©2003 Prentice Hall, Inc.

©2003 Prentice Hall, Inc.

Strategic MarketingStrategic MarketingTopic: Strategic Control of Marketing StrategyPresented To: Mr. Zia-ur-RehmanPresented By: M.HashaamRoll no. : AM552381

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AcknowledgmentAcknowledgment

First of all thanks of Allah who is most beneficent and the most merciful whose blessings are

abundant and favors are unlimited.It is my pleasure to acknowledge the

guidance and support of my subject Teacher: Mr. Zia-ur-

Rehman for his endless guidance.

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Strategic Control of Strategic Control of Marketing StrategyMarketing StrategyControl involve setting

standards of performance, evaluating actual

performance against standards and, if the

deviations are intolerable, taking corrective action.

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Strategic Control of Marketing Strategic Control of Marketing StrategyStrategy

Types of Control

Annual plan Profitability Efficiency Strategic

Responsibility of top and middle management

Examines whether planned results are achieved

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Strategic Control of Marketing Strategic Control of Marketing StrategyStrategy

Five tools are used to evaluate annual plan performance:– Sales analysis– Market-share analysis– Marketing expense-to-sales

analysis– Financial analysis– Market-based scorecard analysis

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Strategic Control of Marketing Strategic Control of Marketing StrategyStrategy

Types of Control

Annual plan Profitability Efficiency Strategic

Responsibility of marketing controller

Examines where the company is making and losing money

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Strategic Control of Marketing Strategic Control of Marketing StrategyStrategy

Four tools are used to evaluate profitability:– Profitability by Product Territory– Market Segment– Trade Channel– Order Size

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Strategic Control of Marketing Strategic Control of Marketing StrategyStrategy

Types of Control

Annual plan Profitability Efficiency Strategic

Responsibility of line & staff and / or marketing controller

Evaluates and attempts to improve spending efficiency of marketing expenditures

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Strategic Control of Marketing Strategic Control of Marketing StrategyStrategy

Four tools are used to evaluate efficiency:– Expense Ratio– Advertising Effectiveness

measures– Market Potential– Contribution Margin Analysis

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Strategic Control of Marketing Strategic Control of Marketing StrategyStrategy

Types of Control

Annual plan Profitability Efficiency Strategic

Responsibility of top management and marketing auditor

Examines whether company is pursuing its best opportunities

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Strategic Control of Marketing Strategic Control of Marketing StrategyStrategy

Strategic controls should be conducted periodically via:– Marketing-effectiveness reviews– Marketing audits

Additional reviews to consider:– Marketing excellence review– Ethical and social responsibility

review

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©2003 Prentice Hall, Inc.

Case StudyCase Study

Strategic Control of Marketing Strategy in

SiemensLifeStyle Appliances

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Siemens LSA Strategic Siemens LSA Strategic ControlControl

Following tools are use in Siemens LSA for Control:

• Sale Analysis• Expense to Sale Ratio• Advertising Effectiveness

Measures• Order Size

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SWOT AnalysisSWOT AnalysisStrengths High Quality No Competitor International

Brand Makes High

Profits Tax Free Products

Weaknesses High Prices Only for Upper

Class Specifically

Located

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SWOT AnalysisSWOT AnalysisThreats Growing

Companies in Industry like Orient & Samsung etc.

Opportunities Can Capture

other classes & Segments

Enhance sale with low prices

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ConclusionConclusion

I conclude that Siemens Home have good control on their marketing strategy due to special focus on marketing

strategically.Their plans come true due to no competition of their products.

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RecommendationsRecommendations

I will recommend to Siemens Home that there should be

products for other classes or groups to capture the

complete market in view of their best quality.

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Thank YouThank YouAny Question ?