How a Well Executed Marketing Plan Goes Bad
Paul Rose
Southern Illinois University Edwardsville
How a Well Executed Marketing Plan Goes Bad
Even a high-quality marketing plan can fail during real life execution. In the article of McMurty the main reasons of marketing plan failing are listed :
1) Pleasing wrong people – often while designing needs of customers are forgot, and the marketing plan is done to please CEOs, managers and etc. In that case company emphasizes its and its product superioty and does not take into account needs of real customers.
2) Overreaching – there is a risk of trying ‘to be everything for everyone’, trying to fit to many categories of clients. This can result in anappropriateness of company products and services to no one especially, but to abstract general public.
3) Overbearing – loss of realism in marketing plan. For marketing plan to be executed, real company’s resources should be taken into account. In case of this error, company can not have enough resources to execute marketing plan.
4) Nebulous – loss of direction, doing many things with no results. Marketing plan should have realistic and well-defined goals (McMurty, 2016).
Other cases when marketing plan can fail are :
- influence of uncontrolled factors such as customers and competitors. For example, because of the economic crisis customers would not like spend money to your services, as they spend money only to basic needs. Also your interesting offer can be eclipsed by competitor’s more advantageous one ;
- absense of passion – the logic is good, however, the decisions are often influenced by emotions. So if even your company employees are not inspired, the customers would not be inspired by the products and services.
- fear of failing, which results in passive approach, when no active actions are accomplished. Nowadays market is dynamic environment, so if this company would not do something, its...