Marketing Planning- Kit Kat

Marketing Planning- Kit Kat Essay example
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Marketing Planning- Kit Kat Q1.1 Marketing planning is the process adopted by firms to analyze the market conditions and planning for successful operation. In the recent epoch, marketing planning is changing in various perspectives. They are trying to reduce costs and widen their distribution to a broad customer base.


Companies give substantial importance to the desires and wants of the potential customers. Marketing Plans in the current economic system always succeed in a free market economy. The prices of the goods and services must be determined by the free forces of market demand and supply. Any state of disequilibrium in the market would be stabilized automatically by the free forces of market mechanism. Companies often adopt “go to market” concept that helps organizations to achieve unique value proposition to their targets. These propositions depend on the way the company focuses on its investments and business solutions. This strategy usually responds to whom, what, how much, how and where a company would operate and cater its services. Q 1.2 Nestle accounts a sale of over 1 billion Swiss francs from 29 major branded goods manufactured under it (Dibb, 2001). It is a giant food producing firm generating about 339,000 employments in the economy. Its assets are now worth 126.22 billion as estimated in 2012 (Qin, 2010).. Jamal and Prahalad in 1996 stated that strategic planning is not strategic; the future is assumed to be more or less same as the present. The planning must be subversive. The top managers are most resistant to change and they fail to provide people different responsibilities to manage changes. The senior managers should observe activists as positive. ...
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