Implementation Evaluation Control

Once the marketing plan for my product is in place, the next step is putting my plan into action. “Implementation is the process that turns a marketing plan into action assignments and ensures that these assignments are executed in a way that accomplishes the plan's objectives. Implementation activities may involve detailed job assignments, activity descriptions, time lines, budgets, and lots of communication” (28). If carried out correctly, a good marketing plan will become a successful business. The next step following implementation is to evaluate if your plan was effective. “Evaluation entails gauging the extent to which marketing objectives have been achieved during the specified time period. Four 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” (28). Using evaluation you can decide whether your plan is successful or if you need to make changes to your plan.