EOC - Implementation Evaluation Control

“Brands are more than just names and symbols. They are a key element in the company’s relationships with consumers. Brands represent consumers’ perceptions and feelings about a product and its performance—everything that the product or service means to consumers. In the final analysis, brands exist in the heads of consumers. As one well-respected marketer once said, “Products are created in the factory, but brands are created in the mind.” (Marketing an Introduction, Armstrong/Kolter, 228) For this business the implementation will go in stages of advertising and promotion in various ways. Initially a mail campaign with postcards with frequent locations and an email campaign and a website will be set up. Shortly into the start of the business I believe the best venture might be to advertise through a local news source and through social media after an initial customer base is set. The social media constraints will be coupon offers and try us campaigns for buy one get one free, or get chips and a drink with the fajita free just for trying us and liking our facebook, or retweeting the tweet. “A company’s channel decisions directly affect every other marketing decision. Pricing depends on whether the company works with national discount chains, uses high-quality specialty stores, or sells directly to consumers via the Web. The firm’s sales force and communications decisions depend on how much persuasion, training, motivation, and support its channel partners need. Whether a company develops or acquires certain new products may depend on how well those products fit the capabilities of its channel members.” (Marketing an Introduction, Armstrong/Kolter, 312) The evaluation step of this part in the plan will mainly involve customer returns and just purely profitability in projected short and long-term time measures. Lastly, the controls established will be a goal to increase profits by at least 10% in a 6 month introductory business period.