1. What types of marketing controls should OEB Breakfast Co. in Calgary Alberta put in place to monitor and measure the success of their marketing plan?Marketing Control Types• Annual Marketing Control • Profitability Control• Efficiency Control• Budget Control• Strategic ControlNote: please refer to the summary of marketing plan attached PROPER KPI TO BE USEDAccording Career Guide (2023), a key performanceindicators are the measurable tools that are used by theorganization to improve its performance if needed. Withthis tool, the organization is able to check whether theobjectives of the company will be achieved or not. Thisalso helps to guide in the right direction towards the goalachievements.According to Nation's Restaurant News (2022), OEBBreakfast Co., are also planning to expand to differentlocations, so it is very important for them to know theproper KPI that they will use to further improve thebusiness. OEB Breakfast Co. is more focused on the fooditems it creates and serves the customers. This is mainlydone for customer satisfaction. Therefore, the importantKPI for them will be Customer-focused or Customerdimension KPIs like per-customer efficiency, customersatisfaction, and customer retention. This will help them todetermine whether their efforts to satisfy customers arebringing fruitful results or not.The first KPI is the Per-customer efficiency, the OEBBreakfast Co. should use this as their KPI to keep track ifthey are able to give efficient service to their customers.Since there are a lot of complaints about their poorservice, especially during peak hours, utilizing per-customer efficiency will give an opportunity for thebusiness to improve its efficiency by giving propercustomer service and addressing the requests anddemands of the customers. Second, is the CustomerSatisfaction, this is one of most important thing that theOEB Breakfast Co. should keep in track, it is because thesatisfaction of the customers is what matters the most.The end goal is to determine factors affecting customersatisfaction and to pinpoint areas for improvement. Thiscan be done by asking for a feedback, customersatisfaction score sheet, overall satisfaction etc., andlastly, is the Customer Retention, one of the marketinggoals of OEB Breakfast Co. is for customer retention andto increase customer loyalty. By using this KPI businesswill be able to keep track of number of repeat customers.This is an essential tool to see that the marketing effortsdone by the business is effective, when the customerscontinue to patronize the business all over again. SUMMARY OF THE MARKETINGOBJECTIVES, TARGET MARKETS ANDBRAND POSITIONINGOvereasy Breakfast Co. has marketing objectivesenable them to have their success, such as increasingtheir sales 5% in every year, OEB will have moreengagements in terms of website social media, increasingthe customer value, developing stronger customerrelationship, improving the CSR for better brand image,focus on seasonal menu and discounts and mostimportantly, launching an app. These marketingobjectives will be the direction of the business in theirmarketing efforts. The target market of OvereasyBreakfast Co. are the millennials, this is because they fitthe criteria of customers who dine in for breakfast orlunch, even together with brunch. Millennials used tocrave more on brunch because it is a combination of bothmeals and usually people at this age are busy people suchas working individuals that use their time wisely, so theywould rather have brunch to also save more time thanhaving two meals in the daytime. OEB Breakfast Co.could position itself as the go-to place for high-qualitybreakfast and brunch options in Calgary. The restaurantcould emphasize its commitment to using fresh, locally-sourced ingredients and unique, creative dishes that set itapart from traditional breakfast places.

Question

Accepted Answer

To monitor and measure the success of their marketing plan, OEB Breakfast Co. in Calgary Alberta…