Businesses often make the mistake of concentrating on short term objectives rather than the long term strategic direction of business activities. A mistake is often made by managers who think that they are planning strategically, however, what is occurring is the management of tactical operations that are short term.
The achievement of a marketing orientated approach is not simply achieved by creating a marketing department or a marketing team. This isolates marketing functions. A customer focused approach should have the customer at the core of the business and ensure that all other functions (finance, distribution) are also customer orientated so that marketing functions are not isolated. A customer orientated approach should entail decisions that are based on the needs and wants of your customer and meeting them consistently.
Barriers within the business can exist in isolation, but where more than one exits, they are likely to interact. Cultural barriers exist within a business when a lack of acceptance towards the importance of marketing planning exists. Behavioural barriers exist when acceptance for the need of planning is existent, however, management fails to provide support that is necessary or where other functions lack involvement.
Skills and knowledge are required for planning implementation as without these cognitive barriers exist. Have appropriate training programmes to develop the knowledge and skills necessary for the implementation of planning.
Make sure you have appropriate and adequate systems and procedures. Avoid resource barriers by ensuring that adequate resources (money, staff, time) are present. Systematise the process and have a set of written procedures so that all issues are covered in all areas of the business. Don’t pay all attention towards what your competitors strategies are rather than also equally focusing on marketing planning processes and planning long term.
Change management barriers exist when the need for change is not accepted. Implement change management strategies to execute change without resistance or acceptance. Change management promotes employee comprehension as to why the change is happening, employee participation, employee commitment and support and resistance is acknowledged earlier rather than later. Show management commitment to change and ensure that required information is communicated effectively to employees.