Marketing Strategy And Implementation

Marketing Strategy And Implementation marketing Strategy And Implementa

Marketing implementation refers to the process of outlining the exact steps to be undertaken by the company in order to achieve the laid out marketing strategy (Pride, 2011). The marketing strategy in this case includes a description of the market position that the company hopes to achieve given the prevailing market conditions. For instance, in the case of Starbucks, the prevailing market conditions such as competitive nature of the coffee industry and the changes in taste and preferences of customers have prompted the company to come up with product, pricing, supply chain and communication strategies.

These strategies are geared towards improving the market position of Starbucks. The implementation of a marketing strategy is the most important part of a marketing plan. The achievement of a company’s goals is only possible if marketing strategies are accompanied by proper implementation. In this case, a company may be having a great strategy but if the implementation is poor, then it may not be able to achieve its goals. The purpose of implementation is to ensure that marketing activities happen in a timely and sequential manner so that the company may achieve its goals (Enis, 2013).

The table below illustrates marketing activities that may be undertaken in the implementation phase: Activity Example Impact

• Differentiating products: Starbucks has highly differentiated coffee products including espresso coffee, pastries, smoothies and Frappuccino among other beverages. Product differentiation helps to improve customer satisfaction and hence boosting customer loyalty.
• Effective product advertising: Starbucks effectively uses the electronic media and other platforms such as roadshows to advertise its products. Product advertising leads to growth of the company’s sales revenue.
• Launching an online marketing website: Starbucks has launched an online website whereby products can be easily delivered to customers in different places around the world. Customers make their orders online and pay for the goods once they are delivered. Online marketing helps to boost the company’s sales.

Evaluation is part of a marketing plan that focuses on analyzing the quantitative and qualitative metrics associated with marketing strategy and implementation (Kotler & Armstrong, 2006). The quantitative metrics mainly deal with numerical data—such as the total number of products supplied, total sales revenue, and the number of customers reached during a period. The qualitative metrics focus on issues such as customer satisfaction.

The purpose of evaluation is to check whether the company achieved its marketing strategy in the implementation phase (Kotler & Armstrong, 2006). If the efforts are successful, steps can be repeated; otherwise, necessary changes should be initiated to improve performance. Controls are crucial for coordinating and directing company resources towards set goals, providing benchmarks to assess how well the marketing plan achieved the company's objectives (Enis, 2013).

Controls can be classified as formal or informal. Formal controls include written, management-initiated mechanisms such as decision-making rules, expectations, and evaluation criteria. Informal controls do not require explicit rules, relying instead on employees’ inferred understanding of acceptable behavior (Enis, 2013). Both types of controls serve to guide organizational behavior and ensure alignment with strategic goals.

The implementation schedule and timeline are tools for monitoring progress. These outline each step within the marketing plan and specify the expected completion time. Managers prepare these schedules to ensure that activities are executed timely, facilitating achievement of the company’s goals (Enis, 2013). Proper scheduling helps identify delays and adjust strategies accordingly to stay on track.

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The success of any marketing strategy fundamentally hinges upon the effective implementation of planned activities. While formulating a marketing strategy provides a targeted direction for an organization, its execution determines tangible outcomes such as increased sales, enhanced brand recognition, and competitive advantage. Consequently, understanding the nuances of marketing implementation is essential for marketers aiming to translate strategic plans into real-world results.

One of the core components of successful marketing implementation is product differentiation. For instance, Starbucks exemplifies this through its wide array of coffee beverages such as espresso, Frappuccino, and smoothies, alongside pastries. This differentiation helps to meet diverse consumer tastes, fostering greater customer satisfaction and loyalty. Differentiated products not only give a competitive edge but also enable a brand to position itself distinctly in a crowded marketplace (Kotler & Keller, 2016). Starbucks leverages product differentiation as a core element in its market strategy, aligning product offerings with evolving consumer preferences.

Effective advertising is another critical pillar of implementation. Starbucks employs various channels, including electronic media, roadshows, and social media, to reach its target audiences. These advertising efforts serve to reinforce the brand message, create awareness, and stimulate demand. Research indicates that consistent and targeted advertising increases brand recall and sales revenue (Belch & Belch, 2018). For Starbucks, online and offline advertising campaigns have historically contributed significantly to its growth and customer engagement strategies.

In addition to traditional advertising, Starbucks’ online marketing website exemplifies the shift towards digital commerce. The platform allows customers worldwide to place orders conveniently, pay online, and receive delivery services. The online channel broadens Starbucks’ reach beyond physical stores, providing convenience and improving the customer experience. E-commerce strategies such as these are increasingly vital, particularly in responding to consumers’ demand for seamless omnichannel integration (Chaffey & Ellis-Chadwick, 2019). Implementing digital platforms thus becomes a strategic priority for brands seeking global expansion and customer loyalty.

Evaluation and control mechanisms are indispensable in ensuring the effectiveness of marketing implementation. Quantitative metrics, such as sales figures, market share, and customer reach, provide numerical insights into whether strategic objectives are met. For Starbucks, tracking total sales, new customer acquisition, and online order volumes offers tangible benchmarks for success (Kotler et al., 2015). Qualitative metrics, including customer satisfaction, brand perception, and loyalty levels, offer deeper insights into consumer attitudes and perceptions affecting long-term success.

Proper evaluation facilitates continuous improvement. If metrics indicate underperformance, companies can revisit implementation strategies, refine messaging, or adjust resource allocation (Enis, 2013). For instance, if online sales lag behind in Starbucks’ e-commerce initiatives, targeted adjustments such as promotional campaigns or app enhancements may be undertaken to improve results. Conversely, if initiatives such as advertising and differentiated products are yielding strong results, these strategies can be scaled or expanded.

Controls—both formal and informal—are essential tools for maintaining strategic alignment throughout implementation. Formal controls include written policies, procedures, and evaluation criteria that formalize decision-making processes and expectations. Informal controls, on the other hand, rely on organizational culture, shared values, and peer influences to guide behavior (Enis, 2013). Together, these controls ensure that employees and managers stay aligned with the marketing objectives and execute activities efficiently.

The development of a detailed implementation schedule and timeline further supports effective execution. This schedule ensures that each activity has a designated timeframe, enabling managers to monitor progress and address potential delays proactively. For Starbucks, a quarterly or monthly plan of product launches, advertising campaigns, and digital updates helps coordinate efforts across departments, ensuring that strategic milestones are met on time (Enis, 2013). This systematic approach minimizes chaos, increases accountability, and enhances overall performance.

In conclusion, effective marketing implementation is a multifaceted process that involves strategic differentiation, targeted advertising, digital engagement, rigorous evaluation, and strict control mechanisms. The role of planning tools such as schedules and timelines cannot be overstated, as they ensure activities are carried out timely and efficiently. For organizations like Starbucks, meticulously executing these elements leads to sustained competitive advantage and long-term growth in a dynamic and competitive marketplace.

References

• Belch, G. E., & Belch, M. A. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill Education.
• Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing. Pearson Education.
• Enis, B. M. (2013). Marketing Principles. Goodyear Publishing.
• Kotler, P., Keller, K. L. (2016). Marketing Management. Pearson.
• Kotler, P., & Armstrong, G. (2006). Principles of Marketing. Pearson Prentice Hall.
• Kotler, P., Wong, V., Saunders, J., & Armstrong, G. (2015). Principles of Marketing. Pearson Australia.
• Pride, W. M. (2011). Marketing Principles. Cengage Learning.
• Enis, B. M. (2013). Marketing principles. Santa Monica, Calif: Goodyear Pub. Co.