Implementation and control of marketing plan

The implementation and control of marketing plans - is a process which should ensure the achievement of the strategic objectives adopted by the company. A special role in this process plays a function of organizing and directing people. It involves preparing comprehensive list of activities to be performed, people responsible for this activities and resources needed.

Controlling of marketing plans - the main objective is the current monitoring and evaluation of the marketing activities of the company, recording and reporting of deviations to management, which takes decisions based on this information.

The process of the implementation of the marketing plan

During the process of the implementation of the marketing plan managers must ensure efficient use of capital, human and marketing resources of the company. Selection of the strategy has a significant impact on the subsequent functioning of the company, because its organizational structure must be adapted to strategy. Strategic marketing effectiveness largely depends on the level of involvement of executive leadership in the implementation of marketing tasks. In the implementation of the marketing plan very important factor are the skills, attitudes and behaviours of the staff.

Quality of management depends on:

• leadership - top management involvement in the planning process,
• coordination - to ensure harmonious cooperation between the organizational units,
• communication - vertical and horizontal information flows,
• human resources - personnel selection, training and evaluation,
• organizational resources - IT systems, buildings, management methods,
• motivating - the creation of incentive climate in which staff undertake actions to achieve the purpose of the company,
• organizational structure - relations between organizational units, processes, and formalization,
• organizational culture - market focus, values, customer orientation of personnel,

Fig. 1. Process of control of marketing plan

Marketing plan control process

Marketing plan control process includes the following phases (fig. 1):

• setting the values of indicators, which are the subject of observation and measurement (e.g. sales volume, market share, stock rotation, etc.)
• determining the tolerance ranges from planned values,
• measurement of the values of indicators,
• comparison of planned values to actual values, to determine deviations and give explanation of their causes,
• formulation of proposals to eliminate the detected deviations or change of values of indicators.

Types of controls in marketing plan implementation

The essential types of marketing control are:

• control of the annual plan - performed by mid-level management (method: analysis of sales, market share, financial indicators, etc.)
• control of profitability - performed by marketing controller (method: the profitability of the product, area, customer segment, etc.)
• control of efficiency - performed by marketing executives, line managers and HR departments (method: the effectiveness of the sales staff, advertising, sales, promotion, distribution)
• strategic control - performed by top management or marketing auditor (method: ranking of the effectiveness of marketing, marketing audit, evaluation of marketing excellence, an overview of the ethical and social responsibility of the enterprise)

Problems with implementation and evaluation of effective control systems are often caused by:

• high cost of implementation (IT software and hardware, data acquisition, human costs),
• strict control may reduce motivation, decrease creativity and innovation.

Examples of Implementation and control of marketing plan

1. Developing the plan: This involves coming up with a detailed plan of action that outlines the objectives of the marketing plan, target market, strategies for reaching the target market, and a timeline for implementation. This process also includes creating measurable goals and metrics to track progress throughout the implementation process.
2. Setting a budget: Setting a budget is an important part of implementation and control of the marketing plan. This involves determining how much money will be allocated to each element of the plan and ensuring that the budget is in line with the overall objectives and strategies of the plan.
3. Executing the plan: This involves carrying out the activities outlined in the plan, such as advertising, public relations, and other marketing activities. It also involves monitoring the progress of each activity to ensure that the objectives of the plan are being met.
4. Analyzing results: Analyzing the results of the marketing plan is key to the implementation and control of the plan. This involves measuring the effectiveness of the marketing activities and making adjustments as needed to ensure that the objectives of the plan are being met.
5. Reporting: This involves providing regular updates to stakeholders on the progress of the plan, as well as any adjustments that have been made. This is important for ensuring that everyone is on the same page with regards to the objectives and strategies of the plan.

Advantages of Implementation and control of marketing plan

The advantages of implementing and controlling a marketing plan include:

• Having a clear strategy: It provides a clear roadmap in the form of a plan that outlines the specific steps that need to be taken to achieve set objectives. This helps ensure that all members of the team are working towards the same goals, and that any necessary adjustments can be made to the plan quickly and easily.
• Improved coordination and collaboration: By having a well-defined plan, it makes it easier for team members to collaborate and coordinate their efforts. This helps to ensure that the team is working together efficiently, and that each task is completed on time and to the highest possible standards.
• Transparency and accountability: Having a plan in place allows the team to keep track of progress and performance. This helps to ensure that everyone is held accountable for their actions and that any mistakes or issues can be addressed quickly and effectively.
• Cost efficiency: A well-structured plan can help to save time and money by enabling the team to identify and address any potential problems quickly and effectively. This can help to reduce costs associated with materials, labour and other resources.
• Increased effectiveness: A detailed plan can help to ensure that the team is working in an efficient and effective manner. This can help to maximise the use of resources and ensure that the desired results are achieved in the shortest possible timeframe.

Limitations of Implementation and control of marketing plan

The limitations of implementation and control of marketing plan include:

• Time constraints - lack of sufficient time to implement and control the plan may lead to the failure of the marketing plan.
• Limited resources - a lack of resources (financial, personnel, etc.) may hinder the successful implementation of the marketing plan.
• Inadequate knowledge - lack of knowledge and understanding of the target market, marketing techniques, etc. may result in the failure of the marketing plan.
• Poor communication - failure to communicate the marketing plan to the team, customers, or other stakeholders can lead to its failure.
• Political and legal issues - political and legal issues (such as taxation, privacy, etc.) may prevent the successful implementation and control of the marketing plan.
• Poor planning - a lack of proper planning can lead to the failure of the marketing plan.
• Unforeseen events - unforeseen events (such as natural disasters, pandemics, etc.) can prevent the successful implementation and control of the marketing plan.

Other approaches related to Implementation and control of marketing plan

The implementation and control of marketing plans involves a number of different approaches. These include:

• Defining the goal of the marketing plan: This involves setting clear objectives and targets for the marketing plan. It is important to ensure that the objectives are achievable, measurable and that the resources are in place to achieve them.
• Developing an action plan: This involves creating a detailed plan of action which details the steps that need to be taken to achieve the desired objectives. This should include the timeframes, budgets and resources required to complete the activities.
• Monitoring and evaluating the plan: It is important to monitor the progress of the plan to ensure that it is being executed as planned. This includes assessing the results and determining whether any changes need to be made to the plan.
• Reporting and controlling the plan: This involves providing regular reports to stakeholders and senior management to ensure that they are informed of the progress of the plan. It also includes taking corrective action when needed to ensure that the objectives of the plan are achieved.

In summary, the implementation and control of marketing plans involves setting clear objectives, developing an action plan, monitoring and evaluating the results, and providing regular reports and taking corrective action when needed.

Implementation and control of marketing plan — recommended articles

Strategy deployment — Controlling — Management functions — Process owner — Stages of project — Business justification — Managerial controlling — Organizational planning — Program management office

References

• Cooper, L. G. (2000). Strategic marketing planning for radically new products. Journal of marketing, 64(1), 1-16.
• Davids, M., & Newcomb, K. (2006). Planning for Marketing Success: Turning the Wheel by Creating a Task-Oriented, Executable Marketing Plan, 21, 22.
• Jain, S. C. (1993). Marketing planning and strategy. Cincinnati South-Western Publishing Company 1985..
• Kang, K. C., Donohoe, P., Koh, E., Lee, J., & Lee, K. (2002). Using a marketing and product plan as a key driver for product line asset development. In Software Product Lines (pp. 366-382). Springer Berlin Heidelberg.
• Perreault, W. D. (2010). Essentials of marketing: A marketing strategy planning approach.
• Piercy, N. F., & Morgan, N. A. (1994). The marketing planning process: behavioral problems compared to analytical techniques in explaining marketing plan credibility. Journal of Business Research, 29(3), 167-178.
• Wood, M. B. (2008). The marketing plan handbook. Pearson Prentice Hall.

Author: Krzysztof Wozniak