marketing planning
TRANSCRIPT
MARKETING MARKETING PLANNINGPLANNING
Sohaib Rabbani KhanMS (Marketing), PhD (In progress)
OrganizingOrganizing
PlanningPlanning
ControllingControlling
LeadingLeading
Basic Managerial Functions
Well Plan is half done
Planning is a mental predisposition to do things in an orderly way, to think before acting and to act in the light of facts rather than guesses. Planning is deciding best alternatives among others to perform different managerial functions in order to achieve predetermined goals. (Urwick)
According to Koontz and O’ Donnell,
“Planning is deciding in advance what to do, how to do and who is to do it. Planning bridges the gap between where we are to, where we want to go. It makes possible things to occur, which would not otherwise occur.”
Planning Planning involves tasks that must
be performed to attain organizational goals, outlining how the tasks must be performed, and indicating when they should be performed.
Steps in planning function: 1.Establishment of objectives2.Establishment of planning premises3.Choice of alternative course of action4.Formulation of derivative plans5.Securing cooperation6.Follow up / Appraisal of plans
Proper planning accomplishes the following
1.Managing uncertainty2.Better focus 3.Improves coordination 4.Basis for control 5.Improves effectiveness
Type of Plans Long term and short term plan Formal and informal plansProactive and reactive plansStrategic and operational plans
The Planning Process: 1. Goal setting: Identification and
formulation of objective2. Developing plans: Choice
between alternative plans 3. Implementation: Execution of
the plan
Successful planning process: 1. Everyone participates2. Board and staff educated in
planning3. Board and staff explore new ideas4. Board takes advantage of
opportunities5. Necessary resources available
Making planning effectiveLinked to long term objectivesConsistency Everyone participatesFeasible FlexibilitySimple Top management support
What is an objective?
“Objectives are goals, aims or purposes that organization wish over varying periods of time “
ControllingControlling involves monitoring actual performance, comparing actual to standards, and taking actions if necessary.
MBOA method by which managers
and employees define objectives for every department, project and person, and use them to
monitor subsequent performance
Five step MBO Process1.Organizational objectives
reviewed 2. Employee objectives set3.Progress monitored4.Performance evaluated 5.Achievers rewarded
The nature and purpose of MBOMBO is concerned with goal setting and planning for individual managers and their units
The essence of MBO is a process of joint goal setting between a supervisor and a subordinate
Managers work with their subordinates to establish performance goals that are consistent with higher organizational objectives
MBO helps to clarify hierarchy of objectives as a series of well defined means-ends chains.
Decisional RolesRoles that revolve around making choices.- Entrepreneur – Seeks opportunities. Basically they search for change, respond to it, and exploit it.- Negotiator – Represents the organization at major negotiations.- Resource Allocator – Makes or approves all significant decisions related to the allocation of resources.- Disturbance Handler – Responsible for corrective action when the organization faces disturbances.
Essential steps for MBO1. Set goals : The most difficult step2. Develop Action Plan: For both work groups and individuals3. Review progress / take corrective actions : Periodic during the year4. Appraise overall performance : Review annual goals
Advantages : Better communication and coordination –
Frequent reviews and interactions between superiors and subordinates
Motivation – involving employees in the whole process of goal setting and increasing employee empowerment
Clarity of goals Subordinates tend to have a higher
commitment to objectives
Disadvantages:Time consumingVolume of paper work
New Workplace Issues and Challenges
Technology and Speed
Globalization and Diversity
Knowledge, Learning,
Quality, and Continuous
Improvement
Change, Creativity, Innovation, and Entrepreneurship
Participative Management,
Empowerment, and Teams
KnowledgeManagement
Ethics and Social
Responsibility
Networking and Boundaryless Relationships
GENERATIONAL DIFFERENCES