The implementation of marketing planning: a case study in gaining commitment at 3M (UK) Abrasives

Abstract

This paper presentsa longitudinal case study of the marketing planning process adopted by one of the business units at 3M (UK) plc. The aim was to provide a real-life case example ofa successful planning process as presented from a practitioner’s perspective. Through their consultancy and long-term planning experiences, the authors found that gaining commitment for the implementation of a marketing plan is far more problematic than developing the strategy upon which the plan is based. This paper argues that practitioners and academics should focus as much attention on the marketing planning process and implementation effort as on the contents of the written marketing plan. The use of segment action teams, cross-functional groups which are responsible for the one year operational plans, proved pivotal to the implementation success together with a number of other vital ingredients presented in this paper.

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