Implementation Evaluation
Control
Evaluating the performance
of the business against its goals will be key. “Many managers think that
"doing things right" (implementation) is as important as, or even
more important than, "doing the right things" (strategy). The fact is
that both are critical to success, and companies gain competitive advantages through
effective implementation.” (Armstrong, G., & Kotler, P. (2013). Marketing: An introduction (11th ed., p.
55). Boston: Prentice Hall.) Cluck Wagon will implement several strategies for
a profitable business venture. These will include using social media to
determine which locations the truck should visit each day, how long a visit
should last, and how much product can be discounted or given away on any
particular day. They will also prescribe to a degree, customer service aspects
of the business. Assuming we have chosen the best strategies for success, we
will focus on consistently doing things right, as spelled out in our business
and marketing plans.
"Marketing control
involves four steps. Management first sets specific marketing goals. It then
measures its performance in the marketplace and evaluates the causes of any
differences between expected and actual performance. Finally, management takes
corrective action to close the gaps between its goals and its
performance." (Armstrong, G., & Kotler, P. (2013). Marketing: An introduction (11th ed., p.
57-58). Boston: Prentice Hall.) We have previously stated that a company goal
is to achieve approximately $100k in sales during Cluck Wagon’s initial year of
operation, allowing us to achieve break-even with our start-up costs.
Measurements of business performance will be taken monthly. This performance
will be evaluated against our expectations, and correction will take place
quarterly. At these quarterly intervals, adjustments will be made to the
marketing strategy, as required. Such adjustments may include increased
promotional efforts, improvements to the menu or recipes, etc. Of course, if
immediate action is required for any reason, it will not be necessary to wait
until the end of the quarter to take action.
