WK 10: Implementation Evaluation Control

Understanding the four P’s, will give me an understanding that is needed in my food truck’s success. “To find the best marketing strategy and mix, the company engages in marketing analysis, planning, implementation, and control. Through these activities, the company watches and adapts to the actors and forces in the marketing environment.” Properly setting up a website with shared links to various social media outlets can be monitored on a daily basis. Data can be collected and I can have an understanding where are my clients are located in the city of Las Vegas. I can travel to locations that are customer concentrated to deliver my product at a reasonable price. I promote the location that my food truck will be located via the web, so the only overhead that I have is the total costs of the truck and the necessities that I need to make it functional. An accounting program will be needed to keep track of daily sales, like Peachtree to monitor how much and what are customers are buying. If sales are low for a certain type of dish, well then it is time to change the recipe in a form that might attract broader sales of the menu as a whole. This will also help me understand buyer behavior, promotional sales that work and social media feedback. “To succeed in today’s competitive marketplace, companies need to be customer centered. They must win customers from competitors, then keep and grow them by delivering greater value”. Implementing the marketing strategy to target customers, having the awareness of what is happening in the market place and being able to have some control is the very key to having Caribe a la Carte be a successful food truck.

WK 10: Price / Final

“For most purchases, consumers don’t have all the skill or information they need to figure out whether they are paying a good price. They don’t have the time, ability, or inclination to research different brands or stores, compare prices, and get the best deals. Instead, they may rely on certain cues that signal whether a price is high or low” The tough economic times have made everybody cost conscious, and concerned about every purchase being made. So I don’t take the previous quote to the bank, but in some instances it holds true. The average costs for a decent lunch is about $8.00, anything less could be considered fast food. Caribe a la Carte is not to be considered fast food, but a great meal that can be prepared in less than 5 minutes. Depending on the costs of the ingredients that make up the meal will also determine the price. The meal with the most value that my food truck will serve is a $12.50 plus tax. It will automatically come with a value drink of choice, but it’s all about the quality the customer is getting. There will be a slight mark up for all Goya beverages, because of the shipping and handling from wholesaler to distributor. I will also practice promotional pricing, “Companies will temporarily price their products below list price and sometimes even below cost to create buying excitement and urgency. Promotional pricing takes several different forms. A seller may simply offer discounts from normal sales to increase sales and reduce inventories, or simply seasonal or special event pricing to draw more customers” I will also use the buy 10 and get a free meal card that most of the smaller restaurants use throughout the city to promote sales as well. Being cost sensitive, most of the meals will generally be $8.00 on average, the current economy taken into consideration.

WK 10: Distribution/ Final

Caribe a al Carte is a food truck, there will be need to stock up on the items needed to make the food that is on the recipe for its customers. A designated warehouse will be needed to store its supplies that I need to keep the truck operational. “A large, highly automated warehouse designed to receive goods from various plants and suppliers, take orders, fill them efficiently, and deliver goods to customers as quickly as possible.” Some of the suppliers for my business are La Cadena, El Supermarcado, Sam’s Club and Costco. There will be a refrigerator, a space to store dry goods and having a space to conveniently stock the food truck. Once receiving our goods from our supply chain, it is the food truck that solely delivers our special menu to all of its customers. My priority is delivering the highest quality of ingredients that make up my recipe to my customers as quickly as possible. Keeping the food fresh means that a refrigeration system must be in place in the food truck as well, and it also has to be in regulation with the state of Nevada. This insures that our customers are getting the value that they deserve. Cleanliness is a means to promote this business. There is a cost to traveling to each location, but to cut fuel costs I can use bio fuels, such as corn oil converter for a diesel truck. The set back is that the truck will smell like French fries, but it also might help the business as well by keeping the customers interests in the food that is being prepared. My relationship with the producers and the wholesalers is like a vertical marketing system, “A distribution channel structure in which producers, wholesalers, and retailers act as a unified system. One channel member owns the others, has contracts with them, or has so much power that they all can cooperate.”

Wk 10: Promotion/ Final

Social media marketing has taken precedent in this technological age. Most businesses have a Facebook and Twitter account, and a website that has links to a variety of other websites. My plan is to use these social media outlets to promote my business. “Sales and promotion are used by most organizations, including manufactures, retailers, and not-for-profit organizations. They are targeted toward final buyers, retailers and wholesalers, business customers, and members of the sales force. Today, in the average consumer packaged-goods company, sales promotion accounts for 74 percent of all marketing expenditures”. By having a website, I can have a link for a printable coupon for up to 50% off on a purchase, this will create excitement and a buzz. The best advertising that any business can use is the word of mouth. My customers will be able to use a printer to print the coupon, and basically I will be saving money by not using any paper, my customers will be using their own paper. My website will also promote other events in the area that promote this lifestyle, such events like Reggae in the Desert, or Salsa nights at the Artifice. Collaborating with concert promoters, offering discount tickets on my website for their shows and having the ability to park my mobile restaurant at the venue will benefit both parties. Consumers will have an opportunity to be a part of a community and counter culture that will define this city, not only you can enjoy gambling on the strip but you can enjoy the events that take place throughout this city. The other part of promoting Caribe a la Carte will be the branding and the look of the truck. Palm trees, sandy beach with the blue ocean, Palm trees and the blue sky line gives this ruck it’s unique mark and will be recognized no matter where it goes. Selling T-shirts on the website isn’t so far fetched either, but promotion via the web does cut promotional costs down dramatically.