|
Bonoma Implementation Model Concept
Bonoma Implementation Model, developed by
Thomas Bonoma, professor at Harvard Business School, has as aim to
diagnose problems in marketing strategy implementation and verify
eventual problems of the marketing plans and help to develop plans to
avoid them. According to Bonoma, the main reason for planning failures
is in the poor implementation. In a study performed in 35 companies,
Bonoma identified four types of implementation problems, each one of
them corresponding to a different level. From there resulted the model
that can be used to measure the capacity of a company to implement a
marketing plan or to make the implementation phase more solid and
effective.
Bonoma’s model divides the marketing plan
implementation in four levels and identifies the most frequent questions
at each level. Following are presented each one of the identified
levels:
. Level 1 – Policy: policy is, normally of
the responsibility of the general director and marketing and sales
directors and consists on a group of formal and informal guidelines
through which the managers lead the strategy performance. The most
common problem at this level is the inexistence of a clear vision of the
desired direction for the marketing strategy. According to Bonoma,
companies should have a strong and clear “marketing mission”.
. Level 2 – Systems: systems are usually
of the responsibility of the marketing and sales managers and of the
accountancy responsible, of the information processing and include
budgeting, organizational structure, cost control, income control, and
others information systems which involve the marketing directors,
personnel and sales. The systems’ strictness is pointed by Bonoma as the
most common problem at this level – many times, the established systems
lead the company through the habitual paths, even when the good sense
shows a different direction.
. Level 3 – Programs: programs are usually
of the responsibility of the marketing director, product managers, Sales
managers and responsible for publicity and refer to the coordinated
sales and strategy implementation programs. The distance between the
programs and reality of the company and its surrounding is the most
common problem pointed by Bonoma at this level.
. Level 4 – Duties: duties are normally
under the responsibility of the sales managers, publicity and
distributions and include basic marketing tasks, namely sales,
communication, distribution and client service. The loss of contact
among the managers perform the planning and specificities of each duty
which implements it leads to the use of false assumptions in the plans
definition, being this the main problem at this level.
Translated from Portuguese
by Susana Saraiva, Portuguese-English and English-Portuguese translation
specialist. Contact: spams@sapo.pt.
|
