Planet Shrimp Essay

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Evaluation
If the partnerships that Planet Shrimp have created are continuing to experience growth, Planet Shrimp should re-assess their marketing strategy. They should evaluate their tactics against key performance indicators such as cost, return on investment, whether the tactics are still aligned with their values, and if they are failing to meet, meeting or exceeding demand. They should also watch their various promotional mix to understand how much exposure they have gained, whether consumer awareness, comprehension and attitude has increased or decreased, and the impact on their sales. From there, Planet Shrimp should consider developing a customer relationship management or database system to anticipate and exceed the expectations of their consumers. Although feedback during the implementation should be gathered and addressed, a thorough evaluation should be conducted for three months to best understand the current market segments’ response to Planet Shrimp and allow for adjustments to be made in future marketing plans. The evaluation period also serves to gather information and begin a projection of which areas of growth Planet Shrimp should focus on.

Timeline of Implementation Plan
(March 2017 – Feb 2018)

Marketing Mix
Price …show more content…

Consumers must understand the vision and values of Planet Shrimp to increase their willingness-to-pay. Planet Shrimp should focus on targeting market segments with a higher willingness-to-pay for their product to build brand awareness. The marketing plans to target high-end grocery stores and upscale restaurants will have limited costs because it is concentrated in specific segments. However, Planet Shrimp will incur some costs in providing samples and marketing promotion for restaurants and grocery

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