Problems in making marketing planning works

• Political : Marketing planning is a resource allocation process. The outcome of this process is an allocation of more funds to some products and departments, the same or less to others. Since power bases, career opportunities and salaries are often tied to whether an area is fast or slow growing, managers view  planning as a political process.
• Opportunities cost : Busy managers view planning as a time wasting ritual which conflicts with the need to deal with day to day business and problems.
• Reward systems : Reward systems are geared to short term. Managers may thus overweigh short term issues and underweigh madium term and long term concerns, if there is a conflict of time.
• Information : There may be lack of data of market share, size and growth rates of markets or they may be willfully withheld by vested interests.
• Culture : Business may be planned by making incremental decisions. Planning  may challenge the status quo and be seen as a threat.
• Personal clashes
• Lack of knowledge and skills