2003 Prentice Hall, Inc.

2003 Prentice Hall, Inc.

Strategic Marketing
Topic: Strategic Control of Marketing
Strategy
Presented To: Mr. Zia-ur-Rehman
Presented By: M.Hashaam
Roll no. : AM552381
2003 Prentice Hall, Inc.
Acknowledgment
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.
2003 Prentice Hall, Inc.
Strategic Control of Marketing
Strategy
Control involve setting standards
of performance, evaluating actual
performance against standards
and, if the deviations are
intolerable, taking corrective
action.
2003 Prentice Hall, Inc.
Strategic Control of Marketing Strategy
Types of Control

Annual plan
Profitability
Efficiency
Strategic
Responsibility of
top and middle
management
Examines
whether planned
results are
achieved
2003 Prentice Hall, Inc.
Strategic Control of Marketing Strategy
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
2003 Prentice Hall, Inc.
Strategic Control of Marketing Strategy
Types of Control

Annual plan
Profitability
Efficiency
Strategic
Responsibility of
marketing
controller
Examines where
the company is
making and
losing money
2003 Prentice Hall, Inc.
Strategic Control of Marketing Strategy
Four tools are used to evaluate
profitability:
Profitability by Product Territory
Market Segment
Trade Channel
Order Size
2003 Prentice Hall, Inc.
Strategic Control of Marketing
Strategy
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
2003 Prentice Hall, Inc.
Strategic Control of Marketing Strategy
Four tools are used to evaluate
efficiency:
Expense Ratio
Advertising Effectiveness measures
Market Potential
Contribution Margin Analysis
2003 Prentice Hall, Inc.
Strategic Control of Marketing
Strategy
Types of Control

Annual plan
Profitability
Efficiency
Strategic
Responsibility of
top management
and marketing
auditor
Examines whether
company is
pursuing its best
opportunities
2003 Prentice Hall, Inc.
Strategic Control of Marketing
Strategy
Strategic controls should be
conducted periodically via:
Marketing-effectiveness reviews
Marketing audits
Additional reviews to consider:
Marketing excellence review
Ethical and social responsibility review
2003 Prentice Hall, Inc.

2003 Prentice Hall, Inc.
Case Study
Strategic Control of Marketing Strategy in
Siemens
LifeStyle Appliances
2003 Prentice Hall, Inc.
Siemens LSA Strategic Control
Following tools are use in Siemens
LSA for Control:
Sale Analysis
Expense to Sale Ratio
Advertising Effectiveness Measures
Order Size

2003 Prentice Hall, Inc.
SWOT Analysis
Strengths
High Quality
No Competitor
International Brand
Makes High Profits
Tax Free Products
Weaknesses
High Prices
Only for Upper
Class
Specifically
Located
2003 Prentice Hall, Inc.
SWOT Analysis
Threats
Growing
Companies in
Industry like
Orient &
Samsung etc.
Opportunities
Can Capture
other classes &
Segments
Enhance sale with
low prices
2003 Prentice Hall, Inc.
Conclusion
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.
2003 Prentice Hall, Inc.
Recommendations
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.
2003 Prentice Hall, Inc.
Thank You
Any Question ?