30 Day Plan

US Foods123 Cowtown Boulevard, Fort Worth, TX 76101

30 Day PlanKenneth Barton

March 22, 2016

PHONE EMAIL RAWLS COLLEGE OF BUSINESS ADMINISTRATION914-815-2691 [email protected] B.B.A in Marketing

30 Day Plan 2

Prioritization Strategy

Current Accounts Status

Account Yearly $ Amount

Potential $ Amount

Penetration %

Unrealized Potential $

Chicago Style Pizzeria $40,000 $100,000 40% $60,000The Wok $10,000 $50,000 20% $40,000Bob's Steakhouse $60,000 $100,000 60% $40,000Burgers and More $52,000 $85,000 61% $33,000Health Smart $3,000 $30,000 10% $27,000Taste of India $8,000 $30,000 27% $22,000Jorge's Taqueria $54,000 $60,000 90% $6,000Chicken Coop $45,000 $50,000 90% $5,000Guadalajara Mexican Food $75,000 $80,000 94% $5,000City Center County Club $103,000 $105,000 98% $2,000TOTAL $450,000 $690,000 65%

Notes

The current accounts are listed in descending order of unrealized potential, displayed in dollar amount. The accounts with the most unrealized potential are of highest priority. Two of the largest accounts are in the top three for unrealized potential revenue.

Objectives

Realize potential revenue from the largest accounts first. Maintain current accounts and revenue streams. Determine prioritization strategy from profitability figures. Study most successful accounts; apply knowledge gained to less-successful or newer accounts.

Time Allocation Scheme

I’ve provided each account with 3 large ranges of days. I believe it’s difficult to know how much time needs to be allocated to each account without meeting them first and becoming personally familiar with them. Some accounts enjoy sitting down for periods of time and talking your ear off. Others are lucky to relinquish 5 minutes of their time to a representative. Therefore I will create a time allocation schedule after meeting with the clients for the first time. This will allow for the most efficient time allocation possible.

30 Day Plan 3

#1. Chicago Style PizzeriaYearly Amount: $40,0000

Potential Amount: $100,000

Penetration: 40%

Unrealized Revenue: $60,000

Not only is Chicago Style Pizzeria tied for the second largest account, it also has the highest unrealized revenue potential, which is why I have chosen it as my top priority account.

Potential Needs and Important Points Needs Italian ingredients (Italian meats, vegetables, pasta)

Baking ingredients

Find out why account is fairly inactive. Competitors? Lack of attention from US Foods?

Days 1-10 Open up dialogues for account relationship building.

Probe for account needs. Emphasize consultative approach.

Create gestures of goodwill, such as vouchers, rebates, discounts and free events. Perhaps a round of golf?

Days 11-20 Begin selling and productive moving initiatives.

Trial close and gauge account interest from reaction.

Assess consultative strategy. Perhaps another strategy is more effective.

Days 21-30 Follow up on leads. Follow up on orders if they were placed.

Depending on gauged interest, determine whether to continue pursuit and service account or to reassess overall approach. Perhaps resources would be better spent elsewhere.

30 Day Plan 4

#2. The WokYearly Amount: $10,000


Penetration: 20%


The Wok’s potential account size is relatively large, compared to the other ten accounts. It also has a low penetration percentage. This combined with its relatively large size provides an excellent opportunity for revenue.

Potential Needs and Important Points Needs Asian ingredients (Rice, noodles, Asian vegetables)

Cooking oils.

Why is the penetration percentage so low? Lack of ethnic ingredients sources?

Days 1-10 Open up dialogues for account relationship building.

Probe for account needs. Emphasize consultative approach.

Create gestures of goodwill, such as vouchers, rebates, discounts and free events. Perhaps a round of golf?



Assess consultative strategy. Perhaps another strategy is more effective.


Depending on gauged interest, determine whether to continue pursuit and service account or to reassess overall approach. Perhaps resources would be better spent elsewhere.

30 Day Plan 5

#3. Bob’s SteakhouseYearly Amount: $60,000


Penetration: 60%


Bob’s Steakhouse is a large account with a fairly high penetration rate, compared to the previous two top-three accounts. However it still has a fairly large amount of unrealized revenue potential, thus creating the priority for attention.

Potential Needs and Important Points High quality, expensive ingredients (Steaks, wines, etc.)

Cooking fuel? (Wood, gas, charcoal)

What needs to be done to get the latter portion of the 60% penetration rate?

Days 1-10 Gauge sources of previous success.

Some more probing may be necessary to find out why the latter 40% of penetration has not been achieved.

Gestures of goodwill are always appropriate.



There may be needs and wants unbeknownst to both US Foods and Bob’s Steakhouse. Find them out through comparison of Bob’s Steakhouse to more successful competitors.


Depending on gauged interest, determine whether to continue pursuit and service account or to reassess overall approach.

30 Day Plan 6

#4. Burgers and MoreYearly Amount: $52,000


Penetration: 61%


Burgers and More, like Bob’s Steakhouse, is a fairly large account with a relatively higher penetration rate. There is still a considerable amount of unrealized revenue potential.

Potential Needs and Important Points Ground beef, buns, lettuce, pickles, etc.

Are these burgers higher end or fast food style?

Days 1-10 Gauge sources of previous success.

Some more probing may be necessary to find out why the latter 40% of penetration has not been achieved.




Burgers and More may be trapped in between markets (Fast food and higher end restaurant). Attempt to clarify target market.



30 Day Plan 7

#5 and #6. Health Smart and Taste of IndiaYearly Amount: $3,000 Yearly Amount: $8,000

Potential Amount: $30,000 Potential Amount: $30,000

Penetration: 10% Penetration: 27%

Unrealized Revenue: $27,000 Unrealized Revenue: $22,000

Both Health Smart and Taste of India have very similar statistics. They have a low yearly amount and penetration rate, which leads to a significant amount of unrealized revenue.

Potential Needs and Important Points Unique ingredients (ethnic, healthy).

Upper end of price range?

Low penetration rate requires unique strategizing.

Days 1-10 Probe for a wide range of customer needs. Is US Foods capable of meeting these demands?


Consult to uncover known and unknown problems.

Communicate with suppliers on availability of needed goods.





Assess worthiness and profitability of continuing efforts.

30 Day Plan 8

#7 and #8. Jorge’s Taqueria and Chicken CoopYearly Amount: $54,000 Yearly Amount: $45,000



Unrealized Revenue: $6,000 Unrealized Revenue: $5,000

Similar to the aforementioned accounts, Jorge’s Taqueria and Chicken Coop have very similar numbers. They both have a very high penetration rate, leaving for a small amount of unrealized revenue. This necessitates an approach that emphasizes account maintenance, as opposed to account growth.

Potential Needs and Important Points Cheap ingredients, fairly common.

Penetration nearly maxed out.

Days 1-10 Discover previously used strategy and analyze it.


Light probing to discover any latent, difficult-to-find problems.

Days 11-20 If problems are discovered, attempt to solve them or continue to consult.

Account and relationship maintenance.

Days 21-30 Follow up on orders if they were placed.

If problems were unable to be discovered, revaluate probing strategy to squeeze out last 10% of penetration.

Continue to maintain account.

30 Day Plan 9

#9 and #10. Guadalajara Mexican Food and City Center County ClubYearly Amount: $75,000 Yearly Amount: $103,000



Unrealized Potential: $5000 Unrealized Potential: $2000

These accounts are very mature; most of their potential has been realized and there’s a very small amount that can be eked out. These accounts, like the previous two, really just need to be maintained; there is little need to probe and sell.

Potential Needs and Important Points One account requires relatively cheap ingredients, the other requires high-end.

Penetration nearly maxed out.

Both accounts are fairly large in size.

Days 1-10 Discover previously used strategy and analyze it.

Study why these accounts are so successful.

Light probing to discover any latent, difficult-to-find problems.

Days 11-20 If problems are discovered, attempt to solve them or continue to consult.

Account and relationship maintenance.

Survey to gauge aggregate customer satisfaction, can be applied to other accounts.

Days 21-30 Apply knowledge gained to other accounts.

If problems were unable to be discovered, revaluate probing strategy to squeeze out last bit of penetration.

30 Day Plan 10

New Account Growth StrategyIn order to effect acquirement of new accounts, US Foods should consider enabling their

representatives to distribute incentives to accounts for referrals and positive reviews. They have a fairly large spectrum of food types (Healthy, Asian, Indian, Traditional, etc.) covered already, so no need to diversify food types.

Without profitability and financial figures, it is difficult to decide whether to remain diverse in food-type offerings or whether to eliminate variety and instead focus on only a handful of similar food-types. However since it seems that US Foods has opted for a variety approach, it shall be the strategy to focus on utilizing and optimizing.

Perhaps once more accounts are gained through the incentive program, depending on the type of restaurant they are, then it may be decided whether to continue or eliminate the variety of offerings by US Foods. Offering as many different types as US Foods does is a difficult, and leads oftentimes leads to shortcomings in terms of product quality, something that US Foods would like to be known for.

“Luck is what happens when preparation meets opportunity.”

-Seneca

30 Day Plan

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