Marketing Strategy Implementation And Control Pertemuan 25 Buku 1 Hal: Matakuliah: J Strategi Pemasaran Tahun: 2009

Bina Nusantara 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 Learning Objective

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 Implementation Control and Evaluation Revision Annual Marketing Planning Annual Marketing Planning Implementation Control and Evaluation Revision

Dimensions of Planning Process Marketing Planning Process Analytical Process Dimension 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 IMPLEMENTATION PROCESS Activities to be implemented How implementation will be done Responsibility for implementation Time and location of implementation

Improving Implementation Skilled Implementers Incentives Organizational Design Effective Communications Improving Implementation Internal Marketing

BALANCED SCORECARD MANAGEMENT CONTROL SYSTEM Financial Measures Internal Business Process Measures Customer Measures Learning and Innovation Measures Comprehensive Approach to Improving Implementation

Implementing the strategic marketing plan (2) Internal strategy-organization fit – Organizational stretch – The role of external organization