sm presentation4
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A presentation prepared in university on "Strategic Management"TRANSCRIPT
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