Fianl Project: Implementation Evaluation Control

Marketing implementation is the process that turns marketing plans into marketing actions in order to accomplish strategic marketing objectives. Whereas marketing planning addresses the what and why of marketing activities, implementation addresses the who, where, when, and how.

Once a location has been selected, it will be necessary to evaluate how to improve the costs of supplementary equipment installation required by the manufacturing process. Operational cost will be refined as well. Preliminary design for contractor bids will be drawn from this study as well as investment figures for start up. Direct cost for the plant engineering study is $12,000. Extensive sensitivity analysis will have to be performed, with feedback from consumer research, an engineering study, transfer agreement preparation, and brand-building (advertising effort) design, with the variables being price, cost, sales volume, and preliminary investment. Income statements, cash flow analysis, and a balance sheet will be produced. Also, the structure of the next financial round will be proposed. The direct cost of financial plan is $7,000.

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 can gain competitive advantages through effective implementation. One firm can have essentially the same strategy as another, yet win in the marketplace through faster or better execution. Still, implementation is difficult—it is often easier to think up good marketing strategies than it is to carry them out.

We will buy the competitor's product and test it for quality, freshness, and shelf life. We will then make results available to store buyers and consumer groups. Meanwhile, we will prepare to enter this market with better standards than the competitor, making any necessary modification of our production line quality control measures.

We may also enter markets where competition already exists with products signficantly differentiated from the competitive product. This may require us to replace packaging materials or graphics, or modify our mix of lettuces.