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Catering Marketing Plan

Fressen Catering

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Controls


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
AdvertisingStart DateEnd DateBudgetManagerDepartment
Jewish newsletter ad campaign1/1/20013/1/2001$6,930SusanMarketing
Synagogue newsletter ad campaign1/1/200112/31/2001$6,930SusanMarketing
Other
Total Advertising Budget $13,860
PRStart DateEnd DateBudgetManagerDepartment
Other
Total PR Budget $0
Direct MarketingStart DateEnd DateBudgetManagerDepartment
Marketing plan completion1/1/20013/1/2001$0SusanMarketing
Other
Total Direct Marketing Budget $0
Web DevelopmentStart DateEnd DateBudgetManagerDepartment
Networking activities1/1/200112/31/2001$2,900SusanMarketing
Other
Total Web Development Budget $2,900
OtherStart DateEnd DateBudgetManagerDepartment
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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