Nhac

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School of Business and Creative Technologies
Assessment Front Cover Sheet


Course / Programme: Business Administration

Module: Marketing Management (MKT3001DL)

Tutor: David Ratcliffe

Assignment Title:
Assuming that a company has an excellent marketing management team, where they have adopted the philosophy of marketing for the business to determine the kind of products and services interested by the customers and also determined the best ways used in sales, communications and expanding the market shares. Marketing is often talked about the product & services’ information, selling at a right price and the right place to keep you a strong competitor, how customers can get access to and creating the right the brand image. And achieving the best ways of increasing the market shares or being the most successfully marketer; ones may have to use many different strategies and the best technology possibly available. In a case like this where a business has yearly out performance and has succeeded forecasting; such difference is known as the gap. The strategy planning gap is the marketing management tools used to calculate the differences desired projections and current or forecasted operational reality. The simplest is the graphical too consists of a plot for the desired indicators such as market sales, sales, profitability on the vertical versus (TIME) on the horizontal axes and is quite a useful analysis for management making decisions best strategies and resources to achieve the objectives.

A simplest example of this is a plot containing some very simple numerical numbers illustrated in “Figure 1 is an illustration The Strategic Planning Gap” of a corporate objective at 80 Mil Sales over the given period. The current forecast models are then to work out with an assumption that there was no strategic change over that time and the sales outcome of the company say achieved 40Mil. This created an overall gap called (A) between the upper and lower lines called the operation gap.

Generally speaking, the strategic planning gap is used by the highest level strategists within an organisation and can be used for business direction, human resources, business processes or information technology. The analysis process allows corporate to analyze and challenge its own business strategies, identify underutilized resources or misplaced foci, and to establish benchmarks for its own on the products or services. Once these have been identified, the cyclical process of strategic and tactical changes to achieve the desired result can begin. The analysis process can begin when the gap has been identified, the process of strategic planning also begins to form a plan or strategy on how to close the gap and achieve the desired corporate objective. Two methods have been employed to close the gap are strategic changes and tactical changes.

A good example for strategic changes was an article by Microsoft management “Microsoft Makes Strategic Changes in Technology and Business Practices to Expand Interoperability”, or can also be read directly on ://www.microsoft.com/presspass/press/2008/feb08/02-21ExpandInteroperabilityPR.explained how the market evolved in terms of market development, penetration, diversification and product development for making such new decision. Good texts by Veronica Hope Hailey, Published: December 2008 and or, by T. Irene Sanders, Published: September 2010 also help understanding deep into the subject.

Tactical changes may be required to all businesses during a recession and it is the time when budget may be cut and marketers need to think critically to prove the worth of their strategies such as such as price shifting and discounts. ://www.marketingweek.co.uk/trends/tactical-changes-for-recession/2063584.contains articles on this subject. Texts by Jody Spiro and or by James Wesley Rawles can go deep into the subject.