Entrepreneur's Handbook

Homepage Girişimcinin El KitabiCARRYING OUT MARKETING ACTIVITIES
Entrepreneur's Handbook

CARRYING OUT MARKETING ACTIVITIES

 

The studies done so far explain what to do for effective planning of marketing activities. From this point on, the task of the entrepreneur is to create the organization that will effectively implement the decisions taken in the planning, to find the resources and to ensure that the enterprise reaches the goals determined at the beginning in the most efficient way.

The first step in carrying out marketing activities is to determine the organization. This activity, which is not very comprehensive due to the fact that the works in small businesses are carried out with a very narrow staff, requires a professional approach as the business grows and an organizational structure should be determined on certain strategies.

The second stage in practice is the formation of the team within the determined organizational structure. At this stage, the entrepreneur will employ people who will fulfill the tasks defined in the organizational chart. Especially the start-up phase of the initiative is a phase where the team is more important than any other element. For this reason, the entrepreneur must be very attentive in team building, bring together people who are highly motivated, who enjoy working with each other and who also do their job well. It should not be forgotten that there are many entrepreneurs who fail in a short time due to the lack of sufficient care about the team or employees in practice.

The third stage of the implementation is the operation, in other words, the stage of initiating activities in accordance with the plans. It constitutes the stage where cash outflows are the most intense. During the operation phase, it is necessary to pay salaries to employees, to make advertising and promotional expenses, to purchase distribution vehicles, and to pay store rents. Therefore, a new venture needs to sell quickly at this high cash stage. If the planning activities carried out until this stage, customer verification studies and market tests are successful, there will be no significant difficulties during the operation phase, and the business will quickly make a profit.

It is also necessary to carry out an effective control activity in order to determine whether all these applications related to marketing activities are in accordance with the targets given in the planning. Control activities do not pose a significant problem in small businesses due to face-to-face contact, while the need for effective control procedures increases as the business grows. However, regardless of size, the entrepreneur has to keep the cost and sales targets under control. For this, it will be useful to create some target and control charts at daily, weekly, monthly and annual levels.