1.0 Abstract/Executive Summary
The Marketing Plan is a highly detailed, good researched in addition to well written report. This written report or marketing plan used in many inside or outside of organizations. It is most essential document for both large corporate marketing departments and for start-up companies. The essential marketing plan forces the marketing employers to understand internally the result for decisions of past marketing. It also accelerates the employers to gaze externally so as to fully realize the market wherein they operate and also sets future targets and provides way for marketing efforts in future. The marketing plan is the main components for funding to pursue initiatives. This article is based on various market planning techniques, marketing audits, barrier of market planning, ethical issues in marketing and so on. These are involved in proper marketing and proper marketing planning.
At present time marketplaces are very competitive. So to cover the total demand of market a smart marketing plan is necessary.
2.0 Marketing Planning Observation:
(2.a) Evaluate the process and techniques used for auditing the marketing environment
The world is changing constantly and also market condition is changing. So auditing the marketing environment is necessary. The market audit is not many things it is the structural review of activities of current market. It helps a man to review his or her current performance and also empower his or her to analyze or distinguish between current and past performance. It has many process and techniques which are used for auditing the marketing environment. Among them Internal Audit and External Audit are most familiar.
(2.a.1) Internal Audit:
How many and what resources do you have? Market audit will depend on it. Such as
a. Labour
b. Finances
c. Equipment
d. Time
e. Materials
f. Sales
g. Market Shares
h. Profit margin
i. Marketing information research
j. Effectiveness of marketing
(2.a.2) External Audit:
External audit can be sub-divided into three major groups. These are
i) The economic environment
ii) The competitive environment
iii) Own market environment
Various types of audit techniques are also available. Such as
i) Political
ii) Social and cultural
iii) Technological
iv) Legal
v) Environmental etc
(2.b) Apply organizational and environmental auditing techniques
(2.b.2) Environmental Audit:
Environmental audit is a process to quantify the environmental position and environmental performance. Theses audit report basically contains the information of environmental position and performance. Environmental auditing mainly needed for an organization to improve or control the environmental impacts on its products, services and activities.
According to the Mattsson and Olsson, there are three types of environmental auditing. These are:
1. Liability audit
2. A management audit
3. A functional audit (sometimes called an activity or issues audit)
Liability audit system works with verified obligations. Management audit observes and confirms to acquire specific goals. Activity audit can investigate upon a fixed area.
