But many domestic enterprises are called marketing planning directors.
At present, many enterprises have a common department-planning department, or marketing department. What does the planning department do? What are the functions? What kind of position is it in all departments of the enterprise? After several years of hard planning, I summed up some contents to share with you.
What does a planning director do? What conditions must be met and what powers should be given? First of all, we should start with the functions of the planning department.
Planning is the heart, sales is the leader, and the position of planning department in the enterprise is like the nerve center, which directly affects the development of the enterprise.
I. Functions of the Planning Department:
1, think tank function: In short, coordinate or solve internal problems for the boss.
A, assist in providing enterprise strategic planning.
B. optimize the allocation of enterprise resources.
C communication and coordination between departments (coordination of production, supply and marketing).
2, product planning and integration:
A. product development, improvement and elimination.
B. Give the product a selling point and maintain its competitive advantage in the market.
Brand building and planning and implementation of brand building related activities.
3. Formulation and approval of marketing strategies and policies-supervise the implementation, evaluation and summary, and be responsible for promoting the budget.
4. Organize market research: make planning scheme or marketing plan in time according to market information.
5. Formulate the corresponding rules, regulations and workflow of the marketing center.
6. Training personnel to train and reserve talents for the company.
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The above are some functions of the planning department; Simply put, let profitable products make money, and let profitable products make more money-increase sales and get more profits at the same time.
The function of planning department is the job responsibility of planning director. An excellent planning director must have three basic conditions. First, product development and integration-product director. The second is brand building-brand director. The third is media communication-media director. In addition, the personality must be positive and needs keen market insight-correct analysis and judgment ability. Third, good communication and coordination skills. At present, the planning director of many enterprises only performs one function-product development and integration-product director; The popular name is product manager. For this, it is not that the boss does not delegate power, but that many planning directors do not have this ability.
In view of the current planning department, how can we do a good job as a planning director? Prerequisites (the most stupid method and the most effective method for preliminary work): you must discuss the following issues with your boss (distributed to all departments in writing) and sign a contract (the contract must include the following points).
Second, clear job responsibilities:
1, control the right to develop new products-the era when products are king will never go out of date.
An excellent planning manager is an excellent product manager first, and an excellent planning manager should gradually grow up from the front line of the market. A good product can save a market and also a market; For small enterprises, good products are the lifeline of enterprises. The success of new product development also determines the life span of the planning director.
If you don't sell high-quality products, you will never talk about brand building. The important responsibility and value of the planning director are embodied in the integration and planning of the internal resources of the enterprise, so that the enterprise can grow rapidly in the industry and hit the champion. Product management and planning is the core work of planning director. Product planning is an innovative work, and product management is an after-the-fact work. Post-management and follow-up are more important than pre-sales. Why do many good new products die halfway? In fact, the success rate of product innovation is around 20%; Therefore, the management of old products is more important. The author is not denying the development of new products. The development of new products is not the only way to improve performance, while the improvement of old products is often the embodiment of the core competitiveness and value of enterprises. Only when the core values of products are consistent with those of enterprises can we create competitive products. In the past two years, Baixiang Food Group has continuously improved and excavated old beef noodles and big bone noodles, which is a very successful example.
2. Have the right to examine and approve expenses.
One of the functions of the planning department is to optimize the allocation of resources, that is to say, the planning department must have the right to approve the expenses, otherwise nothing can be done! As the saying goes: a clever woman can't cook without rice; That's what it means.
3, planning department personnel appointment.
Regardless of the size of the enterprise, the planning department can be called a comprehensive department within the enterprise-most departments of the enterprise serve products. In view of this, the comprehensive quality of planners is also very high-the work must be careful and meticulous. A few years ago, when I was a product manager, because I didn't communicate with the carton factory in time, more than 30 thousand cartons were directly scrapped after printing (post-production special goods distribution staff welfare).
4, coordination and communication between departments, must give priority to with planning department; The planning department has the right to "evaluate" the relevant departments accordingly.
Planning works like a center in a football field, which not only provides the striker (sales) with the opportunity to shoot, but also is responsible for the coordinated attack among the defenders (R&D, production, finance, procurement, etc.). ). How to lead all departments to cooperate well is the key to the success of the planning work, as well as to reduce internal friction and improve the core competitiveness of enterprises. In my opinion, the planning director should do the following things to do a good job of cooperation and integration among departments: (1) make an effective business plan; (2) The project must be accurately publicized to all relevant departments; (3) The operation process between departments should be clear, the division of labor should be clear, and the progress should be confirmed; (4) Organize production, supply and marketing coordination meetings regularly to solve problems in time; (5) Report to the superior in time and obtain the support of the superior.
R&D Department: While maintaining smooth communication, it must be developed or debugged in time according to the taste name or taste requirements issued by the planning department.
Warehouse: at the initial stage of new products' listing, they must be submitted to the supply department according to the material demand plan issued by the planning department for timely and quality procurement; At the same time, ensure the safe inventory of related substances.
Production Department: For the products required to be promoted in the initial stage of new product listing or in the monthly policy, the production department must produce according to the planned quantity of new products issued by the planning department or the sales volume of the products to be promoted in five days, and ensure safe inventory.
Distribution department (management department): according to the monthly product plan of the planning department (new product ratio, main product ratio), give priority to delivery to some markets.
Settlement department: provide sales expense data or irregular expense usage in the market, and pay the budget expenses of the planning department in time.
Finance Department: Provide relevant financial data (product cost, etc. ) to the planning department at any time, the planning department will adjust the monthly marketing policy or annual plan according to the changes of seasons or raw material prices.
Supply Department: Provide the planning department with the futures price, market trend, monthly purchase volume and consumption of corresponding raw materials at any time.
Sales department: the core competitiveness of small and medium-sized enterprises lies in the connection between production and sales; How to make a good connection between production and marketing is the top priority of planning work; This shows that the planning director must have good communication skills-establish a good communication network with the sales staff.
If you are the only thrill, if you can get the trust and support of your boss; I believe that after two years, the enterprise you serve will have good performance.
What can the Planning Department do? It is difficult to describe what the planning department does in one sentence. Words expressed by historical figures; We can choose Zhuge Liang of the Three Kingdoms. For decision makers, the planning department plays the role of strategist; For the sales department, the planning department plays the role of operator. Describe what the planning department is doing in a modern position. Our first thought is the secretary of the Party Committee-the maker of long-term goals, the maker of directions and routes, and the supervisor of the implementation of the plan.
Planning is a navigation mark, and sales is a ship. Planning is the theoretical rule-making institution, and sales is the executive institution. Planning is to consider ideas from the height of consciousness, and sales is to find ways to achieve results from the perspective of thinking. Planning mostly holds the development point of view, besides pursuing the recent sales volume, more consideration is given to the future of the enterprise, and sales is pursuing today's sales volume from a realistic perspective. Just like before Zhuge Liang, Liu Bei won the battle, but after three visits to the cottage, Liu Bei won more battles and avoided more defeats. He Long made a revolution with two axes, but he finally established political power with a gun. The establishment of the planning department, like the establishment of the sales department, is the inevitable product of the development of the enterprise to a certain stage and scale. Enterprises without planning departments can do well in the past, and enterprises with planning departments can do better now and in the future.
I hope I can help you. Our Gkeen (Guo Yun Kangda. Ruijin is also a marketing planning company. I hope we can have a chance to cooperate in the future. Thank you! !