Mosaic Mac-B

Abstract

Using content analysis, the core planning elements common to six standard marketing planning models are identified. These have been grouped into an acronym MOSAIC which stands for marketing audit (M), marketing objective (O), strategy (S), action programme (A), implementation (I), and control (C). In addition, four supporting planning elements have also been found and these are mission statement (m), assumption (a), contingency plan (c) and marketing budget (b); represented by the acronym mac-b. MOSAIC mac-b presents a comprehensive framework for a formal marketing planning system. It distinguishes between the core and supporting planning elements and helps the planner to focus on the basic requirements in the marketing planning process. Preliminary feedback from the industry indicates that MOSAIC mac-b can be a valuable tool for appraising the marketing planning process currently being used by a company. The comprehensive framework, encapsulated in a simple acronym, provides easy reference to a complex process and permits its users to challenge the completeness of the existing planning system. The acronym may also serve as a useful teaching aid in business education.