The Five Steps In The Marketing Planning Process

Every business organization has its own planning to achieve success in the organization. Planning process of marketing is one of the most important processes of the organization. According to Dibb and Simkin (2008), it is a set of steps that provide guidelines about how to select a particular target market, satisfy the customer’s needs, implement and control the organization’s marketing activities that related to a particular marketing strategy. The importance of marketing planning process is to decide what the organization needs to be in the future, how to target the organization’s consumers and how to make the organization obtain a profit. There are five important steps in the planning process of marketing is namely determining an organizations

The first step of the planning process of marketing is to determine organizational goals and objectives. It is a starting point for the organization’s marketing plan that needs to be achieved in the organization. They serve as the foundation from which the marketing plans and objectives are built. These objectives and goals provide the direction for the organization and serve as standards for evaluating performance. According to Kotler and Armstrong (2011), the organizational goals and objectives are the detail part of the mission of the organization. As stated by Tay (2014), when marketers are determined the organizational goals and objectives, they are thinking about some questions. For example, what is it that they want to achieve in one, three or five years? How does the marketing plan fit into the overall business mission statement of the company? Who is the primary target audience of the organizations? Are these goals and objectives are making a profit to the organizations? The organizational goals and objectives are in quantitative in order to measure success accurately (Westwood, 2002). Apart from that, many

As stated by Li (2000), provision of computer-based is used to support the development of marketing strategy. Company and other businessmen use this computer-based support in helping their business growing as all the information have been saved in the system. Moreover, the marketing goals are listing down to help the business to achieve the success. According to Jain and Haley (2009), marketing goals are what want to achieve. As Jain and Haley (2009) stated, a successful company has a better business growing as the companies complete their goals. This shows that the companies are targeting for the goals and mission to let the company growth. In addition, positioning resource advantage in competitive situations. As Morgan and Hunt (1999) stated, positioning resource advantage in competitive situations is what advantages a company gets from their competitors. Morgan and Hunt (1999) points out one company enjoy a competitive advantage in resource over its competitors, but the company manager is lack of ability to apply it, the resources have