Pertemuan Keduapuluhenam
Implementation and Control
1
The Implementation Process
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Activities to be implemented
How implementation will be done
Responsibility for implementation
Time and location of implementation
2
Improving Implementation
• Desirable implementation skills include:
– The ability to understand how others feel and good
bargaining skills
– The strength to be tough and fair in putting people
and resources
– Effectiveness in focusing on the critical aspects of
performance in managing marketing activities
– The ability to create a necessary informal
organization or network to match each problem with
which they are confronted
3
Internal Strategy-Structure Fit
• Achieving a market orientation throughout the
organization:
– An important responsibility of marketing management
is to encourage and facilitate a market orientation
throughout the business.
• The customer is first:
– Convincing every employee that customer satisfaction
is his or her responsibility. Training programs are
used to achieve this objective.
• The role of external organizations:
– External firms such as marketing research firm,
marketing consultants, advertising and so on give
impact to the success of organization.
4
Strategic Evaluation and
Control
• Evaluation may seek:
– Find new opportunities or avoid threats
– Keep performance in line with management’s
expectations
– Solve specific problems that exist
• Procedures:
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Conduct strategic marketing audit
Select performance criteria and measure
Obtain and analyze information
Assess performance and take corrective actions
5
Performance Assessment and
Action
• Opportunities and performance gaps:
– Strategic evaluation seeks:
• To identify opportunities or performance gaps
• To initiate actions to take advantage of the
opportunities or to correct existing and pending
problems.
– Critical factors to take into account:
• Problem/opportunity definition
• Interpreting information
6
Conclusions
• Marketing strategy implementation and
control are vital links in a series of
strategic marketing activities. These
actions emphasize the continuing process
of planning, implementing, evaluating and
adjusting marketing strategies.
• Marketing strategy implementation and
control are guided by the marketing plan
and budget.
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