Planning the marketing strategy — common mistakes

In essays, demonstrate your understanding by explaining the logical flow of the marketing planning process. For example, explain how the results of a SWOT analysis would directly influence the setting of marketing objectives.

When presented with a case study, always use the data provided to conduct a brief situational analysis in your answer. Identify a key strength or a market opportunity and link it to your proposed marketing strategy to earn higher marks for application.

Avoid suggesting generic objectives like 'increase sales'. Instead, create a SMART objective that fits the context of the case study. For example, link the objective to a specific product, target market, or timescale mentioned in the text.

Justifying your choice of target market is crucial. Explain why a particular segment is the most appropriate for the business in the case study, considering its resources, the product's features, and the competitive environment.

When recommending a marketing mix, ensure the elements are consistent. For example, a high-quality, premium-priced product (Product, Price) should be sold through exclusive retailers (Place) and advertised in high-end magazines (Promotion). A lack of integration is a common mistake.

This is a common misconception. Promotion is only one part of the marketing plan (one of the 4Ps). A comprehensive plan covers everything from initial market analysis and objective setting to strategic decisions about which markets to target, as well as tactical decisions about product design, pricing, and distribution.

While a business could do this, it would be extremely risky and likely ineffective. The situational analysis provides the essential data to make an informed decision. Without analysing market trends, competitor activities, and the business's own capabilities (SWOT), the chosen target market may be unprofitable, too competitive, or a poor fit for the company's strengths.

No, they must be treated as an integrated set of tools. Each 'P' influences the others. For example, a decision to create a high-quality, premium product (Product) necessitates a high price (Price), selective distribution channels (Place), and promotional activities that build a prestigious brand image (Promotion). A lack of consistency between the elements will confuse customers and weaken the strategy.