Implementation Evaluation Control

If I am not promoting my mobile restaurant in the proper environments then my end result for my business will not be successful.  “Consumer value and relationships are at the center of marketing strategy and programs.” (Pg. 61 2 Company and Marketing strategy partnering to build Customer Relations, Armstrong & Kotler)  I would seek out sporting event websites, social media and visit local sporting stores.  I would schedule a meeting with event coordinators, to get the local events up and coming.  I would have a website and certain social media accounts set up so that I could provide this information to whomever might give me the opportunity to have my link posted to the local event website and not miss the opportunity when asked.  I would be proactive and asking the event coordinators if I could provide them with my social media info so they would take me serious.  I would have goals set for my business’s accomplishments whether good or bad to keep me on a on track.  “Marketing control involves four steps.  Managing first sets specific marketing goals.  It then measures its performance in the marketing and evaluates the causes of any difference between expected and actual performance.  Finally, managing takes corrective action to close the gaps between its goals and its performance.” (Pg. 58, Marketing: An introduction, Armstrong & Kotler)

Price

Pricing is one of the three marketing strategy statements, which is the “planned value proposition.”  (Pg. 250 Marketing: An Introduction, Armstrong & Kotler)  Pricing will be a determining factor whether a business is successful or not.  If your pricing is to high, people will pass your product by.  If your pricing is to low, then your profit margin will not be enough to keep your business successfully moving forward and making your budget goals toward a successful investment.  You want to make sure that you take in account all the details and then set back and pick a price point.  Not only for the product you are selling in your mobile restaurant be some towards the up keep on the mobile it’s self.  In my business plan I would start off with a price then set a three year goal with a small increase in the product I offer but try and set a max limit and work towards that goal if they business is doing well year after year.  I would have a price for the smoothies, a pricing for the bottle water and also the prepackaged trail mix that I would be selling.  If I wanted to take on a side adventure with the prepackaged trail mix I could look into finding a packing company that would work with me, I would purchase the trail mix myself in bulk.  If my mobile restaurant became success early on I would look into taking on another product and adding it to the menu.

Promotion

With starting a small mobile restaurant I feel that promotions are limited.  I would have on my blog a word of the month - relating to a sports theme.  “New technologies have profoundly changed the ways in which people relate to one another.  New tools relating include everything from e-mail, Web sites, blogs, cell phones, and video sharing to online communities and social networks such as My Space, Facebook, YouTube, and Twitter.” ( Pg. 18 Marketing: An Introduction, Armstrong & Kotler)  From there I would keep a daily log along with my sales total to track where my business was filtering, whether from social media or the vender’s websites.  This would help me to improve on either end for advertising.  “As the pioneer moves through later stages of the life cycle, it must continuously formulate new pricing, promotion, and other marketing strategies. It has the best chance of building and retaining market leadership if it plays its cards correctly from the start.” (Pg 259 Marketing: Introductions, Armstrong & Kotler)  If my business grows fast reflecting monthly gains I might look into a promoting a particular product and donating a dollar amount to a sports foundation and or a sponsored athlete and help out towards their travel or entry fee.  It seems that in today’s society individuals are willing to pay the price if a there is a good cause that a portion of there money is going towards knowing the details behind it.  If an individual has a background on the expenses in which a sport can demand to travel and compete.

Distribution

“Today, marketing must be understood not in the old sense of making a sale - “telling and selling”- but in the new sense of satisfying customer needs.” (Pg. 6 Marketing: An Introduction, Armstrong & Kotler)  I believe that in today’s society everyone turns to social media for services and to see what services are attending or will be available at certain events.  This can also be a great marketing tool for someone or a representative from a company that might be attending the events to hire you for a future event.  It is also a good idea to do some research of the events past history to see if they have ever had a mobile restaurant available. If not come up with something fun to post on social media to get people to either find you or stop by and see what your mobile restaurant is all about.  Word of mouth travels fast.  “The sales force reports on reseller reactions and competitor activities, and marketing channel partners provide data on point-of-sale transactions. Harnessing such information can provide powerful customer insights and competitive advantage.” (Pg. 104 Marketing; An Introduction, Armstrong & Kotler)  

Over the years of myself attending different sporting events and saying to myself, if I had only thought to grab something to snack on or an extra water, thinking out loud, I merely could not be the only one thinking this from time to time. “We started this [customer-centricity] journey by learning how to see the differences in the desires of our customers, and then learning how to meet them,” says CEO Anderson. Customer-centricity means, “listening [in order] to understand how customers are going to deploy the stuff they buy from us and use it to enrich their lives, … rather than worrying about selling the product.” (Pg. 175 Marketing: An Introduction, Armstrong & Kotler)

Product

My restaurant pop up design would be to have a portable smoothie cart.  The cart would attach onto my bicycle so that it would be mobile.  I would design the inside of the cart to be made like the inside of a cooler.  I would have a way to charge the cart in the evening to reach a certain temperature so that my products would stay cool up to a certain amount of time.  I would also design a way to be able to have a small gas powered generator hooked to the cart so that I was able to have power to operate a small blender to prepare my product.  Making this a mobile cart I could ride my bicycle anywhere.  This would be great for cyclist after a race to have a recovery drink/ smoothie, especially if an athlete needs something right away.  I would be able to take payments for my services by having the credit card swipe devise attached to my cellular phone.  It seems that everyone travels with a credit card instead of cash.

Target Marketing Strategies

I will start a spreadsheet, then start researching online as to which states have the highest seasonal mid to warm weather.  Then target certain cities to see what outdoor sporting events take place and at what time of the year.  I have a pretty open schedule so it leaves room for myself to travel.  Depending on what expenses would accrue I might purchase a trailer to be able to travel around and stop at a few locations outside of Nevada throughout the year.  I would also reach out to the event coordinators and see what their stats for sport attendance on an average of five year to make sure my travels were worthy my time and efforts.  “To be successful, companies must also be effective at implementation—turning marketing strategies into marketing actions.” (Pg 61 Marketing: An Introduction, Armstrong & Kotler)

When I believe in a product that I have to offer to others I will talk it up to get the word out and keep up on my social media.  Once I knew what sporting events I would be attending throughout the year I would post my locations of travel and encourage people of the sporting community to come by and say hi and tell me where your from so that I can track and post on my social media.  “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 55 Marketing: An Introduction, Armstrong & Kotler) Also, after a few years if my profit margin is up is to expand to the beach areas, having items available just for the average tourist in town walking along the beach and enjoying the atmosphere.