Strategic Marketing      1. Imperatives for Market-Driven Strategy      2. Markets and Competitive Space      3. Strategic...
Chapter 15              Marketing Strategy               Implementation                 and ControlMcGraw-Hill/Irwin     C...
Marketing strategy implementation and                 control* The strategic marketing planning process* Implementing the ...
Marketing strategy implementation and                    control* Fiat - strategic turnaround in auto industry* Debts, los...
The strategic marketing planning process* The marketing plan guides  implementation* Contents of the marketing plan* Manag...
Strategy and planning relationships                         MARKETING STRATEGY                                      Annual...
MARKETING PLAN                                 OUTLINE                               I.   Strategic Situation Summary     ...
MARKETING PLAN                OUTLINE                  III. Positioning Statements         Write statements that describe ...
IV.  Market Mix Strategy for                   Each Market TargetA.   Product Strategy     Identify how each product fits ...
IV.  Market Mix Strategy for                  Each Market TargetC. Distribution Strategy         Describe specific distrib...
E.    Marketing Research       Describe the market research problem and the kind of       information needed. Include a st...
Dimensions of Planning Process              Analytical      Techniques               Process        Procedures            ...
Implementing the strategic marketing plan                   (1)*   Implementation process     * Structural issues     * Be...
Implementation process                             Activities to                            be implementedResponsibility f...
Improving Implementation                           Skilled                        ImplementersEffective                   ...
Internal Marketing                        Strategy                          Plan       Internal                         Ex...
Comprehensive Approach to Improving         Implementation                Financial                Measures               ...
Implementing the strategic marketing plan                   (2)* Internal strategy-organization fit   * Organizational str...
Strategic marketing evaluation and               control (1)* Customer relationship management* Overview of control and ev...
Evaluation Activities             Find New            Opportunities              or Avoid              Threats  Solve     ...
Evaluation and control          Conduct          strategic          marketing            audit      Select performance    ...
Strategic marketing evaluation and               control (2)* The strategic marketing audit   * Results provide basis for ...
Strategic Marketing Audit Corporate Mission and Objectives Business Composition and Strategies Marketing Strategy (for ...
Marketing performance assessment (1)* The importance of marketing metrics* The use of marketing metrics* Types of marketin...
Marketing metrics (A)*   Marketing metrics focusing on operations    * Competitive and customer metrics    * Profitability...
Marketing metrics (B)*   Brand equity metrics     * Familiarity     * Penetration     * What they think about the brand   ...
Marketing metrics (C)*   Internal market metrics     * Awareness of corporate goals     * Perceived caliber of employer   ...
Marketing performance assessment (2)*   Interpreting performance measurement results     * Opportunities and performance g...
Global issues for planning,          implementation and control*   Global marketing planning     * Additional complexity  ...
Upcoming SlideShare
Loading in...5
×

Strategic marketing 9edi.chapter15

1,265

Published on

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,265
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
137
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Strategic marketing 9edi.chapter15

  1. 1. Strategic Marketing 1. Imperatives for Market-Driven Strategy 2. Markets and Competitive Space 3. Strategic Market Segmentation 4. Strategic Customer Relationship Management 5. Capabilities for Learning about Customers and Markets 6. Market Targeting and Strategic Positioning 7. Strategic Relationships 8. Innovation and New Product Strategy 9. Strategic Brand Management 10. Value Chain Strategy 11. Pricing Strategy 12. Promotion, Advertising and Sales Promotion Strategies 13. Sales Force, Internet, and Direct Marketing Strategies 14. Designing Market-Driven Organizations 15. Marketing Strategy Implementation And Control
  2. 2. Chapter 15 Marketing Strategy Implementation and ControlMcGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
  3. 3. Marketing strategy implementation and control* 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 15-3
  4. 4. 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 15-4
  5. 5. The strategic marketing planning process* The marketing plan guides implementation* Contents of the marketing plan* Managing the planning process 15-5
  6. 6. Strategy and planning relationships MARKETING STRATEGY Annual Annual Annual Marketing MarketingMarketing Planning PlanningPlanning Implementation Implementation Control and Evaluation Control and Evaluation Revision Revision 15-6
  7. 7. MARKETING PLAN OUTLINE I. Strategic Situation Summary Summarize the key points from your situation analysis (market analysis, segments, industry/competition) in order to recount the major events and provide information to better understand the strategies outlined in the marketing plan. II. Market-Targets and Objectives The market target may be defined demographically (keycharacteristics only), geographically, or in social/economic terms. Each market target should have needs and wants that differ to some degree from other targets. These differences may be with respect to types of products purchased, use situation, frequency of purchase, and other variations that indicate a need to alter the positioning strategy to fit the needs and wants of each target. An objective is a quantified goal identifying what is expected when. It specifies the end results expected. The objectives should be written for each target market. Objectives should also be included for the following program components: (1) product, (2) price, (3) distribution, (4) promotion (salesforce, advertising, sales promotion, and public relations), and (5) technical services. 15-7
  8. 8. MARKETING PLAN OUTLINE III. Positioning Statements Write statements that describe how you want each market target to perceive each product relative to competition. State the core concept used to position the product (brand) in the eyes and mind of the targeted buyer. The positioning statement shoulddescribe: (1) What criteria or benefits the customer considers when buying a product along with the level of importance, (2) What we offer that differentiates our product from competition, and (3) The limitations of competitive products. 15-8
  9. 9. IV. Market Mix Strategy for Each Market TargetA. Product Strategy Identify how each product fits the market target. Other issues that may be addressed would be new product suggestions, adjustments in the mix of existing products, and product deletion candidates.B. Price Strategy The overall pricing strategy (I.e., competitive, premium-priced, etc.) should be identified along with a cost/benefit analysis if applicable. Identify what role you want price to play, i.e., increase share, maintenance, etc. 15-9
  10. 10. IV. Market Mix Strategy for Each Market TargetC. Distribution Strategy Describe specific distribution strategies for each market target. Issues to be addressed are intensity of distribution (market coverage), how distribution will be accomplished, and assistance provided to distributors. The role of the sales force in distribution strategy should also be considered.D. Promotion Strategy Promotion strategy is used to initiate and maintain a flow of communication between the company and the market target. To assist in developing the communications program, the attributes or benefits of our product should be identified for each market target. How our product differs from competition (competitive advantage) should be listed. The sales force’s responsibilities in fulfilling the market plan must be integrated into the promotion strategy. Strategies should be listed for (1) personal selling, (2) advertising, (3) sales promotion, and (4) public relations. 15-10
  11. 11. E. Marketing Research Describe the market research problem and the kind of information needed. Include a statement which addresses why this information is needed. The specific market research strategies can be written once the above two steps have been followed. V. Coordination with Other Business Functions Indicate other departments/functions that have responsibilities for implementing the marketing plan.VI. Sales Forecasts and BudgetsVII. Contingency Plans Indicate how your plans should be modified if events should occur that are different from those assumed in the plan. 15-11
  12. 12. Dimensions of Planning Process Analytical Techniques Process Procedures Dimension Systems Planning Models Marketing Behavioral Managerial Process Planning Process perceptions Consistency Process Dimension Participation Strategic assumptions Organizational Structure Process Information Dimension Culture 15-12
  13. 13. 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 15-13
  14. 14. Implementation process Activities to be implementedResponsibility for How implementationimplementation IMPLEMENTATION will be done PROCESS Time and location of implementation 15-14
  15. 15. Improving Implementation Skilled ImplementersEffective OrganizationalCommunications Design Improving Implementation Internal Incentives Marketing 15-15
  16. 16. Internal Marketing Strategy Plan Internal External Marketing Marketing Program ProgramInternal Marketing External MarketingProgram: ProgramTargeted at key Targeted at keygroups in the customers, segmentscompany, alliance and niches, and otherpartner companies, external influencersand other influencers 15-16
  17. 17. Comprehensive Approach to Improving Implementation Financial Measures BALANCED Learning and SCORECARD Customer Innovation MANAGEMENT Measures Measures CONTROL SYSTEM Internal Business Process Measures 15-17
  18. 18. Implementing the strategic marketing plan (2)* Internal strategy-organization fit * Organizational stretch * The role of external organization 15-18
  19. 19. Strategic marketing evaluation and control (1)* Customer relationship management* Overview of control and evaluation activities * Find new opportunities/avoid threats * Keep performance in line with expectations * Solve specific problems 15-19
  20. 20. Evaluation Activities Find New Opportunities or Avoid Threats Solve Keep Specific PerformanceProblems on Target 15-20
  21. 21. Evaluation and control Conduct strategic marketing audit Select performance criteria and choose relevant marketing metrics Obtain and analyze information Assess performance and take necessary action 15-21
  22. 22. Strategic marketing evaluation and control (2)* The strategic marketing audit * Results provide basis for selecting performance criteria to assess actual performance against lans 15-22
  23. 23. Strategic Marketing Audit Corporate Mission and Objectives Business Composition and Strategies Marketing Strategy (for each planning unit) Marketing Program Activities Implementation and Management 15-23
  24. 24. Marketing performance assessment (1)* The importance of marketing metrics* The use of marketing metrics* Types of marketing metrics* Selecting relevant metrics* Designing a management dashboard 15-24
  25. 25. Marketing metrics (A)* Marketing metrics focusing on operations * Competitive and customer metrics * Profitability metrics * Product and portfolio metrics * Customer profitability metrics * Sales and channel metrics * Pricing metrics * Promotion metrics * Advertising, media and web metrics * Financial metrics 15-25
  26. 26. Marketing metrics (B)* Brand equity metrics * Familiarity * Penetration * What they think about the brand * What they feel * Loyalty * Availability* Innovation metrics * Strategy * Culture * Outcomes 15-26
  27. 27. Marketing metrics (C)* Internal market metrics * Awareness of corporate goals * Perceived caliber of employer * Relative employee satisfaction * Commitment to corporate goals * Employee retention * Perceived resource adequacy * Appetite for learning * Freedom to fail * Customer-brand empathy* Internal process metrics * E.g., internal communications 15-27
  28. 28. Marketing performance assessment (2)* Interpreting performance measurement results * Opportunities and performance gaps * Problem/opportunity definition * Interpreting information * Determining normal and abnormal variability * Deciding what actions to take 15-28
  29. 29. Global issues for planning, implementation and control* Global marketing planning * Additional complexity * Simplifying assumptions * Limited information availability * Accommodate international strategy variability* Implementation globally * Importance of relationships between domestic and international executives* Performance measurement and control globally * International markets may require different metrics 15-29
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×