Brudo’s Coffee

Running head: BRUDO’S COFFEE 1
Brudo’s Coffee
Yiu Hei Tang
00175235T
MKT101A- Marketing Fundamentals
Marketing Plan- Stage 4: Metrics Proposal and Reflection

Brudo’s Coffee 2
Contents
Contents...........................................................................................................................................2
Introduction......................................................................................................................................3
Three monitoring and controlling systems......................................................................................3
Sales growth.................................................................................................................................3
Brand awareness..........................................................................................................................3
Customer satisfaction levels and brand loyalty...........................................................................4
Reflection about marketing process through the assessment..........................................................4
References........................................................................................................................................6

Brudo’s Coffee 3
Introduction
This part of the report will focus on three monitoring and controlling tools and their respective
marketing metrics. A reflection will also be made concerning the gained knowledge from the
assessment of marketing process. Marketing metrics refers to values that are measured by a team
in marketing department to clearly indicate how marketing channels are effective. Marketing
metrics enables a company to evaluate and assesses its progress and possible adjustments are to
correct any problem that might interfere with the company’s operations (Frösén, 2018).
Three monitoring and controlling systems
Sales growth
Sales growth is a marketing metric that is used for measuring sales team ability of increasing
returns and profitability of an organization over a given period of time (Farris et al., 2015). This
system is used to indicate products that are needed by potential customers to satisfy their needs.
The tool also provides an assessment on how the company is delivering the required products to
customers in an effective way (Solcansky, Sychrova & Milichovsky, 2013). Some of the metrics
used in sales growth include; top line revenue, average revenue per relationship etc. Top line
revenue are returns that a company earns when a product is sold. This metric is relevant because
it is very easy to determine whether the top line is consistent or not to indicate healthy position of
sales growth. The average revenue per relationship must also be consistent when the total
revenue is divided by the total number of clients to indicate a healthy sales growth. The two
methods do not require complicated procedures to determine the position of the sales growth thus
making it easier to be used in most companies.
Brand awareness
It describes the customer’s recognition about the existing product of a company. The company’s
brand image is associated with another company’s products to determine best products that
attract customers. Among marketing metrics used in brand awareness includes surveys and social