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Group #4

How to keep RaceTrac Relevant


in an Eco-Friendly world

Marketing Plan For RaceTrac

Anthony Nieto, Daniel Pemberton, Emily Tucker,


Jacquelyn Elder, Jeffrey Glasgow, Oscar Garcia, Traci
Theisen
Table of Contents:

1. Cover Page
2. Table of Contents
3. SWAT Analysis- Strengths
4. SWAT Analysis-Weaknesses
5. SWAT Analysis-Opportunities and Treats
6. STP Analysis-Marketing Segmentation
7. STP Analysis- Targeting
8. STP Analysis- Product Positioning
9. Marketing Mix- Product/Service
10. Marketing Mix- Place
11. Marketing Mix-Price and Promotion
12. Conclusion
13. References
SWOT Analysis

Strengths:
Convenience
App allows customers to gain points for items they already buy
-Need Stats about app usage and store choices
Food is ready made and easy to grab and go
-Why Americans like convenience
Store is laid out simply so items are easy to find
There is not a lot of extras that cause clutter so stores are easy to navigate
Price
RaceTrac is competitive with prices of gas as well as food items
-Prices of gas at RaceTrac Vs. Other gas stations
Run promotions for popular items
Price is low for coffee and other essentials
-Coffee Prices at many locations

Promotions
PUMPKIN is BACK 9/7/2016
It's the most wonderful time of the year again...the mornings are getting cooler and the first hint
of fall is in the air, meaning that PUMPKIN coffee and PUMPKIN cappuccino are back at your
local RaceTrac! Stop by today to get your frothy foamy fix with that perfect pumpkin purchase.
RaceTrac, you never fail to pull through when we need those classic pumpkin drinks once again.
What are you waiting for?! Hurry to RaceTrac and get your cup today!
Mornings at RaceTrac are the BEST! 9/7/2016
Goooood morning loyal RaceTrac guest! What are you in the mood for today? Whether its a
delectable donut, a fresh cup o'Joe, or a flaky breakfast sandwich, we have exactly what you
want to eat when you awake. What's that, you say? You want a hot dog and a slushie this
morning? That's not a problem, because here at RaceTrac, we have whatever it is that YOU need
to get your morning started. Start your day off right at RaceTrac!
Swirl World Ice Cream 6/1/2016
WOW! Summer is here and you can now get ice cream as a treat at all Swirl World store
locations! Keep swirlin', TracFanatics!
Nathan's Hot Dogs At RaceTrac 6/1/2016
Did you know that you can get Nathan's Famous premium all-beef Hot Dogs at all
RaceTrac locations on the roller grill? You do now! Get your delicious dog today!
The RaceTrac App is Here! 4/1/2016
Hey TracFanactics - we have something BIG for you in the month of April! The RaceTrac
Rewards app is now available for download (for free!) on your smartphone in the Apple
or Android app store. When you sign up, you will automatically receive 7 free drink
coupons and can start earning points to earn even more free stuff! That's a deal that
couldn't be sweeter!

Community Involvement
Boys & Girls Club
The Boys & Girls Club helps all young people to reach their full potential and RaceTrac is
proud to support their work.
Dad Appreciation
Vaughn Elementary in Allen honored their volunteer dads recently and RaceTrac was on site
to share 100 plus cups.
Habitat for Humanity
In support of our newly launched partnership with Habitat for Humanity, we came out to
share coffee with Habitat supporters and volunteers.
Kerr Elementary Volunteer Appreciation
We got a huge shout out at Kerr Elementary for our support of the elementary school and
for serving 200 cups of coffee and 600 coupons and 150 teacher appreciation fobs.
Wylie B&B Theater 5k
We provided coffee, and ice cold water for runners at the first B&B Theater 5k that benefits
the Christian Care Center of Wylie.

Weaknesses
Trends in Eco- Friendly Vehicles
-Decline in gas prices
-Volume of eco-friendly cars
Gas prices going up
Competition with big truck stops like Buckeys
Eco- Friendly material more expensive
Americans going for more health conscious food
Opportunities
Electric Car Stations
Healthier food options
App updates
-Making Fuel Points

Threats
Gas becoming too expensive
Electric cars taking over
-Gas becoming irrelevant
-Less need for gas
The all-encompassing convenience stores that have more to offer
Trends in health conscious consumer not buying quick foods
-Health Regulations
-Gluten allergies
-Stronger Regulations for food keeping (Fruit and Freshness/addities)
STP Analysis

Market Segmentation
A- Health Conscious Young Adults- People who buy eco-friendly cars, want
recycled products such as cups and bottles, and want healthier food options.
B- Convenience Shoppers- Families and Busy Professionals needing quick and
easy options. Looking for easy availability and quick access to products.
Want items that they can eat on the go and will consider convenience factor
over price factor.
C- Millennials and The tech savvy- People who use smart phones and want to
be able to collect points for using apps.
STP Analysis

Targeting- Select Target Markets


Who do we want to Target? Health Conscious shopper, Why? How big is this
group? Is it growing? Is it bigger than the other groups? Can we encompass
others this group, what are the trends?

Last, think carefully about how well your organization can service this market.
For example, are there any legal, technological or social barriers that could have
an impact?
STP Analysis

Product Positioning
First, consider why customers should purchase your product rather than those of
your competitors. Do this by identifying your unique selling points to understand
how each segment perceives your product, brand or service. This will help you
determine how best to position your offering.
Next, look at the wants and needs of each segment, or the problem that your
product solves for these people. Create a value proposition that clearly explains
how your offering will meet this requirement better than any of your
competitors' products, and then develop a marketing campaign that presents
this value proposition in a way that your audience will appreciate.
Marketing Mix

Product/Service

What does the customer want from the product /service? What needs does it satisfy?

What features does it have to meet these needs?

Are there any features you've missed out?

Are you including costly features that the customer won't actually use?

How and where will the customer use it?

What does it look like? How will customers experience it?

What size(s), color(s), and so on, should it be?

What is it to be called?
How is it branded?

How is it differentiated versus your competitors?

What is the most it can cost to provide, and still be sold sufficiently profitably? (See also

Price, below).
Place

Where do buyers look for your product or service?

If they look in a store, what kind? A specialist boutique or in a supermarket, or both? Or

online? Or direct, via a catalogue?

How can you access the right distribution channels?

Do you need to use a sales force? Or attend trade fairs? Or make online submissions? Or

send samples to catalogue companies?

What do your competitors do, and how can you learn from that and/or differentiate?
Price

What is the value of the product or service to the buyer?

Are there established price points for products or services in this area?

Is the customer price sensitive? Will a small decrease in price gain you extra market

share? Or will a small increase be indiscernible, and so gain you extra profit margin?

What discounts should be offered to trade customers, or to other specific segments

of your market?

How will your price compare with your competitors?

Promotion
Where and when can you get across your marketing messages to your target market?

Will you reach your audience by advertising online, in the press, or on TV, or radio, or on

billboards? By using direct marketing mailshot? Through PR? On the Internet?

When is the best time to promote? Is there seasonality in the market? Are there any

wider environmental issues that suggest or dictate the timing of your market launch, or

the timing of subsequent promotions?

How do your competitors do their promotions? And how does that influence your

choice of promotional activity?


Conclusion
References