Questionnaire (Marketing Plan)

A.
Mission Statement
1. Whats the purpose of Taco Times marketing plan?
2. Review business goals and objectives as well as specific strategies to reach

them. Everything Taco Time does should be guided by and consistent with its
Mission Statement. This is a short (one or two paragraph) statement of the
fundamental nature of Taco Time business, answering the questions: "What
business are we in?" and "Who do we serve?"
The mission statement is the one place you can be general, rather than specific.
This is your vision of the business: it's philosophy, and what makes it different
from any other business.
If you don't already have a mission statement, write one down. Refer to it often
as you develop your marketing plan. An opportunity that takes you away from
your business mission is not a good opportunity for you. A strategy or tactic that
does not carry the business towards fulfilling its mission is faulty and should be
revised.
B. Diagnosis: Where are you right now?

In order to determine how to get where you want to be, you need an accurate,
objective picture of where you are now.
Write a brief statement assessing the current state of the business:
C. Product/Service
1. Identify each product or service in terms of name, trademark, color, shape or
other characteristic, including packaging and labeling.
2. What is your competitive advantage? How does your product or service differ
from the competition in terms of exclusive processes or superior ingredients, or
other features.
3. What are your strengths versus your competition's?
4. What are your weaknesses versus your competition's?
5. Determine the cost of each product or service.
6. Determine the price you charge for each product.
7. What is your product's/service's personality?
D. Market
1. Identify your customers - include all demographic and lifestyle information
2. Who are your customers?
Male or female?
How old?
What education level?
What type of work? Profession?
What level of income?
How knowledgeable about your product or service?
What factors (e.g., price, availability, service, etc.) influence this customer's
purchase decisions?
What other people (if any) influence the purchase decision?
How would you describe your customers' personality?
Is there anything else unique about your customer?
Exercise: Think about the 20% of your customers who generate or will generate
80% of your business. Write one-paragraph description of this typical customer.
Example: Lane Medical Systems
Sample Customer: A forty-five year old female office manager of a group medical
practice. High school graduate with some specialized office skills. She feels
overworked. Has very little knowledge of software and is slow to accept new
systems. Decisions influenced by (1) ease of product use, (2) reliability of aftersale service, and (3) price. Other people influencing decisions: Doctors/dentists in
practice (very price-conscious); other office staff (level of comfort with computer
systems).
3. Do you have a large, homogenous customer base, or several smaller market

segments?
If segments: Describe each segment's customers according to section D # 2
above.
4. Meeting customer needs:

[A] What are your customer's real needs?
[B] What are your customers perceived needs?
[C] Are you meeting either or both of these?
[D] If not, where do you fall short?
[E] What resistances do people have to buying your product or service?
Identify location of customers (local, regional, national or international).
6. Identify market trends - include information about market studies and test
marketing.
7. List factors that affect purchasing such as:
Seasonal
Obsolescence
Tax considerations
Price
Availability
Convenience
Service
Emotional considerations; e.g., prestige, status, fear, pleasure, etc.
Gift
Any other factors you can think of
Write a brief paragraph that synthesizes all the factors that affect the purchase of
your product:
E. Distribution
1. Identify the most effective methods for getting products/services to customers
in the target market.
Do customers come to you?
Do you go to the customer?
Do you use dispensers, racks, etc?
Do you mail out samples, use trial offers, or premiums?
Do you use the internet?
2. Do you make it easy for customers or potential customers to get to your

product/service?
3. Have you made it easy for customers or potential customers to get more
information about your product(s) or service(s)?
Identify the need for warehousing of products and distribution channels (for
example internet) if not sold direct to buyer.
F. Promotional Strategy
1. What is your current image in the marketplace?
How are you perceived by your customers?
Is this accurate?
What would you like your image to be in the workplace?
3. Will everything in your organization consistently represent the image you
want to project?
Employee behavior
Place of business atmosphere
Printed communication
4. What type of customers are you targeting with current marketing efforts?
5. How are your leads followed up?

6. Where/how do you get new business?
7. Where/how do you get repeat business?
8. What is the source of your most productive referrals? Are you doing everything
you can to manage that source(s)?
9. Review the Message:

Is your message written in terms of what the customer needs and wants to hear,
or in terms of what you want to say about your business, product, service?
Your Promotional Strategy consists of blending and using each of the following
components to the same end that is, with the same message.
Advertising
Personal Sales
Sales Promotion
Publicity and Public Relations: Does your advertising message follow the AIDA
model? That is, does it:
Attract Attention?
Create Interest?
Arouse Desire?
Call for Action?
10. List the promotional activities you are currently using:

A. Advertising
B. Personal Selling
C. Sales Promotion (coupons, freebies, name recognition, etc.)
D. Publicity and Public Relations
11. Are the benefits you offer being communicated effectively? (Indicate yes or
no for each of the activities listed above)
12. Review of Advertising: Does the audience for the media selected match your
target market profile?
13. Review public relations activities:
What are your plans?
Can you generate any product publicity? How?
Special programs
G. Competition (Direct and Indirect)

A. Identify competitors by divisions, product lines and markets.
B. Compare your marketing techniques with those of your competitors.
H. Pricing
1. Review product/service costs for accuracy, including all variable and fixed
expenses.
2. Be sure all products/services carry their share of overhead expenses plus
provide for profit.
3. Compare prices for your products/services with similar products/services in the
industry.
[A] If your prices are higher, do they provide the necessary added value to
justify the higher price?
[B] If your prices are lower, do you know why they are, and is the lower price part
of your marketing strategy?
4. How price sensitive is your market -- in other words, how much change occurs
in buying behaviour when prices rise or fall?
5. Do your prices position you as "top of the line" or "bargain basement?" Are you
happy with your position?
6. Does your current marketing strategy support this price position?
I. Action Plan
1. Goals
Identify your goal(s) for each segment or market. Your goals and objectives
should be concrete, measurable and realistic.
To increase sales volume by X% or Y$ within existing customer base.
To increase sales volume by X% or Y$ generating new customers.
To increase sales volume by X% or Y$ getting customers to use the product /
service more often
To enhance image, name recognition, reputation.
To introduce a new product or service (same area, new area).
2. Strategy
A strategy is the general approach you will take to achieve a goal. The following
list of common marketing strategies may help your thinking:
Personal sales calls
New logo, letterhead package, company brochure
Direct mail
Newsletters
Print advertising (newspapers, consumer magazines, trade journals)
Media advertising (radio, television)
Trade show exhibits
Public relations (trade press, speechmaking, feature articles, community
relations/community activities)
Networking
Discounts for large volume customers
Don't try to implement all possible strategies at once. Choose one or two
strategies to achieve each of your goals. In your selection, consider what you
know about your product, competitors and customers, based on your information
above. Also keep in mind your resources of time, budget and staff. For example,
although a major television campaign might increase visibility for your business,
can you afford the production and airtime costs? Is television the most cost
efficient way to target your customers?
Develop a tactical plan for each goal:

Goal I:
Strategy A:
Strategy B:
Budget & Timing:
Goal II:
Strategy A:
Strategy B:
Budget & Timing:
Goal III:
Strategy A:
Strategy B:
Budget & Timing:

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A.

1. Whats the purpose of Taco Times marketing plan?

2. Review business goals and objectives as well as specific strategies to reach

B. Diagnosis: Where are you right now?

3. What are your strengths versus your competition's?

4. What are your weaknesses versus your competition's?

5. Determine the cost of each product or service.

6. Determine the price you charge for each product.

7. What is your product's/service's personality?

3. Do you have a large, homogenous customer base, or several smaller market

4. Meeting customer needs:

Identify location of customers (local, regional, national or international).

7. List factors that affect purchasing such as:

2. Do you make it easy for customers or potential customers to get to your

5. How are your leads followed up?

9. Review the Message:

10. List the promotional activities you are currently using:

G. Competition (Direct and Indirect)

6. Does your current marketing strategy support this price position?

Develop a tactical plan for each goal:

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