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Topic: Implementation of Controls

Strategic implantation control provides an additional source of feedforward information.  Implementation control is designed to assess whether the overall strategy should be changed in light of unfolding events and results associated with incremental steps and actions that implement the overall strategy. Strategic implementation control does not replace operational control. Unlike operations control, strategic implementation control continuously questions the basic direction of the strategy.


Controls are the way in which an organization measure of monitors everything it implements. How will your chosen company know of the marketing plan you have designed is working? How will this be measured?

List two controls YOU suggest for the company to measure the ideas you have created and how these controls will be applied, reviewed and quantified including time frames.

Advanced Marketing Learning Engagement Week 7.
Frances Metu
California Miramar University
Bus 7100: Seminar in Advanced Marketing
Dr. Assaf
August 9, 2022
When a marketing plan is applied, implementation control is essential in ascertaining an
organization’s performance. Implementation control summarizes the monitoring and adjusting
implementation of a plan formulated by an organization’s marketing department. It outlines the
goals and expenses for a particular month or quarter through which an organization can weigh
each period’s outcomes, implement corrective measures as required, and sometimes contingency
plans. “Marketing implementation is the process that turns marketing plans into action
assignments and ensures they accomplish the plan’s stated objectives” (Kotler & Keller, 2012, p.
The need to ensure an effective and realistic marketing plan is one of the chief aims of any
organization. This applies to FedEx by looking at its threats and weaknesses in the highly
competitive courier service delivery industry. This emphasizes the need for FedEx to check if its
marketing plan is working resourcefully and effectively or not. My chosen company (FedEx)
will know that my chosen marketing plan works by implementing some of the implementation
Types of Implementation Controls
Note: From Marketing Control, by Anjali, J. 2019, from The Investors
According to Kotler & Keller (2012), the four controls used in marketing control are; AnnualPlan Control, Profitability Control, Efficiency Control, and Strategic Control. To understand if
the marketing plan is working effectively, FedEx must implement annual-Plan control and
efficiency Control.
FedEx can use annual-plan control to check its sales and profits, which are essential goals of any
courier company. Though this annual plan is applicable for one fiscal year, a marketing plan that
is applied for a whole year can give opportunities to clear all doubts on a time frame that ought
to be given before it is ascertained if the plan is working or not. Sales, profit, customer base,
growth, expansion, etc., can all be accomplished within a year by FedEx with an effective
marketing plan. However, underachievement, underdevelopment, loss of focus on corporate
goals, etc., can be determined when annual, monthly, or quarterly sales and profits reports are
According to Kotler & Keller (2012), sales analysis, market share analysis, sales-to-expense
ratios, financial analysis, and market-based scorecard analysis are tools a company can use in
annual-plan control to determine the effects of a marketing plan. FedEx’s management can apply
this by analyzing its sales by looking at the turn-up of customers during its promotional
programs, which are always set up to gain patronage. FedEx’s manager can check if all these
marketing plans achieved the goals and objectives they were established for. FedEx can use
market share to determine the level of competitive edge it attained with the marketing plan.
Market-based score card deals with how satisfied customers are with FedEx’s services creating
avenues for customer feedback.
On the other hand, FedEx can apply efficiency control to determine if its marketing plans are
effective. According to Padget and Loos (2021), efficiency control usually comes after
profitability evaluation, which helps determine the level of income (good or bad). Carrying out
these assessments can be used effectively to enhance marketing plans and operations where and
when it is necessary for FedEx courier service.
According to Kotler and Keller (2012), sales force, advertising, sales promotion, and distribution
are tools companies use in efficiency control in determining the effects of their marketing plans.
FedEx can use sales force in efficiency control to determine gains made from customers if the
customer base has increased, or if there is a loss to competing courier businesses, etc. also,
FedEx can determine, measure, or weigh the effects of advertisements, promotional activities,
etc., by understanding the amount that it spent in tutoring marketing personnel on the impacts of
marketing choices and evaluating the effects of its distribution networks.
Anjali, J. (2019, July 17). Marketing Control. The Investors:

Marketing Control

Kotler, P., & Keller, K. L. (2012). Marketing Management 14th ed. New Jersey: Prentice Hall.
ISBN 978-0-13-210292-6.
Padget, D., & Loos, A. (2021). Applied Marketing 2nd ed. New Jersey: John Wiley & Sons Inc.
ISBN – 978-1119690610.

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