Executive Summary for e-pizza

The executive summary of E-Pizza will consist of our mission statement, marketing
objectives, situational analysis, and e-pizza’s target market selection. This summary will
also include e-pizza’s marketing mix, its competitive advantage, and our implementation
plan.

Our mission statement will discuss our primary, secondary, and future products. These
products include pizza and other foods. Our mission statement will also talk about our
movie rentals and our SBU of large portable movie screens for large parties and corporate
events.

The marketing objectives of e-pizza in this summary will talk about our business plans.
We have three plans; our first year of business plan, our SBU plan, and our ten-year plan.

This summary will also discuss our situational analysis. This analysis includes e-pizza’s
strengths, weaknesses, opportunities, and threats.

E-pizza’s target market selection is also discussed during the paper. The market selection
will inform the reader who our primary customer’s will be.

The marketing mix for e-pizza is discussed in this summary as well. This summary will
give the reader a quick overview of the products offered by e-pizza and discuss e-pizza’s
pricing, promotion, and place strategy.

The paper is also used to inform the reader of e-pizza’s competitive advantage. This is
where e-pizza’s low marketing costs, loan information, and employee benefits are
discussed.

Finally, the implementation plan for e-pizza is discussed. This will include our one,
three, ten, and twelve year plan.
 Marketing Plan for e-Pizza
Mission Statement:

E-Pizza is in the entertainment and food business. The goal is to provide a simple

e-commerce form of ordering movies and pizza and also use the traditional method of

phone ordering to deliver customers a quality product while maintaining efficient

profitability. Within three to four years, the company plans to branch out into special

events such as campus and corporate movies on large inflatable movie screens. After ten

years of successful regional sales, E-Pizza plans to franchise starting in Georgia with

ambitions of spreading nationally. Our customers will be students, corporations,

colleges, private parties, and the every day pizza and movie lover.

Marketing Objectives:

The company plans to grow and have much success due to strategic marketing

activities. The realistic objectives are to spread the name and benefits of E-Pizza

throughout the first year and establish a strong customer base. The company plans to use

25% of its profits during the first three years to invest in assets towards strategic business

units. This includes the special events division named E-Events, marketed towards

corporations and campuses. After initiating the special events division, we plan to have

an increase in profits by an estimated 25% -30% per year. After ten years of successful

local sales and special events, the business should be recognized enough to begin luring

investors to franchise and further increase the size of the business to a national level.

Through this objective, we plan to increase our market share substantially and eventually

have a 6.8% market share. Dominos currently has an 8.5% market share with Papa Johns

slightly behind with 7.8% market share. Little Caesars is also close with a 6% market
share. We plan to surpass Little Caesars in the market share especially within our local

market. (Dickinson)

Situation Analysis:

The strength of the business idea is that everyone likes pizza and movies and our

idea is unique to the market. All the currents investors involved have past experience that

could benefit E-Pizza. Michael Deppa has extensive store managerial and pizza making

skills. Tony Lopez has branding skills which will lead to a more recognizable logo. Jeff

Greene has thorough sales experience from selling top of the line custom and high

performance bicycles. Ray Roquemore has much needed entrepreneurial skills

considering E-Pizza is a new and unique business. Daniel Smith’s package delivery

skills with UPS are going to be utilized when determining the means of pizza and movie

delivery. All investors have resources needed to start the company successfully. There is

also a large demand for pizza. Of all Americans 93%, eat at least one pizza each month.

That means there is a large demand for pizza (newmarketresearch.com)

One of the main weaknesses is that this business will have high labor turn-over

because of the basic facts of the food industry. Currently, there is an 89% job turnover

rate in the food industry. (Hoover’s Online) This will force new people to be retrained,

which will eventually cost us more in the long-run. Another weakness is the huge

fluctuation in costs of resources needed to produce our main products such as pizza. For

example, cheese prices at the end of last year were $34 a case. Since then, cheese prices

have risen as high as $74 a case (Lee Strausburg) The costs of insuring our delivery cars

and operating our day to day business are also a significant weakness, but this is a given.
 We have the opportunity to take advantage of a unique situation in which the

demographics of our location contain the perfect opportunity for growth. The counties

surrounding Atlanta are booming in population and business growth. In Cobb County,

where we are going start our business, the population of individuals ages five to forty-

four is expected to grow 64.77% by 2008. This is the market we plan to target, which

will be discussed later in the paper. (imark) Also, the age group of the population is more

in tune with the overall idea the business is trying to pursue with Internet pizza and movie

delivery. The business is also in a time of technological advancements which will allow

us to be more efficient, simply because 50.3 of people in our target area have access to

the internet. (Progressive Policy Institute) For those who do not have access to a

computer, we will offer the traditional method of phone orders.

The main threat this business idea has is our competition, which includes Pizza

Hut, Dominos, and Papa Johns. We have a basic economic threat, which faces almost all

new and established businesses. External threats are government regulations of the food

industry. This includes having food that is free from contamination and safe for human

consumption. Foods must be stored in approved container (Georgia Public Health).

Competitive Advantage:

E-Pizza will have cost competitive advantage over the current competition. We

will do this by having lower advertising and marketing costs as a result of no TV

campaigns and advertising through flyers, word of mouth, and a website. We will also

offer promotional events where we plan on offering tastes of our products to get the name

out. We also plan to keep our labor costs down by retaining employees and offering

exceptional benefits. This will save us money because employees will be less likely to
quit, therefore saving us both time and money by not having to retrain them. We also plan

to keep costs down through government loans for small businesses that offer little or no

interest. We will be in a bracket where we will only have to put down ten to fifteen

percent in equity where as other traditional loans require thirty to thirty-five percent.

(Ganly) The loan will be for more the $150,000, which is the minimum loan amount

(NAICS). We will also offer a more efficient delivery service that will allow us to

provide quicker service and more products to our cliental. With this, we also plan to have

a strict requirement for delivery individuals. Throughout the overall growth of the

business, we plan to have an increase in cost competitive advantage.

Our primary product differentiation is our pizza and movie rental combination.

We also plan to offer a triangle shaped pizza for both our normal customers and as part of

a kid’s meal. We feel children will be our initial target market for the triangle pizza. We

will have our own garden fresh ingredients grown to perfection by John Roquemore,

Ray’s grandpa who runs and operates an 800 acre farm in central Georgia. We plan to

contract most of our ingredients through him. This will provide cost efficient, high

quality, and fresh ingredients for our pizza.

Our service differentiation will be a big part of the company. We plan to offer

four ways to order pizza and movies. Customers can pre-order or regular order, online or

by means of phone. Furthermore, we will have standardized delivery cars that are all

similar in design to help distinguish our brand name and image.

Strategic Alternatives:

E-Pizza’s market penetration will come from saturating schools with free pizza

and offering discounts and coupons to all the students. We also plan to enter the market
by attracting children with our new triangle pizza kid’s meal called the E-Meal. We plan

to have kids think of the E-Meal when they think of McDonald’s Happy Meal. We also

plan to offer frequent eater cards. After you buy ten pizzas, you get your eleventh pizza

for free.

E-Pizza’s future beholds almost all of our market development. In the future, we

plan to expand on a national basis. We also plan on creating a strategic business unit

called E-Events, which will allow us to reach out to a larger customer base.

We plan on having major product development. E-Pizza will not only offer the

triangle pizza, which is an extremely unique idea, but we also plan to offer supplement

infused pizza. We will offer pizza with all different types of supplements for health and

nutrition such as protein, creatine, vitamin C, glutamine, and other vitamins and minerals.

Our diversification will continue when we start E-Events. This will take several

years to accomplish, but it is definitely in the company’s future plans. We will be

investing in necessary assets for E-Events for the first three years. Although pizza is not

new to the market, the triangle shape of our pizza will be different than the industry norm

of a circular pizza.

Target Market Selection:

E-Pizza plans to segment the market into the food and entertainment market. The

segmentation of the market will be based on demographics, psychographics, and benefit

segmentation. The company is going to breakdown the demographics into age and

family. The age of our customer is important. E-Pizza will use multi-segmentation of

age in demographics to target their markets. Generation X (Born 1965-1978) will be the

main focus of demographic segmentation. Within this market range, they make up
236,382 people of the total population of 657,583 in Cobb County. This group tends to

be out of school, married, have a family with children, and dual income family which

reduced the amount of time to prepare meals and go to the movie rentals. Statistics have

shown that this generation indulges themselves in meals at restaurants and tends to buy

large amounts of electronic products such as computers. (out of the book) The

psychographics of this group’s lifestyle will favor the convenience of food being

delivered to them and also being computer savvy to allow them to order their movie and

food online. Generation X families with children who can gain brand loyalty at an early

age will help E-Pizza sustain business. These children in Generation O (1995-present),

have a strong influence on buying decisions. In this group, children ages 3-9 prefer pizza

over other food groups for lunch and dinner. Of this age group, 37 percent state their

favorite food is pizza. The age group has a major role in the decision of what to eat. This

age group makes 34% of the family choose of what restaurant they want to eat at.

(researchandmarkets.com). The company will also segment the market by targeting

Generation Y (1974-1995). The market medium of choice for communication is the

Internet (Rao). This group also favors customizable products (Marconi). This is in line

with the product by offering an online form of ordering and custom ordering of food and

movies to suit there needs.

The position strategy of E-Pizza is to offer online pizza delivery, which is offered

by competitors in the industry. However, we will add the capability of ordering a movie

with the pizza. This will be the main part of our product differentiation. We will then

have our custom line of distinguishable Mini Coopers delivering pizzas and movies in a

way never seen before. When a customer sees the E-Pizza Mini Cooper, they will think
of our specialty service. This will then stimulate them to hopefully order from E-Pizza.

Customers will be able to identify our pizza simply on the shape. The triangle pizza will

revolutionize the industry.

Marketing Mix

The product strategy for E-Pizza will be to offer a variety of food and movies.

Our product line will provide pizza as our main focus. Our specialty will be the new

triangle pizza. We will also offer appetizers such as wings, breadsticks, and salads.

Along with this, we will offer a product line of popcorn and drinks to strategically go

along with the movies. Finally, we will have our entertainment line which will include

movies and future projects. Our objectives will be to have people add an appetizer with

every pizza and popcorn and drinks with every movie. This will utilize our ability to

fully satisfy our customers while benefiting from the add-ons to their orders.

Our brand name of E-Pizza will be unique among the pizza industry. Along with

the brand name, we will also have identifiable brand marks such as our E-Pizza triangle

logo and our Mini Cooper delivery cars. (see attach) These unique branding strategies

will hopefully become embedded in the minds of all pizza lovers. Along with this, our

packaging will also offer a unique look to draw new customers. Our boxes will feature a

triangle shape made of recycled material. The triangle shaped boxes will be outside the

norms of the pizza industry therefore luring people into purchasing the triangle pizza.

Each box will include a written guarantee of fresh products along with 100% satisfaction.

Anyone who is not satisfied will be able to call our toll free number and express his or

her dissatisfaction. Managers will then decide what to do by an ethical decision, which

focuses on the customer.

 E-Pizza will use a direct channel product strategy. The objective of this is to offer

the most efficient way to get our products directly to the consumer. We have no

distribution intensity because we are the direct distributor of our product. Our supply

chain strategy will be to receive all our main products from the farm and wholesalers.

Within our production facilities, we will have an order-processing department, which will

handle the transaction between the customers and production. From there we will make

our pizzas and have them delivered to our customers. We will also have a warehouse

connected to the production facility that will control the outflow of movie rentals.

Our promotional strategies will be to advertise, create positive public relations,

and enable sales promotional activities. E-Pizza plans to advertise in college newspapers

and radio stations. These are the most cost efficient ways of advertising. We will create

positive public relations by donating money to charities and having fanatical customer

service. We will also sponsor children sports. Our sales promotional activities will offer

pizza and prize giveaways to schools and college campuses locally. This will hopefully

bring us our core group of college students and younger kids. In turn, we will have a

generation that will be growing up as our business is growing. They will associate

themselves with us more than any other pizza company.

Our pricing strategy of the product will be to have an online menu which will be

updated daily. This will ensure our customers are receiving the best prices possible for

pizza. We will accomplish this by adjusting the prices so that they are 30% over our

costs. This will ensure that when then the economy fluctuates; the prices will be as low

as possible.

Implementation Plan:
 To implement our plan, we will divide assignments to each member in the

organization based on their abilities. We plan to have all the marketing objectives up and

running within a 1 year time frame for all of the short term implementations. Within

three years we hope to have E-Events started and providing sufficient returns. After the

company has grown and has gained name recognition, we will take E-Pizza and E-Events

to national level. Once national, we hope obtain desired market share within two years.

The plan will also include making sure all the owners will work as a team while openly

communicating with each other in a positive way. Our implementation plan will strive to

follow the marketing plan thoroughly, but we will adapt to the market accordingly and

adjust as necessary.
Bibliography

Aaker, David A. Developing Business Strategies. 4th Ed. New York: Wiley, 1995.

Dickinson, John R. Bibliography of Marketing Research Methods. 3rd ed. Lexington,

MA: Lexington Books, 1990.

Ganly, John V. Data Sources for Business and Market Analysis. 4th ed. Metuchen, NJ:
Scarecrow, 1994.

Georgia Public Health, 2004.

http://health.state.ga.us/programs/

Hoovers Online, 2004.

http://www.hoovers.com/

Marconi, Joe. Future Marketing: Targeting Seniors, Boomers, and Generation X and Y.
Lincolnwood, Ill., 2001.

Marketing Information: A Professional Reference Guide. Atlanta, GA: Business

Publishing Division, College of Business Administration, Georgia State University,
1982- . Biennial.

Marketing Research Association, 2004.

http://www.mra-net.org

IMARK

Progressive Policy Institute, 2004.

http://www.neweconomyindex.org/states/2002/georgia.html

Rao, Joel H. Analysis for Strategic Marketing. Reading, MA.: Addison, Wesley, 1998.

Research and Markets, 2004.

http://www.researchandmarkets.com

Strausburg, Lee. Owner/Operator Johnny’s Pizzeria