INFORMATION PLANNING

Section Navigation: Home ¦ Marketing Content ¦

INFORMATION PLANNING

Environmental Data:

Social
Economic
Political
Technological

Competitive Data:

Past performance
Present performance
Anticipated future strategy

Internal Operating:

Quantitative financial
Quantitative physical
Qualitative data

Information flow does not follow organisational hierarchy

Covers long time periods

Non financial data is important

Show trends

Focus on future

Marketing Information System

INTERNAL REPORTING SYSTEM, to measure current activity and performance
MARKETING INTELLIGENCE SYSTEM, to collect information relating to the external environment
MARKET RESEARCH, provides in depth information for a specific situation
ANALYTICAL MARKETING SYSTEM, to undertake complex analysis of business problems (models)

**All input to marketing management decision making ** (Kotler, P.)

Strategy Implementation

THE IMPORTANCE OF GOOD IMPLEMENTATION

The implementation of marketing strategy can cause the success or failure of the whole plan
Poor implementation can cost the company dearly in terms of market share and profits

GUIDELINES FOR SUCCESSFUL IMPLEMENTATION

Recognise the volatile nature of the internal and external environment
Involve everybody
Implementation begins before you choose your strategies

Common problems in strategy implementation

INTERNAL PROBLEMS

company resources
change in management
lack of commitment

EXTERNAL PROBLEMS

cannot control but can monitor and adapt

POOR PLANNING

POOR INTELLIGENCE

POOR EXECUTION

Implementation function's of the marketing manager

organising, initiating, monitoring, controlling

Assess the implementation situation

CLOSED MINDS: People do not believe there is any significant marketing problem, and therefore see no reason to change the way they do things

WORRIED STAYERS AND FRIGHTENED RABBITS: Where people know that they have major marketing problems, but are either unwilling to change the way things are done in their company or simply do not know how to change

BLISSFUL IGNORANCE: Situations where people believe they are always open to new ideas and change, but they do not really need to do anything differently, because they do not really believe that they have any problems

READY TO GO: The only situation where we can reasonably expect new marketing solutions to be implemented is where people are willing to change and adapt new ways of doing things, and they accept that there are important marketing problems to be solved