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Marketing Basics - Kotler Philip

Implement marketing activities

Work on the analysis of market opportunities, selection of target markets, development of a marketing mix and its implementation requires the presence of auxiliary marketing management systems. In particular, the company should have a system of marketing information, simulation of marketing, organization of marketing services and marketing control. The marketing information system will be discussed in chap. 3. And now we will briefly dwell on the other three systems.

Marketing planning system

Any company should look forward to clearly realize where it wants to go and how to get to the goal. Do not let your own future drift. To prevent this from happening, the company uses two systems at once: a strategic Mining system and a marketing planning system.

The strategic planning system assumes that the company has several areas of activity. For Helen Curtis, this is the production of perfumes and cosmetics, the production of equipment and supplies for beauty parlors, and the production of adhesives and adhesives. Each area of ​​activity is represented by several products. So, perfumery and cosmetic production "Helen Curtis" produces shampoos, hair strengthening products, skin care lotions.

Not all of these areas of activity and not all products are equally attractive. Some industries are growing, others have stabilized at the same level, others are declining. So, if all the production of Helen Curtis experienced a decline, she would be in serious difficulty. The company must be sure that in order to maintain its growth, it is developing a sufficient number of promising new industries (or offering goods). In addition, Helen Curtis must know exactly how to distribute her limited resources between existing facilities. It would be a mistake to use money to support losing industries and keep more promising on a starvation diet. The purpose of the strategic planning system is to make sure that the company finds and develops strong production and reduces or even reduces the weak ones.

Marketing planning refers to the development of plans for each individual production, product or brand of a company. At the same time, it is understood that the company has already made a strategic decision regarding how to deal with each of its production facilities. Now each of them needs a detailed marketing plan. Suppose, for example, that Helen Curtis decided to continue to offer Suav shampoo to the market, as it has great potential for sales growth. In this case, the company will develop a marketing plan designed to ensure the achievement of the desired growth.

In fact, the company will develop two plans - perspective and annual. The manager will first prepare a five-year plan outlining the main factors and forces that will influence the Suav shampoo market during the upcoming five-year period, setting out the goals for the five-year plan, the main strategic methods for gaining a mark for the intended market share and obtaining the intended profits, indicating the amount of necessary costs and expected revenue. Each year, this five-year plan will be reviewed and adjusted so that the company always has a valid plan for the next five years.

Then an annual plan is developed - a detailed version of the outlines of the five-year plan for the first year of its implementation. The annual plan provides an account of the current marketing situation, a listing of existing threats and opportunities, goals and problems facing ordinary or branded products, a marketing strategy for the year and a program of actions, the amount of estimated appropriations, the control procedure. This plan becomes the basis for the coordination of all types of activities - production, marketing, financial. (For more on marketing strategy and planning, see Chapter 17.)