Implementation Evaluation Control

   "The company first develops companywide strategic plans and then translates them into marketing and other plans for each division, product, and brand." (Pg. 55 Ch. 2) Once the Cuba Rican Food Truck is up and running smoothly we will be open to customer opinions and advice on how to improve our business.  Our main objective is to keep customer satisfaction to they keep coming back and will feel welcome in the atmosphere we will provide.  “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 marketingactions in order to accomplish strategic marketing objectives.” (Pg. 33 Ch. 2)  There aren't to many authentic cuban places to eat at around the town and if they are they probably aren't at a convenient location which will give us all the more advantage.  Our only disadvantage may be other local food trucks but along as we keep customer satisfaction guaranteed we will be in business.  “Through implementation, the company turns the plans into actions. Control consists of measuring and evaluating the results of marketing activities and taking corrective action where needed.” (Pg. 31 Ch. 2)

Marketing Mix: Price

   The Cuba Rican Food Truck will have reasonable prices for any economic situation to enjoy.  Our prices will range depending on the item being purchased.  “Pricing may play an important role in helping to accomplish company objectives at many levels.” (Pg. 18 Ch. 9)   “Consumers will base their judgments of a product’s value on the prices that competitors charge for similar products.” (Pg. 16 Ch. 9)


Prices:

• Lunch Meals - $5.75 (any add ons will be 0.50 - $1.00 extra)
• Dinner Meals - $7.00 (any add ons will be 0.50 - $1.00 extra)
• Specials - $5.00 (change daily)
• Fountain drinks - $1.50 (only one size)
• Iron Beer, Agua De Coco, etc. - $1.99 (specialty drinks)

   Prices will begin to vary with add ons and substitutions of items but overall they are exceptional

prices for the portion of food being received. 

 “If customers perceive that the price is greater than the product’s value, they will not buy the product. Product costs set the floor for prices. If the company prices the product below its costs, company profits will suffer. In setting its price between these two extremes, the company must consider a number of other internal and external factors, including competitors’ strategies andprices, the company’s overall marketing strategy and mix, and the nature of the market and demand." (Pg. 5 Ch 9)

Marketing Mix: Promotion

   The promotion of our food truck will be mainly through social media and word of mouth.  We will pass out flyers and coupons within a 5 mile radius to all of our main locations.  We will also give to each customer a stamp card so after every 10 stamps they will receive a free item off of them menu.  The Cuba Rican Food Truck will also create a name for itself by having a Facebook, twitter, and its own website.  Giving others the chance to see what were about and get a demand for ourselves to travel to different states.

"Sales promotion objectives vary widely. Sellers may use consumer promotions to urge short-term customer buying or to enhance customer brand involvement. Objectives fortrade promotions include getting retailers to carry new items and more inventory, buy ahead, or promote the company’s products and give them more shelf space. For the sales force, objectives include getting more sales force support for current or new products or getting salespeople to sign up new accounts." (Pg. 36 Ch. 13)

“In developing a sales promotion program, a company must first set sales promotion objectives and then select the best tools for accomplishing these objectives.” (Pg. 37 Ch. 13) 

Marketing Mix: Distibution

   The Cuba Rican Food Truck will distribute locally around the city of Las Vegas.  Once the demand gets stronger we will hopefully turn nationally and cater to other states as well, having serval different trucks to serve and give back to the community.  Distributing to the right market and locations will be key here so we will have to get accustom to different areas of town and see what each customer likes best.  The Cuban Rican Food Truck will also get permission from schools to serve the the kids once a week a healthy alternative for lunch.  As well as making sure to be present at all local events taking place to make a name for ourselves.

“Companies often pay too little attention to their distribution channels, sometimes with damaging results. In contrast, many companies have used imaginative distribution systems to gain a competitive advantage.” (Pg. 5 Ch. 10)

“But when they set up distribution channels through contracts with franchisees, independent dealers, or large retailers, they cannot readily replace these channels with company-owned stores or Web sites if conditions change.” (Pg. 5 Ch. 10)   

Marketing Mix: Product

   The product we are offering to our community is going to be fresh, healthy, and authentic.  At different convenient locations located throughout the Las Vegas area.  We will be serving lunch and dinner so our hours will consist of opening at 11:00 am to 8:00 pm.  It will be a tasty treat for the family that will be healthy as well.  We will offer a variety of food with a menu containing our meals, vegetarian meals, desserts, and beverages.  We will cater to all kinds of eating styles so the whole neighborhood can enjoy.

"We define a product as anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need." (Pg. 3 Ch. 7)

“Next, the company must decide where to launch the new product—in a single location, a region, the national market, or the international market. Few companies have the confidence, capital, and capacity to launch new products into full national or international distribution right away.” (Pg. 21 Ch. 8)

Target Market Strategy

   The target market strategy for the Cuba Rican Food Truck will consist of a lot of local love.  We will be giving back to our community meaning that our product stands for something.  We are going to target local families within the different communities that we will be serving as well as businesses that will be in the immediate area.  Our food will be authentic and healthy so people of the hispanic ethnicity and people looking to watch what they eat can join us for a tasty meal.

"Beyond deciding which segments of the market it will target, the company must decide on a value proposition—on how it will create differentiated value for targeted segments and what positions it wants to occupy in those segments. A product's position is the way the product is defined by consumers on important attributes—the place the product occupies in consumers’ minds relative to competing products. “Products are created in the factory, but brands are created in the mind,” says a positioning expert." (Pg. 35 Ch. 6)

"After a company has defined market segments, it can enter one or many of these segments. Market targeting involves evaluating each market segment’s attractiveness and selecting one or more segments to enter. A company should target segments in which it can profitably generate the greatest customer value and sustain it over time." (Pg. 24 Ch. 2)

Situation or SWOT Analysis

Strengths

• Providing authentic Cuban and Puerto Rican food.
• Giving back to the Cuban and Puerto Rican orphanages. 
• Providing the community with a Carribbean tropical atmosphere that will be enjoyable.

Weaknesses

• Low profit in the beginning stages.
• Finding hit locations to serve in the beginning stages.
• Providing food in a timely manner

Opportunity

• To grow and turn into a well known food truck across the globe.
• To expand into a restaurant.
• To offer other items that represent Cuba and Puerto Rico. 

Threats

• Our competitor food trucks prices, serving time, and locations.
• Finding a location that follows the laws and agreements.

"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). 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." (Pg. 31 Ch. 2) 

Objectives

   The objectives for the Cuba Rican Food Truck:

• To provide fair priced, healthy food to our customers.  
• Maintain cleanliness within the food truck.  
• To ensure we leave the customer satisfied and happy.   
• To make a profit over the years to be able to give back to the community.

"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." (Pg. 19 Ch. 12) 

Business Mission Statement

To ensure that each guest receives professional, friendly, and prompt service.  To maintain a clean and welcoming environment so our customers feel comfortable within the grounds.  To provide healthy well-prepared meals, using quality ingredients.  To guarantee that all guests and staff are treated with the respect and dignity they deserve.  To thank each customer for giving us the opportunity to serve them.  By maintaining these objectives we shall be assured of a friendly and enticing environment that will allow us to give back to the community that we serve.

"Each company must find the game plan for long-run survival and growth that makes the most sense given its specific situation, opportunities, objectives, and resources. This is the focus of strategic planning—the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities." (pg.4 ch.2) 

Week 8 EOC: My Creative Content

     The creative content to back my truck up begins with the name of my food truck.  I decided to title it “Cuba Rican Food Truck.”  The title signifies the fact that it will be a mixture of Cuban and Puerto Rican food.   I have also contacted my uncle who is a graphic designer to help me design a menu, the design on my truck, as well as flyers and coupons.  The design on my truck is going to have a Caribbean theme which stands for what Cuba and Puerto Rico look like.  I plan on having palm trees painted on there and even a map.  I want something fun, bright, and creative that will capture the next customer’s eye.  My menu is going to be very simple.  I will have it organized by “Finger foods”, “Meals on the go”, “Vegetarian”, “Desert”, and “Beverages.”  I would like for my menu to be easy to read and for every kind of customer to understand.  Prices will be the key here, because Las Vegas only has a select handful of Cuban restaurants locally and they all are either a bit pricey or aren’t authentic.  I want to deliver to my customer’s reasonable prices as well as the authentic taste of my food.  I plan to promote my food truck by passing out flyers and coupons within a 5 mile radius to each location I will be at.  The flyer will have on it what my company stands for, what kind of food we serve, our great saving coupons, and the days and locations I will be at with the time.  I will also pass these flyers out to different businesses in the area I will be located at.  Cuba Rican Food Truck will also have a facebook page to give out exclusive offers and to get people who won’t receive a coupon in the mail will still get a chance to save and if they are ever in the area or request for us to come to them they can still get the unique Caribbean experience.  My company will also symbolize the less fortunate in Cuba and Puerto Rico which means  10% of the profit will be given to the orphanages located around the two islands.

Week 7 EOC: Pitch

• Title: Cuba Rican Food Truck
• Type of food: Cuban & Puerto Rican food
• Concept: To deliver the Caribbean experience and healthy authentic food for a low price
• Decoration: Will have light weight wooden table and chairs located around the front of the truck, will have someone outside playing the conga drums.  When arriving to locations and driving around the truck will play salsa music such as Celia Cruz, Elvis Crespo, etc.  The truck will be painted with an islander vibe with palm trees, a beach, a Cuban style town, women shaking maracas, etc.
•  Menu: Will consist of finger foods for people on the go a few fast entree’s for those wanting to sit and eat and a desert menu as well as a Cuban and Puerto Rican style beverage menu.
• Promotion: Will mail out flyers within a 5 mile radius to each location that we will be stopping at.  The flyers will have coupon and they will also be passed out to local businesses in the area.  We will also have a billboard located on the I-15 freeway because that is where most tourist drive since it is located on the strip.  And 10% of the profit will be sent to the orphanage in Cuba and Puerto Rico.

"Because of their importance in the world economy, we give special attention to services. Services are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything." (Marketing: An Introduction Pg.3 Ch.7)

"Product is a key element in the overall market offering. Marketing-mix planning begins with building an offering that brings value to target customers. This offering becomes the basis upon which the company builds profitable customer relationships." (Marketing: An Introduction Pg. 4 Ch.7)

"Companies that market experiences realize that customers are really buying much more than just products and services. They are buying what those offers will do for them. “A brand, product, or service is more than just a physical thing. Humans that connect with the brand add meaning and value to it,” says one marketing executive. “Successfully managing the customer experience is the ultimate goal,” adds another." (Marketing: An Introduction Pg.5 Ch.7)