WEEK 8 EOC: CREATIVE CONTENT

For this project, I plan to give my customers an authentic Ethiopian experience with traditional in scents, and visually with many textures and colors.  This food truck will be aesthetically colorful on the outside, to show the vibrant colors Ethiopian culture has.  The name of the food truck is Taste of Ethiopia.  In this food truck, I will be showcasing specifically the vegan side of our variety of different foods.  Our food will have lentils, greens, cabbage, carrots, and so much more.  It will also serve two kinds of beverages, one is an Ethiopian beer, and the other is a traditional Ethiopian coffee with the ceremony.  The food truck will have the aesthetic of urban, traditional, and welcoming.  Our food truck will be as long as a school bus, and it will have colors such as, red, yellow and green.  We will be having traditional Ethiopian scents throughout the day.  Outside the food truck, we will have four sets of traditional seating.  This seating will consist of a eating table that is made of straw, and short thick wooden chairs.  All of our waitresses and cooks will be wearing the traditional Ethiopian dresses.  We believe it will give the customers an authentic aroma.  We want our customers to have an experience when they eat our food, know they cannot get this kind of food or service anywhere else.   

IMPLEMENTATION EVALUATION CONTROL

TO BE CONTINUED...

PRICE

In our business, we believe in sharing with our customers the freshest and most authentic Ethiopian meal.  All the products are all natural and cooked to perfection.  We add value to our products, if we believe in our products our customers will too. "To some consumers, “value” might mean sensible products at affordable prices, especially in the aftermath of the recent downward economic spiral. To other consumers, however, value might mean paying more to get more" (Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing 14).  With the economy veering towards a healthier way of thinking and living.  We will price all the meals how it should be, and people will come for the experience not price.   
"In adjusting to the new economy, companies might be tempted to cut marketing budgets deeply and to slash prices in an effort to coax cash-strapped customers into opening their wallets. However, although cutting costs and offering selected discounts can be important marketing tactics in a down economy, smart marketers understand that making cuts in the wrong places can damage long-term brand images and customer relationships. The challenge is to balance the brand’s value proposition with the current times while also enhancing its long-term equity"  (Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing 27). 

PROMOTION

Promotion is the most important aspect we have in making our business successful.  In today's world, we live in a social media driven state of mind.  Social media runs our personal and professional life.  In any business, "For example, Under Armour offers an ever-increasing range of styles and colors in its original apparel lines. And it recently boosted its promotion spending in an effort to drive home its “performance and authenticity” positioning"  (Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing 46).  Some of the ideas we had for promotion is to do a commercial.  In the food and beverage business especially we as a business believe a commercial is the best way to promote the food truck.  Along with pictures, Vines, Snapchat of course.  We believe a commercial is the best way to portray the message we are trying to convey through the commercial, which is a traditional and authentic Ethiopian experience.  We are confident in the possibilities of adventure and inspiration.  We would like to be apart of peoples journey though it all.  "Research studies can be powerful persuasion tools; companies often use study results as claims in their advertising and promotion. Today, however, many research studies appear to be little more than vehicles for pitching the sponsor’s products. In fact, in some cases, the research surveys appear to have been designed just to produce the intended effect"  (Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing 130).  A good pitch to our customers is vital.

DISTRIBUTION

"Distribution center is known as, a large, highly automated warehouse designed to receive goods from various plants and suppliers, take orders, fill them efficiently, and deliver goods to customers as quickly as possible"  (Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing G10).  We will be operating our products through a distribution center, which is the biggest entity we have.  We have a fully operated service line equipped with all the highest quality machinery in the industry.  This will be a good turn around rate, because we anticipate higher than our breaking point revenue.  "Nations vary greatly in their levels and distribution of income. Some countries have industrial economies, which constitute rich markets for many different kinds of goods. At the other extreme are subsistence economies—they consume most of their own agricultural and industrial output and offer few market opportunities. In between are developing economies—which can offer outstanding marketing opportunities for the right kinds of products" (Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing 79).  We know that we live in a country that has the ability to produce a high quality and volume amount of our products. 
"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. The goal is to match the company’s strengths to attractive opportunities in the environment, while eliminating or overcoming the weaknesses and minimizing the threats" (Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing 56).

PRODUCT

We believe that we are giving the best possible service and product to our customers.  It is a personal and authentic that we are sharing with our customers.  "Smart marketers look beyond the attributes of the products and services they sell. By orchestrating several services and products, they create brand experiences for consumers" (Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing 7).  We give the best possible antibiotic free food to all the products are produced in the best professional kitchen and what we think is healthy for our customers.  "Product quality and improvement are important parts of most marketing strategies. However, focusing only on the company’s products can also lead to marketing myopia. For example, some manufacturers believe that if they can “build a better mousetrap, the world will beat a path to their door.” But they are often rudely shocked. Buyers may be looking for a better solution to a mouse problem, but not necessarily for a better mousetrap. The better solution might be a chemical spray, an exterminating service, a housecat, or something else that works even better than a mousetrap. Furthermore, a better mousetrap will not sell unless the manufacturer designs, packages, and prices it attractively; places it in convenient distribution channels; brings it to the attention of people who need it; and convinces buyers that it is a better product" (Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing 11).

Antibiotic free chicken slowly cooked in a hearty onion and pepper stew, enlivened with a select blend of Ethiopian spices and Kibbeh, a deliciously seasoned olive oil. The perfect dish for any occasion...or no occasion at all.

 
Antibiotic free chicken slowly cooked in a hearty onion and pepper stew, enlivened with a select blend of Ethiopian spices and Kibbeh, a deliciously seasoned olive oil. The perfect dish for any occasion...or no occasion at all.

Peppery red lentils are slow cooked with a medley of imported Ethiopian spices. This fare is for the culinary adventurers of the world, sure to please with its' fiery but comforting kick.

Flavorful fresh collard greens are styled with cardamom, black pepper and ajwain. This low fat organic dish is a vibrant, soulful reinvention of the American favorite.

TARGET MARKET STRATEGY

After much research, that are target market is everyone! Our target market is pretty simple, it is someone that likes adventure and traditional food.  Preferably someone that is a bit young that likes street food with natural ingredients. "The marketing strategy statement consists of three parts. The first part describes the target market; the planned value proposition; and the sales, market share, and profit goals for the first few years"  (Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing 249).

SITUATION OR SWOT ANALYSIS

In this business, facing reality is what we need to do.  I believe we have an undeniable factor, which is our strengths, weaknesses, opportunities, and threats.  "SWOT analysis, is known as an overall evaluation of the company’s strengths (S), weaknesses (W), opportunities (O), and threats (T)" (Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing G10).  Our strengths is most definite,  our company is authentic and will remind people of mom's home cooking, adventure, and tradition.  Our weaknesses are people might get tired of eating Ethiopian food.  We don't have a variety of foods from a variety of other countries.  Our opportunities are introducing our food to so many other people that don't know about our food.  Teaching them our culture and tradition.  Ethiopia has tradition that goes back hundreds of years that so many people are fascinated about.  Our threats are people trying to execute the same business like ours.  Trying to copy our plans for what we think this service should be given.  "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. The goal is to match the company’s strengths to attractive opportunities in the environment, while eliminating or overcoming the weaknesses and minimizing the threats" (Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing 56). 

OBJECTIVES

For this project, I plan to give my customers an authentic Ethiopian experience with traditional in scents, and visually with many textures and colors.  This food truck will be aesthetically colorful on the outside, to show the vibrant colors Ethiopian culture has.  The name of the food truck is Taste of Ethiopia.  In this food truck, I will be showcasing specifically the vegan side of our variety of different foods.  Our food will have lentils, greens, cabbage, carrots, and so much more.  It will also serve two kinds of beverages, one is an Ethiopian beer, and the other is a traditional Ethiopian coffee with the ceremony.  The food truck will have the aesthetic of urban, traditional, and welcoming.  Our food truck will be as long as a school bus, and it will have colors such as, red, yellow and green.  We will be having traditional Ethiopian scents throughout the day.  Outside the food truck, we will have four sets of traditional seating.  This seating will consist of a eating table that is made of straw, and short thick wooden chairs.  All of our waitresses and cooks will be wearing the traditional Ethiopian dresses.  We believe it will give the customers an authentic aroma.  We want our customers to have an experience when they eat our food, know they cannot get this kind of food or service anywhere else.  "Each company must find the game plan for long-run survival and growth that makes the most sense given its specific situation, opportunities, objectives, and resources" (Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing 39). 

BUSINESS MISSION STATEMENT

"Mission statements should be meaningful and specific yet motivating. They should emphasize the company’s strengths in the marketplace. Too often, mission statements are written for public relations purposes and lack specific, workable guidelines." (Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing 41).    When thinking about the mission statement I was very compelled to have a meaningful, and a story that touched back to my childhood
My mission statement:
"My earliest food memories are forever linked to the contents of my childhood lunchbox—my Mom's aromatic home-cooked Ethiopian dishes. These lunchbox memories inspired my dream to bring the wonderful flavors of the Ethiopian culture to be enjoyed by everyone. Handmade in small batches with all-natural ingredients and authentic spices, Taste of Ethiopia marries tradition with healthy eating and a hearty helping of soul." 
"From the start, Kroc preached a motto of QSCV—quality, service, cleanliness, and value. These goals became mainstays in McDonald’s customer-focused mission statement. Applying these values, the company perfected the fast-food concept—delivering convenient, good-quality food at affordable prices."(Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing 41).  We believe that analogy is what is going to keep our customers coming, we strive to make every customer's experience the ultimate experience.  Every day with good fresh, traditional, and authentic Ethiopian food.  An aroma of roasted coffee, and scents from Ethiopia.  

THE PITCH

"Such alternative media seem a bit far-fetched, and they sometimes irritate consumers who resent it all as “ad nauseam.” But for many marketers, these media can save money and provide a way to hit selected consumers where they live, shop, work, and play. Of course, all this may leave you wondering if there are any commercial-free havens remaining for ad-weary consumers. Public elevators, perhaps, or stalls in a public restroom? Forget it! Each has already been invaded by innovative marketers" (Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing 397).

Come taste the traditions of what will forever be known as Mom's aromatic home-cooked Ethiopian dishes. The lunchbox memories inspired the birth of Ethiopian culture to be enjoyed by everyone. Handmade in small batches with all-natural ingredients and authentic spices, Taste of Ethiopia marries tradition with healthy eating and a hearty helping of soul.

In our food truck, we will be serving coffee as well.  The traditional way!  We will have raw coffee beans, and roast them in front of the customer for the ultimate experience.  The aroma will cloud the space until we grind the beans, and put it on the stove with the a traditional cast iron coffee pot. 

Week 5 EOC: Social Networks and Job Hunting

Facebook has become the main source for everything.  After Facebook came into the world, the world has changed in ways such as how we get jobs, shop, how we get our news/ media outlets, etc.  There are so many social media outlets right now that derived from Facebook or its aesthetics of connecting with people.  According to the book, "Brand ambassador programs leverage the power of peer-to-peer communication. Consumers hear about products and brand experiences from others just like themselves—people they trust—rather than from commercial marketing sources. “It’s the value of having someone there who wants to talk to you about the product and the features,” says one brand ambassador. “It’s not really about sales; it is about sharing of information."  Right now, employers in the corporate industry are looking for individuals that put themselves out into the world with a professional demeanor.  If that person gets hired by a company, and doesn’t have a professional presence it could affect the company’s bottom line.  The article says, Still, “Facebook is making a dent. VMware Inc., a Palo Alto, Calif., cloud-computing company, hired its first full-time recruiter dedicated to working on social networks in November and is building a team of recruiters who will focus on social platforms.”  Nowadays, it seems like the only way to reach any sort of large mass of people is through social media.  A high profile company’s social media page is vital to what they are trying to portray to people.  It is easy, convenient, and so many people can be reached in a short amount of time.    

Works Citied:

1. Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing  

2. Light, Joe "The WallStreet Journal." Editorial. Recruiters Troll Facebook for Candidates They Like Aug. 2011: n. pag. Print.

 

WEEK 4 EOC: NEW PHONE APP

Being in the fashion world, I think of so many ideas as being apps on my phone.  My passion is to be a stylist.  I am a very hands on person.  I love touching garments feeling the materials and really immersing myself into the task on hand.  When I finish school, I would love to be a fashion editor at a magazine.  I think that is such an amazing way to inspire and reach others.  Magazines are so influential today, people go to magazine for basically anything nowadays.  I feel like being a fashion editor would be an amazing position where I can impact other people’s lives in a great way.  I wish there was an app that can show people how to know the business of being a fashion editor.  To have an app that allows you to give input the some of the decisions of magazines.  That way when I finish school, I am somewhat prepared for the position.  This app can teach someone the basics of being a fashion editor, finds and alerts that person for any potential jobs in their area, and gives opportunities for internships or job position at a magazine of their choice.  It is my hope for someone to create this app, because I really feel like there are so many opportunities for so many other areas in the fashion industry.  The fashion magazine industry is the one that is lacking the opportunities for newly college grads.  I truly think it could be tremendously useful with a lot of fashion bloggers that are really trying to making it in the editorial industry.    

WEEK 3 EOC: MY DEMOGRAPHIC

I am a Millennial, I was born in 1987:

1. A person reaching a young adult around the year 2000
2.  More than 80 million Millennials worldwide represent a collective $170 billion in purchase power.
3.  Millennials want to create a positive impact on their community and the world through their work.
4.  The Millennial generation is a tech savvy, entrepreneurial, educated and independent-minded cohort that is driven to “do good.”
5.  They are actively reshaping advocacy, engagement, service and philanthropy on a scale that has never before been experienced.
6.  On the negative side, they've been described as lazy, narcissistic and prone to jump from job to job.

WEEK 3 EOC: MAKING MONEY FOR GOOD

For this blog, I choice a wonderful jewelry line with a foundational roots.  This amazing company partners up with charities all over the world in creating a better life for the people. "For each charity collaboration, we create a unique collection.  Each jewelry piece is designed to symbolize what the proceeds from the purchase will help our charity partners fulfill."  Fortuned Culture is one company in its industry that gives back.  They give back to  certain countries such as, Ethiopia, Cambodia, Mexico, and Eritrea.  The Founder of the company, Azie Tesfai is a Berkeley University graduate that is empowered by helping children all around the world.  TOMS Shoes Blog sat down with Azie to learn learn more about her and her brand.  She says, "I come from a 3rd world country. I am Eritrean, my mom’s family who I am very close with is from Ethiopia and I spent a lot of time in East Africa as a child growing up and so I was very aware of poverty."  She started working in this charity in Ethiopia that was near her home and their meal program had gotten pulled and so they were having to educate hungry children and I knew that was just not going to work.  Everything started to make some sense, "Then something aligned for me that started bringing everything together. I had always made jewelry in college, it had always relaxed me and a girlfriend of mine had asked me to make her a necklace for her friend’s birthday."  Coming from the village country from Eritrea, Azie is definitely inspiration to so many people.  I thank people like her to look up to.  

Week 1 EOC: GREAT CUSTOMER SERVICE

Customer service is the assistance and advice provided by a company to those people who buy or use its products or services.  All interactions between a customer and a product provider at the time of sale, and thereafter.  Customer service adds value to a product and builds enduring relationship.  This act is only one main aspect, and the most important product since each employee should be aware that each customer wants to be treated with courtesy and respect.  In the modern world, one of the biggest compliments a company can get is about their great customer service.  I had countless of great customer service experiences.  Working in retail, gives me a perspective on both sides of the spectrum.  I believe customer service is a complete and undivided consideration of another person.  Being in the fashion world, a lot of my experiences are in the clothing retail realm of things.  I remember on instance, when I went into TopShop, I was greeted right away.  A girl came up to me, and started talking to me.  It seemed like we had a lot of things in common.  I was very pleased at her graciousness towards me.  Instead of making small talk with me she stood there, and our conversation was so genuine.  I told her I was looking for a pair of denim, and I couldn’t find it in the store anymore.  She told me it was sold out.  I was so upset, regretting why I didn’t purchase it when I first saw it.  The sales associate was very accommodating, and I felt like she understood me.  I gave her my name and number to see if it could turn up in my size, even at another store.  Weeks had passed, and I almost forgotten about it.  She called me back to tell me that they now do have it.  It was actually shipped for me from corporate.  I thought she forgot about me.  I was so happy!  To me, I feel like that is genuine customer service.  Simply, polite.   

WEEK 1 EOC: My Voice

The iconic designer Rachel Zoe said, “Style is a way to say who you are without having to speak.” These words became engrained in my mind, from the moment I heard them. Mainly, because they embody the manner in which I live my life. I moved to the United States with my immediate family visas to live in the United States. The Ethiopian culture is quite conservative in all respects, including the manner of speech, dress, and overall behavior. Although my family was amongst the more modern with our cultural approach, there were still many instances where I felt the need to limit my mannerisms for the sake of my culture. I began to use fashion as my escape. Fashion became my source of expression, rebellion, and escape. I found that through my wardrobe I could play any character in any given day. I could be the glamorous fashionista with the ball gown, the cute and flirty girl going to the movies, or even the casual nerd ready for a long day at the library. Whatever it was, I was able to create my look every morning. As fashion was my escape in my early years of high school, it continues to be so now. Now, I barley have to say anything, my style does all the talking for me.