The Final Marketing Plan.doc - Running head MARKETING PLAN...

Running head: MARKETING PLAN
AcTual Food Marketing Plan
Kelia Dombassi
Houston Baptist University

MARKETING PLAN 2
Table of Contents
Executive Summary ..................................................................................................................................... 4
Current Marketing Situation: ....................................................................................................................... 5
Market Description: ................................................................................................................................. 5
Target Market Segment Strategy .......................................................................................................... 6
Marketplace Needs ............................................................................................................................... 7
Product Review ........................................................................................................................................ 7
Products ................................................................................................................................................ 7
Product Description ............................................................................................................................. 8
Competitive Review ................................................................................................................................. 8
Channels and Logistics Review ............................................................................................................... 8
Strengths, Weaknesses, Opportunities, & Threat Analysis .......................................................................... 9
Strengths ................................................................................................................................................... 9
Objective and Issues .................................................................................................................................. 12
Marketing Strategy .................................................................................................................................... 13
Product ................................................................................................................................................... 13
Place ....................................................................................................................................................... 13
Price ....................................................................................................................................................... 14
Promotion ............................................................................................................................................... 14
People ..................................................................................................................................................... 15
Action Programmes ................................................................................................................................... 15
Projected Profit and Loss ................................................................................................................... 18
Controls ...................................................................................................................................................... 21
Customer Feedbacks .............................................................................................................................. 21
Target Market Sales ................................................................................................................................ 22

MARKETING PLAN 3
Budgeting ............................................................................................................................................... 22
Market Share .......................................................................................................................................... 23
Implementation ...................................................................................................................................... 23
Keys to Success ...................................................................................................................................... 23
Contingency Planning ............................................................................................................................ 24
Executive Summary
The objective of this paper is to provide a marketing plan of AcTual Food Company. The AcTual
Food Company provide grab and go meals of fast food meals to customers. The meal will be ideal for
persons having breakfast, lunch, and even dinner. The company will offer a quick yet healthy meal and
distinct menu for people living in Austin region. This variety of meals will be cooked in our strictly
timed kitchens to increase freshness. Such meals may be ordered online through our app or in store. All
meals will be prepared manually by our very experienced cooks. Only the high caliber and morally
sourced fixings or ingredients will be employed in our modern kitchens. AcTual Food will work tooth to
nail to shorten the time form the kitchen to where life may take you.

MARKETING PLAN 4

MARKETING PLAN 5
Current Marketing Situation:
Market Description:
Consumer spending for food products in Austine grew amid the ending 2017, trailed by the
recuperation of the U.S financial system. The growing amount of novel establishments like fast-food
franchise, fancy eateries and gourmand bakeries across the U.S has demonstrated a considerable growth
inside this food industry. Food expenditure is about 56 percent of aggregate consumer spending in the
U.S, and customer expenditure on recreation and leisure contributed 13 percent of aggregate consumer
expenditure .
A greatly more extensive appeal subsists for the weekend slot since such are the times when
majority of our primary target marketplaces enjoy the superstore going operations.

Age – Young people, single, presently in secondary school and university.

Family units - We also will attract families (youthful families) alongside children.

Gender –also, we’ll target male and female, with slight skewness for men because of their low
attention toward dietary issues.

Income – additionally, we’ll attract middle-income people and all people in lower middle income
group.
AcTual Food’s concept will contain an extensive broad attraction. It’s our objective to become
the fashionable target for food products.