The planning and implementation matrix

Good(effective)

2TroubleThe answer liesin focusing uponissues ofimplementation

4 SuccessThe marketingprogrammeachieves itsobjectives

Bad(inappropriate)

Good(appropriate)

1 Failurethe marketingprogramme failsto exploitenvironmentaloppertunities andbuild upon theresource base

3 TroubleThe plan is flawedand any attemptat implementationis therefore oflittle value

Marketing implementation

Bad(ineffective)