RESEARCH CONTENT FOR LOW CREDIT CARD USAGES OF PEOPLE’S BANK IN SEMI-URBAN AREA.

                                                                                   Content

01. Introduction                                                                                                            01

      1.1. Peoples Bank Credit Cards                                                                             01

      1.2 Kind of People’s Credit cards                                                                          02 

      1.3 Requirements for Opening Classic Cards and Gold Cards                                  03                       

02. Research problem                                                                                                   03                         

03. Objectives of the study                                                                                            04

04. Significant of the Research                                                                                       04

05. Limitation of the Research                                                                                        05

06. Literature Review                                                                                                    05

07. Conceptual frame work                                                                                           05

08. Methodology                                                                                                           06

      8.1 Population                                                                                                         06 

      8.2 Sample                                                                                                             06

      8.3 Method of data collection                                                                                  06

                8.3.1 Primary data collection                                                                         06 

                8.3.2 Secondary data collection                                                                     07

      8.4 Data Analysis methods                                                                                      07                        

09. Research Findings and analysis                                                                                08

      9.1  Credit Card Usage according to the Gender                                                     08              

      9.2  Credit Cards Usages according to Varity of Occupation                                09   

      9.3  Credit Cards Usages according to Level of Education                                   09  

      9.4  Credit Cards Usages according to Level of Income                                       10 

      9.5  The way of identifying the Credit Card Facilities                                          11  

      9.6  The Acceptance of the Credit Card by Business Firm                                   12  

      9.7  Customer Satisfaction on the Time Duration for Purchasing                         12                     Good and    Service by Using the Credit Cards                                        

      9.8  Usage of Credit Cards for International Transactions                                    13    

      9.9  Attitudes of Customers on the Credit Card Facilities/Incentives                    14 Provided by the      Bank 

      9.10 Attitudes of Credit Cardholders on the Facilities Offered by                        14             Business Firms

      9.11 Attitudes of Credit Cards Holders on Banking Charges                                15

      9.12 Attitudes of Credit Cards Holders on Charges of Business                           16            Firms 

      9.13 The Representation of Division on Credit Card Usage                                  17  

      9.14 The Influences of Age Level on Credit Card Usage                                      17

      9.15 The Attitudes of the Customers on the Grace Period                                    18                   Given by the Bank

      9.16 Attitudes of the Customers on the Efficiency of the Bank                            19 

      9.17 Attitudes of the Customers on the Security of the                                         19          Credit Card

10. Recommendation                                                                                                   20 

11. References                                                                                                              22    

12. Appendix                                                                                                                23    

ADVERTISING ELEMENTS OF INTELLECTUAL PROPERTY ACT NO. 36 OF 2003 AND CONSUMER AFFAIRS AUTHORITY ACT NO 9 OF 2003

What is advertising?

   Advertising is paid persuasive communication that uses non personal mass media as   well as other forms of interactive communication to reach broad audiences to connect an identified sponsor with a target audience.

Advertising elements covered by the Intellectual Property Act No. 36 of 2003

I.  Copyright

 Presumption of authorship and of representation of the author.

II.  Related Rights Protection Of Rights Of Performers.

     Subject to the provisions of section 21, a performer shall have exclusive right to carry out or to authorize the broadcasting or other communication to the public of his performance or a substantial part thereof, except where the broadcasting, or the other communication is made from a fixation of the performance, other than a fixation made in terms of section 21.

III.  Industrial Designs Scope Of This Part And Definitions

     The protection of industrial designs provided under this Part shall be in addition to and not in derogation of any other protection provided under any other written law, in particular under Part II of this Act.

IV.  Right to Protection of Industrial Design

      The right to obtain protection of an industrial design belongs to its owner.

V.  Duration of Registration of an Industrial Design.

     Subject to, and without prejudice to the other provisions of this Part, registration of an   Industrial design shall expire on the completion of five years from the date of receipt of the   Application for registration.

VI.  Rights of  a Registered Owner of An Industrial Design

VII.  Licence Contracts Of Industrial Designs

     For the purposes of this Part licence contract means any contract by which the Registered owner of an industrial design (the Licensor) grants to another person or Enterprise (the licensee) a licence to do any or all of the acts referred to in paragraphs (a), (b) And (c) of subsection (1) of section 47.

VIII.  Right to a Patent

    If and to the extent to which two or more persons have made the same invention independently of each other, the person whose application has the earliest filling date or, if priority is claimed, the earliest validly claimed priority date, shall have the right to the patent, so long as that application is not withdrawn, abandoned or rejected.

IX.  Requirements or Application and Procedure for Grant Of A Patent

X.  Duration of Patent.

    Subject and without prejudice to the other provisions of this Part a patent shall expire twenty years after the filing date of application for its registration.

XI.  Rights of Owner of Patent.

    Subject and without prejudice to the other provisions of this Part, the owner of a patent shall have the following exclusive rights in relation to a patented Invention:"

XII.  Assignment and Transmission of Patent Applications and Patents

XIII.  Licence Contracts

    For the purposes of this Part licence contract means any contract by which the owner of a patent (hereinafter referred to as "the licensor") grants to another person or enterprise (hereinafter referred to as the "the licensee") a licence to do all or any of the acts referred to

In paragraph (a) of subsection (1) and subsection (3) of section 84.

XIV.  Surrender and Nullity or Patent

    The registered owner of a patent may surrender the patent by a declaration in writing signed by him or by any person authorized by him on his behalf and shall submit it to the Director-General The surrender may be limited to one or more claims of the patent

XV.  Marks And Trade Names

    “false trade description” means a trade description which is false or misleading in a material respect as regards the goods or services to which it is applied, and includes every alteration of a trade description, whether by way of addition, effacement or otherwise, where that alteration makes the description false or misleading in a material respect and the fact that a trade description is a trade mark or part of a trade mark shall not prevent such trade description being a false trade description within the meaning of this Part.

XVI.  Admissibility Of Marks

   The exclusive right to a mark conferred by this Part shall be acquired, Subject to the succeeding provisions, by registration (2) Registration of a mark may be granted to the person who" Requirements of Application and Procedure or Registration

XVII.  Duration Of Registration Of A Mark

XVIII.  Rights Of The Registered Owner Of A Mark

   Subject and without prejudice to the other provisions of this Part, the registered owner of a mark shall have the following exclusive rights in relation to the mark to use the mark to assign or transmit the registration of the mark to conclude licence contracts. And Without the consent of the registered owner of the mark third parties are precluded.

XIX.  Removal Of Mark

    The Court may on the application of any person showing a legitimate interest, or of any Competent Authority including the Director-General, to which the registered owner of the mark and every assignee, licensee or sub-licencee on record shall be made party, remove any registered mark from the register.

XX.  Collective Marks

    In relation to a collective mark, the reference in section 101 (signs of which a trade mark or service mark may consist) to distinguish goods or services of one enterprise from those of other enterprises shall be construed as a reference to distinguish goods or services of the enterprise which uses the collective mark from those of other enterprises.

XXI.  Certification Marks

   In relation to a certification mark the reference in section 101 (signs of which a trade mark or service mark may consist) to distinguish goods or services of one enterprise from those of another enterprise shall be construed as a reference to distinguish goods or services which are certified from those which are not certified.

XXII.  Trade Names

    The Court may on the application of any person showing a legitimate interest, or of any Competent Authority including the Director-General, to which the registered owner of the mark and every assignee, licensee or sub licence on record shall be made party, remove any registered mark from the register.

XXIII.  Layout Designs Of Integrated Circuits

    The right to protection of a layout design shall belong to the creator of layout design. Where several persons have jointly created a layout design such persons shall be crowners of the right to protection. The right to protection of a layout design made or created in the performance of a contract of employment or in the execution of a work shall, unless the terms of such contract of employment or contract for the execution of such work otherwise provides, belong to the employer or the person who commissioned the work, as the case may be.

XXIV.  Competition And Undisclosed Information

XXV.  Geographical Indications.

XXVI.  Constitution And Powers Of Advisory Commission

    The Minister may constitute an Advisory Commission (hereinafter referred to as the “Commission”) for the purpose of advising him on any matter referred to him in relation to the law relating to Copyright, Industrial Designs, Marks, Patents and Unfair Competition and any other area or subject of Intellectual Property.

Advertising elements covered by the Consumer Affairs Authority Act No 9 of 2003

I.      Every trader shall exhibit conspicuously in his place of business, a notice specifying the maximum retail or wholesale price, as the case may be of goods available for sale in his place of business other than the price of any goods, the price of which is mark on the goods itself or on the wrapper or pack containing it or marked in any other manner as may be required by any law.

II.      A complete list of the price of goods available for sale shall be kept within the place of business at all times for inspection whenever required.

It is the duty of every trader to exhibit the price irrespective of what the consumer item is which includes services which comes under the ambit of the Authority.

           

Developing Customer Asset Base

Developing Customer Asset Base

Developing the customer asset base is not just developing and automating current sales services, marketing capabilities and marketing processers.

It is necessities understanding how an enterprise is going to achieve financial goals by efficiently, targeting, acquiring, developing and retaining customers of value. This is CRM strategy.

(CRM is not how implement, but how doing)

Retention is the key of CRM

Corporate strategy is aim at differentiating the market position against competition. The goal of corporate strategy is to achieve stakeholder’s value and built competitive advantage. The business model of the organization will illustrate how the organization will work with suppliers, partners, and other stake holders.

The details of the corporate strategy become the objectives of operational strategy.

If the company wants to increase the customer value by creating a customer asset base then it has to merge customer management into marketing strategy to ensure the extra emphasis on customers.

( corporate DNA should be consistency )

Eg : mikey mouse – (  the signature of those who represent as mikeay mouse should similar)

Should deliver what the brand promise.

( find customer value proposition)

Not SWOT, have capable analysis ( CVP)

Relationship Investment Guide

The company can generate satisfaction without any loyalty. But understanding what motivates loyalty is going to be important. Here the company can examine customers by using a range of factors about itself and its service delivery.

These factors can be rational factors.

Eg:  emotional and subjective factors. Brand , the amount of customer care.

The relationship investment guide will show the presume importance of a range of these factors and plot this against the relevance of the factors on consumer behavior.

Eg :

Hygiene factors	Motivations
Overspending	Hidden opportunities

Invest

   

Study / invest

The end result will show where the investment needed as well as presume down needed.

Customer asset portfolio combines the organizational view of customer value segment ( current profitability and expectation of future potential ) with the measure of current strength of the relationship from the customer perspective.

Customer Audit

Liyapuwa clear nane

CRM Matrix

CRM matrix will follow and messure a companies CRM strategies and it allows the organization to estimates the level of success with the strategy as well as give a feedback mechanism for the development strategies and tactics. Based on the mgt level matrix can be developed for corporate level, customer strategic level, operational level and infrastructure level.

McDonald’s in Sri Lanka

Introduction

McDonald’s is the world's leading food service retailer with more than 30,000 restaurants in 121 countries serving 47.2 million customers each day. The mission of McDonald’s is to be the best fast service restaurant experience whereas its vision is to be the Best Employer in Each Community around the World. McDonalds have been operating five restaurants in Sri Lanka, located in Kollupitiya, Rajagiriya, Nugegoda, Welisara and kotahena and have plans to open restaurants in other major cities in Sri Lanka in the near future.

Reasons behind McDonalds’ enter to Sri Lanka market

Mc Donald’s entry in India dates back to 1993 where in it incorporated its wholly owned subsidiary – McDonalds’ India private Ltd. In October 1996, it first opened its first Fast Food center in Vasant vhar, New Delhi. Later it entered into 50:50 joint ventures with Connaught plaza Restaurants owners.

With Mc Donald’s established in India and a fast food culture emerging in Sri Lanka was the logical for Mc Donald’s to enter the market as part of the Asia Pacific, Middle East and South Asian market plan. Mc Donald’s saw that KFC and Pizza Hut were already established in Sri Lanka and they not well established in the country. That is there was not supply for emerging fast food culture in Sri Lanka.

Mc Donald’s saw inflow of foreign investments into the region, increasing household income, increasing consumption and spending, because of cheaper labor compared to wages in Western Europe. There was a general trend towards the improvement of the standard of living of citizens of Asian Countries. Business expansion into Srilanka offers potential profit and minimization of cost on labor and raw materials. Expansion into Sri Lanka offers mutual benefit to the country and to the foreign business by providing investments and technology to the country and cost effective operations and profit to foreign business firms.

Strategy they used to enter

McDonalds expands its operations through franchising. Franchising is a hybrid manner of expanding and organizing the business by establishing a relationship of agency with the franchisees. Franchising involves the convergence of a parent company and several small businesses. The parent company sells to the smaller businesses the right to distribute its products or use its trade name and processes. A contract governs the agency relationship established between the parent company and the franchisees. The franchise contract defines the conditions of the agency and the duration of the relationship.

         There is little market segmentation because McDonalds target households in general. Although at the beginning, there may be an initial segmentation with the middle and upper income classes composing majority of its market .Organizational culture is the concept that guides the operations of McDonalds. McDonalds operates according to four values quality, service, convenience and value.

Mc Donald’s entered to Sri Lanka with Abans Restaurant Systems Ltd, which signed a 20-year development franchise agreement to manage and run the McDonald's chain in Sri Lanka in 1998. Total investment for the first restaurant in Colombo is $3 million.

This franchise agreement gives them the right to operate a specific McDonald's restaurant, at a single address, for a period of 20 years, which can be renewed. Under the franchise agreement, the company agrees to provide the McDonald's trademarks, restaurant decor, signage and equipment layout. In addition, the franchisee can use the recipes for the firm's products, their stock control, accounts systems, method of operation, and marketing

Why they not spending much money for sales promotion?

McDonald’s in Sri Lanka can be owed to its positioning as family Restaurant. We have saw in the past a McDonald’s banner on their building or spelled out on their sign, they are always offering some sort of promotional pricing. This promotion can be seen as a large banner draped across the building on many restaurants. This promotion changes weekly and may consist of different menu items packaged together. McDonald’s currently don’t spend much money for sales promotion and they mainly aim to attract customers differentiating   their menu. McDonald generally don’t provide same food product and change weekly.

McDonalds has a unique price strategy which falls solely on many of their product lines. Their Value Meals fall into the category of Product Line Pricing.  “Where there is a range of product or services the pricing reflect the benefits of parts of the range.” For example, we can order a Two Cheeseburger Value meal that comes with a medium drink and fries for around Rs 75 (prices may vary).  We can Super Size this meal to get a large drink and large fries for a little more money or you can go with another value meal that might include different items for different price.

In order to position itself effectively McDonald has stringent cleaning standards and keeps its trays sanitized several times an hour. Further meticulous attention to cleaning is paid beyond lobby, kitchen to the pavement & area outside. To give it a home like look, McDonalds provide   high chair concepts and the whole ambience is designed to give bright, casual, comfortable and contemporary look. Special attention is given to children and their various gift vouchers and meals designed for the kids.

Possible future marketing potential

01)        Increase its product line and to have more variety to choose from, to include more deserts and more items.

The marketing and product R&D will need to work on offering more varieties to entice existing and new customer base. For example, besides “fast food”, the business can be expanded to offer “fast beverages” such as coffee varieties, milk tea series. Currently McDonald’s have industrial,Formica restaurant settings. One of the strategies that McDonald’s can venture into is expanding its restaurant varieties to capture different market segments such as business executives, internet café surfer. Such recent business innovative is Mc Café.

02)        To provide better and quick service.

Today, in this fast moving dynamic world the demand for goods and services are increasing at an alarming rate due to which there is greater competency and competitors ruling in the market. Therefore, most of the companies adopt different types of marketing strategies in order to serve their customers in a more better and efficient manner than their competitors so that, their business can easily survive in the market.

03)        To introduce healthy food and educate about healthy lifestyle.

They have to understand the new consumer trends and food patterns and go with the customer satisfaction and keep their loyalty. And since the health issue became more important to consumer in the current market, and then McDonald's have to take these new concerns of customers into consideration and begin to plan for a whole new line of healthy food that can compete with other rivals who had already introduced it

Ex. McDonald’s can introduce healthy food such as low calorie combo choice, putting more effort in the R&D on introducing healthy food and eating habit. McDonald’s can expand its product offering into organic food.

04)        Special promotions during festivals as Sri Lankans tend to spend more at such events.

McDonald's biggest challenge is going to be changing consumer perceptions about the quality of the food and service offered in McDonald's food chain restaurants, and that can be implement through launching a campaign focusing on the improved quality, service and cleanliness to address complaints about some bad service.

05)        Try to sponsor college festivals and Work for social welfare of the society.

06)        Lower the supply chain cost so that it helps in cost reducing.

McDonald’s success story in term of international marketing strategy planning context at the domestic market

              McDonald’s success in Sri Lanka is based on following marketing strategies.

The menu while maintaining international standards caters to regional tastes. Besides maintaining international favorites or flavors in Sri Lanka, there is a choice of chicken spicy burger, especially designed to titillate the Sri Lankan taste buds. McDonald’s success in Sri Lanka is because of McDonald’s ability to adapt to Sri Lanka, particularly to suit local palates, while maintaining strict manufacturing standards by providing customers with consistent quality service, cleanliness and value for money.

              They offer a special menu for breaking fast. For example during the Ramazan month.

Throughout they have recognized the importance of serving qualitative tasty food that combines essential nutrients that make for healthy living. The company seeing the need for a fast moving quality morning meal introduced the Sunrise meal. The keystone of their philosophy is to sell the experience and not the hamburger,

McDonalds target is to attract the kids. More often the kids are left out by their parents. McDonald’s concept is to pay attention to the kids. They follow the maxim that today’s kids are tomorrow’s customers. We intend creating a McDonald’s culture of dining while socializing that is uniquely McDonald’s. They attract the kids by our special premium distribution programme where every kid is given a small gift.

They introduced to the McDonald’s outlet is the McStop Kerb Service. Explaining the process, this concept facilitates quick delivery. One needs walk to the restaurant to place orders. Orders are taken through walkie talkie communication.

They have a large staff, working at Colpetty and Rajagiriya and it keeps increasing. Human resources nevertheless are an integral component for the success. As long as they believe there are challenges ahead, there will always be an opportunity to grow both personally and professionally. They are not just offering a progression of title thoughts. They wish their employees to enjoy their careers and grow more valuable every year. That is value added service.

At all McDonald's Restaurants in Sri Lanka, the food served is 100% Halal certified     by All Ceylon Jamiyyathul Ulama McDonald's welcomes all their valued Muslim customers and assures them of totally halal food. Every effort is made to ensure that the susceptibilities of every customer are adhered to the best of the ability of the management of McDonald's.

Marketing Planning

Introduction to Marketing Planning

ü  Management is “a set of activities including planning and decision making, leading and controlling directed at organisation’s resources: human, financial, physical and information, with the aim of achieving organisational goals in an efficient and effective manner “– ( R.W. Griffin -2005)

ü  Of the five management functions — planning, organizing, staffing, leading and controlling , planning is the most fundamental.

ü  All other functions stem from planning. Therefore planning is a major component of management.

ü  However, planning doesn't always get the attention that it deserves                                       

Purpose of a Marketing Plan - Goals and plans

ü  A goal is a desired future state that the organization attempts to realize in a given environment.

ü  A plan is a blueprint for goal achievement that specifies the necessary resource allocations, schedules, tasks, and other actions.

ü  Goals specify future ends; plans specify today's means of achieving them.

ü  The word planning in context of management, incorporates determining the organization's goals and defining the means for achieving them. It is said that if you “fail to plan you are planning to fail”

ü  Therefore, planning is an essential strategic activity and it is an intrinsic part of efficient and effective management.

ü  When it relates to marketing, purpose of planning is to achieve marketing goals in an efficient and effective manner.

The Connection of the Marketing Plan with a corporate plan
   

ü  There are many types of plans in organizations. Strategic Corporate Plans addresses the entire organization, it emanates from the corporate vision of a firm, Then comes the  Business Unit Plans which addresses the requirements of specific business units.

ü  There are other functional plans such as operations, logistics, HR, Financial, Production and Marketing which are supporting to achieve the broader objectives of the corporate plans.

ü  These plans are internal and they are not divulged to others. Our subject matter here is “Marketing Planning” and therefore we would deal it in detail

What really is marketing planning?

ü  A Marketing Plan is a blue print that elaborates a systematic, inter connected, logical step by step processes for achieving marketing goals.

ü  It analyses the internal and external environment, markets, competitors, specifies the marketing objectives, necessary strategies, tactics, resource allocations, schedules, tasks, and embeds the controls and other actions required in connection with attaining marketing goals in an efficient and effective manner.

ü  It specifies what should be done today to achieve goals ahead and it is the marketer’s road map for desired destination.

Understanding the Essential Steps of a Marketing Plan

ü  Hiebing and Cooper( 2003) succinctly sates that a marketing plan should be a disciplined, target market driven, interlocking ( not just integrated) and comprehensive plan in order to make it a successful tool in the process of achieving marketing goals. 

ü  Therefore, it has to be a comprehensive plan that gives importance to each and every element of a plan.

ü  Nothing is taken for granted and nothing or very little is left for chance. Thus they call the marketing plan as “ Disciplined Marketing Plan” and lists important steps to follow in the process of marketing planning.

Business Review – Situation Analysis

ü  This is the background where you develop your marketing plan. It is called the Situation Analysis or the Marketing Audit.

ü  It could simply called “ where are we now” .

ü  It will analyse the internal and external environment of the business.

ü  In the internal analysis, the key factors of the company such as managerial, marketing, financial, human resource, production, technology, systems and controls etc. will be studied extensively. Through this analysis,  Strengths and Weaknesses of a firm can be found well.

ü  In the external analysis, PESTEEEL Factors (political, economic, social, technological, ethical, environmental and legal factors), competitor analysis and market analysis etc will be studied in detail.

ü  Through this analysis, Opportunities and Threats to the firm can be found well.

ü  Combining the Strengths and Weaknesses and Opportunities and Threats, a firm can from a SWOT Analysis, which is a snap shot of the firms internal and external status. 

                                     

Segmentation and Selection of Markets

ü  A market segment means a large identifiable group of customers within a market with similar needs and wants, purchasing power, geographical location, buying attitudes or buying habits.

ü  If all are having the same need then it could be considered as the mass market.

ü  If each and every body’s need is separately identified and served it is called Mass Customization.

ü  Segmentation is something between the Mass Marketing and Mass Customization.

ü  It does not talk about serving the whole market with one product or serving every individual with a different product. But it talks about grouping customers with similar needs and serving them with the appropriate product proposition.

ü  A firm has to segment the market before it targets which market it should enter.

Sales Objectives

ü  This indicates the forecasted amount of sales that the firm expects to meet.

ü  This is a very vital element of the marketing plan as most of the other tasks that follows in the marketing plan are designed to achieve the sales target.

Target Markets:

ü  The firm needs to select a target market to offer its products and services from the different segments of the market.

ü  This is done through a careful selection of the segmented market and it could be a one segment, few or many segments.

Marketing Objectives: 

ü   Marketing success can be measured on several non financial market metrics.

ü  It could be about the market share, number of customers to attract, volume of purchases, level of brand awareness, number of dealers in the distribution network, etc.

ü  These measures are important since these often shed light on underlying conditions and circumstances facing the firm that are not easily seen within financial measures.

ü  For example, a company may report strong sales for a product but market share information may suggest the product is loosing ground for competitors.

ü  The marketing objectives will indicate targets to be achieved across several marketing decision areas. Objectives should be ( SMART) measurable, achievable, realistic, time bound.

Developing Plan Strategies

ü  Positioning: 

    When the firm knows where it is going to target its products and services it should also develop a positioning strategy. By positioning, a firm should try to get a special place in the mind set of the collective customers of the desired market.

ü  It could provide a direction to development of marketing strategies and using specific tactical marketing mix tools in achieving the expected positioning in the consumers of the market place. 

ü  Marketing Strategies:

      A marketing strategy entails how an individual marketing objective will be reached.

ü  While the marketing objectives are SMART, marketing strategies are descriptive. They go into detail how objectives are achieved.

Tactical Marketing Mix Tools

ü  Marketing objectives are achieved through use of Tactical Marketing Mix Tools.

ü  This is where the firm decides what marketing tool or tools to be used to achieve specific marketing objective or objectives.

ü  The firm can use the stages of  Product Life Cycle  and where its product stands and use the marketing mix tools to suit the situation.

ü   Product, price, place, promotion, process, people and physical evidence would be used as marketing mix tools to achieve marketing objectives.

Developing the Marketing Budget

ü  Budget is a statement that enumerates how much of funds required to implement the marketing plan and how much of income it would generate.

ü  It will detail various expenses under different headings.

ü  It will also give the income, expenses and the profits in summary format and refer the details to notes of the budget.

ü  Further it could provide other management information ratios such as Return on Investment, Pay Back Period, Financial Ratios etc. 

Execution and Evaluation

Once the Marketing plan is developed, execution of it should happen. 

The execution may include specific details about who is responsible for different activities and when will it   take place.

It could be listed on an action plan or a calendar of events.

Evaluation identifies what really was done while controlling involves evaluating the results with expected Key Performance Indicators and taking remedial actions without delay to ensure that the plan is on track and deviations are minimized or eliminated.