Four approaches to marketing strategy implementation

Simply stated, “implementation” is the process that turns marketing plans into action. A marketing strategy is only as brilliant as its execution. You have several options when determining what approach to take with your implementation. Here are the top four:

  1. Command approach:
    • Strategies are determined and outlined by top-level administrators and forced down to lower levels for implementation. This approach makes decision-making easier, but it can be difficult to get buy-in from lower-level individuals.
  2. Change approach:
    • The organization is modified to ensure the successful implementation of the strategy. Like “command,” the “change” approach can make decision-making easier, but it can be time-consuming.
  3. Consensus approach:
    • Top and lower-level managers work together to formulate and develop strategies. This approach increases buy-in, but can take more time and requires more communication.
  4. Cultural approach:
    • Invites all levels of the organization to help create and implement the strategy. This approach greatly increases team buy-in, and employees enjoy some flexibility.