Barriers To Marketing Planning

The main barrier of marketing plan for cie Name: Tran Anh Dung (Jay)Lecturer: Mr. Frederick Ignacio

Ten Main Barriers Confusing marketing tactics and strategyIsolation of the marketing functionConfusing marketing function and conceptOrganizational barriersLack of in-depth analysis Confusion between process and outputLack of knowledge and skills Lack of a systematic approachFailure to priorities Hostile corporate culture

CONFUSION BETWEEN TACTICS AND STRATEGYIt involved the setting of CIEs objectives , strategies and goals.

HOW TO OVERCOMECIE manager need to identify the strategic plan, long-term plan and annual plan.Strategic planning should cover a period of between 3 to 5 years For each year, the marketing operation plan should been developed

ISOLATING THE MARKETING FUCTION FROM OPERATIONSeparate marketing function to other departmentOther department need to do marketing target

HOW TO OVERCOMECIE marketers need to work with staff from other departments Each department have their own target Do not isolate marketing function

CONFUSIONS BETWEEN FUNCTION AND CONCEPTThe former is concerned with separate marketing functions, such as advertising, customer service, sales, and product management.

HOW TO OVERCOMEThe value of Marketing should be shared in the CompanyImproving the knowledge about what is Marketing.

ORGANIZATIONAL BARRIER CIE divided into various departmentMarketer face the other department do not related to marketing

HOW TO OVERCOMECIE should organize the structure flexible to help marketing department working with other units.

LACK OF IN-DEPTH ANALYSISCIE do not make a good market analysisPoor competitive analysis Marketer will lack of information

HOW TO OVERCOME

Analyze the effective marketing audit through four internal and external environmentMonitoring the processCreate marketing implementation

CONFUSION BETWEEN PROCESS AND OUTPUTThe marketing plan is too bulky

HOW TO OVERCOMESpecific in SWOT analysis Focusing on the plan rather than the process.

LACK OF KNOWLEDGE AND SKILLS Do not apply marketing techniques and concept in marketing planningLack of communication and interpersonal skills

HOW TO OVERCOMEThis barrier can be overcome in co-ordination with HR Department. HR department create the requirement of selecting an appropriate person to carry out particular marketing objective. Open the training course to improve the knowledge and skills

LACK OF A SYSTEMATIC APPROACH TO MARKETING PLANNINGDo not have a effective procedureA various different marketing plan

HOW TO OVERCOMEEnsure all key issues are systematicallyTo full together the essential elements of the strategic planning of department

Failure to priorities objective CIE set too many objectivesPoor time and motion in the process

HOW TO OVERCOMEMarketing planning should assist marketers to focus more on the important objectives and take out the trivial ones.

HOSTILE CORPORATE CULTURES Lack of concentration and participation in marketing plan of the leadership Marketing planning will not be effective without the active support and participation of the culture leaders

HOW TO OVERCOMEEncouraging and celebrating the promotion and disciplining of employeesChanging culture from the top management.