IGCSE/ A-Level Revision Questions

Model Answer:

Planning Horizon	Advantages	Disadvantages
Short‑term (0‑12 months)	Quick response to market changes Easy to measure immediate ROI Flexibility to re‑allocate resources	May ignore strategic brand building Risk of reactive, ad‑hoc decisions Limited view of long‑term customer lifetime value
Long‑term (3‑5 years)	Supports sustained brand equity Facilitates investment in major projects (e.g., product development) Provides a clear strategic roadmap	Less adaptable to rapid digital shifts Forecasts may become inaccurate over time Potentially higher upfront costs

Planning Horizon

Advantages

Disadvantages

Short‑term (0‑12 months)

Quick response to market changes

Easy to measure immediate ROI

Flexibility to re‑allocate resources

May ignore strategic brand building

Risk of reactive, ad‑hoc decisions

Limited view of long‑term customer lifetime value

Long‑term (3‑5 years)

Supports sustained brand equity

Facilitates investment in major projects (e.g., product development)

Provides a clear strategic roadmap

Less adaptable to rapid digital shifts

Forecasts may become inaccurate over time

Potentially higher upfront costs

Recommendation: A mid‑size firm should adopt a hybrid approach – maintain a long‑term strategic framework while implementing rolling short‑term plans that are reviewed quarterly. This balances strategic consistency with the agility needed in today’s digital market.

Business – 8.2 Marketing strategy – Planning the marketing strategy | e-Consult

8.2 Marketing strategy – Planning the marketing strategy (1 questions)