The Obstacles Finding Pattern for Bank's Strategic Marketing

Abstract

Research on the implementation of marketing plans does not in line with marketing formulation and despite design qualitative and quantitative tools and comprehensive model to strategy formulation, a few number of research activities have been considering issues of implementation strategies and Explain a frameworks for the implementation strategies. This research investigate strategy Implementation and Barriers has emerged during the implementation process. After reviewing previous research and collect the main barriers, the questionnaire were designed, then in order to statistical survey distribute between 391 managers and senior experts of sample study. After classification of barriers by using Exploratory Factor Analysis (EFA) in six groups (organizational resource, structure, human resource, communicational, strategically and Content) the structural equation modeling technique and Friedman test were used to test structural relationships and the main barriers in each of the six structures were identified. The result shows that between the six components identified in the model, communicational and structural barriers have maximal and minimal effects on marketing strategy plans Implementation in Mellat Bank. At the end of research we present some suggestion for improve each barriers.

Keywords

• strategy implementation
• marketing strategy program obstacles
• structure equation modelling (sem)