Situation Or SWOT Analysis

The plan begins with an executive summary that quickly reviews major assessments, goals, and recommendations. The main section of the plan presents a detailed SWOT analysis of the current marketing situation as well as potential threats and opportunities. (page 56.Armstrong & Kotler (2011). Marketing: An Introduction, 10th edition)

Strengths
Unique Experience: We will be the only kiosk restaurant that will be having live music and the space for our customer to recreate and consume more of our product.We are mobile so we our customers can order online or by phone. Extensive market targeting and the product match with most of the demographics.Highly competitive since no other business is doing the same for the value and the budget.Our brand will create a landmark in Las Vegas where most people will know about us and will have to stop by at least to see what’s going on. Amazing complementary delivery service

Weakness
Other competitive business with a similar idea but with better resources and budget to be ahead of us in what we will be doing.Don’t count with an extensive menu since our menu will be fundamentally based on Cuban-Italian recipes.Ensure to monitor our sales, making sure that we reach our daily goals .Not count with a direct distributing channel.

Opportunities
Introduce a new product in North America based on their best seller food option.Look for the expansion and commercialization of our product within the next 5 to 10 years.Create a Landmark in the center are of Las Vegas and Nationally once we expand our brand.Give to locals and tourist a unique and excellent experience and deliver great customer value in a size of a kiosk.

Threats
Any exotic kiosk with the similar idea and better resources can become a threat if they do everything right.  Not to received the audience needed due to the new product. La Cubans Napolitana won’t be working with cheap items found on fast food places that most of the population is used to. Not reaching satisfactory positive ratings at the time to ensure customer satisfaction. Not reach our daily goals.

The company should analyze its markets and marketing environment to find attractive opportunities and identify environmental threats. It should analyze company strengths and weaknesses as well as current and possible marketing actions to determine which opportunities it can best pursue. (page 56.Armstrong & Kotler (2011). Marketing: An Introduction, 10th edition)

Product

The classic Cuban pizza. 

While the folks from Rey Pizza in  thought the secret of the Cuban pizza was not going to be revealed to the world  by calming to be the owner of such of wonderful idea, the reality is that the secret goes back before the Revolution. With a nice medium thick dough, Vita-nova sauce and and great mix of Gouda, Mozzarella and age hard cheese like Parmesan or Fontina. We don't go far from the roots of the Italian Pizza but, flavor will totally make you into a Cuban Pizza addict. Product is a key element in the overall market offering. Marketing-mix planning begins with building an offering that brings value to target customers. This offering becomes the basis upon which the company builds profitable customer relationships. (page 209 Armstrong & Kotler (2011). Marketing: An Introduction, 10th edition)

Our Enviornment is Our Product Too

Now La Cubana Napolitana will gather the beauty of an environment experience similar to the one during the 40's and 50's in the beaches of Varadero & Playas del Este. A small kiosk set up in a corner of the Las Vegas strip in Downtown Las Vegas, between Charleston and Main Street area will offer good food a relaxing spot to share with your family along with great live acoustic traditional Cuban music. Companies that market experiences realize that customers are really buying much more than just products and services. They are buying what those offers will do for them. “A brand, product, or service is more than just a physical thing. Humans that connect with the brand add meaning and value to it,” says one marketing executive. “Successfully managing the customer experience is the ultimate goal,” (page 210Armstrong & Kotler (2011). Marketing: An Introduction, 10th edition)

Promotion

The creative content for "La Cubana Napolitana" will be a whole branding identity package that will contain a logo, slogan and an iconography. Also I will mock up different approaches for banners, Bus stop advertising, and another approaches to engage people through social media and websites.Sales promotion includes a wide variety of promotion tools designed to stimulate earlier or stronger market response. (page 432.Armstrong & Kotler (2011). Marketing: An Introduction, 10th edition)

This advertising design material will represent a fresh visual of how can you hang out near downtown and have a fun and different experience. all of the material will be representing our bending colors which will be red, white and blue. Our promotional material will contain both, illustrations and photography. The typography will be a very important element to represent our ideas, this will combine the use of a San serif font, to describe our service and give it a modern look, Serif font as part of the title and the main title will be written with a custom script font. Also  a very important marketing strategy will be our reward program making sure that every customer access to it for free, We want to give them a great reason to pay for our prices instead of discounting our product. We believe that our product and the customer experience will be enough to get the traffic to our place and to our website.Customer loyalty programs: Rather than offering promotional discounts that might damage its premium positioning, Star-bucks ran ads telling customers why its coffee is worth the higher price. Then, to build loyalty, the company promoted the Starbucks Card Rewards program.
(page 432.Armstrong & Kotler (2011). Marketing: An Introduction, 10th edition)

Price

Our strategy at the beginning of our business is to be focused in ensuring that all of our financial goals are being reached, so we won't over price our product instead we will ensure that people love what we do and always comeback. Our Marketing promotion will play an important role to achieve this to stimulate the traffic an we are positive that the response from the audience to our product will be good.Instead of overpricing we will charge a small percentage over the materials needed for the elaboration of our product and because of these are top quality product our prices won't be the cheapest but we will be able to still make it affordable for our audience. Keep in mind that our road to success is not pizza but the experience and the benefits from having a family time with us. A special store atmosphere, exclusive gourmet products, helpful and attentive associates—this all sounds like a recipe for high prices. Not so at Trader Joe’s. Whereas upscale competitors such as Whole Foods Market charge upscale prices to match their wares (“Whole Foods, whole paycheck”), Trader Joe’s amazes customers with its relatively frugal prices. The prices aren’t all that low in absolute terms, but they’re a real bargain compared with what you’d pay for the same quality and coolness elsewhere (Page274 Armstrong & Kotler (2011). Marketing: An Introduction, 10th edition)


As trader Joe we want to build value in our brand and make sure that we don't limit our demographic and that is why the experience is so important for our customer. We want that a person that makes between 50K-100K a year feels the desire to come with their family to us and the same time want people that makes between 15K to $49,999 a year have the same opportunity.Over pricing our product will segment our audience and will limit our traffic and will take out goals and objectives away.It’s all about value and price—what you get for what you pay. Just ask Trader Joe’s regular Chrissi Wright, found early one Friday morning browsing her local Trader Joe’s in Bend, Oregon. (page 274 Armstrong & Kotler (2011). Marketing: An Introduction, 10th edition)

Implementation Evaluation Control

As a small business we have had think every single aspect that will affect us, the demographic, suppliers, and every single operation. We want to make sure that every single final plan that will be put into action will have a high rate to be successful. This aspect will affect in our investment ad revenue strategy to ensure that our business can run smoothly all the time to ensure we reach all of our goals. The company must design a marketing organization that can carry out marketing strategies and plans. If the company is very small, one person might do all of the research, selling, advertising, customer service, and other marketing work. (page 58.Armstrong & Kotler (2011). Marketing: An Introduction, 10th edition)

Getting to know our customer is one of our biggest intentions, we want to get to know them ,implement several ways to interact with them and not just be another company. We want everyone to have a unique experience, a get away from reality, so making them feel welcoming and treating them like family is a must to be part of our team.The reason why we are positive that this will be a successful plan is because besides studying the demographic of our clientele we did research the cultural aspect of . How many people would like this food in Cuba, how do they socialize and what are their favorite venues. That's how we got to the conclusion that mixing Cuban pizza and drinks along with dance and a folkloric touch on the decoration will be the perfect product.
For companies that sell one product line to many different types of markets and customers that have different needs and preferences, a market or customer management organization might be best.  (page 58.Armstrong & Kotler (2011). Marketing: An Introduction, 10th edition)

Target Market Strategy

La Cubana Napolitana will be mainly targeting a demographic interested in the Cuban culture and food. However even though that our product is new for our community, our concept is very open and international so It will bring people who's favorite food is Italian, Cuban and enjoy dancing and live music. Also our business will gather the Cuban and the Cuban-American community which is about 12 501 between Cubans and Cuban descendants, this fact will allow us to create the right environment and a great spot for a cultural and social exchange encouraging people to interact, connect, do business and  socialize while enjoying their delicious dish .After a company has decided which market segments to enter, it must decide how it will differentiate its market offering for each targeted segment and what positions it wants to occupy in those segments. A product’s position is the place the product occupies relative to competitors’ products in consumers’ minds. Marketers want to develop unique market positions for their products. If a product is perceived to be exactly like others on the market, consumers would have no reason to buy it.(page 52 . Armstrong & Kotler (2011). Marketing: An Introduction, 10th edition)

Our second main target is tourism, we are looking for the expansion of our brand and make sure that that the word of mouth bring most our tourist to try our products so our convenient location is specifically for everyone to see us and be able to get to us. Every single tourist on the strip will be able to try us, like us and become one of the reasons for them to come back to Las Vegas and in the future we would love to expand our brand nationally.“True market orientation does not mean becoming marketing-driven; it means that the entire company obsesses over creating value for the customer and views itself as a bundle of processes that profitably define, create, communicate, and deliver value to its target customers" (page 48 . Armstrong & Kotler (2011). Marketing: An Introduction, 10th edition)

We want our audience to become part of our brand. Our 3rd segment of the demographic that we want to reach is our locals, we want to create the ideal place for them to spend lunch time. La Cubana Napolitana is a small escape from our everyday reality, the simplicity and variety of our menu would be ideal for the people that are about in a 25 miles radius to come to have lunch with us or take lunch back to their offices.In order to reach our goals our marketing group will ensure to push our publicity on the web, mobile app and print.

EOC Week 8 Creative Content

The creative content for "La Cubana Napolitana" will be a whole branding identity package that will contain a logo, slogan and an iconography. Also I will mock up different approaches for banners, Bus stop advertising, and another approaches to engage people through social media and websites.

This advertising design material will represent a fresh visual of how can you hang out near downtown and have a fun and different experience. all of the material will be representing our bending colors which will be red, white and blue. Our promotional material will contain both, illustrations and photography. The typography will be a very important element to represent our ideas, this will combine the use of a san serif font, to describe our service and give it a modern look, Serif font as part of the title and the main title will be written with a custom script font..


Part of our key success will be the explosion of our branding elements, our eatery will have a side store where we will sell Buttons, t-shirts, costume made hats and dancing chancletas (wood made flip flops for dance)