Strategic Marketing: Planning and Control, Third Edition

Strategic implementation 259

Illustrative Example 13.1

Kall Kwik: implementing a national marketing strategy

Kall Kwik operates a UK wide chain of outlets, offering design, print and copy services to

business. The organisation faces the challenge of implementing clients’ marketing strategies

across a distributed, geographically dispersed, network. Kall Kwik Centre owners provide

local service, while adhering to centrally set quality, pricing and production time standards.

The network of local Kall Kwik Centres allow multi-site client organisations (e.g. retailers) to

implement marketing campaigns without incurring the high-distribution costs normally asso-

ciated with centralised print purchasing.

Table 13.1 Key elements in implementations

• Leadership • Control


• Culture • Skills


• Resources • Strategy


• Structure • Systems

■ Fundamental principles

Having stressed the importance of implementation we turn to the issue of
what factors are required for success. These are summarised in Table 13.1.

Any successful strategy must be supported by each of the components
shown below. These cover the human aspects of business and a more
objective process approach to management (Table 13.1). Note: These fac-
tors can either have a positive or negative effect on a given project. Each is
considered in turn.

● Leadership
The role of the leader is to get the best out of people and deal with the
unexpected. They should be viewed as facilitators. This is achieved by
creating an environment where actions can take place. Leaders require
effective people skills such as negotiation and delegation. Often lead-
ers acquire their leadership position by means of technical expertise.
This can be dangerous, remember their primary function is to facilitate
rather than undertake the work themselves. The leader needs transfer-
able management skills in addition to technical and marketing compe-
tence. Adair (1984) summarises leadership as (Figure 13.2):
1 Task needs: Aiming to complete the project.
2 Group needs: Developing team spirit and morale.
3 Individual needs: Harmonising the above with the needs of the
individual.