Marketing planning and its impact on setting marketing goals - a field study in the General Company for the Readymade Clothes Manufacturing in Mosul

Abstract

The current study dealt with one of the main functions in marketing work by reviewing one of the important and influential activities in achieving marketing goals, which is marketing planning, which includes six variables: the organization’s mission, analysis of the environmental situation, setting goals, preparing the strategy, preparing work programs, preparing the budget, There are some important matters that must be taken into consideration when carrying out the marketing planning process, such as monitoring and evaluation, and some systems supporting marketing planning, all of which are considered independent variables, while descriptive and quantitative marketing objectives are considered a dependent variable. In proving its hypotheses, the study relied on data obtained by adopting the method of personal interviews as well as a questionnaire. A questionnaire was prepared for this purpose, and the data was analyzed using a set of statistical and financial methods. The study reached a set of conclusions, the first of which is that the company and its laboratories, the subject of the study, suffer from weakness in marketing planning and its stages, which had a direct impact on it not achieving its marketing goals, and this is due to Weak ability to analyze the environment in which it operates and what threatens it in terms of new competitors and different models presented in the market, and their effects are reflected in the volume of its sales and profits. The study also found that there is a clear and consistent difference between the laboratories of the study sample regarding the adoption of marketing objectives (descriptive and quantitative) in general. The study concluded with a set of recommendations that it is hoped will contribute to enhancing the positive aspects and addressing the deficiencies in the negative aspects of the company subject of the study.