Planning and Marketing in an Organization

Planning proces is the series of steps businesses take to determine how they will achieve their
goals.
Business planning is a decision process for people and businesses to manage systems to achieve
an objective. The complexity of the process can depend on the size of the business and the
number of different products and services offered. The business planning is an ongoing effort
and typically adresses some specific short-term objectives as well as some longer-term
objectives.
A business plan is a written document that defines the operational and financial objectives of a
business over a particular time. It includes: a comprehensive review and assessment of a
business’s marketing environment, an explanation of what the marketing function is attempting
to achieve in support of the business plan, a discussion of how a business intends to achieve its
marketing objectives, and a process to allocate resources and monitor results.
Strategic planning determines the overall goals of the business and the steps it will take to
achieve them.
Business planning can be categorized into two different levels: strategic planning and tactical
planning.
The strategic planning is typically completed by the top management of business as opossed to
tactical planning that is typically dine within the various functions within business. It includes
four critical elements: establish the business mission, identify the business vision, define the
business objectives and develop the business portofolio.
A business mission is a statement that identifies the purpose of a business and what makes that
business different from others.
A business vision is a statement in a strategic plan that identifies an idealized picture of a future
state a business is aiming to achieve.
A business objectives is something a business is attempting to achieve in support of an
overarching strategy. Successful objective include the following: specific (Does the objective
refer to a unique event?), measurable (can the objective’s achievement be determined using
established metrics?), achievable (Is the objective possible, given business constraints?), relevant
(Will the objective support a desired business strategy?) and time-bound (Is there a duration for
attaining the objective?).
Portofolio analysis is the process that a business uses to evaluate the different combinations of
products and services that the business offers, based on business objectives.
Tactical planning is the process of developing actions for various functions within a business
support implementating business’s strategic plan.
Marketing planning includes those activities devoted to accomplishing marketing objectives.
Four major components of marketing planning: marketing objectives, marketing audit, marketing
strategies and allocating resources and monitoring.
A marketing plan is a document that includes an assessment of the marketing situation,
marketing objectives, marketing strategy, and marketing initiatives.