Download Marketing Strategy Implementation (MSI)

Sport Marketing Strategy
Implementation and Evaluation
Chapter 16
Copyright © 2009 Nelson Education Ltd. All rights reserved.
OBJECTIVES
• Know the key steps in turning the marketing mix into
marketing action
• Articulate how manager and marketers in sport
organizations allocate their resources
• Understand that strategy needs a plan to implement it
Copyright © 2009 Nelson Education Ltd. All rights reserved.
2
STRATEGY TO ACTION
Turning strategy into action involves:
•
Developing the strategy into resourced action
•
Implementing the strategy
•
Evaluating the effectiveness of the strategy
Copyright © 2009 Nelson Education Ltd. All rights reserved.
3
INTRO TO IMPLEMENTATION
Implementation:
operational excellence, activation, or marketing action, the act of
putting a developed strategy in place.
Marketing Strategy Implementation (MSI):
The process that turns marketing plans into actions and ensures
that such actions are executed in a manner that accomplishes the
plan’s stated objectives. (Goetsch, 1993)
Copyright © 2009 Nelson Education Ltd. All rights reserved.
4
MARKETING STRATEGY
IMPLEMENTATION
Suggested guidelines:





Ensure that marketing objectives are understood
Develop a reward system
Develop a project calendar
Develop systems to avoid “paralysis by analysis”
Include a communications plan
Copyright © 2009 Nelson Education Ltd. All rights reserved.
5
ACTIVITIES OF MSI
•
Organization must be staffed with people with the needed
skills
•
Management will determine who will be allocated to which
roles
•
Management will direct the execution of the
implementation
Copyright © 2009 Nelson Education Ltd. All rights reserved.
6
TOOLS FOR ACTIVITY SCHEDULING
• Gantt Chart
• Project calendars
• Operational plans
• PERT
• Critical path method (CPM)
Copyright © 2009 Nelson Education Ltd. All rights reserved.
7
INTRO TO EVALUATION
•
Evaluation is the most difficult task to accomplish
Some evaluate:
•
Media impressions
•
Television ratings
•
Print coverage
Copyright © 2009 Nelson Education Ltd. All rights reserved.
8
MEASURES OF EVALUATION
• Surveys of customers
• Employee satisfaction
• Analysis of sales figures
• Opinion of experts
Copyright © 2009 Nelson Education Ltd. All rights reserved.
9
MEASURES OF EVALUATION
Some methods for evaluating marketing activity are:
•
Brand recall levels
•
Image transfer
•
Image enhancement
•
Relationship building
•
Consumer loyalty
Copyright © 2009 Nelson Education Ltd. All rights reserved.
10
Questions?
Copyright © 2009 Nelson Education Ltd. All rights reserved.