While planning is an important function of management, it is not free from limitations. The following are key limitations:
In planning, decisions are mostly made by top management. As a result, middle and lower-level managers may not be given the freedom to act on their own ideas. This restriction on their initiative and innovation reduces their creativity.
Example: A marketing executive may have a new idea for promoting a product but may not implement it if it’s not part of the pre-decided plan.
Planning requires extensive resources such as time, money, and manpower to gather data, conduct research, and analyze future trends. Sometimes, the cost involved in planning may outweigh the benefits derived from it.
Example: Hiring consultants and conducting market surveys for planning may involve heavy expenditure.
Planning is based on forecasts and assumptions, which may not always be accurate. Sudden changes in the environment (economic, political, social) can render plans ineffective. Hence, even well-prepared plans may fail to deliver desired results.
Example: A company’s plan to expand production might fail due to unexpected raw material shortages or regulatory changes.
Conclusion: While planning is essential, managers must remain flexible and ready to modify plans as needed to respond to real-world changes and challenges.
Match the Marketing Management philosophies given in Column I with their main focus given in Column II:
Column I | Column II |
1. Production concept | (i) Customers’ needs |
2. Product concept | (ii) Quality, performance and features of product |
3. Marketing concept | (iii) Customers’ needs and societal well-being |
4. Societal marketing concept | (iv) Quantity of product |
Choose the correct option from the following: