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Issues in Marketing Strategy Implementation (Marketing strategy…
Issues in Marketing Strategy Implementation
Definition
Delivers VP to customers
Id level of execution and weak type of skill
Marketing strategy implementation
importance
how rather that what
product and quality of service, assessing changing customers’ needs, marketing culture
Components
Marketing strategy, shared goals and values, mkt organization structure, systems and processes, resources, people, leadership
Levels of execution
Actions
blocks of execution
programs
set of actions
systems
formal organizatiuonal monitoring and budgeting – foster/inhibitjob done
policies
prescribe whereas systems describe.
Give direction to above
Managerial skills
Interaction, allocation, monitoring and organizing
Method
Examination (in strategic organizational ´process)
mkt execution/mkt strategy implementation
. Review of literature (nature of mkt execution
Postulation of issues in msi/mkt execution
. Discussion for mkt strategists
Execution
Strategy execution
Include
organizational context
power, culture, leadership and change management
. Strategy, structure, coordination, information sharing, incentives and controls
Leadership execution
behaviors. Know your ppl, business and yourself, realism, clear goals and priorities, rewards, capabilities expansion
Successful execution
. Process, strategy and operations
Marketing implementation tactics
Actions to achieve strategies
types
Unilateral, manipulative or delegated
Approaches to strategy implementation.
Commander model
use of conventional analytical techniques to select strategic direction and organizational power for implementation
Change model
Use of cultural adaptation techniques
Collaborative model
Emphasis on team building
Works for complex and unstable environments
Cultural model
Manager as coach
empowerment
Crescive model
Bottom up strategy formation and implementation
Strategic processes
Mkt objectives
. Sales, objective and minimization of uncertainty risk
Example
Brand equity, customer satisfaction, brand awareness etc
Input needs
Strategic mkt analysis, internal and past analysis, current strategu, competition, technology choice
Decisions prior strategy process
segmentation and targeting, differentiation and positioning, mkt entry/exit, timing, product strategy, pricing, promotion, etc
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