Marketing Strategy Implementation

And Control

Pertemuan 25Buku 1 Hal: 473-499

Matakuliah : J0504 - Strategi PemasaranTahun : 2009

Bina Nusantara

• The strategic marketing planning process• Implementing the strategic marketing plan• Strategic marketing evaluation and control• Marketing performance measurement• Global issues for planning, implementation and

control

Learning Objective

Marketing strategy implementation and control

• Fiat - strategic turnaround in auto industry• Debts, losses, market share falling,

reputation for low quality, diversification• Recovery strategy of radical restructuring,

dismantling management and bureaucracy• Marketing, operations and R&D overhauled

- small car focus• Range of strategic relationships established

The strategic marketing planning process

• The marketing plan guides implementation• Contents of the marketing plan• Managing the planning process

Strategy and planning relationshipsMARKETING STRATEGY

AnnualMarketingPlanning

ImplementationControl and Evaluation

Revision

AnnualMarketingPlanning

AnnualMarketingPlanning

ImplementationControl and Evaluation

Revision

Dimensions of Planning Process

MarketingPlanningProcess

AnalyticalProcess

Dimension

BehavioralProcess

Dimension

OrganizationalProcess

Dimension

TechniquesProceduresSystemsPlanning Models

ManagerialperceptionsParticipationStrategic assumptions

StructureInformationCulture

ProcessConsistency

Implementing the strategic marketing plan (1)• Implementation process

– Structural issues– Behavioral issues

• Building implementation effectiveness– Organizational design– Incentives– Communications– Internal marketing

• Comprehensive approach to improving implementation

Implementation process

IMPLEMENTATIONPROCESS

Activities to be implemented

How implementationwill be done

Responsibility forimplementation

Time and locationof implementation

ImprovingImplementation

SkilledImplementers

Incentives

OrganizationalDesign

EffectiveCommunications

Improving Implementation

InternalMarketing

BALANCEDSCORECARD

MANAGEMENTCONTROLSYSTEM

FinancialMeasures

InternalBusinessProcessMeasures

CustomerMeasures

LearningandInnovationMeasures

Comprehensive Approach to Improving Implementation

Implementing the strategic marketing plan (2)

• Internal strategy-organization fit– Organizational stretch– The role of external organization