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MARKETING PLANBY: MIKE HARSHBARGER, HANNAH DARDIS, AND JESSE VIELBIG
HISTORY, NATURE OF BUSINESS
▪ Kwik Trip got its start in 1965
▪ 2000 Don Zeitlow and family bought out Kwik Trip to become owners.
▪ Kwik Trip operates under several names
▪ Kwik Trip
▪ Kwik Star
▪ Hearty Platter
▪ Tabaco Outlet Plus
▪ Retail and Foodservice Industry
▪ Hot Spot, Rollergrill, Fresh Case
▪ Grocery, Automotive, health and beauty
BUSINESS OVERVIEWPRODUCT, DISTRIBUTION, VISION, AND CURRENT CUSTOMERS
OVERVIEW OF KWIK TRIP
▪ Distribution
▪ Kwik Trip operates its own transportation department called Convenience Trucking
▪ Distributes to 400+ stores daily within 250 miles
▪ Operates own production and warehouses for distributing
▪ Vision
▪ Respect
▪ High quality and low price
▪ Current Customers
▪ Local people from within community
▪ Travelers and Drivers
▪ Snackers
CURRENT CUSTOMERS- SEGMENTS
BUSINESS MISSION STATEMENT
To serve our customers and community more effectively than anyone else by treating our customers, co-workers, and suppliers with the utmost respect they deserve, and to have a successful workplace. We strive to be better than the best in everything we do. We will provide low cost items to our guests and make sure our products are stocked and fresh. We will provide efficiency and convenience to each person’s stop into our stores.
SWOTANALYSIS Who and what is the competition?
MARKETING OBJECTIVES • One primary goal
• Open and operate new distribution and production center
• Two secondary goals• Open 100 Stores after distribution center is built• 15% of stores with Drive Thru
• How will we measure these outcomes• Surveys, and yearly statements and totals
• Goals in 5 years?• Open 200 new stores in new area
TARGET MARKETS
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Drivers
Product-
$Price$-Fuel varies with supply & demand also by region
Place-Easily Accessible locations
TARGET MARKET: DRIVERS
Promotion- “Pennies for J.A.F.” “Pennies for Parks”
Interstate billboards & Radio Ads, T.V. commercials
TARGET MARKET: SNACKERS
$Price$-Competitive based on other like products in the area
-sales on slow moving items-sales on items with short shelf life
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TARGET MARKET: SNACKERS
TARGET MARKET: SNACKERS
TARGET MARKET: COMMUNITIES
TARGET MARKET: COMMUNITIES
LOCAL COMMUNITIES
Place-Neighborhood ‘hubs’
RADIO ADS / BILLBOARDS WITHIN CITIES / PARADES Promotions
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