Implementation Evaluation Control

(“Through implementation, the company turns the plans into actions. Control consists of measuring and evaluating the results of marketing activities and taking corrective action where needed.” P.55)

The first several weeks of Mobile Italy will be a trial period to figure out what is working for us and what isn’t, as is natural for many upstart businesses. We will need to see how effective our social media is working to get people to come to our truck. And, of course, we also want to see how well we are doing with the menu. That’s why to start out, the selection will be rather wide (but not excessive), to evaluate what’s selling and what isn’t.

One thing we will be looking for is keeping track of what menu items are selling, and what isn't. Bear in mind that we don't especially NEED a wide selection (Like with the Slider truck). What we want to do at the start is find out what our customers are ordering and what isn't ordering, and weed them out in the coming weeks. Cutting back on dead weight and food items that aren't selling will save us expenses as well as preparation time.

Understanding our customer's taste preferences is essential. What is it they crave on a daily basis? What do they want that the microwave lunch can’t provide? We give them the options, and they figure out which food item is their benefit. And that’s why we need to show that we are far beyond the microwave (“Design begins with observing customers and developing a deep understanding of their needs. More than simply creating product or service attributes, it involves shaping the customer’s product-use experience.” P.216)