ï [Figure 3] The organization chart and staffing plan for Paradise Kitchens appears here.
ï It reflects the barebones organizational structure of successful small businesses.
ï Often a more elaborate marketing plan will show the new positions expected to be added as the firm grows.
ï Paradise Kitchens:
a. Operates with full-time employees in only essential positions.
b. Augments its full-time staff with key advisors, consultants, and subcontractors.
c. Will add people with special expertise to the staff as the firm grows.
9. Implementation Plan
ï The Implementation Plan shows how the company will turn its plan into results.
ï Charts are often used to set deadlines and assign responsibilities for the many tactical marketing decisions needed to enter a new market.
ï [Figure 4] Introducing Howlin’ Coyote chilies to 17 new metropolitan markets:
a. Is a complex task.
b. Requires that creative promotional activities gain consumer awareness and initial trial.
ï Paradise Kitchens:
a. Will be in 20 metropolitan markets by 2022, including the three existing ones.
b. Is in 53 percent of the top 38 U.S. metropolitan markets.
ï The anticipated rollout schedule to enter these metropolitan markets appears in Figure 4.
ï The diverse regional tastes in chili:
a. Will be monitored carefully to…
b. Assess whether minor modifications may be required in the chili recipes.
ï As the rollout to new metropolitan areas continues, Paradise Kitchens…
a. Will assess manufacturing and distribution trade-offs to…
b. Determine whether to start new production with selected high-quality regional contract packers.
10. Evaluation Plan
ï The essence of evaluation is:
a. Comparing actual sales with the targeted values set in the plan.
b. Taking appropriate actions.
ï Note that the section:
a. briefly describes a contingency plan for alternative actions…
b. Depending on how successful the entry into a new market turns out to be.
ï Monthly sales targets in cases have been set for Howlin’ Coyote chili for each metropolitan area.
ï Actual case sales will be compared with these targets and tactical marketing programs modified to reflect the unique sets of factors in each metropolitan area.