Unit 8: Strategic Implementation

In each unit you have analyzed parts of a marketing strategic plan. You will now make recommendations for specific marketing goals and objectives.

1. Identification of Marketing Goals and Objectives

In Unit 4 you used a Marketing Goals and Objectives format as shown below. You then need to identify up to three objectivesyou will need to set to reach your marketing goal. Importantly, you will also need to justify your goals and objectives set in this section.

Marketing Goal A: Review

Objective A1: Set in time order with A1 the first to be accomplished.

Objective A2:

Objective A3: There should be a logical flow from A3 to A1.

1. Use this format:

Marketing Goal A:

Objective A1: Set in time order with A1 the first to be accomplished.

Objective A2:

Objective A3:

Marketing Goal B:

Objective B1: Set in time order with B1 the first to be accomplished.

Objective B2:

Objective B3:

Marketing Goal C:

Objective C1: Set in time order with C1 the first to be accomplished.

Objective C2:

Objective C3:

Marketing Goal D:

Objective D1: Set in time order with D1 the first to be accomplished.

Objective D2:

Objective D3:

1. Justification:

Justify your choice of goals and choice of objectives as outlined above. You can look at this holistically by reflecting back on your unit assignment analysis.

1. Strategic issues Marketing Implementation
   1. Identify key performance indicators (KPIs) for the goals you have outlined above.
   2. Specify how you should evaluate your SBU strategic plan success and how your SBU should control marketing activities.

1. GANTT Chart

Use the GANTT Chart format below to organize the stages needed to achieve your SBU's marketing strategy as outlined above. Then justify your overall approach.

GANTT Chart Format

Use the format below for your GANTT Chart. Replace the Marketing Goal A, Objective A1, etc. with the actual goals and objectives outlined above.

You can change the Month timeline, add columns, etc. You can also control the color of the cells in Word by using the Design > Shading control when you have your cursor on a cell in the table. (Note, you can copy this table to an Excel spreadsheet or change a Word page to landscape to expand the GANTT Chart.)

Key:	KPI	In Process	Hard Deadlines
DATE: (Use Month, Quarter, Year)		Month 1	Month 2	Month 3	Month 4	Month 5	Month ...	Month X	Month Y
Marketing Goal A	Place KPI from outline above.
Objective A1
Objective A2
Objective A3
Marketing Goal B	Place KPI from outline above.
Objective B1
Objective B2
Objective B3
Marketing Goal C	Place KPI from outline above.
Objective C1
Objective C2
Objective C3