"Planning good strategies is only a start toward successful marketing. A brilliant marketing strategy counts for little if the company fails to implement it properly. Marketing implementation is the process that turns marketing plans into marketing actions in order to accomplish strategic marketing objectives. Whereas marketing planning addresses the what and why of marketing activities, implementation addresses the who, where, when, and how." (Armstrong and Kotler, Marketing: An Introduction pg.33)
"In an increasingly connected world, people at all levels of the marketing system must work together to implement marketing strategies and plans." (Armstrong and Kotler, Marketing: An Introduction pg. 33)
Monday, August 29, 2011
Marketing Mix
"If the company has selected its target market and positioning carefully, then its marketing mix strategy, including price, will be fairly straightforward." (Armstrong and Kotler, Marketing: An Introduction pg. 18) Toss It Up! Salads is geared toward health. We establish our target market at working individuals and students and fitness freaks who don't have the time to prepare a satisfying nutritional meal. However, Toss It Up! Salads is always open to those who want to take the plunge into the health craze. We are here to educate and support. Our pricing will remain competitive and are set. Occassional promotions will be implemented from time to time.
SWOT Analysis
In planning for a successful food truck I must first begin to look at what I can offer the public and if I can deliver that product properly. If so, how will I deliver? Who will I be competing with and how then am I planning to compete successfully with other food trucks that are already established?
"Managing the marketing function begins with a complete analysis of the company’s situation. The marketer should conduct a SWOT analysis, by which it evaluates the company’s overall strengths (S), weaknesses (W), opportunities (O), and threats (T) (see Figure 2.7). Strengths include internal capabilities, resources, positive situational factors that may help the company to serve its customers and achieve its objectives. Weaknesses include internal limitations and negative situational factors that may interfere with the company’s performance. Opportunities are favorable factors or trends in the external environment that the company may be able to exploit to its advantage. And threats are unfavorable external factors or trends that may present challenges to performance. (Armstrong & Kotler: Marketing: An Introduction.)"
STRENGTHS
- I believe in the products I offer.
- I am driven to deliver quality products.
- I am able to utilize current technology to create strong customer relationships and customer value.
- I'm offering simple, healthy food that is easy and fast to prepare.
- My ingredients are simple and low cost keeping my pricing competitive.
- I have experience in running a business and attracting customer loyalty.
WEAKNESS
-
OPPORTUNITY
- The trend to eat healthier is present.
- There are few food trucks that offer healthy alternatives for lunch.
THREATS
- Now that summer is coming to a close, warm food will be prefered.
"Managing the marketing function begins with a complete analysis of the company’s situation. The marketer should conduct a SWOT analysis, by which it evaluates the company’s overall strengths (S), weaknesses (W), opportunities (O), and threats (T) (see Figure 2.7). Strengths include internal capabilities, resources, positive situational factors that may help the company to serve its customers and achieve its objectives. Weaknesses include internal limitations and negative situational factors that may interfere with the company’s performance. Opportunities are favorable factors or trends in the external environment that the company may be able to exploit to its advantage. And threats are unfavorable external factors or trends that may present challenges to performance. (Armstrong & Kotler: Marketing: An Introduction.)"
STRENGTHS
- I believe in the products I offer.
- I am driven to deliver quality products.
- I am able to utilize current technology to create strong customer relationships and customer value.
- I'm offering simple, healthy food that is easy and fast to prepare.
- My ingredients are simple and low cost keeping my pricing competitive.
- I have experience in running a business and attracting customer loyalty.
WEAKNESS
-
OPPORTUNITY
- The trend to eat healthier is present.
- There are few food trucks that offer healthy alternatives for lunch.
THREATS
- Now that summer is coming to a close, warm food will be prefered.
Objectives
"The first step is to set advertising objectives. These objectives should be based on past decisions about the target market, positioning, and the marketing mix, which define the job that advertising must do in the total marketing program. The overall advertising objective is to help build customer relationships by communicating customer value. Here, we discuss specific advertising objectives." (Armstrong and Kotler, Marketing: An Introduction pg. 19) Our advertising objectives are geared to acquire the attention of people in colleges and universities and people in the workforce. Our main objectice is to raise awareness towards eating healthy and all its benefits. Our objective is to inform patrons (and visitors) of nutrional value, benefits of lifestyle change, and eventually play a significant role in the health trend.
Business Mission Statement
Toss It Up Salads! Our mission is to provide the Las Vegas valley with mouthwatering alternatives to the usual high calorie lunch. We offer organic produce and all natural meats and fishes to be tossed up into what could be a life-changing lunch choice. Health information (available for download @ TossItUp.com) is provided to the public as means to understand the benefits of choosing healthy foods.
Creative Content
"In selecting specific media vehicles, the media planner must balance media costs against several media effectiveness factors." (Armstrong & Kotler Marketing: An Introduction). The success of utilizing social media to get a message out and attracting an audience of paying customers is proven. It is also the most attractive means of advertising to business owners as it is completely FREE!
My creative content plan will consist of establishing accounts on Twitter and Facebook. Facebook will introduce Toss It Up salad truck. It will provide its mission statement to disclose that Toss It Up is aimed at providing fast, healthy alternatives to normally heavy, high calorie lunch foods while providing a unique experience. Facebook will establish a following of loyal patrons where they can share their experiences and input on what they would like to see Toss It Up make available to them. Twitter will serve as the media through which Toss It Up will disclose its upcoming locations. Its followers may also request locations to be visited.
"A company’s web site is another important public relations vehicle." (Armstrong & Kotler Marketing: An Introduction) Toss It Up will have a live website where information provided on Facebook and Twitter will be made available. Toss It Up.com will provide a full menu that discloses all ingredients used in each entree as well as all caloric and nutritional information. As health is the foundation of Toss It Up information on the importance of switching to a healthier diet as it relates to health issues and weight loss will be made available to patrons through the website.
My creative content plan will consist of establishing accounts on Twitter and Facebook. Facebook will introduce Toss It Up salad truck. It will provide its mission statement to disclose that Toss It Up is aimed at providing fast, healthy alternatives to normally heavy, high calorie lunch foods while providing a unique experience. Facebook will establish a following of loyal patrons where they can share their experiences and input on what they would like to see Toss It Up make available to them. Twitter will serve as the media through which Toss It Up will disclose its upcoming locations. Its followers may also request locations to be visited.
"A company’s web site is another important public relations vehicle." (Armstrong & Kotler Marketing: An Introduction) Toss It Up will have a live website where information provided on Facebook and Twitter will be made available. Toss It Up.com will provide a full menu that discloses all ingredients used in each entree as well as all caloric and nutritional information. As health is the foundation of Toss It Up information on the importance of switching to a healthier diet as it relates to health issues and weight loss will be made available to patrons through the website.
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