PRESENTATION ON STRATEGY

IMPLEMENTATION AND CONTROL

No. 02

By:Sujeet
Roll
10th Sem

Strategy implementation
A process of transforming the plan /
strategy into action (from mere
strategic planning to strategic
management)
This transformation involves planning
further( for our chosen strategy to be
applied) through effectively
communicating to implementers
(internal buy-ins), organizing
resources, leading,and controlling

 Putting our grand plan/blue print into

action to ensure that we
competitively get where we want to
be (strategic direction)
Executing the chosen strategy (s)
through putting its tactics(actionable
steps/competitive activities) into
action

Common features
/characteristics of the
implementation stage
1. Every strategy to be
implemented has its unique
strategic window
2. Its own
requirements/changes

3. Successful implementation is
usually headed by top management
applying team work/participatory
styles of leadership
4. Strategies are implemented by
people, so you need their
commitment
5. Planning for strategy
implementation is usually ignored
due to that excitement after
choosing our strategy

What it contains
What activities are to
be done
When they will be done
(Timing)
Who will do them
(Persons responsible)

What resources will be required?

What will be the performance
indicators?
Means of verification/evaluation
Key Result Areas (quantitive and
qualitative indicators)

Effective Implementation
steps
Communication / clarification of the
goals, objectives and strategies( at
different levels of hierarchy)
Determine the key managerial &
operational tasks to be performed
Assign tasks to the various
departments and their
managers/leaders (departmentation)

 Delegate authority with

responsibility,and establish a
linking/coordination mechanism
Budget and allocate resources to
the implementing
divisions/departments/sections

Formulate and state policies, work

plans,procedures, and the models
to guide the set of activities to be
used

 Operationalize those activities in

strategy
Determine the necessary
indicators for measuring
performance (participatory styles
of leadership/mgt)
Build an information system to
provide the required accurate,
adequate, and timely feedback
Establish a recognition and reward
system for motivating staff

 Develop your staff and

reinforce your firms corporate
values
Establish an appropriate
control mechanism
Evaluate performance,
ascertain gaps, provide
feedback and take corrective
action where necessary

Marketing Control
Marketing control is the process by
which firms assess the effects of their
marketing activities and programs and
make necessary changes and
adjustments.

4 Type of control :

Annual-plan control
Profitability control
Efficiency control
Strategic control

I. Annual-plan control
Prime Responsibility:
Top management
Middle management
Purpose of Control:
To examine whether the planned
results
are being achieved

Approaches

Sales analysis
Market share analysis
Sales-to-expense ratios
Financial analysis
Market-based scorecard analysis

II. Profitability control

Prime Responsibility
Marketing controller
Purpose of Control
To examine where the company is
making
or losing money

Approaches
Profitability by:
product
territory
customer
segment
trade channel
order size

III. Efficiency control

Prime Responsibility
Line and staff management
Marketing controller
Purpose of Control
To evaluate and improve the spending
efficiency
and impact of marketing expenditures

Approaches
Efficiency of:
sales force
advertising
sales promotion
distribution

IV. Strategic control

Prime Responsibility
Top management
Marketing auditor
Purpose of Control
To examine whether the company is pursuing
its best opportunities with respect to markets,
products, and channels

Approaches
Marketing effectiveness rating
instrument
Marketing audit
Marketing excellence review
Company ethical and social
responsibility review