Marketing implementation is the process:

• That turns marketing plans into marketing actions to accomplish the objectives of the market.

• Implementation of who, where, when, and how.

• Execution the actual steps of the company to promote its business.

Tip

These steps may include running ads, launching a website or sending direct mail. If the implementation isn't completed according to plan, the company won't achieve its strategic objectives. The best ideas still need to be enacted. The implementation phase of the marketing plan makes sure the marketing activities happen in the correct time and sequence for success.

Planning good strategies is only a start toward successful marketing. A brilliant marketing strategy counts for little if the company fails to implement it properly.

Market evaluation:

• Determining the potential for both customer's needs and the company’s financial objectives

• Evaluating the marketing plan and examining the company's strategy achievement.

• Analyzing quantitative and qualitative metrics associated with the implementation and strategy.

Tip

The final stage in the marketing plan is to measure the outcomes of the marketing activities against the original objectives and targets. Continuous evaluation helps the marketing team to focus on modifying or introducing new goals to better achieve objectives.

Implementation plan:

• To help you manage: It is necessary team execute the plan both you and your team.

• Identify skilled implementer and communicate your plan to them effectively.

• Ensure that the marketing strategy translates into real results by implementing it.

• Evaluating the outcome and reviewing areas for improvement

• Rewarding people for the hard-work

Possible questions in implementing your plan:

• What are the activities to be implemented?

• Who are responsible for the implementation?

• What time and where (location) to implement?

• How will the implementation be done?

Tip

Once you have implemented your plan, you will need to regularly evaluate how you have done. Make appropriate adjustments to your plan if needed to ensure you reach your goal.

Regular self-evaluation can help you to keep performance on target, solve problems, identify new opportunities to exploit, identify impending threats and manage them.

Challenge

A leading Asian manufacturer wanted to use its strengths in the air conditioning industry, as well as its electronics, software, and controls expertise, to expand its footprint in commercial buildings, specifically in the building management system (BMS) space.

Solution

Guide-house Inc. assisted by developing a long-term BMS goal for the client by assessing current business models, identifying key success factors, and assessing target geographic markets. The team bench marked the client’s capabilities by identifying threshold and differentiating skills and comparing the client with different BMS player types. Next, we defined a capability acquisition strategy by assessing strategic alternatives, defining screening criteria, identifying potential targets, and identifying growth challenges. Guide-house then developed a go-to-market strategy for targeted regions by identifying attractive markets, assessing BMS sales channels, and identifying purchasing criteria of key influences. The team also identified and evaluated differentiation opportunities for improved usability, lighting controls, BMS/IT convergence, and energy services.

Impact

Having gained critical perspective and focus, the client was equipped to develop a detailed go-to-market strategy and implementations.

William J. Goetzler