Effective marketing planning doesn’t happen by accident — it follows a structured process rooted in data, strategic alignment, and clear objectives. In this substantial chapter, Professor Malcolm McDonald outlines a comprehensive, step-by-step framework for developing both strategic and operational marketing plans within business units.
Split into two key parts — planning philosophy and system execution — this guide addresses not only what to do, but how to overcome common barriers to doing it well. The approach is designed for strategic business units (SBUs) but is widely applicable across corporate and SME environments.
Why It Matters
- Most marketing plans fail due to confusion between tactics and strategy
- This method turns marketing from a vague function into a systematised driver of competitive advantage
- Forms, frameworks, and documentation are included to guide practical implementation
Key Topics Covered
- Ten barriers to marketing planning — and how to overcome them with the “Ten S” principles
- 4-phase process: analysis → objectives → strategy → tactics
- How to structure a strategic marketing plan with 9 documented sections
- Portfolio matrix tools including SWOT, gap analysis, and competitor assessment
- How to align strategic plans with one-year operational plans
- Quantifying objectives: linking revenue, volume, market share, and profitability over three years
Insight
“Strategy must come before tactics. Never write a one-year plan first and extrapolate it. Start with the three-year vision.” – Professor Malcolm McDonald
Download the Full Planning System
This summary outlines the structure, but the full document includes templates, step-by-step forms, and visual tools to implement the plan effectively.