Instructions: International Sales and Marketing Plan - Evaluation, Controls, and Contingency Plans EVALUATION, CONTROLS, AND CONTINGENCY PLANS Assignment Description Assignment Steps Materials and Resources ASSIGNMENT DESCRIPTION You and your partner will now expand upon your strategic plan to consider how you will gather information and use it to improve upon your initial business model Your controls and contingency plans describe the development and use of evaluation and feedback mechanisms to guide and improve sales and marketing efforts. Good controls and contingency plans specify how performance will be measured and what actions will be taken if the plan does not unfold as expected < > ASSIGNMENT STEPS 1. Evaluation: Organizations identify key performance indicators that will be tracked. These vary depending on the sales and marketing objectives. Examples of data that are often tracked include: Customer recall . Opinions of promotional messages . Number of leads generated Amount of traffic driven to the website's landing page from social media Number and nature of positive comments from customers after they have consumed content Sales revenue compared to marketing costs 2. Controls: Controls specify how the performance of the plan will be measured and provide a schedule by which results will be compared to the sales and marketing objectives. 3. Contingency Plans: Contingency plans layout the action to be taken if sales projections and buyer preferences or market reactions do not unfold as planned (whether positive or negative). Planning for events outside of the organization's expectations helps to mitigate risks. Events for which organizations might create contingency plans include: . New regulations for packaging, labeling, and claims Shifts in trends or buyer preferences Environmental issues Changes in the economy New or lost competition Negative business image Staffing Issues