Formal Marketing Control

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Input control

There are different actions needed before the execution of the marketing plan. Financially, more funds are needed for advertising MIXY to increase awareness, new product development, and better colors for the packaging. MIXY is not advertised and it needs to be in a larger product line to compete better. Also, as the packaging is made by the same supplier as CL, it should differ to be easily recognized. More expenditure is also needed for the R&D as the company is strong in this field. It has an opportunity to provide product with more mixed flavors in addition to what it has for the moment like avocado, peach… to be recognized by the local customers as a product with a strong added value that does not exist in the market. New systems will be bought to better develop MIXY. When it comes to the human resources, COPAG needs to merchandisers and a product manager in order to well maintain the marketing plan. The product manager function is to improve MIXY as a product with mixed flavors. Different tasks will be given to him in order to enhance it. The merchandisers will be outsourced to work in allow consumers in MARJANE and ACIMA to taste MIXY and offer them gifts.

Process control:

To ensure that the existing inputs and the additional are doing well, many actions are needed during the execution of the marketing plan. For the product manager, he has to work in a multi-disciplinary team to check whether all functional areas in addition to the marketing department are following similar goals and objectives. In addition to this, one important task that they have is that they should to keep an eye on all factors affecting MIXY like the components of the product in the production department. Every merchandiser should be invited to give his opinion in terms of what he sees and what he believes it needs to be done. The merchandisers need to be controlled and evaluated to check whether they are doing their job. If it is the case,...
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