Sample Assignment on Marketing Planning of an Organization

MARKETING PLANNING

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Table of Contents Introduction......................................................................................................3 Task 1...............................................................................................................3 1.1 Compile marketing audits ......................................................................3 1.2 Evaluate an organization’s capability for planning its future marketing activity..........................................................................................................4 1.3 Examine Techniques for Organizational Auditing and for Analysing External Factors ...........................................................................................5 1.4 Organizational auditing and analysis .....................................................6 Task 2: Examine the main barriers to marketing planning...............................7 2.1 Assess the main barriers to marketing planning....................................7 2.2 Examine how organizations may overcome barriers to marketing planning........................................................................................................8 Task 3: Formulate a marketing plan for a product or service...........................8 3.1 Write a marketing plan for a product or a service..................................8 3.2 Why marketing planning is essential in the strategic planning process 9 3.3 Examine techniques for new product development.............................11 3.4 Recommendations for pricing policy, distribution and communication mix..............................................................................................................11 3.5 Factors Affecting the Effective Implementation of the Marketing Plan 12 Task 4 Examine ethical issues in marketing...................................................13 4.1 Explain how ethical issues influence marketing planning.....................13 Market Research......................................................................................13 Market Audience......................................................................................13 Ethics in promotion and advertising........................................................13 TOLL-FREE NO: +442038681671 EMAIL:help@instantassignmenthelp.com WHATSAPP NO: +447999903324 WEBSITE:www.instantassignmenthelp.com ASSIGNMENT HELP MALAYSIA

4.2 Analyse examples of how organizations respond to ethical issues.......13 4.3 Analyse examples of consumer ethics and the effect it has on marketing planning.....................................................................................14 Conclusion.....................................................................................................14 References.....................................................................................................16

Introduction The development and growth of Thorntons a UK based manufacturer and

chocolate

retailer

has

for

a

long

time

followed

an

in-house

manufacturing strategy and primarily channelling its products through their own outlets without specific emphasis on franchising.

Their strategy has

been met with inability to meet the demand of the different gifts markets and chocolates.

This paper attempts to bring out Thorntons strategy of

diversifying in Europe and US markets and the problems encountered as well as an in-depth look into their endeavour to broaden their market and products base (Bryson and Alston, 2011).

Thorntons highest percentage of sales is through their own shops which specializes in offering personalized services like messages on chocolates, Easter eggs and written-in-icing on gifts one such example being Valentine day’s chocolates. They also offer gift wrapped production at an extra cost. In UK, Thorntons mainly dominates the high street with surveys ranging it fifth in the list of the high street establishments. This is reflected more so in the investing of one shop which is reported to cost well over one hundred thousand British Pounds.

They over time alter their shops in

appearance and design as well as constantly evaluating and developing the TOLL-FREE NO: +442038681671 EMAIL:help@instantassignmenthelp.com WHATSAPP NO: +447999903324 WEBSITE:www.instantassignmenthelp.com ASSIGNMENT HELP MALAYSIA

shops.

The use of franchise is put in place occasionally with particular

reference to outlets that are strategically placed (Coase, 2012).

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Task 1 1.1 Compile marketing audits Review changing perspectives in marketing planning It can be assessed that there is an continuous need of change in the marketing planning of Thornton’s business as per the perception of clients so that they can deliver them best quality products and services in order to attain desired goals and targets. Furthermore, as per the government plans and policies firm needs to bring alteration in their marketing plan and thus input different marketing policies within business so that it assists in enhancing the future capabilities of firm. Also, it is essential for the marketing department of cited firm to continuously review the changing perspectives in the marketing planning so that more and more clients can be attracted towards business and thus desired targets can be attained (Foroud and et. al., 2010).

The future planning of Thornton’s is that they need to change their activities like from chocolate retailer they can enter into another category of business such as bakery items or expand the organization in order to grab more attention of clients. It helps them in making more profits and thus TOLL-FREE NO: +442038681671 EMAIL:help@instantassignmenthelp.com WHATSAPP NO: +447999903324 WEBSITE:www.instantassignmenthelp.com ASSIGNMENT HELP MALAYSIA

developing marketing planning activities to attain aims. It is significant for business to regularly review the changing perspectives in marketing planning as it assists Thornton’s to make crucial decision and build effectual planning to achieve results. However, the management of firm is required to develop the marketing planning so that goals can be attained (Geunes and et. al., 2011).

Further, through reviewing the perspectives it helps firm to redefine its marketing plans so that they can make effort to enter into new market and thus give tough competition to rivals.

It also helps business to build good reputation in market and thus achieve competitive edge over others. Also, it is helpful for others to develop best marketing planning that involves all the considerations of changing perspectives in business. However, developing a marketing plan assists Thornton’s to produce and deliver high quality chocolate products in order to make the customer base satisfied. It also assists business to redesign its marketing plan through introducing the unique marketing strategies in order to attract clients and enhance sales and profitability. Through such changing perspectives business can introduce new chocolate brand with different taste and packaging in market as per the perception of clients so that it can attract more consumers to consume the product (Gkartzios and Scott, 2012).

Business is required to plan its policies or ideas into future perspectives and thus grow in order to achieve the desired targets. Further, Thornton’s is required to adopt unique marketing tactics so that it helps them to compete with other chocolate retailers and improve their market share and profitability in business. By assessing the market orientation, firm plans to launch a special gift wrapping chocolate box through online delivery that

attracts

clients

(Gordon, 2013).

Further,

the

marketing

planning

constituents of different promotional activity such as free home delivery within UK so that it can enhance client base and productivity of business.

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1.2 Evaluate an organization’s capability for planning its future marketing activity Thornton recently announced a new marketing duo strategy. It is to include reduction in pricing, sales channels improvements, vast product range and a general new optimism and investment. Thorntons intends to close a few non performing outlets and digress the efforts to other performing outlets and franchisees. One of the main capability that business possess is of unique brand image by offering attractive products at minimum price so that more and more clients can consume the chocolates. Thus, developing the brand image in market is the main capability that assists firm to recognize easily and give tough competition to rivals (Gu and McCalley, 2011). This will see a recovery of minimum 50% of the lost sales from the closure of the stores. Notably recession is easily being hit worldwide from the sale of chocolates and the healthy chocolate market with upward progress witnessed. Thornton aims at revitalizing their brands, maintaining customer focus and attain profits through channel outlet improvement. The major capability of the firm is that it has given greater importance to the development of product in order to compete in UK market. The firm possess ability to expand in foreign markets thus it can design market activity accordingly.

1.3 Examine Techniques for Organizational Auditing and for Analysing External Factors There are varied types of techniques that have been identified and thus it can be adopted

by Thornton's in order to carry out the audit such as internal and external environment of company that may affect the marketing planning. For Thornton's it is essential to execute the audit of its organizational operations and attain desired targets. Furthermore, through this way business can analyze its strengths and weaknesses and thus adopts the strengths in order to overcome the weaknesses and attain targets (Gubb, 2010).

Also, business can examine porter's five forces model in order to analyze potential threat to business and other substitute products available for business that helps them to develop proper marketing planning in order to achieve goals. However, management of cited firm can perform the internal and external audit through adopting different types of methods such as SWOT, Porters Five Forces and PESTLE analysis etc. Further, with the assistance of SWOT analysis, internal environment of firm can be assessed effectively to obtain targets. Similarly, with the purpose to identify the external factors that may affect the Thornton's operations techniques can be adopted like PESTLE analysis. It can be assessed that all such methods play a significant role TOLL-FREE NO: +442038681671 EMAIL:help@instantassignmenthelp.com WHATSAPP NO: +447999903324 WEBSITE:www.instantassignmenthelp.com ASSIGNMENT HELP MALAYSIA

in the strategic process. Also, on the basis of such methods different type of decisions can be taken by the firm and thus it leads to enhance the profitability and sales of firm (Helman, 2010).

PESTEL analysis are as follows

Political- It includes different factors such as change in the policies of government in regard to the interest rate and taxation so that it does not affect the operations of firm.



Economic- Under this factor it helps organization to examine the economic issues that are bound to have an impact on the firm. Such factor involves inflation, interest rates, economic growth etc. in the country.



Social-The social factor business can assess the socio-economic environment of its market where the business is performing the operations like customer demographics, cultural limitations, lifestyle attitude etc.



Technological-It states that technology can either positively and negatively impact the introduction of product or service into the marketplace. It involves factors such as technological advancements, attitude of people towards change in technology etc.



Environmental- It underpins the environmental changes so that business should not affect the environment through polluting it.



Legal- It involves health and safety, equal opportunities, consumer right and laws etc. For instance, if any business operates globally then it is essential for firm to follow the rules and regulations of that country.

Porter Five Forces model are as follows

Bargaining power of suppliers- It states that it is easy for supplier to change or alter the prices and it depends upon how many suppliers are there to supply the product and service to business.



bargaining power of buyers- It evaluates that how easy it is for buyers to drive the prices down that also depends on many buyers are present.



Rivalry among competitors- It is the number of capability of the competitors present within the market to give tough competition to company.



Threat of substitutes- For instance, if customer find a way to substitute or find another way to have what the product or service offers.

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

Threat of new entrants- It is the possibility of individual to enter in the market and offering the same product for less or minimum price.

1.4 Organizational auditing and analysis In order to assess the external factors, techniques like PESTLE and Porters Five Forces can be used.

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PESTLE ANALYSIS of Thornton's are as follows

Political- It includes different factors such as change in the policies of government in regard to the interest rate and taxation so that it does not affect the operations of firm.

Thus, it is essential for Thornton's to consider these needs while developing marketing planning (Jemmasi, Strong and Taylor, 2011). It has been analyzed that only ten states in the world produce more then 90% of the world's cacao. However, the high concentration of production causes multiple problems. The main concern that is faced is the stability of the government, also them major problems faced in such country is poverty. Therefore, it is essential for Thornton's to search different ways to secure a steady flow of cocoa in the right amount and quality.



Economic- By carrying out the selection of an best marketing plan business needs to

assess the economic activity such as inflation and recession prevailing in the country.

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Because if such situation is prevailing in the country then people will consume less chocolates and thus it results into less profits and sales. Thus, on the basis such condition firm needs to frame different types of marketing plans so that desired outcomes can be attained (Johnson and et. al., 2011). It can be stated that Thornton's does not only rely on the price of the cocoa and its supply but also on the price of sugar to make the chocolate.

In this situation, cited firm has benefited from lower sugar prices that reduced the overall costs. For instance, in France the recession affects individual spending, consumers who cannot afford much money on pleasure that can compensate with a pleasure such as chocolate that is relatively cheap. Furthermore, it is essential for businesses who have been affected by recession have to cut their cost by reducing the share of the advertising or marketing that can affect the sales in the long term. 

Social- In this the change in the perception of consumers affects the marketing plan of business. However, the marketing plan must be made as per the culture of the clients and thus if it does not match with the condition that it directly impacts on the performance of Thornton's business and results in low sales and profitability. For instance, it can be assessed that the demand of cocoa is relatively weak with a high expectation to enhance it by mere 1% to 4.3m tonnes. The decline in the European grinding is the main factor as the economic recovery that remains modest and increasingly health conscious consumers are shifting consumption patterns. Further, the market has changes and customers are also prone to healthy lifestyle and checking what are the ingredients of a product and where they come from if they are organic or fair trade. .



Technological- It is essential for firm to consider the technological factors through formulating the marketing plan. For instance, if majority of the chocolate producers are using modern techniques and equipment in order to produce chocolates then it is essential for firm to adopt such methods in order to attain results otherwise it impact the business operations (Kahn, 2011). Thornton's, heavily rely on technology from sourcing the ingredients, to manufacturing the chocolate and to the delivery of the stores. Further, all the actions are controlled and regulated by technology. For instance, without a store, the Thornton's website is the major stop for the purchaser and thus it needs to be continuously monitored to avoid any fault.

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

Environmental- Also, it is essential for cited firm to consider the environmental impact on the business so that they should assess that business should not affect the environment of firm. For instance, they should not pollute the environment while carrying out the production of chocolates and thus comply with the rules and regulations made by government regarding environment. For instance, there have been growing pressure for businesses to have a corporate social responsibility and to be environmental friendly and promoting healthy values in the society where obesity and other diseases are increasing.



Legal- Furthermore, the marketing plan should be made in accordance with the legal laws and regulations in comply with the same prevailing in country. However, if it is not made then the efforts made by the Thornton's in regard to develop the marketing planning it will be hampered (Keller, Parameswaran and Jacob, 2011). Moreover, Thornton's can also face legislation issues in production of chocolate products, ingredients chosen and they need to comply with the cocoa and chocolate product regulations. Furthermore, it has been assessed that as per the Greece crisis market are instable and the value of the Euro is dropping that counld affect all the countries in the Eurozone.

Porters Five Forces analysis of Thornton's are as follows

Threat of new entry- It is low because for any new business to enter into chocolate industry it requires high investment. Thus, business has to go through a long process in order to get the license to operate a chocolate industry because they need to maintain proper standards of health to attract clients to consume the product (Kerzner, 2013).

However, it can be analyzed that with 65% of the chocolate market being dominated by 3 big brands the threat of a new entrant is quite low. For instance, for the new entrant it would be difficult to have same deal from the supplier because it can be assessed that for a small business the production would be also much lower and therefore if an individual buy less or optimum they need to pay more.



Threat of substitute- It is high as there are varied substitutes available of chocolates and thus individual can consume other related products that are easily available. For instance, it can be assessed that in the current market where healthy product are more and more successful that faces threat for the cited firm which is being replaced by the product that provides lower fat and sugar content.

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

Bargaining power of buyers- It is high as consumers demand more products of Thornton's because of its taster and quality (Langlois, 2010). For instance, Thornton's relies on that how successful they are and how in demand they are to impose a higher price for higher quality chocolate in order to attract clients. It helps in benefiting the clients through offering quality products and thus large loyal customer base allow them to keep the same prices.



Bargaining power of suppliers- It is high for Thornton's as they need to maintain close relationship with suppliers and provide timely payment to them so that they can supply best quality raw material to firm in order to produce the products effectively. Thornton's are very dependent on their supplier of cocoa to produce good quality chocolate because 60% of the world production comes from Ghana and Ivory Coast. For instance, if firm decide to change the prices then it find difficulty to get a better deal from that other 40% of the world production. It states that they will probably enhance the price that would allow them to be more profitable.



Intensity of rivalry- It is high for cited firm as there are presence of large number of competition in the chocolate industry within country (Leou, 2011). According to the international confectionery report it can be stated that business has varied competitors such as Nestle with 15%, Green and Black with 29% and Mars with 21%.

Task 2: Examine the main barriers to marketing planning 2.1 Assess the main barriers to marketing planning The main barriers to marketing planning revolve around strategic planning and are related to general planning and corporate practice. By paying too much attention to the day to day activities can be a barrier as important projects are left unattended. Some tasks are too familiar and thus easy to handle and this leave important strategies which are deemed too difficult to manage and are subjected to procrastination. Another barrier is if there is no teamwork as well as negotiation and collaborative leaders then targeted strategies many not be attained. Leaders as well as team members need to work concurrently instead of having leaders who issue directives they should have their hands too on the tasks. If priorities conflict amongst leaders in an organization then marketing planning may be affected (Lucy, 2010). The barriers to marketing TOLL-FREE NO: +442038681671 EMAIL:help@instantassignmenthelp.com WHATSAPP NO: +447999903324 WEBSITE:www.instantassignmenthelp.com ASSIGNMENT HELP MALAYSIA

planning includes organizational barriers, competitors strategy as well as expectation of the customers. Such has greater impact on the marketing planning of business.

2.2 Examine how organizations may overcome barriers to marketing planning There are varied ways that are assessed by the management of Thornton's in order to overcome the identified barriers in an effectual manner. For instance, the lack of knowledge and skills regarding the implementation of marketing plan need to be overcome through delivering an effectual training to the workforce in regard to attain goals.

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Similarly, by formulating the regular flow of communication can be developed among marketing and sales operations so that business can overcome the barriers effectively (Malphurs, 2013). However, as a result of this the demands and requirements of clients can be fulfilled effectively to attain desired targets. Also, business can build new product in order to overcome the barrier and use advertisement strategy in order to attract more and more clients in order to share the product information to different individuals. An organization may overcome barriers to marketing planning by first identifying the barriers and developing strategies aimed at eliminating weaknesses within the organization.

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Task 3: Formulate a marketing plan for a product or service 3.1 Write a marketing plan for a product or a service Here, the marketing plan is being developed for the new chocolate introduced by Thornton's. Thus, the plan comprises of different steps that are discussed underneath

Situation analysis- It is the first step of marketing plan, here marketing manager of Thornton's will assess the situation prevailing in the UK market. Further, business is required to evaluate the tactics and practices adopted by the competitors in UK chocolate industry with the purpose to enhance sales of chocolates (McDonald, 2007).



Objectives and goals- After assessing the situation, business is required to set the goals and objectives in regard to the following practices such as pricing policy, advertisement and market share objectives etc. All these policies are set with the purpose to enhance the overall profitability of firm.



Customer research- In this particular step, Thornton's will carry out the search of potential clients and thus assess the specific taste and preferences of consumers and relation to this facet, firm is required to execute the changes in its taste and quality of chocolates. Additionally, this step also helps in adopting a specific group of clients to whom business wants to target such as children through launching unique taste and packaging that attracts kids group (Moghddas-Tafreshi and et. al., 2011).



Marketing strategy- In regard to the target market, Thornton's is required to formulate marketing mix tactics such as product, price, place and promotion etc. In this the product will be designed in such as way that it will lead to attract large number of children towards the business products i.e. chocolates. Further, business need to adopt effectual pricing strategy for chocolates so that each and every group individual can easily purchase it and the place where they are selling the product such as departmental store it should be easily available (Myers and Tauber, 2011). The promotion strategy that need to be planned by the management should be done carefully through noticing that as it is a children product it should be promoted through cartoon channels etc.



Marketing budget- Here, the planning of budget needs to be carried out by the management of firm with the purpose to carry out the practical implementation so that

they should not get lack of resources at the time of production.

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

Monitoring and implementation of plan- At the end, the developed plan need to be monitored by the management of Thornton's on regular basis so that best results can be gained (Nulsen, Faria and Roussos, 2014).

3.2 Why marketing planning is essential in the strategic planning process Marketing planning is essential in the strategic planning of either large or small businesses. With experience gained from mainstream marketing along with creative approaches and skill-sets can help a company prosper and develop an effective and an end result marketing plan.

A developed marketing plan that is comprehensive is able to assess the efforts made in marketing

using the Pricing, Promotion, Product and Distribution strategies. The plan is also

able to gauge the relationship between other businesses including target market and competition.

Set sales targets that are measurable and finally come up with strategies that can be achieved using the price, promotion, product and distribution factors (Parsaeifard and et. al., 2010).

Without considering if the business is new or existing is it vitally important for any business that aims at achieving set targets to understand and implement marketing plan. This is a good guide in business that will oversee flat line growth and successful growth. A clear understanding between client and the company is very important even to a strategic marketing plan. It will include proposals that are measurable and result oriented. Identifying and pointing out these proposals should be a starting point. Business need to be uncovered and target audiences identified with a layout of how well the organization will achieve goals in revenue.

Marketing objectives assist the business in creating awareness of the brand among the market.

Critical elements that compliment and reflect an organizations clear financial goals are advertising and marketing. Achieving the goals calculated well designed strategies which target direct to the desired markets. A business is compared to a fruit bearing tree in terms of advertising and marketing (Piercy, 2012). A healthy fruit bearing tree framework should be designed on the onset of using a marketing plan. Notably the tree due to its sturdiness and strength will produce a bountiful harvest. Healthy company sales and stable finances enable in uphold the strategic plan in order to continuously enjoy the harvest from the tree. A strategic plan that is strong is always prepared for any eventualities that the business environment presents as TOLL-FREE NO: +442038681671 EMAIL:help@instantassignmenthelp.com WHATSAPP NO: +447999903324 WEBSITE:www.instantassignmenthelp.com ASSIGNMENT HELP MALAYSIA

well as any financial situations. The importance of a strategic plan is very important in such stages and if properly implemented it will accommodate all changes and turbulent that the markets and other sources will present. Ability to properly execute and adjust to the strategic plans is the key strength of the plan. The ‘tree’ notion should be the base point. If the company wants to put away some endeavours that it had initiated previous or to adjust some positions there is need to understand which undertaking can be put away and which cannot be touched.

Adjusting some pillars in the plant may affect the smooth flow of the business. Light adjustments which in our ‘tree’ would be pruning will ensure the tree flourishes with continued growth in the business (Steiner, 2010).

An experience of security offered by a strategic plan is what any business receives due to implementing strategic marketing planning. The plan is a guide of any organization from the onset of the business to when the business will thrive. In good and in bad times. A strategic marketing plan enables all to design the destiny of the business. The business will not be intimidated by threats from competitors both new and existing. With a strategic plan all reactions towards any threats presented in the markets. Many organizations have prospered by implementing strategic planning. Existing establishments have also had to switch to strategic planning (Svahnberg and et. al., 2010).

3.3 Examine techniques for new product development There are varied techniques evaluated by Thornton's can use with the purpose to carry out the development of new product that comprises of following activities such as product modification and innovation in the existing product etc. However, with the assistance of given techniques the new product development for cited firm is being developed. Following is the new product development process that involves following steps are as follows

Idea generation- In this step, the idea can be generated regarded the new product in Thornton's. Such idea can be generated by firm through different sources such as rivals and adopting suggestions from employees. For instance, one of the workers of Thornton's suggested that they should make attractive designs chocolates for its kids section to attract them and retain them within firm for long term (Therivel, 2012).

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

Screening- In this step. Thornton's will direct its efforts in terms of screening the ideas which was given by the workers in order to assess that it is reliable and valuable for firm or not. Here, cited firm will basically assess the viability of the given product in terms of money and resources. Thus, management is required to evaluate that whether it is beneficial for them in regard to launch the new product such as cartoon shaped chocolates in market or not.



Concept development- In this step, Thornton's requires to identify the potential cost, profit and revenue generation that business will incur while developing the new product for cited firm (Tidd and Bessant, 2011).



Outlining marketing strategy-Here, the marketer need to develop or outline a marketing strategy so that they can attract new and existing clients towards Thornton's products i.e.

Chocolate. It helps in building tactics so that product can be made attractive to attain desired goals.



Business analysis- Once the company has tested and finalized the marketing manager of Thornton's will assess the situation prevailing in the UK market. Further, business is required to evaluate the tactics and practices adopted by the competitors in UK chocolate industry with the purpose to enhance sales of chocolates. It involves detailed marketing strategy that highlights the target market, product positioning and the marketing mix that will be adopted.



Product development- At the end, product such as cartoon shaped chocolates will be attracting kids section and thus results can be attained effectively.



Test marketing- It states that the test marketing or market testing is different to consumer testing in that it introduces the product following the proposed marketing plan as whole rather than individual elements. However, it is the process which is required to validate the whole concept and is used for further strategic elements from product to develop marketing message and attract consumers.



Commercialization- At the end, when the concept has been developed and tested, final decisions need to be made to move the product to its launch into the market. Further, the pricing and marketing plans need to be finalized and the sales team and distribution brief

so that product and firm is ready for the final stage.

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Furthermore, it can be stated that a detailed launch plan is required for this stage to run smooth functions and also to have maximum impact. It should involve decisions surrounding when and where to launch the product to target market. Moreover, in order to learn from the mistakes made it is essential for marketer to review the market performance which is essential to be reviewed before launching the new product in the market i.e. cartoon shape chocolates to attract kids group.

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3.4 Recommendations for pricing policy, distribution and communication mix For the development of new product such as cartoon shape chocolates for the kids section Thornton's need to evaluate the pricing, distribution and communication mix strategies that need to be recommended are as follows

Pricing- It is essential for Thornton's to set the price effectively in accordance to the innovative element set in this. For instance, cited firm has introduced cartoon character that attracts kids section and thus for this business needs to charge minimum price so that individual can be attracted. Similarly, business should adopt simple technology in producing the product so that business can lower its prices of product and attract more consumers (Tompkins, 2010). Also, business can adopt

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for the product or service at first and then lowers the price over time.

Therefore, it helps firm to earn high profits at the time launching Thornton's chocolate. 

Distribution- While, distributing the products business should use both the direct and indirect mode of selling so that business can attain high sales. Through opening retail outlets firm can directly sell the products to clients and enhance revenue. Furthermore, business can also plan of selling chocolates through online medium and giving free delivery within UK assists firm to attract more clients as it provides delivering convenience to individual buyers (Weinstein, 2013). Here, business can sell its product through adopting direct marketing such as mailing so that it helps in lowering the cost of production is eliminating middlemen from the operation and thus attract large base of clients to consume the product.



Communication mix- It can be stated that business should develop advertisement about the new product which should be placed by the firm at different famous cartoon channels. Through complying with such type of product, children can be focused and influenced in regard to buy the product of Thornton's.

It can be assessed that in order to launch the new product in the

market business is required to adopt effectual communication mix strategy such as advertising, sales promotion such as offers, direct marketing through mailing or building public relations for instance, sponsoring with any other company so that product can get attention by the clients and they can consume it effectively that helps in increasing the sales and profitability of firm. For instance, in order to promote the Thornton's product in Thomas land they can launch operations such as wearing special costumes for the Thomas land consumers and attracting them to purchase the product. Advertising is the best form to communicate to individuals therefore, it is essential for Thornton's to develop its advertising method through different sources such TOLL-FREE NO: +442038681671 EMAIL:help@instantassignmenthelp.com WHATSAPP NO: +447999903324 WEBSITE:www.instantassignmenthelp.com ASSIGNMENT HELP MALAYSIA

as television, online and newspapers that helps to gain more and more clients within firm. The direct marketing team will send emails to the already registered customers in order to inform them about the chocolate and attach a promotional voucher with it.

3.5 Factors Affecting the Effective Implementation of the Marketing Plan There are varied number of factors that affects the implementation of marketing plan as formulated by the Thornton's. The factors are as follows

Performance measures- It can be assessed that the implementation of the marketing plan is affected by the type of performance measures being used by the Thornton's. For instance, if financial performance is being used by the firm as a performance measure then marketing plan of firm will be implemented in such as manner. However, in such type of plan cited firm will direct its more efforts on earning profits rather than the quality of products and satisfaction of customers (Wilson and McDonald, 2012). While, measuring the performance of the firm in the market business can analyze that it can be done through monitoring the sales of the new product i.e. cartoon shape chocolates. Also, business need to view the number of new clients visit the online website of firm that helps in measuring the performance of business as it can be assessed that how many followers of firm are there in the market and also business can take feedback from the clients about the taste and quality of the product so that they can measure it as per their benchmark set. Also, it helps in assessing that if there is requirement of any changes or modifications in the product than it can be done so that clients can easily consumer it.



Techniques of evaluating and controlling the marketing plans- The assessed marketing plan of Thornton's can be implemented in an effectual manner if enterprise has identified an appropriate method in regard to control and evaluate the identified plan. Further, it is not being done by the firm then in this state, the plan will not be implemented by it in an appropriate manner.



Unavailability of sufficient resources- Furthermore, it can be assessed that if there is unavailability of the required resources such as human and financial resources within firm then it affects the implementation of marketing plan within firm. As it requires

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sufficient resources in order to implement the marketing tactics and thus best results can be attained effectively and efficiently (Zethsen, 2010).

Task 4 Examine ethical issues in marketing 4.1 Explain how ethical issues influence marketing planning Ethical issues primarily result from disagreements and conflicts. Set expectations are presented from different marketing portfolios with expectations that, that is how the business should be conducted. Either of the facets discussed here below depict how ethical issues affecting the marketing planning.

Market Research If market research is crowded with stereotypes and compromised privacy, then problems arise. This is so because any analysis of facts have to estimate and group individuals. If this research is carried out haphazardly the result is undesired results (Marketing planning. 2015).

Market Audience To discourage demand the strategy of selective marketing is applied. This will curb unwanted market sectors and can also lead to disenfranchising. Some markets that have been excluded due to their conduct nature are ethnic minorities among others. Vulnerable audiences in upcoming markets of developing countries may encounter ethical issues due to lack of informed marketing strategies (Organizational capability. 2015).

Ethics in promotion and advertising Advertising of certain products can be received by audiences in different ways. While some may find interest in the products others may be offended. Examples of such would be teeth brushing, use of certain family planning contraceptives. While some family planning in particular the condom use may also help in curbing HIV/AIDS another market sector may find it of a promotion of promiscuity. In a political advertising scenario competitors will be seen to outdo each other by outlining the negative highlights of their opponent (Bryson, 2011).

4.2 Analyse examples of how organizations respond to ethical issues Thornton's claims that it is one of the most ethical chocolate manufacturers in the market by offering fair trade standards to be cocoa farmers and also offering customers a product free of organic and chemicals. Thus, while marketing planning for the market penetration in France, TOLL-FREE NO: +442038681671 EMAIL:help@instantassignmenthelp.com WHATSAPP NO: +447999903324 WEBSITE:www.instantassignmenthelp.com ASSIGNMENT HELP MALAYSIA

cited firm will be conducting a market research through doing it they will be ensuring that they respect the consumer who gives truthful and reliable information about the product etc. Also, at the time when business needs information about other competitors operations then they can easily get. Thornton's must also consider that how it targets and segments the population, for instance children are the main target market then business is required to inform their parents about the ingredients of the chocolate and also need to be involved all such information in the advertisement. Moreover, if the chocolate is organic then it should not position itself as a product that can bring healthy benefits from just being organic and forgetting the impact of obesity if consumed in excess. Furthermore, as it is kids focused product Thornton's should be aware of the issues raised by parents of kids complaining about the display of chocolate by the tills in order to appeal to the kids. There are numerous examples cited of unethical practices identified in firm.

For instance, Thornton's claims in their advertisement that its products is far more better than the competitors in comparison to the quality and taste. Thus, it is being calculated under the category of unethical practices when its customer base experience the products of competitors and analyse that it is more effective. Therefore, such type of analysis are carried out by the firm that affects the marketing planning (Aldehayyat, 2011). It is because in the given circumstances, enterprise will have to direct its efforts in terms of framing its marketing plan in an effectual way and thus it obtains a lot of time and money. However, through avoiding such type of methods with the purpose to promote its brand, cited firm can respond towards the ethical issue. Furthermore, it can be assessed that it is essential for firm to effectively respond towards the ethical issues and thus develop best products and services so that customers can be attracted towards the business in order to gain results. By carrying out unethical practices firm cannot attain success and thus management of firm should respond effectively in order to overcome the issues identified in business. For example, it is also essential for firm to carry out effectual advertisement about the product that should give true and fair information about the product characteristics so that clients can be directed well and they should not get any confusion regarding the taste and quality of product (Bowie, 2010).

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4.3 Analyse examples of consumer ethics and the effect it has on marketing planning.

Here, business need to adopt product testing, packaging, labelling, actual versus apparent size for instance informing them that product consists of 20% additional for free. Thus, all this information need to be ethically followed and informed to clients so that they can be effectively attracted. For instance, in order to promote the product,

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Thornton's can place its product in the Tesco in certain shelfs so that it can be promoted and attract clients. For promoting the product firm should use Photoshopped pictures of cartoons that attracts clients such as kids and consume the product. Thus, business should keep in mind regarding the consumer ethics and then prepare and develop the product so that fair and truthful information can be delivered to clients so that they can be attracted to purchase the product and attain targets. Consumer ethics can be stated as the type of practices executed by the purchaser where they carry out the purchasing of that specific product which is ethically effectual. For example, one of the clients of Thornton's has online ordered a packet of Scooby Doo shaped chocolates from its websites but when they received the order they found that the cartoon character that chocolate possess is for Fireman Sam. However, such type of situation raises an issue like consumer ethics. Thus, as a result of that satisfaction of clients will get obstructed and that influences business with regard to formulate its effective marketing plan to attain goals.

Further, if enterprise would not perform ethically then its direct impact can be seen on the sales and profitability of business (Abbe and Halpin, 2010). Consumer ethics in marketing planning are categorized into different areas and levels with each being significant in the ethical system TOLL-FREE NO: +442038681671 EMAIL:help@instantassignmenthelp.com WHATSAPP NO: +447999903324 WEBSITE:www.instantassignmenthelp.com ASSIGNMENT HELP MALAYSIA

formation. Consumer ethics on an individual level seeks to protect consumers from misleading and unethical advertisements and influences.

Conclusion A competitor is has the ability to point out to consumers if a product being advertised is misleading or not. Despite the increased difficulty in identifying ethical and non-ethical material to be relayed to consumers and this may even vary further if the ethics are to be maintained depending on different countries. Consumer ethics are time and situation oriented. Every business undertaking has a base of ethics that is applicable to the business at hand as well as in personal moral ethics. Ethics are viewpoints that are personal and varying from one individual to another and have no emotional meaning. The discussed highlights notwithstanding moral consideration and sound ethics are important to businesses and consumers as well. The discussion on what advertising does to the market is still widely deliberated upon with questions on if it is influential or controlling.

Advertisers specialize in presenting a product in a manner that is likely to make a consumer feel they have to acquire the advertised product due to the desire created. Although advertising may be seen as manipulative they do not override the mind-set that is created by politicians, lecturers and writers. Conclusively, with such techniques the market is influenced and this is acceptable to society as the marketing plan.

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Available through: <http://businesscasestudies.co.uk/business-theory/marketing/marketplanning.html>. [Accessed on 3rd August 2015].

Organizational capability.

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