Implementation Evaluation Control

Figure 2.6 Managing Marketing: Analysis, Planning, Implementation, and Control

(Marketing: An Introduction, 10th Edition.Armstrong 55)

In the implementation phase, it is where Ataco needs to care out its plans.

"A brilliant marketing strategy counts for little if the company fails to implement it properly" (Marketing: An Introduction, 10th Edition.  Armstrong 57).  To implement is to carry out the marketing plan.  Implementation makes the market strategy count.  The market strategy is only as good as the implementation.  "Whereas marketing planning addresses the what and why of marketing activities, implementation addresses the who, where, when, and how" (Marketing: An Introduction, 10th Edition.  Armstrong 57).

Both "doing things right" and "doing the right things" are equally important.  To have the market strategies carried out, Ataco mus implement it addressing the who, where, when, and how.  "... Implementation is difficult—it is often easier to think up good marketing strategies than it is to carry them out" (Marketing: An Introduction, 10th Edition.  Armstrong 57).  This is really the most difficult part for Ataco.  Ataco is a pop-up restaurant with fresh new ideas but to carry out the market strategies is where it struggles the most.  There are many surprises in this phase.  Marketing control helps control those surprises.

"The process of measuring and evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are achieved" (Marketing: An Introduction, 10th Edition.  Armstrong 58).  So, in order for Ataco to keep control of implementation, it must keep record of performance; everything from sales to spending.  The time of yaer may affect the business, time of day and location.  According to data, Ataco might need to take action.  Action may be to move locations, maybe only open at night or only in fall.