Marketing Planning and the Size of the Organization

Marketing Planning and the Size of the Organization

Can any size of organization use marketing plans?

Marketing planning research has been based on organizations of various sizes. Most studies consider large corporations more specifically large multi-divisional companies (Ames 1968), companies selected from the top 100 US spenders on advertising (Cosse and Swan 1983), and companies with more than a £17 million turnover (Piercy and Thomas 1983). SME’s were investigated by Lancaster and Waddelow (1998).

Author(s)

Date

Medium

Co. Size

Subject

Lancaster and Waddelow

1998

Paper

SMEs

Use of learning logs as a means of marketing planning in SMEs

Hooley et al

1996

Paper

Various

Marketing Planning in Central/Eastern Europe

Greenley and Bayus

1996

Paper

UK and US companies of various sizes

Comparison of marketing planning decision making between UK and US companies

Piercy and Morgan

1994

Paper

Medium and Large Firms

Behavioral problems and analytical techniques in marketing plan credibility

Martin

1987

Paper

US companies of various sizes

Human element of marketing planning systems

Hooley, West and Lynch

1984

Study

UK companies of various sizes

Market orientation (including marketing planning)

McDonald

1984

Thesis

Directors and Senior Executives from a spectrum of UK organizations

Marketing planning in industrial companies

Piercy and Thomas

1983

Professional Magazine

£17 + turnover

Integration of long-term strategy with short-term budgets

Greenley

1983

Paper

Companies with various turnovers and sizes

Marketing Planning in UK Service Companies

Greenley

1982

Paper

Companies with various turnovers and sizes

Marketing Planning in UK Manufacturing Companies

Cosse and Swan

1982

Paper

Companies selected from ‘100 Leading National Advertisers’- Advertising Age

Strategic Marketing Planning by Product Managers

Stasch and Lanktree

1980

Paper

6 large US corporations

Longitudinal research into marketing planning effectiveness

Ames

1968

Paper

Large multi-divisional businesses listed in the Fortune 500

Marketing Planning for Industrial Products

A Summary of Marketing Planning Research by Company Size.

It demonstrates that size does not restrict the adoption of marketing planning. There is little evidence that large corporations always have marketing plans and the SME’s never have marketing plans. It is currently accepted that marketing is greatly underrepresented at board level in the United Kingdom, so how can it be that marketing planning only takes place at a strategic level in large corporations? Is it also fair to contend that SMEs do not plan for marketing simply because there is no evidence of a written formal marketing plan?

Companies of various sizes and turnovers were researched by Hooley, West and Lynch (1984) in the United Kingdom, and by Martin (1987) in the United States. Greenly and Bayus (1996) compared the marketing planning processes of both British and US companies of various sizes. Eastern European marketing planning processes of companies of various sizes were looked at by Hooley (1996). The size of organization varies between studies. The table below summarizes the different sizes of companies that plan for marketing.

Published by

Tim Friesner

Marketing Teacher designs and delivers online marketing courses, training and resources for marketing learners, teachers and professionals.