What tools are available to help companies to monitor and impeove their marketing practices

3. The marketing planning process

4. Annual plan control
Profitability control
Efficiency control
Strategic control

5. Types of Control
• Annual plan
• Profitability
• Efficiency
• Strategic
• Responsibility of top
and middle
management
• Examines whether
planned results are
achieved

6. • Five tools are used to evaluate annual plan
performance:
– Sales analysis
– Market-share analysis
– Marketing expense-to-sales analysis
– Financial analysis
– Market-based scorecard analysis

7. What do we want to achieve?
What is happening?
Why is it happening?
What should we do about it?

8. Types of Control
• Annual plan
• Profitability
• Efficiency
• Strategic
• Responsibility of
marketing controller
• Examines where the
company is making
and losing money

9. Types of Control
• Annual plan
• Profitability
• Efficiency
• Strategic
• Responsibility of line &
staff and / or marketing
controller
• Evaluates and attempts
to improve spending
efficiency of marketing
expenditures

10. Types of Control
• Annual plan
• Profitability
• Efficiency
• Strategic
• Responsibility of top
management and
marketing auditor
• Examines whether
company is pursuing its
best opportunities

11. The marketing audit
• Takes stock of a company’s marketing health.
• Is the launching pad for the marketing plan.
• Encourages management to reflect on the environment
and company’s ability to respond.
• Encompasses the external and internal audit.

12. Marketing audit issues
• Macro environment.
• Markets.
• Strategic issues.
• Marketing mix.
• Marketing organisational structure and organisation.

13. Marketing analysis
S - strengths.
W - weaknesses.
O - opportunities.
T- threats.

14. Marketing strategies and actions
The means by which a company sets out to achieve its
marketing objectives. This can be by:
• Repositioning the product.
• Improving product packaging.
• Amending prices.
• Improving productivity.
• Standardisation.
• Changing sales or customer mix.

15. • Strategic controls should be conducted
periodically via:
– Marketing-effectiveness reviews
– Marketing audits
• Additional reviews to consider:
– Marketing excellence review
– Ethical and social responsibility review

16. • Logistics costs as a percentage of sales
• Percentage of orders filled correctly
• Percentage of on-time deliveries
• Number of billing errors

17. Thank You.Thank You.