With the right marketing plan, Organics has many opportunities for establishing a solid position in the current marketplace of local restaurants. There are a number of potential new customers throughout the metro area. Some customers are ready for a new type of restaurant and others are tired of the same old choices and yet others want the healthy choices that we can provide when dining out. This objective will be accomplished by providing strong advertising and promotion support, on a sustained basis designed to generate consumer awareness and demand for the restaurant. A formal desktop presentation will be used to generate new customers. This powerful presentation will tell the story of Organics and praise the benefits of healthy food over television monitors hung throughout the restaurant. To create and maintain, over the next five years, a highly profitable health food restaurant is the next objective that centers on the goal of obtaining a significant share of the market for healthy, organic, lunchtime restaurants. Personnel management is general the most time consuming task of the business. You must give the people a sense of fulfillment and belonging. Additionally, there are the issues of evaluation, compensation, discipline, and benefits. To communicate your vision you must be clear on the direction and tell them where they fit into the plan. In order for people to have a sense of self-worth, they need to know what they must do to be acceptable. They can then decide whether they want to work hard enough to merely get by, get ahead, or be a superstar. If people who merely get by are getting rewarded at the same level or better than those who are putting out a big effort, the results are fairly predictable. Similarly, it is hard to maintain discipline if those who act contrary to company policy are not dealt with in a clear and fair manner. Supply chain management is a key means of differentiation for a firm and a critical component in marketing and corporate strategy. In focusing on supply chain management we will report lower inventory, transportation, warehousing, and packaging costs; greater supply chain flexibility; improved customer service; and higher revenues. There is a clear relationship between supply chain performance and profitability. Organics management would like to see a 4 percent increase in revenue due to reducing supply chain costs, a 35 percent increase in supply chain flexibility, and a 9 percent improvement in cash flow. A careful review of technical and marketing information available on competitor files was conducted. In addition to this information, a screening of virtually every available secondary resource related to the fresh, organic market was done. This information was provided by an outside research organization that was hired to conduct a specific study of this market category. A clipping service was retained to obtain copies of advertisements placed by restaurants in selected areas throughout the United States. Implementation is the process that turns strategic plans into action assignments and ensures that these assignments are executed in a way that accomplishes the plans’ objectives. Implementation activities may involve detailed job assignments, activity descriptions, timelines, budgets, and lots of communication. Although implementation is doing what you said you were going to do, many organizations repeatedly experience failures in strategy implementation. Brilliant marketing plans are doomed to fail if they are not properly implemented. The detailed communications may or may not be part of the written marketing plan. If they are not part of the plan, they should be specified elsewhere as soon as the plan has been communicated. After a marketing plan is implemented, it should be evaluated. Evaluation entails gauging the extent to which marketing objectives have been achieved during the specified time period. Common reasons for failing to achieve a marketing objective are unrealistic marketing objectives, inappropriate marketing strategies in the plan, poor implementation, and changes in the environment after the objective was specified and the strategy was implemented. Based on an analysis of the market profile, consumer research, manufacturer and trade practices, and trends in the industry, specific conclusions and marketing objectives concerning the opportunities that this market could offer, as well as what would have be done to capitalize on these opportunities are prepared every year.

References

Pearce, J., & Robinson, R. (2005). Strategic Management (9th ed.). Boston: McGraw Hill.