Final Project: Implementation Evaluation Control

In order to implement an efficient and effective product evaluation Finish Line IPA will focus on its progress toward the following performance standards: market share, sales volume, product profitability, and customer satisfaction.  "We define sales force management as the analysis, planning, implementation, and control of sales force activities. It includes designing sales force strategy and structure and recruiting, selecting, training, compensating, supervising, and evaluating the firm’s salespeople" (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 416.)

We understand that the market for specialty brew is very saturated in regard to our competition and ability to compete with larger brewery's.  However, we are planning effective control measures to monitor our customer satisfaction, sales volume, and profitability on a bi-weekly basis.  "Through implementation, the company turns the plans into actions. Control consists of measuring and evaluating the results of marketing activities and taking corrective action where needed. Finally, marketing analysis provides information and evaluations needed for all of the other marketing activities." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 55.)

Finish Line IPA has developed a strong management team to closely monitor its success throughout the first and second quarter of 2011.  Comprised of project mangers from sales, marketing, and operations all with key personnel to review our current status, we are confident that the implementation of our product and brand will be a success.  With our efforts focused primarily on the proper delivery of marketing, product, and customer service we have also set in place contingency plans in all three areas that will allow is to respond quickly to changes in the market and economy.