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THE MAIN

BARRIER OF
MARKETING
PLAN FOR CIE
Name: Tran Anh Dung (Jay)
Lecturer: Mr. Frederick Ignacio

Ten Main Barriers


Confusing marketing tactics and
strategy
Isolation of the marketing function
Confusing marketing function and
concept
Organizational barriers
Lack of in-depth analysis
Confusion between process and
output
Lack of knowledge and skills
Lack of a systematic approach
Failure to priorities

CONFUSION BETWEEN
TACTICS AND STRATEGY
It

involved the setting

of CIEs objectives ,
strategies and goals.

HOW TO OVERCOME

CIE manager need to identify the strategic


plan, long-term plan and annual plan.

Strategic planning should cover a period of


between 3 to 5 years

For each year, the marketing operation plan


should been developed

ISOLATING THE MARKETING


FUCTION FROM OPERATION

Separate

marketing

function

to

other

department

Other department need to do marketing


target

HOW TO OVERCOME

CIE marketers need to work with staff from


other departments

Each department have their own target

Do not isolate marketing function

CONFUSIONS BETWEEN
FUNCTION AND CONCEPT

The

former

is

concerned

with

separate

marketing functions, such as advertising,


customer

service,

management.

sales,

and

product

HOW TO OVERCOME

The value of Marketing should be shared in


the Company

Improving the knowledge about what is


Marketing.

ORGANIZATIONAL BARRIER

CIE divided into various


department

Marketer face the other


department

do

related to marketing

not

HOW TO OVERCOME
CIE

should

structure

organize

flexible

to

the
help

marketing department working


with other units.

LACK OF IN-DEPTH ANALYSIS

CIE do not make a good market


analysis

Poor competitive analysis

Marketer will lack of information

HOW TO OVERCOME

Analyze
through

the
four

effective
internal

marketing
and

environment

Monitoring the process

Create marketing implementation

audit

external

CONFUSION BETWEEN
PROCESS AND OUTPUT
The

marketing plan is

too bulky

HOW TO OVERCOME

Specific

in

SWOT

analysis

Focusing on the plan


rather
process.

than

the

LACK OF KNOWLEDGE AND


SKILLS
Do

not

apply

marketing techniques
and

concept

in

marketing planning
Lack
communication
interpersonal skills

of
and

HOW TO OVERCOME
This

barrier

can

be

overcome

in co-ordination

with

Department.

HR

department

create

HR
the

requirement of selecting an
appropriate person to carry
out

particular

marketing

objective.
Open

the training course to

improve the knowledge and

LACK OF A SYSTEMATIC
APPROACH TO MARKETING
PLANNING
Do not have a effective procedure

A various different marketing plan

HOW TO OVERCOME

Ensure all key issues


are systematically

To full together the


essential elements of
the strategic planning
of department

FAILURE TO
PRIORITIES
OBJECTIVE
CIE set too many objectives
Poor time and motion in the process

HOW TO OVERCOME
Marketing

planning should assist marketers

to focus more on the important objectives


and take out the trivial ones.

HOSTILE CORPORATE CULTURES

Lack of concentration and participation in marketing


plan of the leadership

Marketing planning will not be effective without the


active support and participation of the culture leaders

HOW TO OVERCOME

Encouraging

and

celebrating

the

promotion

and

disciplining of employees

Changing

culture

from

the top management.