Product

Product... A really important part of most businesses including Ataco.  The product being sold at Ataco is the food.  It is not just any food, they are tacos.  In order to make the products succeed in the market, product positioning must be thought about.  "A product’s position is the place the product occupies relative to competitors’ products in consumers’ minds" (Marketing: An Introduction, 10th Edition.  Armstrong 52).

"If a product is perceived to be exactly like others on the market, consumers would have no reason to buy it" (Marketing: An Introduction, 10th Edition.  Armstrong 52).  In order to have a successful product, the positioning of the product must be different from the competitors.  Just like it is stated in the book" Marketing: An Introduction", no one will buy the product if it seems that Ataco is the same as "Tacos Mexico" or another competitor.

Burger King's positioning is "Have It Your Way".  That is good example of a tagline that separates Burger King from McDonald's or Jack in the Box.  To be able to properly position its product, Ataco must follow the example from the book and create its own tagline... "Taste of Memories".