Strategic Marketing: Planning and Control, Third Edition

(Wang) #1

■ Initial corporate wide


internal audit


As has already been stated some assets and competencies that can be
deployed to create advantage in marketing activities are found in the other
functional areas, besides marketing. Any audit will therefore need to carry
out a thorough analysis of company’s resources to establish assets and
competencies, that either currently or potentially could assist the market-
ing function, and support strategic marketing developments. Hooley et al.
(1998) suggest that these wider non-marketing assets and competencies

94 Strategic Marketing: Planning and Control

Success

Brand
Good service Range
Reliable delivery

Innovation

Solving
buyers
problems

Flexibility

Rapid response

Distribution +
logistics systems

Good
personal
relations
with buyers

Retailers
returning
goods

Staff discretion +
rule bending

Fast turnaround
of urgent orders

Low-plant utilisation

Use of
sub-contractors
for transport

Stock levels

24 hour dispatch

Primary assets
and competencies
for success

Secondary assets +
competencies for
success

Tertiary assets +
competencies for
success

Figure 5.2
Hierarchy of assets and competencies for a consumer goods company supplying major retail
outlets (Source: Adapted from Johnson and Scholes, 1999)

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