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 organizations 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


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 days 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


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
Thorntons 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 Thorntons 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

developing marketing planning activities to attain aims. It is significant for
business to regularly review the changing perspectives in marketing planning
as it assists Thorntons 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
Thorntons 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,
Thorntons 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.


1.2 Evaluate an organizations 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

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.


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.

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.


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.

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


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.


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.

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


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).


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.

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
price skimming strategy that helps marketer to relatively set high price

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

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


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,

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).


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

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.


References
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MARKETING

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1.1 Compile marketing audits ......................................................................3

1.2 Evaluate an organizations capability for planning its future marketing

1.3 Examine Techniques for Organizational Auditing and for Analysing

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

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

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

Ethics in promotion and advertising........................................................13

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

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1.4 Organizational auditing and analysis

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PESTLE ANALYSIS of Thornton's are as follows-

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Task 2: Examine the main barriers to marketing planning

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2.2 Examine how organizations may overcome barriers to marketing planning

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Similarly, by formulating the regular flow of communication can be developed among

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3.2 Why marketing planning is essential in the strategic planning process

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3.3 Examine techniques for new product development

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