The Nature of Strategy Implementation: Marketing, Finance/Accounting, R&D and MIS Issues

Learning Outcomes

After studying this unit, you should be able to do the following:

➢ Explain market segmentation and product positioning as strategy implementation tools.

➢ Discuss procedures for determining the worth of a business.

➢ Explain why projected financial statement analysis is a central strategy implementation tool.

➢ Explain how to evaluate the attractiveness of debt versus stock as a source of capital to implement strategies.

➢ Discuss the nature and role of research and development in strategy implementation.

➢ Explain how management information systems can determine the success of strategy implementation efforts.

Introduction

Strategy implementation directly affects the lives of plant managers, division managers, department managers, sales managers, product managers, project managers, personnel managers, staff managers, supervisors, and all employees. In some situations, individuals may not have participated in the strategy-formulation process at all and may not appreciate, understand, or even accept the work and thought that went into strategy formulation. There may even be foot dragging or resistance on their part. Managers and employees who do not understand the business and are not committed to the business may attempt to sabotage strategy-implementation efforts in hopes that the organization will return to its old ways.

Marketing Issues

Countless marketing variables affect the success or failure of strategy implementation, and the scope of this text does not allow us to address all those issues. Some examples of marketing decisions that may require policies are as follows:

1. To use exclusive dealerships or multiple channels of