Marketing Plan
Wraps on Wheels…WoW
Marketing Plan
MKTG 522: Marketing Management
Professor Levanti
Ana Perez ana1025@gmail.com
July 2014
Table of Contents
1.0 Executive Summary ……………………………………………………..3
2.0 Situation Analysis ……………………………………………………..3
2.1 Market Summary ……………………………………………………..4
2.2 SWOT Analysis ……………………………………………………..6
2.3 Competition ……………………………………………………..7
2.4 Product Offering ……………………………………………………..7
2.5 Keys to Success ……………………………………………………..8
2.6 Critical Issues ……………………………………………………..8
3.0 Marketing Strategy ……………………………………………………..9
3.1 Mission ……………………………………………………..9
3.2 Marketing Objectives ………………………………………………….….9
3.3 Financial Objectives ……………………………………………………10
3.4 Target Markets ……………………………………………………11
3.5 Positioning ……………………………………………………12
3.6 Strategies ……………………………………………………12
3.7 Marketing Mix ……………………………………………………14
3.8 Marketing Research ……………………………………………………15
4.0 Controls …………………………………………………....16
4.1 Implementation ……………………………………………………18
4.2 Marketing Organization ……………………………………………………19
4.3 Contingency Planning ……………………………………………………20
5.0 Conclusion ……………………………………………………21
1.0 Executive Summary
Chef Mateo is preparing to leave the tutelage of world renowned chef Rick Bayless to embark on his own culinary venture into the food truck industry. Chef Mateo first earned a Bachelor’s degree in Business Management from Loyola University-Chicago where he and I met; he then pursued his degree in Culinary Arts from Le Cordon Bleu in Chicago. We have now partnered up to create Wraps on Wheels where our vision is set on a healthy choice for young adults by providing wraps that will satisfy the culinary preferences for all.
Wraps on Wheels™ is a partnership created from the shared experiences we both had at our college campuses; as many college students who dorm can relate, it can be very challenging to maintain a healthy diet while your main
Marketing Plan
MKTG 522: Marketing Management
Professor Levanti
Ana Perez ana1025@gmail.com
July 2014
Table of Contents
1.0 Executive Summary ……………………………………………………..3
2.0 Situation Analysis ……………………………………………………..3
2.1 Market Summary ……………………………………………………..4
2.2 SWOT Analysis ……………………………………………………..6
2.3 Competition ……………………………………………………..7
2.4 Product Offering ……………………………………………………..7
2.5 Keys to Success ……………………………………………………..8
2.6 Critical Issues ……………………………………………………..8
3.0 Marketing Strategy ……………………………………………………..9
3.1 Mission ……………………………………………………..9
3.2 Marketing Objectives ………………………………………………….….9
3.3 Financial Objectives ……………………………………………………10
3.4 Target Markets ……………………………………………………11
3.5 Positioning ……………………………………………………12
3.6 Strategies ……………………………………………………12
3.7 Marketing Mix ……………………………………………………14
3.8 Marketing Research ……………………………………………………15
4.0 Controls …………………………………………………....16
4.1 Implementation ……………………………………………………18
4.2 Marketing Organization ……………………………………………………19
4.3 Contingency Planning ……………………………………………………20
5.0 Conclusion ……………………………………………………21
1.0 Executive Summary
Chef Mateo is preparing to leave the tutelage of world renowned chef Rick Bayless to embark on his own culinary venture into the food truck industry. Chef Mateo first earned a Bachelor’s degree in Business Management from Loyola University-Chicago where he and I met; he then pursued his degree in Culinary Arts from Le Cordon Bleu in Chicago. We have now partnered up to create Wraps on Wheels where our vision is set on a healthy choice for young adults by providing wraps that will satisfy the culinary preferences for all.
Wraps on Wheels™ is a partnership created from the shared experiences we both had at our college campuses; as many college students who dorm can relate, it can be very challenging to maintain a healthy diet while your main
References: http://www.infoplease.com/ipa/A0908742.html http://www.entrepreneur.com/article/220060 http://www.entrepreneur.com/article/235596 http://www.higheredjobs.com/documents/salary/category_affiliation_rank_14.pdf https://blog.shareaholic.com/social-media-traffic-trends-04-2014/ http://www.entrepreneur.com/article/193460 http://work.chron.com/marketing-and-pr/ Marketing Management/Philip Kotler, Kevin Lane Keller. — 14th ed., Pearson Education, Inc., publishing as Prentice Hall