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"ben and jerrys"
ben and jerrys
Chad Boger

Bloomberg are providers of key information in a dynamic, competitive and complex environment. The organisation established by Michael R Bloomberg in 1981 now employs over 7.000 people throughout the world. Bloomberg are Global players trading in an array of information services including news, real time pricing, data and analysis, all of which lead to better decision making for clients. At present the company's core business revolves around financial institutes and media organisations, with the consumer markets virtually unexplored.

A report has been produced to develop a new Bloomberg product for the consumer market.

The report has been divided into five sections to answer the specified learning outcomes:

Evaluation of the role of marketing planning and the main tools of analysis applied to Bloomberg.

Showing an appreciation of how marketing planning and analysis contribute to profit growth for Bloomberg.

Application of the key tools in media planning and the management of marketing communications for Bloomberg.

Identification of objectives, target segments and strategic plans for Bloomberg's new business to consumers.

Evaluation of Bloomberg's marketing communications plan.

Evaluation of the role of marketing planning and the main tools of analysis applied to Bloomberg.

Greenley attempts to define the role of marketing planning 'seen as being an annual exercise' and strategic planning being 'of a long term nature'.(Greenley 1986 The Strategic and Operational Planning of Marketing, London Mc Graw-Hill).

This view could be seen as a useful general definition of role, Greenley also goes on to outline marketing planning as 'representing only one stage in the organisations development'.

It is here that a difference in opinions occurs. Jackson argues that effective marketing planning should be an ongoing process and not merely one stage in the organisation's development. He states whilst plans 'can be ready made for regular use in recurring and familiar situations' it can become necessary to have plans 'specially made to fit circumstances'...

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