Evaluate the importance, to APF's future success, of marketing planning.

Mark scheme

Marking points from the official mark scheme (Oct/Nov 2022). The mark or mark type is shown in brackets.

1. [1] (Knowledge) Definition of marketing planning: market research, marketing objectives, budget, marketing mix.
2. [1] (Knowledge) Understanding of meaning of success in terms of profit, sales, market share, customer satisfaction and meeting objectives set.
3. [1] (Application) Link between marketing planning and APF's success in taking advantage of changing consumer trends towards healthier foods.
4. [1] (Application) Failure of APF to meet sales targets for chilled fresh juice.
5. [1] (Application) Role of planning in entering new markets such as country D or selling almond based products.
6. [1] (Application) Designing marketing mix to deal with competitive nature of almond market in the US.
7. [1] (Application) Reference to income elasticity of demand for avocados.
8. [1] (Application) Need for marketing to address cultural differences in country D for success.
9. [1] (Application) Reference to Vasco's concerns about competition in the US almond milk market.
10. [1] (Analysis) Benefits of tailoring marketing according to differences in target markets to ensure that new products gain market sales.
11. [1] (Analysis) For example, if entering the almond milk market in the US – planning will ensure that competition is considered when setting price and determining promotion to be used. This will help increase the chances of a successful launch.
12. [1] (Analysis) If entering country D which has lower consumption per capita, APF will benefit from market research to understand the cultural differences that might affect the approach to promotion in the market.
13. [1] (Analysis) Also identify the level of competition to determine successful pricing strategy for entering the market.
14. [1] (Analysis) Need to cover costs to make a profit. Planning pricing so as to ensure that costs are covered whilst taking into effect the impact of price on demand.
15. [1] (Analysis) More effective targeting of marketing budget when planned therefore achieving greater sales from each dollar spent.
16. [1] (Evaluation) Marketing planning gives a clear direction to the business making success more likely.
17. [1] (Evaluation) Particularly important for new markets such as country D or almond market.
18. [1] (Evaluation) Planning depends on effective market research to identify needs of customers and determine how best to appeal to them.
19. [1] (Evaluation) Judgement of other factors that are also important to success such as operations.