Lynch- better performing companies are more likely to
Have a marketing department
Have marketing represented at board level
More likely to adopt a marketing based structure
the marketing department working closely with other functions
Planning Orientation
Benefits
Effective Communication
Improves the co-ordination of activities of each department
Motivates
Showcases what is required from each member of the organisation
Leads to better decision making
Clearly defined goals and objectives
Favourable attitude towards change
As there will be contingency plans
Enables standards of performance
All departments can be tracked to ensure they are working towards objectives
Factors Effecting
Top management is not committed to planning
Small scale operations that cannot support planning
Using the wrong measures for success
Planning becomes a mindless ritual rather than an opportunity for forward thinking
Senior staff battle with lower level staff for strategic input
Staff essential to strategy development withhold information
Results of the strategy outcome are altered in order to justify a particular position
The marketing department are not included in the planning process
Setting and achievement of common and realistic goals
Once an organisation has set their
goals they need to be communicated to
all staff and systems and processes put
in place to ensure they are on track to
being acheived
Defining the corporate mission
What is our business?
Who is the customer?
What is the value to the customer?
What will our business be?
What should our business be?
A well worked mission statement provides...
Purpose
Direction
Opportunity
Establishing and assigning resource to SBU's
Boston Consultancy Group Model
Stars, ???, cashcows, dogs
General Electric Model
Establishing common information and control systems
Monthly/weekly meetings
IT systems
Dashboards
Share results of marketing campaigns
Establishing clear company policy
Branding
Needs to be controlled and consistent
Virgin
Tesco
Products
Production
Marketing must be involved in the development of new products
Customer Comms
Consistent
Frequency
who owns customer data?
Marketing as an internal service
provider
Identifying customers needs and requirements
Communicate customers expectations properly to product designers
Make sure customers orders are fulfilled correctly and on time
Check customers have received proper training on the product
Stay in touch with customers after the sale
Gather ideas for product and service improvement
Convey them to the appropraite department
Contributions of marketing to the development of business strategy
No other department will be able to provide all the essential information on customers