Jim Withey, sales manager for Auckland Engineering plc, a well-established engineering company based in the Midlands, had been contemplating the memo he had received two days earlier from his newly appointed marketing director.
Memo
To: J Withey, sales manager
From: D C Duncan, marketing director
Date: 16 January 2008
Subject: Preparation of annual marketing plan
You will recall that, at our series of preliminary meetings to discuss future marketing plans for the company, I suggested that I was unhappy with the seemingly haphazard approach to planning. Accordingly, you will recall it was agreed between departmental heads that each would undertake to prepare a formal input to next month's planning meeting.
At this stage, I am not seeking detailed plans for each product market, rather I am concerned that you give some thought to how your department can contribute to the planning process. Being new to the company and its product/markets, I am not entirely up to date on what has been happening to the market for our products, although as we all know our market share at 3.5 per cent is down on last year. I would particularly like to know what information 'our department could contribute to the analysis of the situation.
To help you in your own analysis I have summarized below what I feel came out of our first planning meetings.
• Business definition. It was agreed that the business needs redefining in customer terms. An appropriate definition for our company would he as follows:
'Solutions to engine component design and
marting plan is importantei
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Check out the related link to learn about the organisational structure for international marketing planning.
Vilma Barr has written: 'Designing to sell' -- subject(s): Design and construction, Planning, Retail Stores, Stores, Retail 'Promotion strategies for design and construction firms' -- subject(s): Marketing, Construction industry, Architectural services marketing, Engineering services marketing
If you have two separate staffs that are respectively in charge of planning, and of engineering, staffs is correct. You might also have just one staff, that is in charge of both planning and engineering. So this depends upon context.
All of these: Planning marketing activities, Implementing marketing plans, and Controlling marketing plans.
Noel Capon has written: 'Managing marketing in the 21st century' -- subject(s): Marketing, Management 'The Asian marketing casebook' -- subject(s): Marketing, Case studies 'Corporate strategic planning' -- subject(s): Business planning, Strategic planning
1) Marketing Analysis 2) Marketing Control 3) Marketing Implementation 4) Marketing Planning
Sally Dibb has written: 'The marketing planning workbook' -- subject(s): Marketing, Planning, Marketing research 'Marketing briefs' -- subject(s): Examinations, questions, Examinations, questions, etc, Marketing, Study and teaching
Failing.
If you have barriers to making plans about marketing, you probably need to learn more about marketing.