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RUNNING HEAD: TACO BELL MARKETING PLAN FINAL

Taco Bell Marketing Plan Final
Kelly Smith
BUS 330 Principles of Marketing
Murad Abel
8/17/2020

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RUNNING HEAD: TACO BELL MARKETING PLAN FINAL

Company
Tacos, gorditas, quesadillas, tostadas, and nachos are just some of the foods that this wellknown fast-food restaurant is known for
...
Taco Bell has
been around for over five decades serving some of the most affordable and recognizable
Mexican fast-food menu
...
From the
hard-shell tacos that started the company, Taco Bell also has a variety of Mexican-style cuisine
...

History
Taco Bell was founded in 1962 by Glen Bell in Downey, California (Taco Bell, 2015)
...
Bell was a veteran, and his time in the service lead to the career he created in the fast-food
industry
...
Today, Taco Bell has more
than 7,000 locations and 350 franchisees worldwide (Katuz, 2017)
...

Competitors
When Taco Bell originated in 1962, it was one of a kind Mexican-cuisine fast-food
restaurant
...
Some of the top fast-food
competitors are Subway, McDonald's, Burger King, Wendy's, Kentucky Fried Chicken (KFC),

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RUNNING HEAD: TACO BELL MARKETING PLAN FINAL
and Pizza Hut, which aren’t directly in the same style of fast-food cuisine as Taco Bell
...
Many of the competitors were established after Taco Bell
...
The 's' stands for strengths, 'w' stands for
weaknesses, 'o' stands for opportunities, and the 't' stands for threats
...

Strengths


24/7 availability or late-night hours



Delivery options/Application



Affordable



Healthy Choices



Variety of menu options



Global locations



Great employment incentives

Taco Bell has over 7,000 locations worldwide, and most are known to be open 24/7, if not at
least late-night hours (Lock, 2020)
...
Taco
Bell currently has 12 standard items that are vegetarian (Thomason, 2019)
...
Taco Bell also provides resources and opportunities to its
employees (Taco Bell, 2020)
...


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RUNNING HEAD: TACO BELL MARKETING PLAN FINAL
Weaknesses


Lack of Cleanliness



Cheap Food Products



One style of food



Unhealthy options



Atmosphere not appealing



No kids' menu or lack of

Most fast-food restaurants are typically under the microscope with how they prepare and
serve their foods
...
In 2013, USA Today
reported an employee licking a stack of empty taco shells (Horovitz, 2013)
...
In recent marketing ploys, Taco Bell does provide healthier
food options, but they also have some high-calorie items on their menu
...
Some locations
provide a small kid's menu, but not all locations offer it
...

Opportunities


Education benefits for employees and scholarships



Healthier options in comparison to other fast-food restaurants



Different Flavors



International Opportunities



Variety of job locations

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RUNNING HEAD: TACO BELL MARKETING PLAN FINAL
Taco Bell promotes to its employees for further education and training (Taco Bell, 2020)
...
There is a non-profit
organization, the Taco Bell Foundation, that supports passions and dreams for American youth
(Taco Bell Foundation, 2020)
...
Taco
Bell has almost 500 restaurants located internationally to share their cultural-centric cuisine
...

Threats


Other Mexican-style cuisine restaurants



Higher cost in comparison to competitors



Does not appeal to everyone



Food ingredients



No kid-friendly areas
Taco Bell was founded before many of its competitors and is not the only Mexican-style

cuisine restaurant around it will always be challenged
...

There is a lack of connection to the younger group of children
...

Marketing Idea
After completing a SWOT on Taco Bell, it is clear that the company is missing out on a
massive marketing crowd, young children
...
Many of

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RUNNING HEAD: TACO BELL MARKETING PLAN FINAL
the Taco Bell competitors already offer kid-friendly environments where Taco Bell lacks
...
By partnering
with the Children’s Discovery Museum Foundation, Taco Bell can bring creativity, curiosity, and
lifelong learning to its restaurants
...

The demographic segmentation approach is based on the differences in demographic factors of
different groups consumers (White, 2019) such as gender, age, and race
...

Target Definition
The main target for adding kid-friendly play areas or creative space is for young children
under the age of 10
...
The
notion is to bring more families with younger children to visit more of the restaurants to allow
them to play or be creative during their visit
...

Marketing Mix
The marketing mix describes the controllable elements of a product’s marketing plan
(White, 2019)
...
Product is the combination of goods, services, and beliefs offered at a specific price,
price is the amount of money that is exchanged by the consumer to the offering, place is getting
goods to the right place, and promotion is the advertisement that the company will create (White,
2019)
...
The idea is to have an educational space for young children and their
families to learn, discover, and be creative while they are enjoying their favorite Mexican-style
fast-food cuisine
...

Price
This marketing plan would be an investment for Taco Bell locations and wouldn’t have a
monetary cost for its consumer
...

Place
Each participating location would have an open area with discovery interactive games,
exhibits, and gadgets to be available during their dine-in hours
...
The Children’s Discovery Museum's mission
is to inspire creativity, curiosity, and lifelong learning (Children’s Discovery Museum, 2020)
...
Taco Bell could
offer discounted coupons for admissions to local Children’s Discovery Museum locations to
promote additional learning and exploring at the museums
...

Success Metrics
Many different metric actions support marketing plans
...
The
communication effect will be measured by tracking the amount of Children Discovery Museum
admission coupons were distributed at each Taco Bell location in comparison to how many are
redeemed at the museum
...
This can be monitored in different ways such as customers having to
purchase a specific amount of food to receive coupons or for qualifying participants, children
under the age of 10, must be present to receive the coupon, or ordering a specific item on the
menu like their cheese quesadilla
...
The underlining reasons for collaborating with an organization like the
Children’s Discovery Museum Foundation are to capture the attention to a younger audience
...


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RUNNING HEAD: TACO BELL MARKETING PLAN FINAL
Conclusion
The marketing plan is to bring safe, fun, and engaging environments for young children
to enjoy at their local Taco Bell locations
...
The
marketing plan could not only increase the sales for Taco Bell but could profoundly impact what
Taco Bell advocates as a fast-food chain
...


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RUNNING HEAD: TACO BELL MARKETING PLAN FINAL
References
Associated Press
...
Rat Scandal Brings More Taco Bell Closures
...

http://www
...
com/id/17401838/ns/business-us_business/t/rat-scandal-bringsmore-taco-bell-closures/#
...
(2020)
...
childrensdiscoverymuseum
...
(2020)
...
https://www
...
com/company/tacobell#:~:text=Taco%20Bell%20is%20an%20American,nearly%207%2C000%20restauran
t%20locations%20worldwide
...
(2013, June 3)
...
USA
Today
...
usatoday
...
(2017, September 15)
...
Encyclopædia Britannica
...
britannica
...
(2020, February 21)
...

Statista
...
statista
...
(2012, February 21)
...
AdAge
...
com/article/news/taco-bell-exchange-bunlive-mas/232849
Taco Bell
...
https://jobs
...
com/#WHY-A-CAREER-AT-TACO-BELL%3F
Taco Bell Foundation
...
https://www
...
org/

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RUNNING HEAD: TACO BELL MARKETING PLAN FINAL
Thomason, K
...
The 12 Best Vegan Options at Taco Bell
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Retrieved from https://www
...
com/food/g28280263/vegan-tacobell/#:~:text=Taco%20Bell's%20refried%20beans%20are,opt%20for%20that%20satisfyi
ng%20burrito
...




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