Food-Service-Manual-for-Health-Care-Institutions

Figure 3.8. Sample Action Plan
Phase 3: Implementation
Implementation of the marketing management process begins once actions are taken to initiate
the marketing plan. These actions include organizing and coordinating procedures, people,
resources, and tasks. For instance, before a new menu is introduced, a number of operational
procedures must be developed, changed, or both. To ensure that all necessary ingredients are
available for the proposed menu items, new vendors may need to be located, and new purchasing
contracts may need to be signed. The food storage, inventory, and requisition systems
will require revision to incorporate new ingredients. Production records such as recipes and
production schedules will have to be developed to support the new menu.
In preparation for the introduction of new products, the responsibilities for preparing and
serving food items on the new menu must be assigned. As a result, employee training may be
required. Physical facilities, such as equipment or storage facilities, may need to be modified.
Advertising and promoting the new menu by means of signage, merchandising, and personal
selling are important implementation activities that the manager will need to oversee both
before and during the actual introduction of a new menu.
Although it may sound simple, implementation is only the beginning. Managers must monitor
the process continually by techniques such as sales analysis, operating ratios (food cost to
revenue), and customer comments. All procedures specified in the marketing plan must be
reviewed and operations altered as necessary to ensure success. Without the proper implementation
and effective monitoring procedures, even the best marketing plan will fail.
Phase 4: Evaluation
Action Plan
Topic: Off-premise catering
Strategy: Distribute brochure promoting off-premise catering to supervisory and managerial staff
Person Responsible
Action Completion Date (Coordinated by)
Establish format for brochure September 15 M. Bloom
Identify possible photographs and topics for copy September 22 T. Warren
Take photographs September 30 Contracted out (T. Warren)
Write copy October 5 T. Hardy
Design layout of brochure October 12 T. Warren
Approve layout, copy, and photographs October 19 M. Bloom
Obtain mailing labels October 26 L. Williams
Print brochures October 26 Contracted out (T. Warren)
Mail brochures November 6 L. Williams
Results of the marketing effort must be measured and evaluated to determine whether the plan
objectives have been achieved. A variety of qualitative, quantitative, and financial analysis
methods can help make this determination. For example, recall the promotional technique of
special offers during low-demand periods in the hospital restaurant (discussed under “Absence
of Inventories” earlier in this chapter). Sales analyses should be conducted to show whether
dollar sales increased during those slack periods. If sales did increase, the food service manager
Marketing
65