Evaluate the use of marketing plans for businesses:

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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.

Peter C. GCSE Business Studies tutor, A Level Business Studies tutor,...

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