The final ingredient in your marketing plan is a
timetable for assessing the progress of your
objectives. Indicate the factors you plan to
track, from hard numbers such as sales and
profits, to more subjective data such as changes
in consumer awareness and perceptions of your
product’s image. In the latter case, you’ll also
need to indicate how you’ll measure the
changes—for example, through surveys or focus
groups.
At least every six months, review your marketing
plan, your objectives and the strategies you’ve
been pursuing. Which strategies seem to be
helping the bottom line most? What new
challenges have surfaced that now deserve top
priority? Which competitors have entered the
field? Stay flexible. Adjust your plan and your
goals as your markets and the business climate
change.
