StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...

What Is Marketing Planning - Essay Example

Cite this document
Summary
"What Is Marketing Planning" paper examines the ten key stages in the Marketing planning process and Strategic Business Unit. Marketing Planning is nothing but the preparation of a marketing plan that is a highly detailed, heavily researched, and, hopefully, well-written report that has many insides…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER97.2% of users find it useful
What Is Marketing Planning
Read Text Preview

Extract of sample "What Is Marketing Planning"

Download file to see previous pages

Marketing Planning is also defined as the process that motivates the marketing personnel to look internally to fully understand the results of past marketing decisions and to look externally to fully understand the market in which they operate. It also sets future goals and provides direction for future marketing efforts that everyone within the organization should understand and support. It is a key component in obtaining funding to pursue new initiatives. SBU stands for Strategic Business Unit.

It is one of the crucial components in marketing planning. SBU is understood as a business unit within the overall corporate identity which is identifiable from other businesses because it serves a defined external market where management can conduct strategic planning about products and markets. When companies become large, they are best thought of as being composed of several SBUs. An SBU is a unit of the company that has a separate mission and objectives and that can be planned independently from the other businesses.

An SBU can be a company division, a product line, or even individual brands and it all depends on how the company is organized. An independent grouping of organizations, products, or technologies within a parent organization, with complete resource and profit responsibility for serving an identified market (FN1). These organizational entities are large enough and homogeneous enough to exercise control over most strategic factors affecting their performance. They are managed as self-contained planning units for which separate business strategies can be developed.

A Strategic Business Unit can encompass an entire company, or can simply be a smaller part of a company set up to perform a specific task. The SBU has its own business strategy, objectives, and competitors and these will be different from those of the parent company.  

...Download file to see next pages Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Marketing Planning Essay Example | Topics and Well Written Essays - 1000 words”, n.d.)
Marketing Planning Essay Example | Topics and Well Written Essays - 1000 words. Retrieved from https://studentshare.org/miscellaneous/1537912-marketing-planning
(Marketing Planning Essay Example | Topics and Well Written Essays - 1000 Words)
Marketing Planning Essay Example | Topics and Well Written Essays - 1000 Words. https://studentshare.org/miscellaneous/1537912-marketing-planning.
“Marketing Planning Essay Example | Topics and Well Written Essays - 1000 Words”, n.d. https://studentshare.org/miscellaneous/1537912-marketing-planning.
  • Cited: 0 times

CHECK THESE SAMPLES OF What Is Marketing Planning

Marketing Planning

This paper ''marketing planning'' tells us that the mission statement for Innocent is to 'make natural, delicious food and drink that helps people live well and die old'.... arketing planning Vision/Mission ment for Innocent The mission ment for Innocent is to “make natural, delicious food and drink that helpspeople live well and die old” (Innocent 2011, p1).... (2010) Enterprise growth strategy: Vision, planning and execution, Hants, England: Gower Publishing, Ltd....
4 Pages (1000 words) Coursework

Market Position of Aston Manor Brewery

What Is Marketing Planning promotion between 2012 and 2013?... The client was basically asked three questions which was as follows:- What is the marketing planning in the 2013?... The information provided by our client pertaining to their marketing planning of 2013, I have become aware of the elements that are to be put into a marketing plan of a company or the factors considered by companies while formulating the marketing plan of their respective companies....
13 Pages (3250 words) Essay

Strategic Marketing Planning - Amazon

The paper "Strategic marketing planning - Amazon" discusses that strаtegic mаrketing plаn iѕ like а "cоmpаѕѕ" fоr а cоmpаny оr аn оrgаnizаtiоn.... (2000), marketing planning and Ѕtrategy.... (2003) Ѕtrategic marketing, 7th ed, Boѕton, McGraw-Hill-Irwin, Pp 87-198 ... (2002) marketing Management and Ѕtrategy, 3rd ed, Prentice Hall, Harlow, England, Pp 54-99 ... (2001), Principleѕ & Practice of marketing, 3rd ed....
11 Pages (2750 words) Coursework

Marketing Planning and Marketing Audit

marketing Audit basically involves a research and analysis of the marketing environment that a certain product must survive through in order to see itself as a marketable entity.... The facilitators and marketing firms, the suppliers and indeed the distribution and dealers considered.... The most important of what demographics lay waiting for the product launch?... what such developments and trends effect the possibilities or eventual life of the product in question?...
4 Pages (1000 words) Essay

Marketing planning

Measures that are used to monitor and review marketing performance have been creatively specified.... A consistent marketing plan for a product has been critically presented.... The forth and last part of this report critically evaluates two different organisations' responses to ethics in marketing.... The implications of ethical issues in the marketing for an organization have been described in detail....
2 Pages (500 words) Essay

A Marketing Plan for a Computer Company in the Greek Market

In the concept of John Westwood, 'the marketing planning is the technique that enables a company to decide on the best use of its scarce resources to achieve its corporate objectives.... This paper provides an in-depth marketing plan for increasing sales and profitability and also for enabling the company to be a knowledge-based organization.... A marketing plan is the outline of specific actions required to be performed as a part of the marketing function....
56 Pages (14000 words) Coursework

Marketing Planning

This paper 'marketing planning' aims at discussing changing perspectives in marketing among other issues related to market planning.... marketing planning can also be defined as the process of deciding on the courses of marketing activities and implementing the decisions made.... Market research aims at identification and anticipation of customer requirements while marking mix role is to meet these requirements Running head: marketing planning 18th March Introduction marketing planning refers to the process by which business analyze the micro environment as well as the macro environment....
11 Pages (2750 words) Assignment
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us