This article discusses the marketing strategy and plan for Taco Time, a fast food restaurant that provides Mexican cuisine in a homely environment. It includes a SWOT analysis, situation analysis, 4 Ps, product life cycle, social responsible marketing, and recommendations for growth.
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Taco Time Marketing strategy and plan
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Contents Marketing concept................................................................................................................................2 SWOT analysis of Taco Time..................................................................................................................2 Situation Analysis..................................................................................................................................3 Research................................................................................................................................................3 4 Ps of Taco Time...................................................................................................................................4 Product life cycle...................................................................................................................................5 Comments and recommendations........................................................................................................5 Two elements of sales promotion.........................................................................................................5 Two elements of social media...............................................................................................................5 Two elements of advertising.................................................................................................................6 Social responsible Marketing.................................................................................................................6 Elements of personal selling..................................................................................................................6 References.............................................................................................................................................7
Marketing concept Taco Time is a fast food restaurant that provides the Mexican cuisine in a homely environment with fast delivery and fresh food. The market segment of Taco Time is the Mexican cuisine by mostly targeting the upper as well as middle class people. The market position of company is the fastest services by having talented and skilled staff through training. SWOT analysis of Taco Time StrengthsWeaknessesOpportunitiesThreats It is serving the Mexican cuisine in very low price. Strong presence in the Mexican food chain. As compare to some other fast food chains, customers of Taco Time are very limited. As compare to the global players and some well Canadian industries, the target market of Taco Time is too narrow. It can develop the innovative technologies such as online order system or can provide some weekly offers to attract more customers toward its brand. It can also add some of the nutritional guides in the menu that will provide the recommendati on to people Due to people of different cultures in Canada, Taco Time can face the threat from various other restaurants. Some people do not have too much time to go out and take food. Therefore, it will lose this part of the customers.
regarding their diets. This will help in increasing the market share and customer base. Provide some attractive things at the restaurant such as dancing in restaurants as well as Mexican bands. Situation Analysis Time Taco is marking to expand their business operation to 115 franchises having the goal to dominate in the Mexican food industry. For this, management is required to put the efforts for positioning and re branding of Mexican food. Research The research states that Mexican Cuisine is becoming popular in recent times. Participants were asked to rank the food that they prefer most. The result shows that of the participants prefer the Mexican food. It also shows that the fast-food restaurants are always in trend. Wendy’s and McDonald’s have entered in the new business. As per the press, sales are also increased 2% in the second quarter at restaurant market of US. The research depicts that the first target market is Vancouver.
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4 Ps of Taco Time ProductPricePlacePromotion Few times before, company was serving only fast food. In recent time, it has decided to increase its restaurant under the Cantina Banner in order to become the quick service provider. Besides this, it has also decided to develop some new products by altering its current chain and convert it into the reliable Mexican food. Taco Time has decided to reposition and rebrand the business due to new product development by comparing with the other competitors. Taco Time has decided to prices the products in $6 for its new product line of Mexican Cuisine. It believes that the enthusiasm is increasing due to positive response of customers toward the ethic taste. It also enlarged to position itself as the reliable deliver of the dishes of Mexican. In its promotional activities, it uses radio for promoting its products. It runs for approx. 48 weeks on one station.
Product life cycle As per the information presented in case study, it is seen that Taco Time is in its growth stage due to increasing its economic of scale, profit margin, as well as overall amount of profit. It assists the organization to invest more money in all the promotional activities in order maximise the capacity of its growth stage. Comments and recommendations There are changes that fast food restaurants can pursue in order to grow its business. It can offer the free Wi-Fi in all its restaurants. It can also start making the effective use of online app for the easy convenience of the customers. Various free gift cards can also attract the customers to avail its services (Namin, 2017). Two elements of sales promotion 1.Offers and coupons- Taco Time can provide the best offers in order to attract the customers to avail its services. In a food industry, it is necessary to satisfy the customers and sustain them for long-time. It can also start giving weekly offers to the customers so that they can enjoy the free meal or meal in low cost sometimes (Marchand , Paul , Hennig-Thurau , Puchner, 2017). 2.Membership- It is also an essential element of sales promotion. Taco Time can ask the customers to make their membership card with their restaurant. IN order to save some money, customers will take the frequent visit to their restaurant. By doing this, customers will stick to its restaurant for long-time in order to gain some discount. Two elements of social media 1.Content marketing- It is one of the important tool of social media. Taco Time can use the content marketing in order to share the online materials. It is useful as in today’s time, customers believe more to those brands that have good posts, videos and social media. 2.Search engine optimisation- Taco Time can also use this social media tool for its restaurant. Through various search engines, it can easily publicise its restaurant in the mind of customers.
Two elements of advertising 1.Television- It is one of the best elements of advertising. Television can prove to be best element for Taco Time as it will provide the mass reach at one time as well as it can show its products in better way through television (Liaukonyte , Teixeira and Wilbur, 2015). 2.Billboards- It is an outdoor advertising structure that helps the organizations to advertising their products in best manner. It will be helpful, as it will assist the customers in getting more information about the services of Taco Time. Social responsible Marketing 1.Corporate social responsibility- Taco Time can take the useful advantages by using CSR as social responsible marketing. It will be helpful by presenting its responsible concerns about ethical, environmental, and social phenomena (Arora, 2016). 2.Corporate governance- It is also one of the most useful social responsible marketing. By using it, Taco Time can present its corporate actions that are totally legal. Elements of personal selling 1.Technical specialist- Technical specialist is that person who deals with the technical aspects in the organization. Taco Time can take the appoint the technical person who will deal with the customers in proper manner. 2.Missionary sales person- It is person who knows mission of the restaurant properly. By knowing this, customers will be handled accordingly.
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References Arora R. Enhancement in employee skills and benefits to employees and organization with respect to CSR Initiatives. JIM Quest. 2016 Jul;12(2):39. Liaukonyte J, Teixeira T, Wilbur KC. Television advertising and online shopping. Marketing Science. 2015 Feb 19;34(3):311-30. Marchand A, Paul M, Hennig-Thurau T, Puchner G. How gifts influence relationships with service customers and financial outcomes for firms. Journal of Service Research. 2017 May;20(2):105-19. Namin A. Revisiting customers' perception of service quality in fast food restaurants. Journal of Retailing and Consumer Services. 2017 Jan 1;34:70-81.