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Marketing Planning & Segmentation, Targeting and Positioning
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- Words:
- 1561
- Submitted:
- Thu Jul 11 2002
... Marketing Planning & Segmentation, Targeting and Positioning The two marketing fundamentals this report will focus on are: * Marketing Planning * Segmentation, targeting and positioning The report will show why the above topics are important for Wings N' Things to consider. Marketing Planning Marketing planning is described by Saunders as "one of the great few strengths of British marketing" (Saunders J, 1996:73). Marketing planning is used by most companies, particularly when they start-up, it is a process which helps predict what will be happening in the future and what actions the company can take to make sure that everything runs smoothly. It involves analysis, planning, implementation, and control. Strategic planning is the key to marketing planning, it will help Wings N' Things create a balance between what the business goals and capabilities are, and help it with the changing market opportunities. As Kotler advises: "Failing to plan means planning to fail" (Kotler et all, 2001:76) The four steps of the planning
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