Mrk 106 Marketing & Management

However, a move into Toronto and points east, whether it uses the Cantina or TacoTime brands, is a necessity if Pattenden is to fulfill his dream of transforming a little taco franchise into Canada's largest Mexican restaurant chain.

(Norman Ramage, Marketing Magazine, March 2003)

Part 1

Evaluate the Marketing Strategy. Your evaluation should include:

1. A situation analysis

Provide an overview of the facts or elements which you will use going forward in your case. Do not let it dominate your project.

2. The Marketing Concept outlined

Note how TacoTime fits the marketing concept as discussed in the course.

3. A SWOT analysis (Strengths, Weaknesses, Opportunities and Threats)

Develop a SWOT for TacoTime thinking about the market that they do business in.

4. Research analysis

Summarize how the company uses marketing research. Identify a summary of the results.

5. Competitive assessment

Look at three major competitors to use in your analysis. Remember to look at the strengths and weaknesses of them compared to TacoTime.

6. The 4 Ps

How does TacoTime manage the 4P’s. Identify what they’re currently doing. Provide examples to support your answer.

7. Product Life Cycle

Look at the stages of the lifecycle as discussed in this course. Where do you believe TacoTime is in the life cycle and why do you say that?

8. Comments and recommendations on the marketing strategy

What direction do you think TacoTime should pursue? Support your recommendation with facts and rationale.

Part 2

Create a detailed integrated marketing communications plan that reflects your comments and recommendations in Part 1. Identify at least two elements for each one of the five parts of your marketing communications plan. Make certain that you provide examples to support your recommendation. The plan should include:

1. Sales Promotions

2. Advertising

3. Socially responsible marketing

4. Social Media

5. Personal selling