The purpose of Mixed Greens Salad Gardens' 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.
Implementation
The following milestones identify the key marketing programs. It is important to accomplish each one on time and on budget.
| Milestones |
| | | | | | |
| Advertising | Start Date | End Date | Budget | Manager | Department |
| Advertising campaign | 1/1/2001 | 12/31/2001 | $3,200 | Heidi | Marketing |
| Other | | | | | |
| Total Advertising Budget | | | $3,200 | | |
| 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 | $50 | Heidi | Marketing |
| Other | | | | | |
| Total Direct Marketing Budget | | | $50 | | |
| Web Development | Start Date | End Date | Budget | Manager | Department |
| Networking campaign | 1/1/2001 | 12/31/2001 | $3,100 | Heidi | Marketing |
| Other | | | | | |
| Total Web Development Budget | | | $3,100 | | |
| Other | Start Date | End Date | Budget | Manager | Department |
| | | | | | |
| Other | | | | | |
| Total Other Budget | | | $0 | | |
| Totals | | | $6,350 | | |
Marketing Organization
Heidi Ponic is responsible for all marketing activities.
Contingency Planning
Difficulties and risks:
- Problems generating visibility.
- An already established competitor that chooses to compete on quality and flexibility.
- Poor weather which could hamper crop yields.
Worst case risks may include:
- Determining that the business cannot support itself on an ongoing basis.
- Having to liquidate equipment to cover liabilities.
