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
T1 2016 MPK732 Marketing Management Cluster B. (2016, May 16). Retrieved June.
14, 2021. Food Trucks breaking down the barriers of distribution strategies.
https://mpk732t12016clusterb.wordpress.com/2016/05/16/food-trucks-breaking-down-
the-barriers-of-distribution-strategies/
Prowly Magazine. (2021, March 30). 7 Basic (Yet Brilliant) Examples of PR Tactics That
Work. Retrieved June. 14, 2021. https://prowly.com/magazine/examples-of-pr-tactics-
that-work/
SelectHub raquo. (n.d.). Distribution Strategy: Cutting Edge Distribution Strategies
2021. Retrieved June. 15, 2021. https://www.selecthub.com/enterprise-resource-
planning/cutting-edge-distribution-strategies/
Marketing Tutor. (2020, June 11). SWOT Analysis of Food Truck Business. Retrieved
June. 15, 2021.https://www.marketingtutor.net/swot-analysis-of-food-truck-business/
3 Amigos Taco Truck. (n.d). 3 Amigos Taco Truck. Retrieved June. 14,
2021.http://3amigostacos.weebly.com/goals-and-objectives.htm
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