MARKETING IMPLEMENTATION  Marketing implementation is the process that turns marketing plans into action assignments and ensures that such assignments are executed in a manner that accomplishes the plan’s stated objectives (Kotler 1997)  STRATEGY:  What? and Why? Of marketing activities  IMPLEMENTATION:  Who? Where? When? And How?

EFFECTIVE IMPLEMENTATION: FOUR SKILLS  YOU NEED SKILLS IN:  Recognizing and diagnosing a problem  Assessing the company level where the problem exists  Implementing plans  Evaluating and implementing results

MARKETING IMPLEMENTATION  It is the process of executing the marketing strategy by creating specific actions that will ensure that the marketing objectives are achieved  Good implementation is critical to the overall success of the organization

ISSUES IN MARKETING IMPLEMENTATION  Planning and implementation are interdependent processes  Planning and implementation are constantly evolving  Planning and implementation tend to be separated within the organization  Ferrell and Hartline (2004)

THE ROLE OF INTERNAL MARKETING IN IMPLEMENTATION  Internal marketing refers to the managerial actions necessary to make all members of the organization understand and accept their respective roles in implementing the marketing process  All employees at all levels are viewed as having two sets of customers : Internal Customers and External Customers

MARKETING PLAN PREREQUISITES  Know your cost of production  Understand the market history and current situation  Form price expectations  Develop market price objectives  Understand market alternatives  A willingness to follow plan

PROCESS MAPPING AND ACTIVITY SCHEDULING  PERT (Project Evaluation Review Technique) -- Polaris Weapon Systems  CPM (Critical Path Method) -- Du Pont  Involve Activity Scheduling  Critical Path  EST (Earliest Start Time)  LST (Latest Starting Time)  Project Crashing (Crash time vs. Normal time)

MARKET PLAN SHOULD ANSWER FOUR QUESTIONS  When to see?  Where to sell?  What to sell?  How to sell?

ESSENTIAL ELEMENTS IN DEVELOPING A MARKETING PLAN  Outlook  Market alternatives  A marketing stratagy  Disciplined marketing management

SWOT ANAYLSIS  STRENGTH  WEAKNESS  OPPORTUNITIES  THREATS

ESTABLISHING AN ORGNIZATIONAL MISSION  MISSION STATEMENT A Long term view, or vision, Or of what the organization want to become

THE MARKETING CONTROL PROCESS

CONCLUSION  Implement, Follow and evaluate plan  REMEMBER: Discipline is important Good planning improves the chances of success Good decisions sometime have bad outcome Evaluate decisions relative to objectives No one goes broke making a small profit Your marketing plan must fit your operation