Therefore, it is important that people implementing the strategy are able to adapt it to different changes determined by environmental factors. And in cases where the development of the marketing strategy is flawed, the implementation team can provide the necessary feedback in order to improve it. This is why strategists and implementers should work together and communicate during the implementation process (Pride & Ferrell, 2010). In addition to this, the implementation team can provide efficient advice on the results of the strategy's implementation in order for the strategy team to develop more efficient marketing strategies. The success of marketing strategies relies on developing them, but also on their implementation. By offering feedback between the development and implementation teams, the efficiency of strategies can be improved. It is also helpful to develop flexible strategies that can adapt to the necessities determined by environmental factors.

4. In some areas customer power shifts are obvious, but in other areas this is somewhat an illusion. There are industries where customers have more power because of a large number of suppliers. This is mostly the case of products of lower prices, like groceries. In other markets, customer power has not modified, like the automotive industry where it is difficult for smaller companies to enter and to provide lower priced products.

There are markets, like the cosmetics industry, where the number of products and companies seems to have increased. Customers on this market have a great number of products to choose from (Hooley et al., 2004). However, most of companies in this market have been acquired by large corporations, and apparent competitors are actually members of the same larger group. This is the case of L'Oreal that has acquired Maybelline, Garnier, Vichy, but also luxury cosmetics producers. Therefore, customers on the cosmetics market think they have many different companies to purchase from, when in fact most of them are owned by the same corporation that controls the market. The customer...

Companies' marketing strategies must adapt to increased product selection. This objective can be reached through mergers and acquisitions, but it can also be determined by companies developing expanded ranges of products that address different needs and preferences of customers.
Customer power shift is visible in certain industries, and it is determined by technology. But there are also other industries provide the impression of customer power shift, while suppliers form agreement in order to control the market. It is important to determine how this factor influences companies and their productivity.

Reference list:

1. Huber, A. (2011). Effective Strategy Implementation: Conceptualizing Firms' Strategy Implementation Capabilities and Assessing their Impact on Firm Performance. Retrieved May 4, 2014 from http://books.google.ro/books?id=oFaO6D07KysC&pg=PA13&dq=marketing+strategy+implementation+approach&hl=ro&sa=X&ei=LhBmU-G6IpLN7AaDmoCYBg&ved=0CDAQ6AEwBA#v=onepage&q=marketing%20strategy%20implementation%20approach&f=false.

2. Hallett, T. (2014). What Is Native Advertising Anyway? The Guardian. Retrieved May 4, 2014 from http://www.theguardian.com/media-network-outbrain-partner-zone/native-advertising-quality-scalability.

3. Pride, W. & Ferrell, O. (2010). Marketing. Cengage Learning. Retrieved May 4, 2014 from http://books.google.ro/books?id=-R1zRakeLJgC&pg=PA53&dq=marketing+strategy+success+implementation+development&hl=ro&sa=X&ei=1h1mU9DFPNKv7AbZ8IDgAg&ved=0CDwQ6AEwBg#v=onepage&q=marketing%20strategy%20success%20implementation%20development&f=false.

4. Hooley, G. et al. (2004). Marketing Strategy and Competitive Positioning. Pearson Education. Retrieved May 4, 2014 from http://books.google.ro/books?id=lrbs1dc8GsAC&pg=PA505&dq=customers+power+shift&hl=ro&sa=X&ei=kiJmU9OPEMmw7AanoYDADQ&ved=0CC4Q6AEwAw#v=onepage&q=customers%20power%20shift&f=false.