CATERING MARKETING PLAN
5.0 Controls
The purpose of Fressen's marketing plan is to serve as a guide for the organization.
The following areas will be monitored to gauge performance:
- Revenue: monthly and annual.
- Expenses: monthly and annual.
- Repeat business.
- Customer satisfaction.
5.1 Implementation Milestones
The following milestones identify the key marketing programs. It is important to accomplish each one on time and on budget.
Milestones
| Milestones |
| | | | | | |
| Advertising | Start Date | End Date | Budget | Manager | Department |
| Jewish newsletter ad campaign | 1/1/2001 | 3/1/2001 | $6,930 | Susan | Marketing |
| Synagogue newsletter ad campaign | 1/1/2001 | 12/31/2001 | $6,930 | Susan | Marketing |
| Other | | | | | |
| Total Advertising Budget | | | $13,860 | | |
| PR | Start Date | End Date | Budget | Manager | Department |
| | | | | | |
| Other | | | | | |
| Total PR Budget | | | $0 | | |
| Direct Marketing | Start Date | End Date | Budget | Manager | Department |
| Marketing plan completion | 1/1/2001 | 3/1/2001 | $0 | Susan | Marketing |
| Other | | | | | |
| Total Direct Marketing Budget | | | $0 | | |
| Web Development | Start Date | End Date | Budget | Manager | Department |
| Networking activities | 1/1/2001 | 12/31/2001 | $2,900 | Susan | Marketing |
| Other | | | | | |
| Total Web Development Budget | | | $2,900 | | |
| Other | Start Date | End Date | Budget | Manager | Department |
| | | | | | |
| Other | | | | | |
| Total Other Budget | | | $0 | | |
| Totals | | | $16,760 | | |
5.2 Marketing Organization
Susan Chefly is responsible for the marketing activities. This is in addition to her other responsibilities. Susan will rely on outside help for graphic design and general creativity.
5.3 Contingency Planning
Difficulties and risks:
- Problems generating visibility.
- Lower than forecasted demand.
- The entry of another already established competitor that recognizes the market potential.
Worst case risks may include:
- Determining that the business cannot support itself on an ongoing basis.
- Having to liquidate equipment to cover liabilities.
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