Question

why it is often difficult to identify the problems that create the planninggap? suggest atleast one such method to the marketing planner, how will you see that gap?

Answer 1

Answer: Creating plans at the organizational level is a tough and complex task. There are several environmental factors that are not in the control of the managers that create a plan. Plans are often based on assumptions and forecasts that are derived from the past experiences. But the future cannot be ascertained accurately and there are many problems that an organization may face for the first time due to unexpected changes in the business environment like introduction of a new technology or an outbreak of a pandemic. Often the market planners do not adjust their strategies accordingly and the planning gap occurs. These factors along with the bounded rationality of the managers often result in the planning gaps.

There are various methods that can be used for identifying the planning gaps. One such method is of group discussions using an SWOT analysis. The market planners should carry out SWOT analysis in which they should establish the strengths, weaknesses, opportunities and threats faced by the organization. Based on this they should prepare a plan. Then they should discuss these factors with the managers of the various functions and establish the problems that can hinder the achievement of the plan. This can help in reducing the planning gap to a considerable extent.