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.
