The marketing planning process

Annual plan control

Profitability control

Efficiency control

Strategic control

Types of Control

• Annual plan• Profitability• Efficiency• Strategic

• Responsibility of top and middle management

• Examines whether planned results are achieved

• Five tools are used to evaluate annual plan performance:– Sales analysis– Market-share analysis– Marketing expense-to-sales analysis– Financial analysis– Market-based scorecard analysis

What do we want to achieve?

What is happening?

Why is it happening?

What should we do about it?

Types of Control

• Annual plan• Profitability• Efficiency• Strategic

• Responsibility of marketing controller

• Examines where the company is making and losing money

Types of Control

• Annual plan• Profitability• Efficiency• Strategic

• Responsibility of line & staff and / or marketing controller

• Evaluates and attempts to improve spending efficiency of marketing expenditures

Types of Control

• Annual plan• Profitability• Efficiency• Strategic

• Responsibility of top management and marketing auditor

• Examines whether company is pursuing its best opportunities

The marketing audit

• Takes stock of a company’s marketing health.

• Is the launching pad for the marketing plan.

• Encourages management to reflect on the environment and company’s ability to respond.

• Encompasses the external and internal audit.

Marketing audit issues

• Macro environment.

• Markets.

• Strategic issues.

• Marketing mix.

• Marketing organisational structure and organisation.

Marketing analysis

S - strengths.

W - weaknesses.

O - opportunities.

T- threats.

Marketing strategies and actions

The means by which a company sets out to achieve its marketing objectives. This can be by:

• Repositioning the product.

• Improving product packaging.

• Amending prices.

• Improving productivity.

• Standardisation.

• Changing sales or customer mix.

• Strategic controls should be conducted periodically via:– Marketing-effectiveness reviews– Marketing audits

• Additional reviews to consider:– Marketing excellence review– Ethical and social responsibility review

• Logistics costs as a percentage of sales• Percentage of orders filled correctly• Percentage of on-time deliveries• Number of billing errors

Thank You.Thank You.