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BYMP Week 6 (40 points):
- Page 411 – Identify channels and intermediaries for your marketing plan.
- Page 485 – Develop promotion strategy for your marketing plan.
- Page 517 – Augment your promotion strategy with advertising and sales promotion.
- Page 597 – (items 1, 2, 3 only) Draw organization chart, Gantt chart and list critical success factors for your marketing plan
Designing the Marketing Plan
Product innovation and marketing are the only enduring competitive advantage companies can use to survive and thrive in the marketplace. In the next seven weeks, you are going to participate in designing and writing a marketing plan for a product or service of your choosing. Your active participation in this project is essential to building your understanding of marketing and secondly, you can use a well written marketing plan to show prospective employers a sample of your work.
A marketing plan is a travel guide for the marketing activities of an organization for a specified future period of time. The plan can be used internally to guide the marketing activities or it can be used to communicate with external audiences to raise capital. Important questions to keep in mind as you design your plan are:
1. Is the marketing idea valid?
2. What is unique or distinctive about the product or service that separates it from substitutes and competitors?
3. Does a viable market exist for the product or service?
4. Are the financial projections sound?
5. Is the management team competent?
6. How will the investors/debtors get their money back with a return on their investment?
In order to help you answer these questions and many others the course provides the following:
· “Building an Effective Marketing Plan” as Appendix A on page 54 of your textbook. (Includes example of a marketing plan)
· “Financial Aspects of Marketing” as Appendix B on page 380 of your textbook.
· A sample student written marketing plan located in Doc Sharing.
· A marketing plan outline located in Doc Sharing. (Your focus should be on content and not structure)
· A marketing plan student guide that describes each section of the marketing plan.
· A grading rubric for the marketing plan.
· At the end of each chapter in your textbook, you will complete the Building Your Marketing Plan (BYMP) exercise and use this information as input into your plan.
Mc Arnold’s Fast Food Delivery
James Deering
DeVry
Marketing
319
Adrian Gray Calhoun
May 12, 2013
Running head: MC ARNOLD’S FAST FOOD DELIVERY
1
MC ARNOLD’S FAST FOOD DELIVERY 10
MC ARNOLD’S FAST FOOD DELIVERY 2
Mc Arnold’s Fast Food Delivery
Company Background
Mc Arnolds is a new fast food restaurant located in Downtown Atlanta, GA and after noticing a need for a fast food chain that would deliver instead of just being a takeout or dine in restaurant. Mc Arnold’s is located in the center of downtown Atlanta by all of the main business, and by two major colleges in the area. At the moment there are no fast food chains in the area that provide such service and who would benefit from it.
Every day hundreds of workers want to leave their office for lunch, but realize that it takes too much of their lunch time to go get their food and have time to consume it at the same time. So Mc Arnolds will provide that fast deliver the customer.
Mission Statement
To deliver fast food to the customer while they work in a timely manner and to insure good quality of our service and food.
Goals
Financial
Within the first 6 months gain enough profit to maintain the delivery service
To gain at least 20% profit in the first two years of delivery service
To be able to gain enough profit from delivery, to be able to maintain delivery even for the evening shift, and not just during the lunch hours.
Nonfinancial
To start a trend that other restaurant may want to do.
To be able to add at least 10-15 more workers to the work force.
The ability to give good work experience to teen agers, so they are able to grow and better themselves.
Competitive Advantage
Mc Arnold’s is going to take the market because it will be one and maybe the only company that will provide delivering of fast food to the schools and office buildings. Mc Arnolds will insure that all food will be delivered in a timely manner and the food will still be nice and warm, and also by maintaining good customer service while doing so.
SWOT Analysis
Strengths
Weaknesses
New Delivery Plan
Hiring and Training of Employees
High Quality of Food
Someone being robbed
Internal Force
Fast Delivery
Food may not always be hot
Great Customer Service
Opportunities
Threats
External Force
Ability to gain new customers
Other Companies trying the same and doing better
Make more in profits than expected
Spending more on advertisement than what we are making
Competitors Analysis
When it comes to fast food it may be number one on the list for people when they need a quick lunch meal, just something quick while they are on lunch or even between classes while at school. Yes most of the time the service is not the best at all, so while I am trying to provide this delivery service to keep people from having to leave their office. It will also come with outstanding customer service. When it comes to the food cost that will remain the same so that McArnolds can stay competitive, but what Mc Arnolds will do is lower the for delivery or have it where if the customer orders a certain amount the delivery charge will be waived. Certain items on the menu will not be able to delivery because it may be an item that may not make it and still be in the same form it should be in. One key factor is that Mc Arnolds will offer nutrients foods as well as your burger and fries.
When it comes to competition you have Burger King, Subway, and may be Wendy’s but none of them offer a delivery service to your hotel room, office space or even to your school. So when it comes to that outstanding customer service you will always be able to count on Mc Arnolds for that.
Mc Arnolds will strive for the best and will succeed in maintaining good quality food, great customer service, and excellent delivery time on the food. If weekly or monthly training is necessary then that is what will be done to stay on that level.
Company Analysis
Mc Arnolds is solely owned by James Deering who have over 20 years customer service and about 14 years management experience and who will setting for nothing but the best from his employees. Mr. Deering understands that this type of job is not a career job for most of his employees but with weekly and monthly training, they should always be prepared for the worst.
When it comes to the customer the number one problem it helps solve is time, and the ability to still be able to complete work or do other things if need be. When it comes to the customer and having to make a decision, it’s really not that hard because they will eat something for lunch. Just deciding on who they will order from are some of the key factors.
Market-Product Grid
The following information that is provided is the market-product grid. According to the survey Mc Arnolds did this was the information provided which help Mc Arnolds make a better decision on when to deliver.
Market Segments
Product Offerings
Breakfast
Lunch
Dinner
Total
Locals
2
3
1
6
Businesses
2
3
1
6
Students
2
3
3
8
3 = large 2 = medium 1 = small
After conducting the market product research and it would be better for Mc Arnolds to serve the locals in the area, Businesses, students, and tourists at the local hotels. One main factor for this is because there are two major Universities in the area plus all the large corporation in the area including the hotels. For the delivery service hours they will be from open until close but Mc Arnold’s thinks that the best success will be doing lunch hours from all the customers, and feels it will be ok for the local hotels and schools at night. And due to the fact that Mc Arnolds is fast food they will be able to operate during all four seasons.
Market Segments
While conducting the research for the marketing plan, Mc Arnolds interviewed a few potential customers that could see themselves using the service. Having a lot of knowledge in the fast food business the company can see the target market being all ethnicities, and even gender. And when it comes to age group I would say anyone above the age of 18 would benefit from the service.
Mc Arnolds needs to remember that there are a lot of fast foods chains in the area that do exist. So that’s also why Mc Arnolds will deliver more than just French fries, and burgers, the menu will consist of a lot of different items that will be low on calories as well to help draw in the healthier eaters as well.
Mc Arnold’s main focus will be on the students at the local college in the area, plus all of the business workers in the area. Second will be local or nearby hotels and maybe late night business workers.
Points of Difference
Here are some characteristics that set Mc Arnolds aside and make them better:
· Mc Arnolds will be one of the only places that deliver besides a pizza restaurant
· Delivery time will be on point to insure customer satisfaction
· Prices will be very competitive, even with the delivery charge added
· Incorporating the healthy items will be business as well
Positioning
Mc Arnolds best interest will be providing customer service to the highest level and making sure that all deliveries are being meet with in the time allotted. And being able to have that wide range on the menus that will always satisfy any taste the customer may have.
Potential Customers
Satisfy Segment needs
New Ideals
College Students
No one else is producing good service
Start serving vegies
Office workers
Quality of the food
Delivery 24 hours
Guest at the hotels
Best Pricing
Offer lower calories of food
When it comes to the stage, Mc Arnolds is at the Development/ testing phase. Within this testing phase we want to see how far of a delivery range we can go and still be able to maintain hot fresh food at the same time. So Mc Arnolds will be doing some mock deliveries to insure everything works before it is implemented, the less kickbacks the better. Depending on had bad the test runs are will determine if it’s something Mc Arnolds will send back to the development process or just do away with it.
Promotion Strategy
Since Mc Arnolds is a business that has been around it should not be that hard to start advertising that we now have a delivery service, and Mc Arnolds will start off by word of mouth, so when the customers come in to order or even while in the drive through our employees are instructed to spread the word as well as pass out fliers. As business starts to pick up we may use the billboard and in the local area and put up some signs on the door so as customers enter they are able to see them.
Some other ways will be ads in the newspaper, along with someone standing outside with a sign saying now offering delivery service and maybe the radio station depending on the cost of that form of advertising.
Place Strategy
As stated before Mc Arnolds is not a new store and it is located in the heart of down town Atlanta, GA which should not be a problem, because it is in the center of some of the busiest areas. And when customers see the sign with the big MC they will know automatically who it is from a distance.
Financial Projection
To insure that Mc Arnolds break even we took the total of average meal with a drink, which is a typical meal. This price is averaged at $8.00. So the fixed cost for Mc Arnolds per month will be $9,360 which includes employees pay, food, management, and bills for the building. To break even Mc Arnolds would have to sell at least 2340 meals per month before we can start making any profit.
Mc Arnolds Menu
Burger Meals
Cheese Burger Meal $4.75
Double Burger Meal $5.75
Triple Burger Meal $6.75
Special Burger Meal $7.50
Hamburger Meal $4.25
Other Condiments
Add 0.50
Mc Arnolds have much more to offer come on in and experience it for yourself.
Salads
Extra Meat $2.00
Captain Salad CK and Turkey $8.25
Lighthouse Salad $6.25
Anchor $3.25
Chicken Breast $3.75
Chicken Salad $6.25
BLT $3.75
Garden Veggie $5.25
Pizza
Cheese $3.00
Veggie $4.00
Pepperoni or Sausage $4.25
Soups and Sides
Chicken Noodle
Cup $2.75
Bowl $4.75
Veggie Tray $1.00
With dip $1.30
Baked Goods
Fresh-baked cookies (3 $1.50
Beverages
Iced Coffee/Hot Coffee
Short Tall Iced
Cappuccino $3.50 $5.00 $4.00
Café Latte $3.50 $5.00 $2.00
Café Mocha $3.75 $5.25 $2.25
Flavored Syrup add $0.75
Hot Drinks Short Tall
Plain Coffee $1.00 $1.00
Hot Cocoa $4.00 $5.25
Tea $1.00
Cold Drinks
Small Med Lrg
Fountain Pop $1.25 $1.75 $2.25
Ice Tea $1.25 $1.75 $2.25
Lemonade $1.25 $1.75 $2.25
Carton of Milk $1.25
Bottled Water $2.00
Juice $0.75
Come Enjoy the best fresh cook fast food you have ever had
Receive 10% off your next
purchase at
Mc Arnolds
Exp. 6/6/2014
Receive a free beverage next week Monday for customer appreciation day.
Mc Arnolds
Exp. 6/17/2013
Coupon for Mc Arnolds
Receive 20% for all senior citizens
Monday –Friday
From 0600-1000 daily
At Mc Arnolds
