Developing and Implementing the Solution
In order for the plan to succeed, it must be implemented correctly. The implementation part of a plan is difficult because of negotiations, internal resistance to change, and meeting difficult timelines. Communication between management and employees must become the norm during the implementation process. “In successful projects, preparation for implementation is done in advance. It is addressed in the initial plan and throughout the project. There is a strong liaison between the project team and the user about implementation details” (Nicholas, 2001, p. 547).
The strategic marketing process has three phases that include planning, implementation, and control. All phases are equally crucial to the ultimate success of a company’s marketing campaigns. “Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders” (Kerin et al., 2006). The first phase in the process of developing marketing strategy is the planning phase. The planning phase should start immediately. The primary purpose of the planning phase is to create product and market focus, set goals, and develop a marketing program after intense research, analysis, and assessment of all competitive, environmental, market and situational factors. At the center of the planning phase is a SWOT analysis which is “an acronym describing the organization’s appraisal of its internal Strengths and Weaknesses and its external Opportunities and Threats” (Kerin et al., 2006). The