This is a solution of Unit19 Marketing Planning Assignment in which we discuss Developing business

Unit19 Marketing Planning

Marketing Planning: The Gateway of Success beating the Recession of the Western Economies

Purpose of this assignment

The aim of this unit is to provide learners with the understanding and skills to develop marketing plans that meet marketing aim and objectives, and meet the needs of the target market. This unit introduces learners to different ways of auditing, to looking at how internal and external factors can influence marketing planning for an organisation, in order to build up a picture of the marketplace. Learners will gain an understanding of the main barriers to marketing planning, the effects of barriers, and how these can be avoided or overcome.


You have recently assumed the position of a marketing planning manager at a medium-sizedBritish company (Please select a company or business that you are able to research  project and find information) and you are responsible for making appropriate decisions for planning and executing marketing and promotions programmes of the company’s business in order to beat the financial crisis. You are required to respond to the following questions:

Task 1 (LO1: 1.1, 1.2, 1.3, 1.4)

  • 1.1Review changing perspectives in marketing planning in your selected company
  • 1.2Evaluate the organisation’s capability for planning its future marketing activity
  • 1.3Examine techniques that the company use or might use for organisational auditing and for analysing external factors that affect marketing planning

1.4Carry out an organisational auditing and analysis of external factors that affect marketing planning in a given situation

Task 2 (LO2: 2.1, 2.2)

2.1Assess the main barriers to marketing planning

2.2Examine how your selected organisation may overcome these barriers to marketing planning Task 3 (LO3: 3.1, 3.2, 3.3, 3.4, 3.5)

  • 3.1Write a marketing plan for a product or a service of your selected company
  • 3.2Explain why marketing planning is essential in the strategic planning process for an organisation
  • 3.3Examine techniques for new product development
  • 3.4Justify recommendations for pricing policy, distribution and communication mix
  • 3.5Explain how factors affecting the effective implementation of the marketing plan have been taken into account

Task 4 (LO4: 4.1, 4.2, 4.3)

  • 4.1Explain how ethical issues influence marketing planning
  • 4.2Analyse examples of how organisations respond to ethical issues
  • 4.3Analyse examples of consumer ethics and the effect it has on marketing planning.

—End of assignment-

Materials for reading and consulting:


Dibb S et al – Marketing: Concepts and Strategies, 4th Edition (Houghton Mifflin, 2000) ISBN: 9780395962442 Fifield P – Marketing Strategy, 3rd Edition (Butterworth-Heinemann, 2007) ISBN: 9780750656757

Hatton A – The Definitive Guide to Marketing Planning (Financial Times/Prentice Hall, 2000) ISBN: 9780273649328

McDonald M and Wilson H – Marketing Plans: How to Prepare Them, How to Use Them, 5th Edition (John Wiley and Sons, 2011) ISBN: 9780470669976


The Marketer (Journal of the Chartered Institute of Marketing)

Marketing Week (Centaur Communications Ltd) Newspapers and magazines,All newspapers and magazines will provide some source material for this unit, but a more formal and critical perspective will be found in the business sections of the quality newspapers, which often report on marketing plans and the ethical issues that affect organisations.

Television and radio

Like newspapers, the reporting of general marketing strategy and plans is often covered in news broadcasts and news magazine programmes. Ethical issues that affect organisations and their plans are often included in consumer oriented programmes such as ‘Watchdog’ on the BBC.

Websites Website for the BBC consumer programme, which often includes an examination businesses affected by of ethical issues that affect consumers. The Chartered Institute of Marketing (CIM) – a professional marketing body based in UK. Website for Marketing magazine, for the latest stories across the industry including the major media, branding, direct marketing and retail sectors. Website for Marketing Week magazine, for marketing jobs, marketing news, opinion

Word Count

Learners must state the exact number of words they have used on the assignment submission form and comply with the word count of 3,500 with a margin of +/- 10%. However, please note that the calculations, tables, bibliography and appendices are excluded from word counts. Read more : Process Of Strategic Planning Assignment

Plagiarism and collusion

Any act of plagiarism and collusion will be seriously dealt with according to the Edexcel plagiarism policy. Basically, plagiarism occurs when excerpts, ideas, passages taken from other sources are not properly acknowledged and referenced both in the body of the text and in reference. It is the learner’s responsibility to ensure that they understand all Edexcel guidelines with regards to plagiarism and what Edexcel considers to be an academic offence.

Collusion can be understood as the submission of works produced in collaboration for an assignment based on the assessment of individual work. It is a severe academic offence to share a learner’s work with others who submit a part or the whole of it as their own work. The College has mechanisms in place to detect plagiarism and collusion. Learners must sign the declaration on the front of the assignment submission form.

Submission Guidance and Policies for Edexcel Students This is an individual assignment. All parts of the assignment are required to be presented in a professional format, MS Word processed with full citation and references following Harvard system. Brit College strongly advises the learners to follow the guidance below:

Brit College prefers Times New Roman 12 or Arial 11 in the body of the text.An assignment cover sheet and a receipt must be attached along with each submitted assignment.All assignments must have clear headings and sub-headings where necessary.Make sure you state the word count on the title page.

Assignments must be printed in black and white.

Late Submission and Resubmission Assignments will not be accepted for assessment by lecturers unless an extenuating circumstances form has been filled in and duly authorized by a member of staff.

Students will receive the feedback form and guidance from the lecturer to improve in the areas of their weaknesses on their first submission. Please note that assignments can be re-submitted only once. A resubmitted assignment will be awarded a failed grade should it not meet the required pass grade marks and results in retaking the module.

Please note that a resubmitted assignment will earn a maximum pass grade should it sufficiently meet the required criteria.

A fine may also apply in case of resubmission.Extensions and Extra-ordinary Circumstances,Extensions are only granted for documented medical reasons and/or other documented serious interruptions relevant to your ability to study.Please note that extensions are not allowed due to your inability to organize your work.Should there be any extra-ordinary circumstances; the College should be made aware of this in writing.The college preserves the right not to accept or mark the assignment in case you failed to inform it in time.

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