Business Mission Statement

Business Mission Statement

“A mission statement is a statement of the organization’s purpose—what it wants to accomplish in the larger environment. A clear mission statement acts as an “invisible hand” that guides people in the organization.” (Armstrong, G., & Kotler, P. (2013). Marketing: An introduction (11th ed., p. 39). Boston: Prentice Hall.) We are in the business of putting smiles on peoples’ faces as they delight in the experience of enjoying our sandwiches. We make hungry people happy.

Our customer is one who is interested in fast-casual food, yet seeks quality and value when making their dining decisions. Our customers work outdoors, in factories, and in offices. They are busy, and are interested in saving the time it takes to experience a restaurant destination, including the drive to and from, ordering time, etc. Thus, the value they seek is a delicious meal made of fresh, quality ingredients, prepared fast. They are making the decision to buy from my truck, instead of traveling to a fast-casual destination. If they perceive the quality of my product to be equal or greater to that of the alternative they will find value.

“Mission statements should be meaningful and specific, yet motivating. They should emphasize the company’s strengths in the marketplace.” (Armstrong, G., & Kotler, P. (2013). Marketing: An introduction (11th ed., p. 40). Boston: Prentice Hall.) With my food truck, Cluck Wagon, I want to provide a gourmet meal in the form of a simple portable sandwich, for those on the go.

Creative Content

LOGO STUDIES:

FINAL LOGO:

FOOD CARRIER DESIGN & PROTOTYPE:

Week 10 EOC: What are the Benefits vs the Features?

The Cluck Wagon food truck will offer a variety of features, as well as benefits, as follows...

FEATURES

Portable meal in a sandwich

High Quality ingredients

Fresh - prepared to order

Gourmet recipes

Mobile delivery to you door/office

BENEFITS

Delicious lunch offerings - customers won't regret making the choice to eat Cluck Wagon, because the food is as delicious as the dine-in restaurant The customer could have gone to.

Customers don't have to make and/or bring their own lunch to work.

Time efficient - I won't have to waste my entire lunch hour on lunch - no need to waste time driving, parking, etc.

Convenience - I don't have to bother with figuring out where to go, then getting there and back.

Week 8 EOC: Creative Content

I intend to employ a number of options to satisfy the Creative Content requirement component of the Final Project.

LOGO

I will of course begin the creative endeavor with the creation of the business name, and a logo appropriate for the name. I will also attempt to create a slogan or two, preferably set to a melody I can sing or hum. I will then use the logo in additional graphics, and the slogan(s) in a commercial jingle, as described below.

MENU

I want to create a menu. I like the idea of identifying the various potential food offerings my restaurant will prepare, and then creating a menu which will showcase them. I want to incorporate the logo into the design of the menu, as well as photographs of the food. I have years of experience with restaurants, including the opening of one. I have been involved in every step of the process, from menu creation to restaurant design and decor. If all goes according to plan, I intend to actually prepare some of the recipe candidates at home, tasting and photographing along the way. The photos I take should be suitable for use in the menu.

BILLBOARD & TRUCK GRAPHICS

I am fluent in Photoshop, and I will use the tool to create a graphic (or graphics) featuring a mascot and the logo. I will then superimpose this graphic onto photographs of a billboard and a truck, adding copy and detail, as required. I might even attempt creating a uniform, time permitting.

COMMERCIAL

Finally, I will create a radio-friendly commercial spot, or spots (30-second, 90-second, etc.). I will record myself as the announcer, the mascot, and any additional characters required. I will also provide a musical jingle, and any sound design needed to support the concept.

Marketing Mix - Implementation Evaluation Control

Implementation Evaluation Control

Evaluating the performance of the business against its goals will be key. “Many managers think that "doing things right" (implementation) is as important as, or even more important than, "doing the right things" (strategy). The fact is that both are critical to success, and companies gain competitive advantages through effective implementation.” (Armstrong, G., & Kotler, P. (2013). Marketing: An introduction (11th ed., p. 55). Boston: Prentice Hall.) Cluck Wagon will implement several strategies for a profitable business venture. These will include using social media to determine which locations the truck should visit each day, how long a visit should last, and how much product can be discounted or given away on any particular day. They will also prescribe to a degree, customer service aspects of the business. Assuming we have chosen the best strategies for success, we will focus on consistently doing things right, as spelled out in our business and marketing plans.

"Marketing control involves four steps. Management first sets specific marketing goals. It then measures its performance in the marketplace and evaluates the causes of any differences between expected and actual performance. Finally, management takes corrective action to close the gaps between its goals and its performance." (Armstrong, G., & Kotler, P. (2013). Marketing: An introduction (11th ed., p. 57-58). Boston: Prentice Hall.) We have previously stated that a company goal is to achieve approximately $100k in sales during Cluck Wagon’s initial year of operation, allowing us to achieve break-even with our start-up costs. Measurements of business performance will be taken monthly. This performance will be evaluated against our expectations, and correction will take place quarterly. At these quarterly intervals, adjustments will be made to the marketing strategy, as required. Such adjustments may include increased promotional efforts, improvements to the menu or recipes, etc. Of course, if immediate action is required for any reason, it will not be necessary to wait until the end of the quarter to take action. 

Marketing Mix - Price

Price

The Cluck Wagon will sell quality and gourmet cuisine, packaged in unassuming

pita wrappers. We want to appeal to foodies, without scaring away the every day man and woman. When it comes to price, we will use a philosophy consistent with our product. We will not attempt to be the ‘cheapest sandwich in town’. Nor, will we try to price-gouge our customers. "To some consumers, “value” might mean sensible products at affordable prices, especially in the aftermath of the recent downward economic spiral. To other consumers, however, value might mean paying more to get more." (Armstrong, G., & Kotler, P. (2013). Marketing: An introduction (11th ed., p. 13). Boston: Prentice Hall.)

Basically, our prices will be set at a point at which we can be profitable. Research will need to be undertaken to determine the actual amount of money customers are willing to pay for a meal/sandwich in town. As a starting point, we will design recipes targeting that average. "Price decisions must be coordinated with product design, distribution, and promotion decisions to form a consistent and effective integrated marketing program.” (Armstrong, G., & Kotler, P. (2013). Marketing: An introduction (11th ed., p. 265). Boston: Prentice Hall.) Once underway, marketing and data mining will help us to understand the value perceived by our customers, and we can adjust price accordingly. Altering the recipes will be considered a last resort, assuming that they are a hit with customers.

Bottled beverages, and possibly packaged chips, etc. will be made available, and will be priced consistently with the higher end of local trends. We want our sandwiches to be the focus. We can adjust price, as necessary. And spoilage won’t be an issue if these products do not immediately jump off the shelves. 

Marketing Mix - Promotion

Promotion

With the marketing strategy has been determined, promotion should be addressed. Through promotion, “…the company designs promotion programs that communicate the value proposition to target consumers and persuade them to act on the market offering.” (Armstrong, G., & Kotler, P. (2013). Marketing: An introduction (11th ed., p. 29). Boston: Prentice Hall.). Cluck Wagon will hope to capitalize on word-of-mouth promotion but, at the introduction stage when the product is first launched, sales growth will apt to be slow, and the Cluck Wagon will need to advertise and promote itself. We will begin data mining by offering free or reduced price menu items for those who sign up for our newsletter. This newsletter will keep customers abreast of when and where they can find us, as well as providing them with incentives to continue their patronage. We will continue to collect customer information in this way, indefinitely.

On a daily basis, we will locate the truck at various destinations, based on a perceived customer base available at those locations. We will attempt to partner with local radio stations and other media outlets, and at these radio remotes or events, offer free or deeply discounted product to a number of listeners and/or participants.

Over time we will create loyalty programs. “As the (business) 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.” (Armstrong, G., & Kotler, P. (2013). Marketing: An introduction (11th ed., p. 244). Boston: Prentice Hall.). We will try to participate at tailgating events for local sporting events. During these events, we will run promotions for certain items, offering them free if certain (difficult/rare) goals are achieved. One such event, for instance, might be a kickoff returned for a touchdown, in which case everyone in attendance would win a free menu item.

Marketing Mix - Distribution

Distribution

“With each new channel, the company expands its sales and market coverage and gains opportunities to tailor its products and services to the specific needs of diverse customer segments.” (Armstrong, G., & Kotler, P. (2013). Marketing: An introduction (11th ed., p. 301). Boston: Prentice Hall.) That being said, opportunities to create distribution channels at first seem limited for a food truck. Though we will do what we can to create a few of them. "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.” (Armstrong, G., & Kotler, P. (2013). Marketing: An introduction (11th ed., p. 294). Boston: Prentice Hall.) Besides the ability to order directly from the truck, we will enable customers to place orders online, through our website, or our application, which will need to be created as part of our initial launch.

The Cluck Wagon will be capable of operating all day long, from breakfast to dinner, and possibly beyond. What happens to the truck when it is not out and about making sales is an important question. Down time with the truck could be a liability, or a potential asset. When the truck is ‘off duty’ and parked in the company lot, a second or third shift might occupy the vehicle. An early morning shift could be responsible for prepping for the day ahead. An evening shift might come in and clean the truck and restock it for the next day. There is also an opportunity to cater events, and off time might be perfect for this purpose. Catering could become a huge distribution channel.

There is a possibility that horizontal marketing channels could be exploited. For instance, we might be able to set up Cluck Wagon kiosks at concerts, sporting events, and the like. Positioning these kiosks might prove challenging, as they would require fitting out with kitchen equipment, etc. But if the original food truck concept is successful, these avenues may become viable options.

Marketing Mix - Product

Product

Just as the restaurant will be mobile, so too will the food be. The fact that you can purchase your food, then walk away eating it without a plate or utensils will provide for a unique experience. "Marketers want to develop unique market positions for their products. If a product is perceived to be exactly like others on the market, consumers would have no reason to buy it." (Armstrong, G., & Kotler, P. (2013). Marketing: An introduction (11th ed., p. 50). Boston: Prentice Hall.) Cluck Wagon’s product will be wraps (pitas, tortillas, lettuce) featuring fresh grilled chicken, and other ingredients. Tastes from regions around the world will be represented in various recipes. All ingredients will be made fresh and assembled per order. The sandwiches will be gourmet, and will stand out as such.

Despite being a small, mobile package, the sandwiches will also look gourmet. Care will be taken so that employees assembling the sandwiches follow precise instructions, ensuring a beautiful presentation, every time. "Another way to add customer value is through distinctive product style and design. Design is a larger concept than style. Style simply describes the appearance of a product. Styles can be eye-catching or yawn producing. A sensational style may grab attention and produce pleasing aesthetics, but it does not necessarily make the product perform better. Unlike style, design is more than skin deep—it goes to the very heart of a product. Good design contributes to a product’s usefulness as well as to its looks." (Armstrong, G., & Kotler, P. (2013). Marketing: An introduction (11th ed., p. 202). Boston: Prentice Hall.) Every customer ordering a sandwich from the Cluck Wagon will be delighted to find that it looks like the picture in the advertising!