Marketing Planning

CONTENTS

1.1 Review changing perspective in marketing planning.2-4

1.2 Evaluate an organisation’s (Unilever Vietnam) capability for planning its future

marketing activities.4-5

1.3 Examine techniques for organisational auditing and for analysing external factors that affect marketing planning.5-8

1.4 Carry out organisational auditing and analysis of external factors that affect the

marketing planning in a given situation (you can site in your slides a particular

scenario).8-9

2.1 2.2 Assess the main barrier in marketing planning. Examine how Unilever may overcome the barriers to marketing planning.10-11

Introduction

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Unilever is one of the world’s leading suppliers of fast-moving consumer goods (FMCG) across foods, home and personal product categories. Its portfolio includes some of the world’s best known and most loved brands. Unilever is present in around 100 countries around the world and employs 223,000 people. With annual sales of nearly £2.5 billion, the UK is the second largest market in Unilever’s portfolio after the US. Over half of Unilever’s worldwide sales are generated by food brands. Launched in Britain in 1979, the Pot Noodle brand is the 23rd largest food brand in the UK with a 95% share in the £105 million hot snack market.

(Source:http://www.experian.co.uk/assets/resources/case-studies/Unilever_V4.pdf, 15/08/2013)

1.1 Review changing perspective in marketing planning.

As a matter of fact that if company want to develop business, they have to examine marketing department as an indispensable part and very important. However, the definition and activity to understand and apply marketing effectively, which significantly changed. The evidence is that there are a lot of companies, including Unilever Viet Nam which changed from marketing led orientation to market led orientation.

_Marketing led...