Matakuliah : J0504 - Strategi Pemasaran
Tahun
: 2009
Marketing Strategy Implementation
And Control
Pertemuan 25
Buku 1 Hal: 473-499
Learning Objective
•
•
•
•
•
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
Bina Nusantara
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
The strategic marketing planning process
• The marketing plan guides implementation
• Contents of the marketing plan
• Managing the planning process
Strategy and planning relationships
MARKETING STRATEGY
Annual
Marketing
Planning
Annual
Marketing
Planning
Implementation
Control and Evaluation
Revision
Annual
Marketing
Planning
Implementation
Control and Evaluation
Revision
Dimensions of Planning Process
Analytical
Process
Dimension
Marketing
Planning
Process
Behavioral
Process
Dimension
Organizational
Process
Dimension
Techniques
Procedures
Systems
Planning Models
Managerial
perceptions
Participation
Strategic
assumptions
Structure
Information
Culture
Process
Consistency
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
Implementation process
Activities to
be implemented
Responsibility for
implementation
IMPLEMENTATION
PROCESS
Time and location
of implementation
How implementation
will be done
Improving Implementation
Skilled
Implementers
Effective
Communications
Organizational
Design
Improving
Implementation
Internal
Marketing
Incentives
Comprehensive Approach to Improving Implementation
Financial
Measures
Learning
and
Innovation
Measures
BALANCED
SCORECARD
MANAGEMENT
CONTROL
SYSTEM
Internal
Business
Process
Measures
Customer
Measures
Implementing the strategic marketing
plan (2)
• Internal strategy-organization fit
– Organizational stretch
– The role of external organization