Marketing Implementation and Control

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Marketing Implementation and Control
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C H A P T E R
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Todays Objectives

• Concepts of Marketing Implementation and Control
• Company Examples of Strategy Implementation
• Example of a Complete Marketing Plan (A Guide for
  Your Team Project)

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Marketing Implementation and Control

• Marketing Implementation is the process of
  executing the marketing strategy by creating and
  performing specific actions to achieve the
  marketing objectives.
• Marketing Control is the process of monitoring
  and adjusting marketing activities to make sure
  that objectives are being achieved.

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The Link Between Planning and Implementation

• Strategic Planning and Implementation are closely
  connected in the marketing process

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Linking Strategy to Implementation

• Southwest Airlines focused on customer service as
  a core part of the marketing strategy.
• Southwest used employee-training programs and
  profit-sharing to empower and motivate employees
  to deliver excellent customer service.

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Implementation Through Change

• Googles acquisition of YouTube in 1996 was a key
  strategic move for Google to add online media
  entertainment.

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Discussion Question

• Can you think of other mergers/acquisitions that
  improved the companys competitive position?

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Implementation Through Change

• FedExs acquisition of Kinkos in 1994 was a key
  strategic move for FedEx to gain access to
  work-at-home customers and small business
  customers.

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Evaluating and ControllingMarketing Activities

• Using Marketing Controls to Monitor Strategy
  Implementation

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A Framework for Marketing Control

• Formal Controls (Initiated by Management)
• Activities or processes designed by the firm to
  help ensure successful implementation of the
  marketing strategy
• Informal Controls (Initiated by Employees)
• Unwritten, employee-based mechanisms that affect
  the behaviors of employees

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Formal Marketing Controls

• Input Controls (tools and resources prior to
  implementation)
• Recruiting, selecting, and training employees
• Resource allocation decisions (manpower,
  financial, RD, facilities and equipment, etc.)
• Process Controls (activities that occur during
  implementation to support the strategy and
  objectives)
• Management commitment to the strategy
• System for evaluating and compensating employees
• Internal communication programs
• Output Controls (monitoring results after
  implementation)
• Setting performance standards (marketing, sales,
  profits, customer service, etc.)

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Informal Marketing Controls

• Employee Self-Control (personal expectations)
• Employees establish their own objectives and
  monitor their results
• Job satisfaction, organizational commitment,
  rewards
• Social Control (small group control)
• Shared values, social and behavioral norms in
  work groups are motivators of employee behavior
• Cultural Control (organizational norms)
• Shared values, behavioral and social norms of the
  entire firm

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Scheduling Marketing Activities

• Successful implementation requires employees to
  understand their specific responsibilities and
  schedule for carrying out these activities
• Basic steps to creating a schedule and timeline
• Identify the activities to be performed
• Determine the time required to complete each
  activity
• Determine which activities must precede others
• Arrange the proper sequence and timing of all
  activities
• Assign responsibility

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A Sample Marketing Plan
http//www.mplans.com/sample_marketing_plans/
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Homework

• Wednesday Case 15 Mistine, p. 520-528
• Mistine is the 1 cosmetics brand in Thailand
• Choose ONE question and type up your answer for
  discussion in class.