Chap015

Chap015

• 1.
  15-1 Chapter Fifteen Marketing Strategy Implementation and Control McGraw-Hill/Irwin ©2006 The McGraw-Hill Companies, Inc., All Rights Reserved.
• 2.
  15-2 Marketing Strategy Implementation and Control The marketing plan  Implementing the plan  Strategic evaluation and control  Performance criteria and information needs  Performance assessment and action
• 3.
  15-3 The Marketing Plan How the marketing plan guides implementation  Contents of the marketing plan  Managing the planning process
• 4.
  15-4 MARKET TARGET(S) OBJECTIVES PROGRAM POSITIONING STRATEGY Marketing Strategy Overview
• 5.
  15-5 Exhibit 15-1 Marketing PlanningRelationships MARKETING STRATEGY Annual Marketing Plan Implementation Evaluation Revision Annual Marketing Plan
• 6.
  15-6 Contents of the MarketingPlan (Sonesta Hotels Example) I Introduction II Marketing Position III The Product IV Marketplace Overview V The Competition VI Marketing Data VII Strategy by Market Segment VIII Advertising IX Public Relations X Summary
• 7.
  15-7 Dimensions of Planning Process Marketing Planning Process Analytical Process Dimension Behavioral Process Dimension Organizational Process Dimension Techniques Procedures Systems PlanningModels Managerial perceptions Participation Strategic assumptions Structure Information Culture Process Consistency
• 8.
  15-8 Implementing the Plan  Implementationprocess  Improving implementation  Internal marketing  A comprehensive approach to improving implementation  Internal strategy-structure Fit  Developing a market orientation  The role of external organization
• 9.
  15-9 The Implementation Process Activities tobe implemented How implementation will be done Responsibility for implementation Time and location of implementation
• 10.
  15-10 Improving Implementation Skilled Implementers Incentives Organizational Design Effective Communications Improving Implementation Internal Marketing
• 11.
  15-11 Internal Marketing Strategy Plan External Marketing Program Internal Marketing Program Internal Marketing Program: Targetedat key groups in the company, alliance partner companies, and other influencers External Marketing Program Targeted at key customers, segments and niches, and other external influencers
• 12.
  15-12 BALANCED SCORECARD MANAGEMENT CONTROL SYSTEM Financial Measures Internal Business Process Measures Customer Measures Learning and Innovation Measures Comprehensive Approach to ImprovingImplementation
• 13.
  15-13 Factors Affecting theImplementation of Business and Marketing Strategies Source: Harper W. Boyd, Jr., and Orville C. Walker, Jr., Marketing Management (Burr Ridge, IL: Richard D. Irwin, 1990), 826. Corporate strategy External environment Corporate-SBU relationship SBU’s organization structure; interfunctional coordination processes SBU’s strategy ManufacturingR & D Finance Marketing policies and strategies Marketing plans for individual product-market entries SBU’s performance
• 14.
  15-14 Strategic Evaluation and Control  Customerrelationship management (CRM)  Overview of evaluation activities  The strategic marketing audit
• 15.
  15-15 Data Mining andCRM  Victoria’s Secret - Data mining to improve inventory decisions  Music company - People over 62 buy rap music  Wal-Mart - Data mining so each store adapts merchandizing to local preferences  AT&T - CRM data to identify profitability of individual customer and adapt service levels
• 16.
  15-16 Find New Opportunities or Avoid Threats Solve Specific Problems Keep Performance onTarget Evaluation Activities
• 17.
  15-17 Strategic Marketing Evaluation andControl Conduct strategic marketing audit Select performance criteria, measures, and metrics Obtain and analyze information Assess performance and take necessary action
• 18.
  15-18 Strategic Marketing Audit  CorporateMission and Objectives  Business Composition and Strategies  Marketing Strategy (for each planning unit)  Marketing Program Activities  Implementation and Management
• 19.
  15-19 Performance Criteria and Information Needs Selecting performance criteria and measures  Marketing metrics  Obtain and analyze information
• 20.
  15-20 Marketing Metrics External marketmetrics Financial measures Sales value/volume Marketing investment Profit Brand equity Relative satisfaction Commitment Relative perceived quality Relative price Availability Internal Market metrics Innovation health Strategy and employee Culture alignment and Outcomes commitment Source: Tim Ambler, Marketing and the Bottom-Line, 2nd ed., Hemel Hempstead: Prentice-Hall, 2003.
• 21.
  15-21 Performance Assessment and Action  Opportunitiesand performance gaps  Determining normal and abnormal variability  Deciding what actions to take