PERFORMANCE EVALUATION A. Performance Standards and Financial Controls A comparison of the financial expenditures with the plan goals will be included in the project report. The following performance standards and financial controls are suggested: The total budget for the billing analysis, new-product research, and the customer survey will be equal to 60 percent of the annual promotional budget for the coming year. The breakdown of the budget within the project will be a 20 percent allocation to the billing cycle study, a 30 percent allocation to the customer survey and marketing information system development, and a 50 percent allocation to new-business development and newproduct implementation. Each project team is responsible for reporting all financial expenditures, including personnel salaries and direct expenses, for its segment of the project. A standardized reporting form will be developed and provided by the marketing director. This component of the marketing plan outlines the specifi c activities required to implement a marketing strategy, determines who is responsible for performing these activities, and outlines when these activities should be accomplished, based on a specifi ed schedule. 14 14 This section details how the performance of the marketing strategy will be evaluated. Performance standards will be established against which to compare actual performance. 15 15 B-8 Appendix B | Sample Marketing Plan The marketing director is responsible for adherence to the project budget and will report overages to the company president on a weekly basis. The marketing director is also responsible for any redirection of budget dollars as required for each project of the business analysis team. Any new-product offering will be evaluated on a quarterly basis to determine its profitability. Product development expenses will be distributed over a two-year period, by calendar quarters, and will be compared with gross income generated during the same period. B. Measuring Actual Performance To analyze the effectiveness of Star Softwares marketing strategy, it is necessary to compare its actual performance with plan objectives. To facilitate this analysis, monitoring procedures should be developed for the various activities required to bring the marketing strategy to fruition. These procedures include, but are not limited to, the following: A project management concept will be used to evaluate the implementation of the marketing strategy by establishing time requirements, human resource needs, and financial or budgetary expenditures. A perpetual comparison of actual and planned activities will be conducted on a monthly basis for the first year and on a quarterly basis after the initial implementation phase. The business analysis team, including the marketing director, will report its comparison of actual and planned outcomes directly to the company president. Each project team is responsible for determining what changes must be made in procedures, product focus, or operations as a result of the studies conducted in its area.

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1. MARKETING IMPLEMENTATION:
   1. Marketing Organization

Since our new products have different target markets, which means the requirements for each market almost differs from the others (e.g., promotion, distribution, packaging, branding.), and that require four different brands, each product will be maintained by a different brand manager. Each brand manager will oversee one of these products:

• Fitness Juice
• Luxurious Juice
• Collage and University Juice
• Soothing and Cherry Juice

With the four different brand managers, one product manager will be in charge. The reason for that is the four new products compose of one main product, simply juice. The brand managers with the product manager will be responsible for developing a marketing strategy for each product. Following the objectives of Almarai, each products raw material, packages must be 75% localized. So, brand managers and the product manager have the whole responsibility for that. Almarai follows a decentralized structure in the decision-making process. At the end of each week, the four brand managers must report to the marketing director. The report must include all the decision that has been made by each manager. The reason for that is to follow-up with each brands decisions. It is not to interfere the decentralized process; it is just to check if the brand managers are following the main objectives of Almarai or not.

2. Activities, Responsibilities, and Timetables for Completion

April 1- Ahmad, Mustapha, Yasser, and Mohammad are sales managers, they will track the sales process of each of the products. Khalid is the marketing director and will have employees under his service, objectives will be to perform and implement the marketing strategies developed for the products. This step will have the managers to report its findings at the end of each week starting from the beginning of the fiscal year (April 1). Steps will be in connection with brand managers, they are assigned in the development of the marketing strategy of these new products, and they report to the marketing director.

April 15- Yaacob (analysis team) is in charge of the research team that operate to discover new products to add to the companys name and reaching new clients, 12 employees will cooperate to accomplish this requirement. Majed (part of the analysis team) will analyze the current billing cycle of the juices the company produces. Jasim (analysis team) will be in charge of making a survey about the new juices that are in production (Fitness juice, luxurious juice. etc.) and report the result of what the customers are anticipating towards these new products to the marketing director. Survey results must be reported before the end of May 15.

June 30- Business analysis team and the marketing director should meet with the result of the three project teams. The marketing director will represent the three teams. June 30 is assigned so that the company can start before the end of the summer vacation. The company will benefit from this timing if the results are delivered so it can start the production process.

July 31- with the cooperation of the marketing director, Almarai will develop an information system for the marketing team to test out the customer response to these new products, and to present notes or mark specific pattern observed in these responses. For example, are the customers attracted to the cherry juice product, or the luxurious product., is the attraction to these products consistent or increasing or decreasing through the months.

July 31- The analyses team should provide recommendations to the marketing team on the responses of the customers towards the pricing of the new products. Recommendations should be submitted on August 31. Reasoning behind the date is to give time for customer responses to be examined by the analysis team. Therefore, marketing team can decide the price that is considered suitable according to the analysis.

July 31- The 4 sales managers are required to contact potential clients to partner with other businesses or companies in distributing activities or to boost the products relevancy in the market.

August 31- Cherry juice will be high in demand during Ramadan, people will be pleased with something refreshing because Ramadan also happens to be in a time of hot climate. Analysis team is responsible in providing the customer responses and statistics.

August 31- The marketing director will finalize surveys through multiple platforms for customers to submit their satisfaction level towards the products. Additionally, reporting to the company the customers who didnt repurchase the products, the company will contact them through their E-mail which is available in their survey submission, to figure the concerns or the reasoning behind not repurchasing the product. This is to provide the ideal products for the customers and increase the quality of Almarai products.

December- The marketing director has to extract a random sample, that is 20% of the current customers who reordered the products, to examine the surveys and implement the satisfaction level of the customers to future periods accordingly.

February- Advertisements of the new products should be successfully operating, to current customers and the sample of customers that the marketing team examined. Platforms for advertising activities that are planned are TV spots, billboards, magazines, and newspapers.

March- Marketing director should report the entire survey submissions towards the products throughout the fiscal year, analyze the results of the surveys, and have it examined to decide whether to provide suggestions on modifications to certain elements in the new products, or if the satisfaction level is considered acceptable towards the company.

Next fiscal year 2022- The objectives of the analysis team will have to be reestablished after examining the surveys and performing modifications (if modifications occurred) to the new products, advertisements will have to be renewed according to a new plan that will be decided on April 15, 2022. Moreover, Almarai will evaluate the responses to the products and might start planning to provide additional flavors to add to the collection of these products, if satisfaction levels were highly positive.