Question

Marketing Strategy Formulation

Answer 1

Answer:

Marketing Strategy Formulation

Goals indicate what a business unit wants to achieve; strategy answers how to get there.

Basic generic strategies

Overall cost leadership

The business works hard to achieve the lowest costs. The problem with this strategy is that other food trucks will usually emerge with still lower costs. The real key is for Chix and Waffles to achieve the lowest costs among those competitors adopting a similar differentiation or focus strategy.

Differentiation

The business concentrates on achieving superior performance in an important customer benefit area valued by a large part of the market(s).

Focus

The business focuses on one or more narrow market segments rather than going after a large market. The food truck gets to know the needs of these segments and pursues either cost leadership or a form of differentiation within the target segments.

Goal Formulation

Goals are listed hierarchically, from most to least important. State the objectives quantitatively with a time line and a due date. Your goal at this point of your business plan is to execute the business plan in order to achieve the budgeted profits by the end of the first quarter of re-opening.

Examples

Goal #1: Achieve budgeted profits of __________ by July 31, 2021.

Strategy #1 - How are you going to do it? Develop a statement or series of statements that tell how you are going to achieve profit. Use your cost control course or purchasing course to list a series of actions that will achieve the following costs.

Actions: Food cost: __________

Bar cost: ___________

Labor cost: _________

Strategy #2

Goal #2: Achieve budgeted sales of __________ by July 31, 2021.

Strategy #1 - How are you going to do it? Develop a statement around one of the three generic strategies listed above.

Actions: Achieve cost leadership of our direct competition through ________________ (use of publicist, advertising, promotions, TV, etc.).

Strategy #2

Goal #3: Execute cultural values to embrace market to build concept loyalty and build repeat customer trial to 12 visits per quarter by July 31, 2021.

Strategy #1 – How are you going to establish a guest list and measure repeat patronage?

Actions: