Implementation, Evaluation & Control

IMPLEMENTATION OF MARKETING GOALS:

In order to foster growth and sustainability, Dark Currant must continually research the market, which is described as, “people or organizations with needs or wants and with the ability and the willingness to buy.” (Lamb/Hair/McDaniel, 97) As the target market grows older, Dark Currant must focus on different generational characteristics. Dark Currant will need to continue its research into men’s fragrances prior to the launch date and into the product’s maturity. Dark Currant will need to be willing to reformat certain goals as the market dictates.

As a start-up company, Dark Currant will need to work hard to make sure business runs smoothly in production and distribution of the fragrance. We cannot afford to have any deliveries show up incorrectly. Managers will need to keep a close eye on operations to ensure success.
Dark Currant has put together an advisory committee of experienced professionals, including marketing managers, operations managers and brand managers. We are committed to being a resource for company personnel during this time. Dark Currant will hold regular bi-meetings via the Internet with resources such as Go-to Meeting. Each manager will be equipped with materials such as, a brand manual, operations manual among others.

IMPLEMENTATION TIMETABLE:

Dark Currant will be ready for distribution by October 2010. At this time our television and magazine ads will be circulating in anticipation for the release of the product in December of 2010. The following year, mid to late 2011, Dark Currant plans for a 3% hold on the market. Dark Currant will continue growth on into 2012.