Implementation of a Marketing Plan Based On Management By Values

Abstract

It may be said that marketing is the externalization of the internal values of an organization in order to attract a certain segment of the population that is able to identify with those values. Recently, a resort hotel's revised marketing plan, which is based on management by values, produced an increase in profit before taxes of 2, 933°/ from an increase in sales of38% for May 1989 compared to May 1988. This was accomplished through more effective marketing segmentation and more efficient implementation of the plan, made possible by clarification of the hotel's values. People want to know why. Values give meaning to an organization and provide meaning to everything that is done within the organization. Commitment to any plan's success will be enhanced when the people involved in implementing the plan not onlyknow the objectives and the courses of action to achieve the objectives but why the objectives and courses of action were selected. An objective of any marketing plan should be to increase the quantity and returnability of guests. Management by values is a methodology that the hotel's management used to determine rather effectively the appropriateness of the marketing plan to attract the proper segment of the population and to provide meaning to the plan for all persons within the organization. Success was predictable because the courses of action to achieve the objective were consistent with the objective and, more importantly, enhanced and protected the values of the organization. The values became the common denominator of all the functions performed within the organization. Through management by values, the success of the marketing plan was enhanced by increasing commitment to a higher level of consistency between the planning, controlling, and organizing necessary for coordination of the marketing effort. The marketing plan has been, and will continue to be, successful because it answers the all-important question "Why?" for both the hotel's employees and its guests.