1.Setting action plan for execution in terms of time frame (e.g. year 1, year 2 and so on...) (In a table format)
2.Designing a control (monitoring) mechanism of the plan.
3.Taking appropriate corrective action (if needed)
Grading rubric
Offers a highly detailed and thought through implementation plan consistent with marketing tactics and strategies. Realistic and reasonable application of budgeting and scheduling.
1 Setting Action Plan For Execution
Effective and efficient implementation of the marketing plan will lead to organisational success. Gantt Chart for the first year (2019)
Gantt Chart for the second year (2019)
2 Designing A Control Mechanism Of The Plan
Management must constantly be referring back to the marketing plan and implementation timeline to make the most of the outlined strategies. Control theory is primarily used.
Monitor customer feedback to manage service quality
After each tour clients will be sent a feedback form asking about their experience, satisfaction levels and perceived quality
Check all social media channels and comments daily or more often if needed
Read and respond to all online reviews
Collaborate with team members and management
Regular management meetings to review marketing plan and check implementation timelines
Review staff performance
Regularly check-in with international distributors to cultivate and grow relationship
Key performance indicators
Track sales metrics, noting any trends
Portion of website visits that turned into bookings
Where clients are coming from
Advertising design agency will also provide performance data
Others
Continue to monitor competition
Track changes in customer need, wants and preferences
When clients book, they will be asked how they found out about Sustain. Those channels will be tracked and measured
3 Taking Appropriate Corrective Action
Guided by marketing control, management will:
- Monitor sales and initiate price changes or run extra promotions as needed.
Focus more or less on certain countries depending on sales and market penetration
See how seasonality trends play out and adjust prices accordingly
- Consistently and regularly review marketing and business plan, changing goals or going after new target markets as needed
- Carefully consider and where appropriate act swiftly on feedback
Feedback from clients, staff and distributors all valued
Take complaints seriously and develop standardised response procedures with a priority to offer complimentary tours before financial remuneration
