1. Lecture Eight Implementation & Control
Dr Joanna Pokorska

2. Reading Essential Recommended Lee & Carter: Chapter 16
Hollensen (2010): Chapter 19
Ronkainen, I.A. & I. Menezes, (1996) Implementing global marketing strategy: An interview with Whirlpool Corporation, International Marketing Review, 13(3) pp

3. Lecture objectives
To understand different forms of implementation decisions that have to be made
To discuss different types of organisational structures
To examine the problems emerging when controlling international marketing operations

4. International Marketing Strategy
1. ANALYSIS
2. STRATEGY DEVELOPMENT
3. IMPLEMEN-TATION
Internal analysis
External analysis
...
International marketing strategies
Market entry strategies
International product and service management
International communications
Pricing
Distribution and logistics
Organisational structure
Control

5. 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

6. Consequences of Implementation
Planning
Appropriate Inappropriate
possible short-term
success
but ultimate failure
SUCCESS
Implementation
Poor Excellent
trouble or
failure
FAILURE

7. Implementation of Decisions
Responsibilities
Timescales
Budget
Outcomes

8. Organisational Structure
The goal is to find a structure that:
Enables the company to respond to relevant market environment differences
Ensures the diffusion of corporate knowledge and experience throughout the entire system
Organisations must balance:
The value of centralised knowledge and control
The need for individualised response to local markets

9. Organisational Structure cont’d
Adapted from Hollensen (2011)

10. Function – based structure

11. International Division Structure

12. Product - based structure

13. Product - based structure
CEO/
Board of
directors
Corporate
staff
Product A
Product B
Product C
Product D
R&D
Production
Marketing
R&D
Production
Marketing
R&D
Production
Marketing
R&D
Production
Marketing

14. Geographical structure

15. Matrix Structure CEO/Board Product A Product B Product C Europe North
America
Asia/Pacific

16. Matrix Structure

17. Control
Marketing CONTROL includes all the steps that an organisation takes to MONITOR and ADJUST the marketing plan as it progresses, and involves analysing RESULTS to determine the SUCCESS of the marketing plan.

18. Planning and Control

19. Adjustment of Marketing Strategy
Change in
marketing strategy
Feedforward
International
marketing
strategy
Early
symptoms
Marketing
impact
Revised
Marketing
impact
Feedback
Source: Samli et al., 1993, p. 425 in Hollensen (2011)