Implementation Evaluation Control

The implementation evaluation control for The Bean Break would, again, have to focus on the customers’ wants and needs to make this business successful and to have loyal customers. “Marketers want to reinforce and retain regular users, attract targeted nonusers, and reinvigorate relationships with ex-users.” (Source: Marketing: An Introduction for Education Management Corporation, page 182) As a marketer, I would want unhappy customers to come back to the coffee shop and give it another shot to see how I have improved on the food, coffee, and smoothies. I would want to turn those unhappy customers to regular customers and have them be loyal. The Bean Break does not want to have any problems with customers, whatever the customers want, they will get, or as they say, ‘The customer is always right.’ “Benefit segmentation requires finding the major benefits people look for in the product class, the kinds of people who look for each benefit, and the major brands that deliver each benefit.” (Source: Marketing: An Introduction for Education Management Corporation, page 182) The customers will observe The Bean Break and catch some things that they do not like and things that they do like. I want every customer who comes in to the coffee shop to be comfortable and leave happy with what they paid for. Everything will be customized to their needs and I would want them to leave with a happy stomach. I would not like nothing less than that, the worst that could happen would be if a customer complains and is not satisfied with their beverage or food, it would lead up to a complimentary beverage or snack, which I would not like because it would hurt my business. Every business goes through something like that and I know that would happen at The Bean Break.