PRESENTATION ON STRATEGY IMPLEMENTATION AND CONTROLBy:Sujeet Roll No. 0210th Sem

Strategy implementationA 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 stageEvery strategy to be implemented has its unique strategic window

Its own requirements/changes

Successful implementation is usually headed by top management applying team work/participatory styles of leadershipStrategies are implemented by people, so you need their commitmentPlanning for strategy implementation is usually ignored due to that excitement after choosing our strategy

What it containsWhat 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/evaluationKey Result Areas (quantitive and qualitative indicators)

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

Delegate authority with responsibility,and establish a linking/coordination mechanismBudget and allocate resources to the implementing divisions/departments/sectionsFormulate and state policies, work plans,procedures, and the models to guide the set of activities to be used

Operationalize those activities in strategyDetermine the necessary indicators for measuring performance (participatory styles of leadership/mgt)Build an information system to provide the required accurate, adequate, and timely feedbackEstablish a recognition and reward system for motivating staff

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

Marketing ControlMarketing 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 controlProfitability controlEfficiency controlStrategic control

Annual-plan control

Prime Responsibility:Top managementMiddle management

Purpose of Control:To examine whether the planned resultsare being achieved

Approaches

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

II. Profitability control

Prime ResponsibilityMarketing controller

Purpose of ControlTo examine where the company is makingor losing money

ApproachesProfitability by: product territory customer segment trade channel order size

III. Efficiency controlPrime ResponsibilityLine and staff managementMarketing controller

Purpose of ControlTo evaluate and improve the spending efficiencyand impact of marketing expenditures

ApproachesEfficiency of: sales force advertising sales promotion distribution

IV. Strategic controlPrime ResponsibilityTop managementMarketing auditor

Purpose of ControlTo examine whether the company is pursuingits best opportunities with respect to markets,products, and channels

Approaches Marketing effectiveness ratinginstrument Marketing audit Marketing excellence review Company ethical and socialresponsibility review

************