Assignment no. 16 - Strategy Implementation and Internal Marketing
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Course
Entrepreneurial Marketing Strategies (ENTR20053)
Institution
Polytechnic University Of The Philippines
Book
Marketing Strategy and Competitive Positioning PDF eBook
Answers to the following questions are available in this document:
1. How important or relevant do you believe ‘internal marketing’ is for organizations today?
2. Discuss how strategy implementation differs in small versus large organizations?
3. Given the situation nowadays, discuss ...
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Entrepreneurial Marketing Strategies (ENTR20053)
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16 - Strategy Implementation and Internal Marketing
1. How important or relevant do you believe ‘internal marketing’ is for
organizations today?
Yes. I believe so. Let me preface my answer by illustrating the current era we live
in. We are in the 'Information Age'. Which means that information is accessible to
anyone who has internet, a smartphone or a computer. Anything can be Googled, these
days. For illustration purposes, even this very answer could've been just copied
off of the world wide web. But kidding aside, logic follows that everyone including
customers are 'smarter 'now versus pre-internet days. Add to that the fact that
social media has big inlfuence on which brand to patronize.
What does this mean for organizations these days? They need to work harder to
convince the customers to belive in their brands. For example, how can the sales
team sell something, they don't believe in, or they don't care about because people
can see right through that. In order to better convince the customers, they have to
convince themselves first. They can do that from inside their respective
organizations, through Internal Marketing. What happens when organizations today
have strong internal marketing? There's consistent and seamless coordination
between the marketing goals and its implementation. Customer service quality and
customer satisfaction match. Their synergy emanates. The whole brand works smoothly
like a wel-oild machine. Furthermore, having strong Internal market turn their
employees into active brand advocates, embodying the spirit of their brands,
speaking it. Breathing it. Living it. Mermerizing customers along with it.
2. Discuss how strategy implementation differ in small versus large organizations?
Strategy implementation largely depends on the capability of people and
organizations.
In Large organizations, Implementation requires lots of planning, coordination
between departments, approval of higher ups before actual communication to the
middle managers, lower managers and training of employees. It's challenging to
implement strategy because there are barriers such as: difference in managerial
styles, takes time to change things, some departments may be better than others,
etc.
In Small organizations it's easier to implement strategy because there may be less
barriers in achieving goals. For example, there aren't bureaucracies present in
large organizations. Specially for small organizations that have a single
product/service, it is plan specific activities and tasks; to train people beause
there are fewer employees; communicate goals; and takes less time to implement
changes because there aren't lots of departments.
3. Given the situation nowadays, discuss the different challenges in marketing
strategy implementation of universities.
In light of the COVID-19 pandemic, universities certainly changed the way they
implement marketing strategies to stay afloat. Lots of univerties here and abroad
struggle to make ends meet as a direct result of low enrollment rate. Some
completely went bankcrupt and closed down. Different challenges include:
(1) Making the best of reduced funds- Due to the decline in economic activities,
universities have to be creative on how to spend limited budget. This means
removing non-essential tasks and roles.
(2) Effective communication within the university- This relates to how to
communicate effectively despite limited capacity and using communication channels
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