1 Pertemuan Keduapuluhenam Implementation and Control

2 The Implementation Process Activities to be implemented How implementation will be done Responsibility for implementation Time and location of implementation

3 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

4 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.

5 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: –Conduct strategic marketing audit –Select performance criteria and measure –Obtain and analyze information –Assess performance and take corrective actions

6 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

7 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.