In
accordance with the long-term strategic marketing plans, short-term
marketing plans relating to the marketing categories in a shorter period
of time, usually one year. The process of preparing short-term plans have many similarities to the process of making strategic plans. The most common obstacles that occur:
- Interference from political nature. Marketing
planning is the process of resource allocation with certain products
and departments in the enterprise can get more or less money than
others, so managers see planning as a political activity, where you can
come to the fore their ability to convince that their department deserves more resources.
- Opportunity costs. Some managers believe that marketing planning and planing in general is wasting time that does not meet daily expenses.
- Systematic reward. Reward system usually refers to a shorter period, ie Awards that are not giving the annual results, but according to the monthly or quarterly results. This results in monthly goals to become important semi-annual or annual goals, and thus plan to become less important.
- Information. For making a good marketing plan, you need fresh information on market size, market share, market growth rate. If
that information is wrong or show deliberately false information, the
quality of the marketing plan is reduced, and thus its importance for
the company.
- Corporate culture. Trying to set up a marketing plan may be inconsistent with the corporate culture. Due
to lack of experience in the development of marketing plans, beginning
their preparation can be perceived as a threat t .. managers may have
hostile attitudes planning system that establishes the company.
