Main errors

Even the best plan can fail. Even if one appreciates the importance of planning, he/she may not succeed. However, there are some commonly occurring causes pointed out that can affect the marketing planning in such a way that it is not completed successfully. These are:

  • lack of a methodical approach – relying only on common sense rather than on systematic knowledge, attitude called “Somehow it will be”;

  • too much emphasis on details – losing sight of the goals, strategies, and focus on the smallest details that are not necessarily relevant;

  • too extensive marketing plan – it is believed that a marketing plan that has more than 20 pages will not be useful. Only the important elements of a marketing plan (e.g. blueprint for promotion sales and advertising) can be very accurately described;

  • too far looking ahead in the future – spinning a vision far into the future, while probably marketing plan will first need some adjustments under different circumstances;

  • lack of support from management (linear and top) – hampered contact with management, low competence of managers, which result in “cut-off” from the new ideas, lack of interest, lack of support both during the planning and implementation;

  • treatment of marketing planning as a necessary evil, something that must be accomplished once during the year and then it can be forgotten;

  • separation of the operational planning and strategic planning;

  • too much emphasis on numbers – include only calculations, statements, no description of what is to be achieved and how, etc.;

  • insufficient consideration of the customers’ needs and requirements- focus on the company only, on sales volume, forgetting that the client is the recipient of actions carried out, the product is prepared for him to make him buy it.


Ten post dostępny jest także w języku: Polish

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