Strategic Plan for Spill Beans Food Truck

The project focuses on Spill Beans, a new food truck venture. It includes location, competitor analysis, objectives at short and long term, situational analysis through PESTLE and marketing mix to analyze target audience, probable threats, and opportunities.

Business Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
PART A.................................................................................................................................3
PART B..................................................................................................................................5
TASK 2............................................................................................................................................5
PESTLE Analysis ..................................................................................................................5
TASK 4............................................................................................................................................7
Marketing Objectives ...........................................................................................................7
Marketing strategies for each target market ..........................................................................7
Marketing Mix........................................................................................................................8
TASK 5............................................................................................................................................9
Types of decision ...................................................................................................................9
CONCLUSION ..............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Business is an organized efforts of people that are indulge in production and selling of
goods and services for satisfying the society needs and to earn profits (Hair, 2015). The objective
of every enterprise varies based on type of business and its strategies that are being used. The
project is a based on setting up a new venture SPILL BEANS which is associated with
providing wide variety of foods. The basic objective is to target all the universities students and
other young people. It will also cover details about company's PESTLE analysis, marketing plan
and other essential elements that are requisite to be analyse for business success.
TASK 1
PART A
People all around globe are fond of eating delicious food and with span of time have
become interested in tasting new variations in food. This has significantly enhanced demand for
food business ideas with low investments (Wilson, 2014). However, as there is immense
competition in this sector due to number of fast food serving restaurants that are offering variety
of food as per customers taste and preferences.
Description of the business:
As food business in present scenario unfolds endless opportunities and with students been
ideal target, food shacks and food Truck forms one of the most appropriate business idea that is
expected to generate profitable outcomes. It contains the facility to cook and serve in a moving
vehicle. Also this business will require low investment as there is no burden to pay monthly rent
for any store or cafe. With its nearness to universities, where there is always buzz of students at
almost every hour of day till evening and there are many big events that are organized in a
college campus, this business is expected to sure to earn profits.
Name of the business: “ SPILL BEANS “
This is a small sole trade operating as a Food Truck offering different variety of fast food,
beverages including shakes, coffee and smoothies. The USP of “SPILL BEAN” will be that
students will be having facility to place their bulk order online in advance on account of any
event like birthday parties, freshers, farewell etc. to ensure the availability of right quantity of
food items.
Location:

According to the nature of the business, one of the best areas would be outside my
university campus. It is because students forms perfect target market as college students hungry
24*7, are social and open to experiment and adventure (Anderson and et. al., 2014).
Reason of selection:
Food trucks costs 20-30% which is although similar to restaurant but with this business I
don't have to worry about about paying rent for a business space or building. This makes food
trucks low overhead business which reduce down the risk involved in it. Another benefit is that it
is a lucrative business which provides opportunities to sell food in different other locations as
well.
Competitors:
Name of the competitors Food types Reason
Kappacasein Specializes in Burritos,
tacos, tortas, quesadillas
and canapaes.
This food van pioneers are the second
most popular food truck outlet in
London UK.
Pizza Pilgrims Van Specializes in
Neapolitan pizza and
serves all varieties of
pizzas
This food truck have wide branches
and it serves pizza in many other events
across the UK.
PART B
Objectives forms the foundation for any business start up as they forms the barometer for
measuring success of business. It help in providing a clear picture about what business is work
towards (Robyt, 2017). Thus, in case of “ SPILL BEANS” mentioned below are certain
objectives :
Short Term Objectives
 To gain the entire start up costs that has been invested in venture within first year. To establish a consistent and loyal customer base by providing variety of good quality
food items that suits customers palate.
Long term Objective

 To become popular enough in this industry to lease out franchise rights of Spill Beans
business to the entrepreneurs of other cities.
Types of ownership:
Compared to various other forms of ownership such as partnership, joint ventures etc.,
sole proprietorship/trader is most beneficial in this case. The reason behind choosing this form of
business ownership is because it makes me eligible for the entire profits that are been generates
from business which I don't have to share it with anyone. Moreover, it is easy it provides
flexibility in taking various decisions quickly and as per requirements such as change in menu or
marketing strategy as per customer base. Some successful example of sole trader food trucks
comprises Beigel Bake, Pizza Pilgrims, and many more that are earning great profits and are in
customers demand (Ragas and Culp, 2014).
TASK 2
PESTLE Analysis
Political Factors:
It involves factors like tax, government regulations etc. that a business is to abide by.
Thus SPILL BEANS is requisite to follow food hygiene legislations implemented by food
Standard Agency such as food safety act 1990 (Wirtz, 2012). This is important to assure its
customers that all its products are strictly hygienic and under sanitary regulations and are safe to
consume. Also other norms related to local zoning and parking requirements are to be followed.
Economical Factors:
These factors are related to GDP rate, disposable income, monetary issues, recession and
inflation rate etc. Complying to these SPILL BEANS is to keep the price of its products
affordable at initial level so as to attract maximum number of students (Follett, 2013).
Social Factor:
These factors involves average disposable income level, quality etc. SPILL BEANS
products are produced as per taste, needs and requirements of its customers. In UK people are
fond of fast food specially university students who craves for good food by providing quality
food at affordable prices is to provide opportunity to SPILL BEANS.
Technological Factor:
This factor involves making use of latest techniques in business product,process or
services. SPILL BEANS to be competitive and reach out large audience could make use of

various online media besides print media that involves posting ads and offers on internet and on
social media like twitter, Facebook, Instagram etc.
Legal Factor:
It includes various legislation and rules related to food quality that are incorporated by
UK government. Thus SPILL BEANS is to make use of quality ingredients in all its food items
and preparations (Wheelen, and Hunger, 2017). Also firm is putting a label on all its beverages
and packed food items that has details related to the ingredients, manufacturing and expiry,
caloric and other health related details.
Environmental Factor:
SPILL BEANS been a Food truck outlet already generate less carbon. However to
further reduce its carbon imprints SPILL BEANS will be making use of solar cooking system
that will reduce the need of fuel that is been utilized and will also use biodegradable packaging
to wrap up its food items. It will enhance its brand name, reduce its cost incurred in using other
sources of energy such as fuel, LPG etc.
TASK 4
Marketing Objectives
The objective of SPILL BEANS is to capture large market share by providing a wide
variety of fast food cuisines, salads and beverages as per their tastes and preferences. Also
SPILL BEANS is to establish itself as brand for providing quality food at relatively reasonable
prices that every student in specific can afford (Prewit and Weil, 2014).
Target Market
SPILL BEANS been outside university campus the main target group for SPILL BEANS
are the students, staff members and other visitors. In terms of demographics it target audience
fall in between 18 years to 40 years that are spending minimum 7 hours in university either as
students or professors. Thus for these people any outlet which is offering variety of food with
good quality that to at reasonable price nearby the campus.
Marketing strategies for each target market
By promoting various food products that are been offered by SPILL BEANS over
internet will benefit the firm to reach put large target audience in attractive and cost and time
effective manner through various social media app like Whtsapp, Facebook, twitter etc. SPILL

BEANS can capture attention of its target audience by posting various attractive offers, pictures
and other information related to the food items offered (Urner, 2016).
Marketing Mix
Element Description Justification
Price It is related with the price of the food
and beverages that are been offered
by the SPILL BEANS.
The price of all food products offered
by SPILL BEANS are relatively low
as compared to other competitors. The
reason behind this price strategy is to
establish SPILL BEANS as a
affordable brand to attract maximum
students that are having limited pocket
money (Using the Marketing Mix to
Strengthen your Marketing Strategy,
2016).
Product This involves a detailed lists of all
the products that are been offered by
SPILL BEANS to its customers.
SPILL BEANS offers a wide variety
of food products such as pizza, pasta,
burgers, sanwiches, french fries etc
smoothies of high qulaity at reasonable
price.
Place It involves strategy to provide
product to its potential customers and
others decisions like distribution
channel, location, techniques for
placing food truck in areas where
there is maximum footfall of its target
audience.
According to market analysis SPILL
BEANS is to set its food truck in front
of university. It will be most
appropriate location for the food truck
as there will be availability of large
number of students and other potential
consumers whom hunger needs could
be satisfied by providing variety of fast
food options.
Promotio
n
This is related to communicating the
product and its benefits to the target
group by utilizing appropriate and
SPILL BEANS extensively make use
of print, online and social media to
attract its consumers by posting

attarctive mode of promotion. various offer, food images and
information. It is a cost and time
effective way to reach out mass
audience.
TASK 5
Types of decision
Business information system refers to a computer based system that make use if
technology ,business process and human involvement to efficiently evaluate and take efficient
business related decisions. SPILL BEANS make use of transaction processing system where in
all its transaction are finalized and where customers makes payment in exchange of their food
and beverage orders.
Operational Decisions: These decisions are related to the routine activities of the food
business. In case of SPILL BEANS these decisions are very short time as they are repetitive in
nature. It involves decisions regarding stocking of raw materials, serving customers etc. For this
process SPILL BEANS make use of POS system that assists in recording daily transaction
performed by it in its one day (Grant and Taylor, 2014). This system includes information related
to sales,inventory, stock counting, vendor ordering, average cost, selling price, product
description, quantity sold etc. that assists owner of SPILL BEANS to keep a track of its daily
sales.
Tactical Decisions: It involves taking decision for applying various new and creative
strategies that could help in enhancing business. SPILL BEANS present various attractive offers
such as combos of burger and coffees in special occasions like friendship day, valentine day etc.
SPILL BEANS make use of sale forecasting system that helps in predicting its sales each day of
week and thus reduces risk of purchasing too much or too little food products.
Strategic Plans: This is the long term plan for SPILL BEANS that is related to its growth
and expansion. For SPILL BEANS it is related to attaining its objectives of becoming one of the
most popular food truck in the city and outside. SPILL BEANS works towards maintaining its
quality and introducing innovative cuisines that fulfils its customers requirements for which it
use of Budget cost system that determines total expense and revenues incurred on business
operations. Thus it helps SPILL BEANS to control its expenditures and invest them further for
business expansion.

CONCLUSION
The project is based on SPILL BEANS which is a new food truck venture. The report
provides various business related decisions such as location, competitor analysis, objectives that
its strives to attain both at short and long term. Further an situational analysis for SPILL BEANS
is being conducted through PESTLE analysis along with marketing mix to analyse its target
audience, probable threats and opportunities.

REFERENCES
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Wirtz, J., 2012. Essentials of services marketing. FT Press.
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