Strategic Evaluation & Control

Strategic Evaluation and Control

Introduction

Marketing strategy has to be responsive to changing conditions.

Strategic evaluation is concerned with appraising the overall impact and appropriateness of the strategy

Strategic marketing planning requires information from ongoing monitoring and evaluation of performance.

Strategic Evaluation and Control

Criteria for Evaluation

Consistency

Advantage

Consonance

Feasibility

Customer Relationship Management

Overview of the Evaluation Activities

The Strategic Marketing Audit

Performance Criteria &

Information Need

Performance Criteria & Information Need

Selecting Performance Criteria & Measures refers to the essential aspects of competency.

Selecting Performance Criteria & Measures

Performance

Assessment & Actions

Performance Assessment & Action

Marketing Evaluation and Control Process is determining the comparison between

ACTUALRESULTS

PLANNEDRESULTS&

Performance Assessment & Action

3 Step Procedure:Opportunity & Performance Gaps

Determine Normal, Abnormal Variability

Decide the Actions to be Taken

1)

2)

3)

Performance Assessment & Action

3 Step Procedure:Opportunity & Performance Gaps

Determine Normal, Abnormal Variability

Decide the Actions to be Taken

1)

2)

3)

Opportunity & Performance Gaps

Strategic Evaluation seeks to:

Identifying possible Opportunities or Performance Gaps.

Intiate Action to avail Opportunities or correct existing as well as pending Problems.

1)

2)

Performance Assessment & Action

3 Step Procedure:

Determine Normal, Abnormal Variability

Decide the Actions to be Taken

1)

2)

3)

Opportunity & Performance Gaps

Performance Assessment & Action

3 Step Procedure:Opportunity & Performance Gaps

Determine Normal, Abnormal Variability

Decide the Actions to be Taken

1)

2)

3)

Determine Normal, Abnormal Variability

Operating Results include:

Sales

Market ShareProfits

Order Processing Time

Customer SatisfactionCustomer Complaints

Frequently Evaluated Measures:

Performance Assessment & Action

3 Step Procedure:

Decide the Actions to be Taken

1)

2)

3)

Determine Normal, Abnormal Variability

Opportunity & Performance Gaps

Performance Assessment & Action

3 Step Procedure:Opportunity & Performance Gaps

Determine Normal, Abnormal Variability

Decide the Actions to be Taken

1)

2)

3)

Decide the Actions to be Taken

Corrective Actions include:

1)2)3)

Exiting from Product Market

New Product Planning

Changing Target Market Strategy

Adjusting Market Strategy

Improving Production Efficiency

4)

5)

TheEnd