Factors affecting marketing planning: a large number of factors affect the long term marketing planning. These factors can be grouped under four categories:
Internal factors: internal factors are those factors which arise in the enterprise itself. These factors are:
1. Size of the company
2. Risk bearing capacity of the enterprise
3. Financial resources of the enterprise
4. Organizational structure available with the enterprise
5. Technical knowledge available with the enterprise
6. Capabilities of the marketing research department of the enterprise
7. Product line
8. Ability and experience of the marketing manager of the enterprise
9. Channels of distribution
Industry factors: a manufacturing unit is a part of the total industry. A factor which relates to an industry also affects the enterprise. These factors are:
1. Technical changes in the industry
2. Severity of the competition in the industry and
3. Relations and between the enterprise and the industry.
National factors: there are some national factos which affect the long term marketing planning of an enterprise. These factors are:
1. Population of teh country and its regional distributional
2. National income of the company and its regional distributional
3. Distribution of wealth in the country
4. National prdocution and the share of the enterprise in the national production
5. Regional development of the country
6. Price trends and its regional distributional in the country
7. State of national economy
8. Industrial policy of the country, and
9. Trade policy of the country
National factors: some international factors also affect the long term marketing planning
1. International stability and peace
2. International monetary of the system
3. Standard of living of the world in general, and
4. Scientific and technical developments in the world.