Dish Gourmet Food Co. Marketing Plan
description
Transcript of Dish Gourmet Food Co. Marketing Plan
Dish Gourmet Food Co.
Marketing PlanCardinals
Whitney LangKate Minnis
Vickie Elfering
Mission Statement• Dish Gourmet Food Co. goal
is to be able to provide Gourmet food at affordable prices and in an efficient timely matter
S W
T
Strengths• Locally operated and family
owned• Gourmet fast food made to
order fresh• Mobile food truck allows for
change
Opportunities• Growth of Billings• Growth of our business• Expansion of business
Threats• Weather• Chain Competition• Local CompetitionO
Weaknesses• Truck size limits preparation
area• Freshly made hand-pressed
patties are time consuming to make
• Finding a commercial in desired area
SWOT ANALYSISDish Gourmet Food Co.
SStrengthLocally operated and family owned
StrengthGourmet fast food made to order fresh
StrengthMobile food truck allows for change
Strength Affordable family friendly food
Strength All hamburger patties are hand-pressed and never frozen
StrengthMobile food truck allows for unique hours and locations
StrengthsSWOT ANALYSIS
WWeaknessesTruck size limits preparation area
WeaknessesFreshly made hand-pressed patties are time consuming to make
WeaknessesFinding a commercial in desired area
WeaknessesThe size of the water tank and hot water hearer limits the amount of produce we can use
WeaknessesLimits food truck to main dishes only-no sides
WeaknessesCity regulations limit us to the use of commercial lots only
WeaknessesSWOT ANALYSIS
OOpportunitiesGrowth of Billings
OpportunitiesGrowth of our business
OpportunitiesExpansion of business
OpportunitiesFrom 2000 to 2012 the population growth has grew to 14.35 percent.
OpportunitiesExpansion to a bigger food truck or a restaurant location
OpportunitiesGrowth of business to the entire northwest
OpportunitiesSWOT ANALYSIS
TThreatsWeather
ThreatsChain Competition
ThreatsLocal competitors
ThreatsExtreme weather conditions could close operations for the day
ThreatsZ pizza, Wendy’s, Burger King, Hardees, and Jimmy Johns
ThreatsSoup and Such, Rocket Burrito, and Downtown Subs
ThreatsSWOT ANALYSIS
S WO T
Summary
• Locally operated and family owned
• (Affordable family friendly food)
• Finding a commercial in desired area
• (City regulations limit us to the use of commercial lots only)
• Growth of Billings• (From 2000 to 2012 the
population growth has grew to 14.35 percent.)
• Weather• (Extreme weather conditions
could close operations for the day)
SWOT ANALYSIS
Product Life Cycle• Dish Food Truck is currently in the
market introduction stage. – Dish has been in operation only
about one month during the summer and not in the Billings area.
– Customer’s are not aware of the truck and the gourmet food offered.
– Currently, the business has experiences losses because of start-up costs and lack of customer knowledge of Dish.
Current Status• Targeting business professionals
and people engaging in the Billings night life.
• Gourmet quality food offered at an affordable price with alternating locations to accommodate customers.
• Lack of exposure in the community• Limited to commercial lots only• Mobile unit can only accommodate
a smaller volume of customers at any given time
Products• All-American Grill
Cheese• Grilled Peanut Butter
and Jelly Sandwich• Grilled Swiss and
Onion• Hamburgers• Cheeseburgers• Bottled Water
• Cans of Soda• Ketchup• Mustard• Mayonnaise • Salt and pepper
Packets• Season Salt• Butter
Target Audience & Segmentation
Strategy• Downtown Customers
– Business professionals– College students– Tourists– ShoppersAge Range of Market: All Ages
• Night Life– Wild WestAge Range of market: 18 and up
Geographic & Demographic Dimensions
• Downtown Billings• 3,500 Businesses • Average 15 workers per business• Total of 40,000 workers downtown• 65,017 people 18 to 64 years of
age
Consumer Behavioral Dimensions
• Rate of Use- To Be Determined– The average American eats out 4-5 times a
week.• Benefits
– Freshly prepared food made to order in an efficient and timely manner.
• Kind of Food– Gourmet Grilled Cheese Sandwiches and
Burgers• Convenience Products
– Soda and Water • Customer Service
– Friendly customer service orientated staff that strives to build personal relationships with customers
Problem Identification• People in Downtown Billings are seeking
a new place to eat during lunchtime that offers different variety of foods that are high quality and ready to eat quickly.
• People that enjoy the night life in Billings are seeking another option for food later at night. Dish food is made quickly but is not fast food and also offers different food then the other food truck that sells by the Wild West.
Gathering Information• Word of Mouth• Online via Facebook • Advertisements• Local signage
Downtown Alternative During Lunchtime
• Z pizza• Wendy’s• Burger King• Hardees• Jimmy Johns• Soup and Such• Rocket Burrito• Downtown Subs
Alternatives During or After a Night Out
• Dr. D’s • Hardee’s • Burger King• Taco Bell• Taco John’s• Denny’s• Ihop
Decision Process & Why To Choose Dish Gourmet Food
Co. • Dish….
– Works hard to build great rapport with customers
– Makes fresh food to order– Is reasonably priced – Offers a unique selection of gourmet
grilled cheese sandwiches – Is a family business that is locally owned
and operated– Travels to downtown locations for
convenience of customers
Product Objectives• Dish plans to…
– Offer high quality gourmet sandwiches in several locations
– Add or change sandwiches depending on time of year and popularity of sandwich
– Expand number of locations visited weekly
Means End Chain
Product Attributes Physical Consequences
Psychological Consequences
Values
Gourmet Grilled Cheese Sandwiches and Burgers
High quality and made fresh to order
Always fresh and hot
Feels satisfied with product
Personal fulfillment
Mobile truck Able to travel to the customers
Relief to have food available in area
Customer’s feel appreciated
Reasonable priced
Does not majorly impact bank account
Feel great about spending little money for gourmet food
Saves money while still getting great food
Kid friendly Customer’s do not have to make extra stop for children
Entire family is able to enjoy food together
Family Friendly atmosphere
Perceptual MapQuick Service
Low Price High
Price
Slow Service
Dish
Burger King
Wendy’s
Jimmy Johns
Hardee’s
Z Pizza
Rocket Burrito
Soup & Such
Taco Bell
Downtown Subs
Denny’sTaco Johns
Dr. D’s
Ihop
Night Life
Downtown Lunch
Dish Gourmet Food Co.
Key
Yearly Expenses• Yellowstone Business License: $200.00• Health Inspection: $350.00• Insurance: $1100.00• Truck License: $189.00• Oil Changes: $200.00• Equipment and Miscellaneous: $1200.00
• Total Yearly Expense: $3239.00
Product Expenses
Menu Item Wholesale Price Menu PriceAll-American Grilled Cheese $.59 $1.50
Grilled Peanut Butter and Jelly $1.30 $3.00
Swiss and Onion Grilled Cheese $.79 $2.00
Hamburgers $.76 $2.00
Cheeseburger $.80 $2.50
Weekly Operational Expenses
• Propane: $100.00• Gas: $50.00• Food Costs: 846.60
• Total Weekly Expenses: $996.60
Place Objectives
• Utilize commercial lots downtown to go directly to the target customers
• Utilize Facebook to keep customers informed of where we are going to be located
• Eventually expand locations to extend all over Billings
Promotion Objectives• Get Attention
– Advertising– Facebook Page
• Hold Interest– Continue Advertising
• Make Desirable– Give Samples
• Obtain Business– Utilize coupons for a special priced
item
Sources• http://www.bestplaces.net/city/montana/
billings• http://ucsdnutritionlink.org/articles/archi
ves/fastfood.pdf
• http://censusviewer.com/city/MT/Billings• http://en.wikipedia.org/wiki/Sections_of_
Billings,_Montana