IMPLEMENTATION

1
IMPLEMENTATION Planning and strategy focus on
what managers should do implementation is about
how it should be done. Success requires good
strategies and good implementation. When things
go wrong, it can be difficult to identify whether
the problems are due to poor strategy or
ineffective implementation.
2
STRATEGY IS APPROPRIATE INAPPROPRIATE
SUCCESS ROULETTE Targets met for Good
execution growth, share and mitigates
poor profits. Strategy. Time to
correct...or fail. TROUBLE FAILURE Poor
execution hampers Hard to diagnose good
strategy. Mgt may because poor be unaware of
strategy strategy correctness. masked by
inability to execute.
MARKETING IMPLEMENTATION IS POOR EXCELLENT
3
MARKETING CONTROL

• ANNUAL PLAN CONTROL
• SALES ANALYSIS
• MARKET SHARE ANALYSIS
• SALES TO EXPENSES
• FINANCIAL ANALYSIS
• ATTITUDE TRACKING

• STRATEGIC CONTROL
• THE MARKETING AUDIT
• MARKETING EFFECTIVENESS RATING REVIEW

4
POSSIBLE AUDIT FINDINGS

• Unclear / inappropriate marketing objectives
• Inappropriate marketing strategies
• Inappropriate levels of marketing expenditure
• Needed improvements in organisation
• Needed improvements in systems for marketing
  information, planning and control
• Kotler, Gregor Rodgers 1977

5
INFORMATION SOURCES

• Internal reports/appraisals
• Historical accounting information
• Salesforce feedback
• Competitor product tear-downs
• Competitor literature, advertising and annual
  reports
• Government reports and statistics
• Commercially available reports
• Press clippings
• Personal networks in the industry
• Customer files and records
• Commissioned market research reports
• Brooksbank, 1991

6

• COMMON MARKETING METRICS
• Intermediate consumer measures
• Consumer behaviour
• Trade customer
• Metrics relative to competitors
• Innovation
• Financial
• Ambler and Riley (2000) Marketing metrics
  London Business School Working paper, 00-901.
  Http//www.london.edu/Marketing