Evaluate the use of marketing plans for businesses:

Advantages of a Marketing Plan:

-Having a marketing plan forces a business to think about how it will act in the future; this means they will be proactive and not just reactive (where they would simply react to events as they happen).

-It may be motivating to staff, as they are consulted in decision making so will feel valued.

-A thorough planning process will mean that the marketing plan is co-ordinated with other departments; all departments are pulling in the same direction, meaning good co-operation.

-Plans will be developed alongside business objectives, meaning objectives are more likely to be achieved.

Disadvantages of a Marketing Plan:

-Opportunity cost – time and money could be invested elsewhere in the business.

-Many marketing plans are poorly drawn up due to the lengthy nature of them. This may mean they don’t work properly, leading to demotivation and time and money wasted.

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