Implementation Strategies in the Market-Driven Strategy

A marketing plan can be viewed as a roadmap in which an organization navigates through a sequence of steps in order to promote a service, goods, or program (Thomas, 2015) (May, Apr 12, 2012). Therefore, in order to initiate the occurrence of any marketing activity, it is vital to have a marketing plan to follow in the event to create awareness, attract customers, and to gain business (Thomas, 2015). In having a marketing plan, the organization must delineate their marketing initiative through a sequence of designated steps by strategically organizing, marketing activities while defining who will be their targeted potential customers (Buttell, Jan/Feb 2009). In meeting the strategic objectives of a marketing plan, it should

How is marketing defined? What is its importance in a company’s success? This paper will discuss and explain different definitions of marketing along with a definition of author himself. In addition, this paper will elucidate the importance of marketing by giving three examples where marketing was adapted with few mistakes resulting in disaster.

Nowadays, the concept of strategy in general and marketing strategy in particular appears very popularly in modern market. Oxford Advanced Learner’s Dictionary (2005, p.1516) defines strategy as “a plan that is intended to achieve a particular purpose” or “the process of planning something or putting a plan into operation in a skilful way”. Chandler, A. D. Jr (1962, p.7) views strategy as “the determination of the basic long-term goals and objectives of an enterprise and the adoption of courses of action and the allocation of resources necessary to carry out these goals”. In another work, according to Anthony, R. N. (1965, p.15), strategy is “the process of deciding on objectives, on the resources used to attain these

Strategic planning requires the use of management tools to assist with implementation. The effectiveness of implementation relies on the tools used and the support implied to the organization through consistency and accountability. One example, is the case study, The Smartphone Wars, where the companies that used consistency and accountability in their marketing strategic planning resulted in maintaining a leverage advantage among their competitors. Although, the case study mentions various competitors the two companies that I will focus on in this analysis are Samsung and Apple. One of the tools that I will examine when analyzing these companies is the Balanced Scoresheet and the Push and Pull Strategy that various Smartphone manufacturers use in their marketing techniques. First, I will include a brief description of both tools and a background of their use. Second, I will assess how the tools affect the different strategic influences. Finally, I will

“Marketing strategies can have a broad impact on the business in terms of instilling a marketing orientation among all those in the firm: the way of thinking or philosophy of the whole organization. However, marketing strategies can alternatively be seen as dealing only with the development of competitive advantages directly associated with the marketing function such as customer loyalty and distribution channel control. In the latter case, the domain is sometimes even further restricted by sole attention to the various element of the marketing mix rather than the more general issues of customer and channel relationships. There are two key

Marketing plans are critical to the success of any business organization as they help achieve company goals by providing guidance, instruction, and structure to an organization. Effective marketing plans are crucial to the success of all companies large and small. Marketing plans, may look different depending on the size and scope of the organization, but no matter their appearance they serve an important role in achieving and maintaining organizational goals. A well-written marketing plan provides focus and direction for the company and its employees. It organizes valuable information about the product and target markets. An effective plan transforms the marketing strategy into calculated procedures to achieve company objectives. Without a marketing plan confusion can ensue because information is not properly relayed and there is little consistency.

A well-developed marketing plan is an essential blueprint for a business to attain the prime financial support and consumer base it requires in order for it to develop and grow. A marketing plan’s detailed structure allows manager’s to define the business’ marketing strategies in clear and in-depth formats that feature a precise roadmap to future growth and expansion. A first class and properly structured marketing plan will guide the entire organization’s marketing actions and keep them focused and dedicated toward achieving the company 's overall goals and strategies.

Marketing strategy and marketing are becoming more important elements to the business now than ever before, due to dynamic environment throughout the globe. The changes taking place in the political, social, economical and technological environment have a great impact on the businesses and posing great challenges to the business to survive in the dynamic market place as the world is transforming into the boundary less world. (Crittenden VL, Crittenden WF & Muzyrka DF, 2002)

On the other hand, the managing marketing implementation is the process that helps customers to keep in mind the strengths of the company. In order to accomplish this, three stages are required to be followed such as an analysis of the markets and trading environment, determination of core markets and brand positioning and last, but not least, setting up flexible programmes for implementation. Controlling the marketing plan should include the flexibility of objectives, empowerment for environmental changes and monitoring, in order to allow new opportunities for the business.

Nowadays, Marketing Teams need to be more flexible and take rapid decision and Annual Marketing Strategic Planning is often a challenge. The pace of technology and

“Setting objectives for a marketing plan is not simple and straightforward matter. It is an iterative process whereby objectives are set, strategies and action plans are developed, and then it is decided whether the planned objectives are impossible, achievable or easy. Marketing objectives should be difficult, but they must be achievable. The aim is to set objectives that a challenge, but can be achieved with effort. They must be motivating rather than discouraging.” (Westwood, 2002).

For long run survival and growth, companywide strategic planning is done which involves defining a company’s mission, setting companies goals and objectives, designing the business portfolio, planning other functional strategies. Marketing Strategies and programs operate within the broader strategic plans of the company. Guided by the company strategic planning, the marketers manage the marketing system. The management process consists of:-

Organizations successful at strategy implementation effectively manage six key supporting factors :     1.  Action Planning

Since the beginning of mass production and the globalization of economic activity, marketing has continued to develop to an extent that it has gained a predominant role in the modern business environment. This is mainly because marketing helps the organization to establish a link with its customers since it's geared towards satisfying the needs and wants of both parties through the exchange process. In addition to being human activity, marketing basically involves various initiatives like product development, communication, research, promotion, and pricing. As a result of its predominant role in the modern business environment, the manager needs to gain thorough knowledge of marketing in order to conduct their functions in effective ways.

Most are “doers” and not “planners”. If we want to do the right marketing activities in the right way we must start with a marketing plan. For that, marketing planning must be continuously undertaken to see any shifting market conditions, changing customer needs, competitive threats as well as potential opportunities.