses for this purpose1) SWOT compendiumSWOT stands for Strengths, Weaknesses, Opportunities, and Threats. The SWOT analysis helps in intimate your strengths and weakness and also helps an organization figure out what its major threats are along with the areas where opportunities for success can be exploited. 2) Ansoffs MatrixAnsoffs Matrix is used by for knowing the outgrowth in the market. This matrix allows marketers to find ways for growing the business by existing and/or new products, in existing and/or new markets. This matrix helps companies decide what course of action should be taken given current performance of the company. It consists of four groups i.e. market penetration, product development, market development and diversification.3) The B oston Consulting Group or BCG MatrixBCG Matrix has cardinal go forling aspect namely relative market share meaning relative to the challenger and market growth. This matrix performs similarly to the Ansoff Matrix in that it lets the organization know the growth that is taking place within the market of a particular product. 4) Core CompetenciesCore competencies are techniques that deliver look on to the customer. It gives potential access to a extensive renewal of markets. It should make an important contribution to the supposed customer benefits of the end product. 5) hatchway analysis cracking analysis helps the organization in knowing where they are now and where they fate to be in the recent future with the help of deciding business strategies and tactics. at that place is a transparent structure to be followed in chess initiation analysisThe first step is to decide on which factors will Gap be judged on. For example, by market share, profit, sales and some other fac tor.The second step is to ask 2 questions where are we now? And where do we want to be? 6) expletive analysisThe PEST analysis is used in the process of environmental scanning. It gives an overview of the different macro environmental factors that the company has to take into consideration. It is a helpful strategic tool for perceptive market growth or decline, potential, business line and didactics for operations.The Factors are semipolitical factors efficient factorsSocial factorsTechnological factors7) Value Chain AnalysisThe value chain analysis is a technique used in knowing about the development of competitive advantages and the different activities, which help in creating value.The primary activities involved are inbound logistic, service, marketing and sales, operations etc and the support activities are proficient development and human resource management. P2 Apply organisational and environmental auditing techniques in a given situation.CHIEF BURGERMission Statement t ribal chief will be a leading Pakistani owned fast food company that is committed to providing innovative products that are consumer and lifestyle focused. We will carry through this by meeting our customer expectations foreman Burger offers a wide and varied menu to customers specializing in quality burger chicken products. They now offer products that have appeal to all ages and tastes including the sizzling steak, Chicken cheese burger, special gaffer pizza and chicken chow Mein to name a few.SWOT PEST ANALYSIS OF CHIEF BURGERSWOT AnalysiA SWOT analysis is a strategic planning tool used to evaluate the strengths, weakness, opportunities and threats involved in a project or in a business embark or in any situation of an organization requiring a decision in pursuit of an objective. It involves the monitoring of internal and external market environment to the organization.Strengths caput burgers has got strong corporate image and brand name because they are the pioneer of fast food in Peshawar main(prenominal) Burgers has got strong market share as compare to its competitors. It has got low prices for both high and pith class stackChief Burgers special cheese burger, chicken steak burger, are one of its strengths because no other eatery in Peshawar provides these gentles of burger with such quality and low pricesOne of the strengths of Chief Burgers is its location because its located in the substance of university road. It has equal distance from Hayatabad and sadder. Location of Chief Burgers is also a oculus of attraction due to Jawad Towers, City Towers. People come to shop and diner or lunch at near by in chiefChief Burgers has a competitive edge over others in prices because it has dismantle prices than its competitors which are KFC and pizza HutChief Burgers has loyal and trust deserving customersChief Burgers offers maximum number of food varietyChief Burgers has token(prenominal) advertising budget but still has largest market shareWeakn esses Chief Burgers is not providing home deliveryIt is not providing any packages for kids and studentsChief Burgers is not paying any attention to its promotional mixThere is no special services give care Pizza Hut i.e. it serves the customers a pizza within 19 minutes failing which customers are offered a relinquish pizzaThere is no female employee to serve females thats the reason why most females are unwilling to eat at chiefThere is no car parking area which discourages people who have their own transportThere is no departments integrationChief Burgers isnt providing any kind of entertainment facilities for kids and teenagersOpportunities Chief Burgers has the opportunity to open new outlets nation wide because of the finance available and brand nameChief Burgers can award home delivery systemChief Burgers can use media for its advertisements like giving ads at TV ChannelsParticipation in sight and fun fairs by stalls at different schools, colleges and universities can ac cession the salesBetter use of customer information by the use of databases and home deliveriesThreats The expansion of low cost super markets.Pizza field hut and KFC are providing free home deliveries, providing the best service which is creating a good and strong quality image in the eyes of their customers.Increase of local anaesthetic restaurants providing great variety of local food, due to which chief is losing its new customers. polar union strikes affects the business of Chief BurgersThreats of different pressure groups and food inspectorsChief Burger PESTLE FactorsPESTLE analysis is a useful strategic tool for understanding market growth or decline, business rig, potential and direction for operations. The headings of PEST are a framework for reviewing a situation, and can in addition to SWOT be applied by companies to review strategic directions, including marketing proposition. The use of PESTLE analysis can be seen effective for business and strategic planning, market ing planning, business and product development and research reports. PESTLE also ensures that companys performance is aligned positively with the powerful forces of diverge that are affecting business environment PESTLE is useful when a company decides to enter its business operations into new markets and new countries. The use of PESTLE, in this case, helps to break free of unconscious assumptions, and help to effectively alter to the realities of the new environmentPolitical factor Chief Burger is a member of chamber of commerce of PakistanIt has a validated license with patent egisThe employee pay is not less than 5000 according to the ordinance of 2006Being a member of chamber of commerce Chief Burger cant set prices downstairs its productivity because of anti dumping legislationsIt repels monopoly market and creates a perfect market for its rivalryIf competition comes in the market Chief Burger can not cover proper advertisement techniques as they lack in marketing depar tment. In contrast the competitors (KFC, Pizza Hut) can cover it easilyChief Burger can easily cope with certain fluctuating political changes much(prenominal) better than other because its the member of chamber of commerceEconomical factors Chief Burger has an economical benefit of cheap laborBecause of high inflation rate of consumer price index according to (httpwww.world66.com)which is 15.8% results in the expenses of raw material and other suppliesPer capita income according to www.pakpostive.com has decreased by 50% in the last deuce years. Therefore Chief Burger as a business is getting loss straight away through market salesSocial factors Chief Burger can not sell products which are banned in Islam like ham burgers and alcoholic drinksDue to the culture and traditions of Khyber Pakhtunkhwa, most people dont like to hang out with families in restaurants which affects Chief Burgers salesChief Burger needfully built separate portion for families due to social trend almost pe ople are used to eating conventional food like (Charsi Tikaa, Jalil Kabab) etc therefore the sales of chief burger is affected somewhat.Technological factors Chief Burger uses two kinds of databases for record keeping and interpretations of data 1.MS SQL database system for main office 2.interpretation and simple calculation machine for daily record keeping and calculationsTechnologically Chief Burger has improved its revenue through internet reservations on website www.chief.com.pk in which information is given about the products portfolioChief Burger uses the following cooking equipments effect of which is clear in the quality products it produces.1-Hani Pani for pizza making2-Electric Meat Grinder3-Electric high mallow Smelter for pizza4-Ice Machine Flakers5-Electric Coffee Brewer6-Electric Ovens7-Electic Dish washerLegal factors It has a valid license with patent protection.They have valid license for fast food restaurant from local authorities.They have expectant record in th e book of food inspectors.Member of all verge Hotel restaurant association.They have good coordination with local security organization, police etc for better security of citizens.They have valid work permit at the place Jawad plaza.They have proper contract with supplier, employees and other stakeholders.Environmental factors The chief has very ethical way of business.They have neat and clean environment.Facilities of public hall as salubrious as family hall according to the tradition of Khyber Pakhtunkhwa.They are on the sound place in terms of environment (University road university town).Very friendly environment as Khyber Pakhtunkhwa is known for hospitality.P3 Identify the main barriers to marketing planningBARRIERA barrier is an obstruction that prevents the coming-into-force of a exacting measure or causes holdup in its implementation. Barriers can be inflexible or flexible, the latter being able to be flog given sufficient time or resources. Land use measures be likely to face more inflexible barriers than, say management or information measures.Types of barrierBarriers can be moreover positive or negative. A positive barrier occurs when one of the objectives of the strategy limits the ability of a measure to accomplish other objectives. Environmental restraints are examples, and their burden could well improve the measure or its performance. By contrast, a negative barrier, such as insufficient legislation, may cause delays and surplus costs in the implementation of the measure.The negative barriers can be assembled into three categoriesLegal and institutional short of ratified powers to put into practice a particular measure, and legal responsibilities which are crack in the midst of agencies, limiting the capability of the city pledge to implement the exaggerated measureFinancial budget restrictions warns the overall expenses on the strategy, financial restrictions on precise measures, and limitations on the elasticity with which revenues ca n be used to finance the full variety of measuresPolitical and cultural aspects subscript of political or public acceptance of a measure, limits imposed by pressure groups, and cultural trait, such as attitudes to enforcement, which power the effectiveness of measures.Political barriersGovernments from time to time place limitations on trade, preventing entry into the marketplace. Sometimes, governments make the trade in of certain goods unbeneficial by placing duties on the imports. early(a) times, governments do not let goods into the country at all. Duties are used by governments to entertain developing industries that cannot yet compete with other industries abroad. Goods are banned for a variety of political causes. Occasionally the products are seen as harmful to the customers. Other political barriers are in retribution to barriers put by other countries.TECHNOLOGICAL BARRIERSTechnology manipulates all aspects of a peoples life. Barriers in technology can be clear, like te achers who are deficient in funding and support, or people in countries with governments that inflict restriction by blocking clear asses to the Internet. Barriers can also be more revolutionary, like the commercialization of practise and software which go beside the open-source collective strength that constrains technology to new heights.Financial barriersStandard of living often depends on the sum of notes a person has to pay out and invest. Many ordinary activities that can get better ones standard of living, such as going to college, opening a business, buying a house, roving and buying a car, desire a important amount of financial resources. When high expenses make a certain activity hard to afford, it is measured a financial barrier.Financial barriers can occur in many dissimilar contexts and have an effect on individuals, families and businesses. An individual can face a financial barrier any time, choose not to do something because of its cost.ECONOMIES OF SCALEThe boos t inefficiency of productionas the numeral of goodsbeing produced raises.Typically, a company that accomplishes economies of get over lowers the standard cost per unit through amplified production since furbish up costs are shared over an increased number of merchandises.Internal and External Economies of ScaleAlfred Marshall made a difference between internal and external economies of scale. When a company decreases costs and increases production, internal economies of scale have been accomplished. External economies of scale arise outside of a firm, within an industry. Thus, when an industrys capacity of operations expands due to, for example, the formation of a better transferral network, resulting in a ensuing reduce in cost for a business working within that industry, external economies of scale are say to have been accomplished. With external ES, all firms within the industry will advantage.CUTURAL BARRIERSCultures give people with customs of thinkingways of seeing, hearin g and interpreting the world. Thus the similar speech chat can mean dissimilar things to people from different cultures, even when they articulate the same language. Stella Ting-Toomey describes 3 ways in which culture obstructs with effective cross-cultural understanding. Primary is what she named cognitive constraints. These are the edges of orientation or world analysis that gives a backdrop that all new information is evaluated to or inserted into.The second one is behavior constraints. every culture has policies about appropriate address which have an effect on spoken and nonverbal statement. Whether one seems the other individual in the eye-or not whether one says what one means openly or confabulations around the matter how close the people position to each other when they are talkingall of these and many more are regulations of address which vary from culture to culture.The third one is emotional constraints. Different cultures control the display of emotion in a differ ent way. Some cultures get extremely arousing when they are discussing an issue. They shout, they weep, they show their annoyance, fear, aggravation and other feelings explicitly. Other cultures cause to remain their emotions concealed, exhibiting or sharing only the rational or unfeigned feature of the situation.SOCIAL BARRIERSSocial barriers are simply layers that we have built around ourselves to protect us from the outside world, they are barriers we put up when meeting new people which protect us from being emotionally hurt when talking to others. Introverted people arent actually introverts at all, but rather extroverts who have many social barriers inside their head that drop out them from saying certain things.COMMUNICATION BARRIERSAn effective communication barrier is one of the troubles faced by many companies. Many social psychologists speak out that there is 50% to 70% loss of meaning while transforming the mental objects from a sender to a receiver. They approximate there are four basic places where communication could be understand wrongly. Little barriers of effective communication in an association are given below.Physical Barriers One of the main barriers of communication in a place of work is the physical barrier. Physical barriers in a company include large working areas that are physically alienated from others. Other interruptions that could cause a physical barrier in an association are the environment, background noiseLanguage incapability to talk in a language that is known by both the sender and receiver is the utmost barrier to effective communication. When a person uses incompatible words while conversing or writing, it could lead to confusion between the sender and a receiver.Emotions emotions might be a barrier to communication if you are absorbed in your emotions for several reasons. In such cases, you tend to have problem listening to others or accepting the message expressed to you. A small number of the emotional interf erences include aggression, annoyance, resentfulness and terror.Lack of Subject familiarity If an individual who sends a message shorts subject information then he may not be able to transmit his message obviously. The receiver could get the wrong idea of his message, and this could direct to a barrier to effective communication.Stress One of the key communication barriers faced by workers in most of the organization is stress. When an individual is under huge stress, he may find it hard to understand the message, foremost to communication deformation. At the point of stress, our psychological frame of mind depends on our viewpoints, experiences, objectives and principles. Thus, we fall short to understand the spirit of communication.P 4 Suggest how organizations may overcome barriers to marketing planningPlanning is a logical sequence of events leading to the setting of marketing objectives and a formulation of plans for achieving them. The complexity of marketing planning means that when organizations embark on it, they should expect to encounter a number of organizational, attitudinal, process and cognitive problems. This essay is an attempt to outline some of those problems further it is beyond this essay to clarify all possible barriers in implementing a marketing plan. CHIEF can overcome all these possible barriers to marketing planning by making objective, strategies, marketing plans and implementing those strategies. Manager need to instruct and demonstrate that how in cooperation they can achieve the strategies, shared the values of marketing, organizational structure should reflect customer groups and by undertaking effective process of marketing audit and techniques.M 1 Make an effective suppositionthat how will the studied organizationaudit the marketing environmentThe process of marketing audit is very broad and extensive in nature in a way that it includes almost all marketing related aspects. It basically includes marketing environment, ma rketing strategy, marketing organization, marketing systems, marketing mix, marketing productivity and profitability.CHIEF, a Pakistani owned fast food restaurant that is committed to providing high quality products to consumers and achieving this by customer expectations. The current position of CHEIF is good in Market also the CHEIF attract customers but have to do a lot. During our analysis and meeting with the manager (CHIEF), we come to know that CHIEF is not using any type of marketing audit techniques and they do not have any marketing specialized people and even they didnt studied their market right. They didnt undertake such common things like competitors strength, market share, opportunities, technological factors, threats economic factors etc. CHIEF is suffering a lot in the market because increasing of local restaurants providing great variety of local food, due to which chief is losing its new customers. CHIEF is not taking promotional aspect seriously for their produc ts due to which they are loosing their customers because the lack of awareness.CHIEF main direct competitors are international fast food restaurants (Kfc, Pizza Hut) having a strong brand image and known for high quality products, providing pizzas in minimum time and locally direct competitors are Thames Burger, Masooms restaurant, Mr. take up etc. The effects of direct customers are that these organizations are selling products that are similar in nature. There is a high level of competition in the market among those organizations in order to get more and more market share. The organization specializes in similar product line which forces the organization to produce more quality in the products and sell at low pricesThe indirect competitors of CHIEF are Shiraz Restaurants, Lasania, Usmania, Balana, Charsi Tikka Shop, Dawat, Namak Mandi Food Street etc The indirect competitors effect the competition. These businesses provide similar items that can satisfy the need of the customers I-e appetite. So it extends the competition level even more as the organization starts struggle to see more and more market share and increase its selling.CHIEF is heavily struggling in order to take market le