The A’s Corner Food Truck (Marketing Plan)

I. Executive Summary

Food trucks historically have been associated with quick and easy-to-prepare foods
such as hot dogs or ethnic street food that can be found in busy urban centers. But
today, food trucks offer menu options from cupcakes to grilled cheese to hybrid taco-
waffles, and pretty much anything imaginable. Going beyond street food cuisine, food
trucks now cater to all tastes all locally sourced. As a result, the A’s corner food truck
also known as Auntie’s Corner food truck will be serving homemade and original recipes
of dishes and desserts such as Carbonara, Spaghetti, Burger, Meringue Cookies,
Macaroons and Custard Cake. The food truck will have schedules as to where it will be
serving its customers. Every Monday, Wednesday, and Friday it will be installed in the
city proper. And every Tuesday and Thursday it will be located near the schools. The
A's Corner food truck is a great hangout spot for friends and family. Apart from having a
wonderful time with loved ones are the good food and its budget-friendly prices. (insert
niyan total budget & promotion channels)

II. Situation Analysis

Auntie’s Corner Food Truck is a family owned business with its superb homemade
dishes and desserts. It will be one of the few food trucks originally established in
Calbayog City. The A’s Corner is aiming to give best customer service and planning to
produce satisfied and loyal patrons. The marketing environment for the Auntie’s corner
food truck is brimming with possibilities and although it includes some challenges the
crew is certain that they can succeed. The SWOT analysis of the food truck is
presented below:

 Strengths

 Location Flexibility

 Budget-friendly Rates

 Fresh and Innovative Food

 Experienced Staff

 Fast and Quality Service

  Saves Renting Cost

 Brand Recognition

 Weaknesses

 Limited Capital for a Food Capital

 Costly Food Ingredients

 Less Experience

 Opportunities

 Emerging Business

 Partnerships with Local Bars and Clubs

 New Product and Taste

 Mobile App and Website

 Bigger Market

 COVID-19

 Threats

 Legal Requirements

 Easy to Duplicate

 Hygiene Conscious People

 A. PEST Analysis

 Political

There are no expected political influences or events that could affect the

operations of The Auntie’s Corner Food Truck.

 Economic

Food interest rates, taxation, and consumer spending affect the options and

opportunities presented in the food industry. In this instance, we may have to

reduce the price of our products in order to maintain income and have customers

buy our items. Despite a decrease in sales, many people still see fast food to be

a convenience and need.

 Sociocultural

Fast food trends shift based on what consumers want. As diets and lifestyle

modifications become more prevalent, we're witnessing an increase in organic

and whole foods. This could lead to a drop in demand for pasta dishes and

desserts.

 Technological

Technology can help the business gain a competitive advantage. It is

necessary to create packaging, food labels, and the production of food. As

technology advances, it allows us to reach consumers in new and more

convenient ways, as well as increase public awareness of our website and brand.
B. Porter’s Five Forces Analysis

C. Competitors

 Direct Competitors

 Simple Taste

 KKB Wings

 Rebelito’s Refreshment

 Pizza Factory

 Kuya Ogie

 Bakeries
  Indirect Competitors

 Jollibee

 McDonald’s

 Mang Inasal

 Chowking

III. Objectives

 Provide good quality, freshly cooked and served quickly dishes and dessert at
lower prices.
 Provide food to employees, students, families and move to parks where people
will be having picnics and may have need for a dessert or a light meal.
 Offer a better alternative to students and employees with a tight budget.
 Have a booming sales market right away that will start off our taco business at
the top of its success.
 Establish a consistent and returning customer base.
 To have the most popular food truck business that is known for its quality cuisine
and friendly service.
 Be good enough to franchise out our Food Truck business to other big city
entrepreneurs.

IV. Product Strategy

A product strategy is a high-level plan describing what a business hopes to accomplish

with its product and how it plans to do so. This strategy should answer key questions

such as who the product will serve, how it will benefit those personas, and what are the

company’s goals for the product throughout its lifecycle.

  Brand Name and Description

The word Auntie refers to the sister of one’s mother or father. The brand name A’s

Corner Food Truck is an abbreviated version of Auntie’s Corner. This brand name is

inspired by our own aunties and their homemade and original recipes. This business

was established to finally share and market our family's homemade foods and sweets.

 Market-based Mission Statement

Our team’s objective is a two-pronged approach to benefiting our consumers by giving:

 The best home-cooked meals and desserts, as well as excellent customer

service.

 Good memories with friends and family since it is a good hangout spot.

 Product Positioning/Unique Selling Propositions (USP)

The Auntie’s Corner Food Truck is a business developed for customers who love to

spend quality time with friends and family. It is a great place that caters good food and

quality service at a budget-friendly price. And as they say, nothing brings people

together like good food. At the A’s corner, we do not only provide good food and

consumer services but also a special taste in homemade delicacies.

 Target Market
A target market refers to a group of potential customers to whom a company

wants to sell its products and services. The target market are as follows:

Target Market
Geographic Demographic Psychographic
Philippines Age Primarily: 8-45 years old  Individuals and

Calbayog City Age Secondary: Any Age families who enjoy

Western Samar Occupation: Students, eating homemade

Schools/Public Professionals, Employees dishes and

Parks and Gender: Any Gender desserts.

Places  Individuals and

families that wish to

have fun and relax

with their

colleagues.

V. Pricing Strategy

The Auntie's Corner Food Truck offers a wide range of homemade delicacies for a

reasonable price of P45 to P250. Our budget-friendly meals and desserts are worth a

try and a great value, especially for those on a tight budget. We also provide high-

quality meals at a reasonable cost.

VI. Distribution Strategy

Distribution strategy is a method of disseminating goods or services to end-users. The

distribution strategy that we will be using is a direct channel, in this strategy the food

truck is both the manufacturer and the retailer. We will be providing our products and

services directly to our consumers. Consumer’s will be the end users of the product and

can provide feedback which is essential and helps company to improve its quality at

necessary point.

VII. Integrated Marketing Communications Strategy

 Advertising

In certain areas, we'll send a representative to hand out complimentary product samples door to
door. We'll buy grab handles for buses and metros that have a strip with our product's name on
them for mass media. Also, because social media sites are thought to be the easiest way to
start a business, there will be mainstream media coverage. This will reaffirm the product in the
customer's thoughts and pique their curiosity in learning more about it.

 Public Relations

According to a study, 92% consumers trust earned media. So as a result, we will be

using press release as our public relations because it will help create and develop

awareness for our brand. We will be also putting up event-mall kiosks and stalls on

special events as an additional business promotion.

 Consumer Sales Promotions

During the first day operation of our business, we will give the first 10 customers

free dessert of their choice, it can either be macaroons or meringue cookies.

  Digital Marketing

We will advertise in high-traffic areas in Calbayog City using digital billboards and

posters. Different in social media platforms, such as Twitter, Instagram, and Facebook,

will also be used to promote and publicize the services of our food truck.

VIII. Proposed Budget

Item Unit Cost Total Cost

Advertising
Tarpaulin ad production P 2,000.00 P 2,000.00
Radio ad cost
Radio Ad
 2 (frequency) x 10 days x P 1,000 P 20,000.00 P 20,000.00

Public Relations
Media Launch P 63,000.00
 Venue: P 50,000.00 P 50,000.00
 Food: P 200 x 50 pax P 10,000.00

 Press kit: P 300 x 10 pax P 3,000.00

Sales Promotions
 Coupon printing: 1,000 x P 1.50 P 1,500.00 P 3,500.00
 Coupon design (by ad agency): P 2,000.00
P2,000
Digital Marketing
 Facebook ad: P 200/day x 60 P 12,000.00 P 12,000.00
days
Contingency P 10,00.00
Total P 110,500.00
 References

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