Marketing implementation is an essential process in an organization because it helps in executing the outlined strategies. This process is conducted and controlled by the organization leaders, and they ought to act quickly to achieve the marketing goals. Based on the statement made by Brian Trace, “One of the marks of successful people is they are action-oriented, one of the marks of average people is they are talk-oriented,” leaders should act quickly. Decision-makers need to have a bias for actions because when an action is executed quickly, the organization achieves its goals within the stipulated timeframe. Additionally, an action-oriented approach enables a business to possess a competitive advantage in the market. However, being action-oriented does not dismiss the planning stage. Action-oriented leaders should have the potential to think and plan strategically and act swiftly to implement necessary changes. An action-biased approach is vital in all the organization departments and processes, including strategic marketing implementation.
Several approaches can be used to implement marketing strategies, including command, consensus, and change ( Ferrell & Hartline, 2012 ). Implementation through command is common in a franchise system. The top executives establish the marketing strategies and transmit them to managers and employees to implement. Some of the Franchise that uses this approach include Mc Donald’s (Ferrell & Hartline, 2012). On the other hand, consensus allows high-level and low-level managers to operate as a team and develop a perfect marketing strategy supported by the majority. This approach enables the exchange of ideas from a diverse group of people. As a result, the company gathers several options and settles for the most viable. For instance, Coca-Cola uses this strategy, and its success is easily visible (Coca Cola Company, 2018). Lastly, marketing implementation through a change approach is exercised by modifying the organization structure to accommodate the process. For instance, an organization may adopt a new technology that facilitates the implementation of the plan outlined.
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References
The Coca-Cola Company 2018 Business & Sustainability Report . Ideas on Purpose. (2020, October 19). https://www.ideasonpurpose.com/work/coca-cola-2018-business-sustainability-report/.
Ferrell, O. C., & Hartline, M. (2012). Marketing strategy, text, and cases . Nelson Education. 6 th Edition
