■ Implementation: stressing the
importance
A key maxim in business is: never acquire a business you do not under-
stand how to run. Equally, it would be true to say – never adopt a strategy
you do not understand how to implement.
It can be said that, in terms of strategy, planning is the easy part. With a
basic grounding in marketing, most managers could sit down with a
blank sheet of paper and develop an outline marketing plan. This plan
may contain all the correct ‘buzz-words.’ Ideas relating to – market pene-
tration, segmentation, globalization and competitive advantage would fill
the page and a clear concise way forward formulated. However, it is not
that simple. While many managers could produce such an outline – how
many could implement it? Without implementation, the plan remains
some ideas on a piece of paper.
In the context of marketing the goal will be to achieve and/or maintain
a marketing orientation: success by a process of understanding and meeting
customer need.It is doubtful if a marketing strategy can be implemented
where this orientation does not exist. Achieving such a view is dependent
on the quality of management and their understanding of marketing as a
business philosophy.
It is reasonable to suggest that implementation is often a key deter-
minant in the success or failure of any strategic activity. Therefore, it should
be an integral part of any marketing strategy. This view is supported by
examining the history of corporate strategy. Recent times have seen a
move away from corporate planning to the concept of strategic manage-
ment. The main difference is that strategic management addresses the
issue of implementation.
■ Success versus failure
Two dimensions determine the success of a strategy: the strategy itself
and our ability to implement it. A useful starting point in considering suc-
cess or failure is outlined in Figure 13.1. Bonoma (1984) examines the
Implementation is critical to the success or failure of any venture. Basic generic management
principles (e.g. leadership, team building and delegation) contribute to the process. Marketing
managers must evaluate the easy, or otherwise, of implementation and deploy project man-
agement techniques to achieve desired goals. Additionally, ‘internal marketing’ can ease the
process of implementation.