Marketing PlanRestaurant.docx
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Marketing PlanRestaurant.docx
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MarketingPlanRestaurant
ChickAllen'sRestaurant
Goods&Services
MarketingPlanbasedon1yeartimeline
MarketingPlandevelopedby:
HeatherLins
MarketingPlandue:
Thursday,December12,2002
ExecutiveSummary
ChickAllen'sRestaurantwillbetheleadingfinediningrestaurantinHumboldt,SKwitharapidlydevelopingconsumerbrandandgrowingcustomerbase.Thepopularlineofdishesincludemanydifferentmeatsandvegetariandishes.ChickAllen'salsoservessalads,dessertsandbeverages.
ChickAllen'swillreinventdiningoutforindividuals,familiesandtakeoutcustomerswithdiscretionaryincomebysellinghighqualityandinnovativeproducts.Theseproductswillallbesetatareasonableprice,willbetasteful,convenientlylocatedandprovideexcellentcustomerservice.
Introduction
TheorganizationthatisbeingmarketedisChickAllen'sRestaurant.ChickAllen'sRestaurantislocatedinHumboldt,Saskatchewan,whichisacommunityofapproximatelyfivethousandfivehundredpeopleandiscentrallylocatedinthepopulatedareaoftheprovince.ChickAllen'sRestaurantisafinediningrestaurantthatisownedbyShannonStroeder.Therestaurantisprivatelyownedandmakesit'sprofitfromfoodsalesandservice.Thispastyear,therestaurantwasboughtbyShannonStroederandsheiswantingtoupherfoodsalesandattractnewcustomers.Inthepastlittleadvertisingwasdoneandtheplacewasknownbywordofmouth.Therestaurant,beingundernewownershipneedstobuildrapportsoadvertisingandpromotionsarebeingaddedtotheplan.
OrganizationsMissionStatement
ChickAllen'smissionistoprovidethecustomerwiththefinestmealanddiningexperience.Weexisttoattractandmaintaincustomers.Whenweadheretothismaxim,
everythingelsewillfallintoplace.Ourservicewillexceedtheexpectationsofourcustomers.
Organization'sCorporateValues
ChickAllen'scorporatevaluesincludethegoodreputationthatisalreadysetforthem.Theorganizationalreadyhasahighstandardandiswellliked.Theyarealreadyknownfortheirgoodfoodandexcellentservice.
CorporateGoals
Theorganizationscorporategoalsincludemanydifferentareas:
-meetingcustomer'sexpectedexpectations
-attractingnewcustomers
-gainingnewclientel
-makingmoreprofitthantheyearsprior
-comingoutwayabovetheothercompetitionintown
-buildinglastingallianceswiththeneighbouringhotel
-continuetogrowinbusinessastheyearsgoon
EnvironmentalAnalysisandForecasting
Someexternalopportunitiesfortheorganizationaretheupcomingwinterwillbea
popularoneforthetown.Thetownisholdingtheprovincialwintergames.Thisprogrambringsinmanypeopleandfacesuswithanopportunitytogrow.TheyarelocatedinanareawherethereisagrowingmarketandapercentageofthetargetmarketisstillnotawareofChickAllen's.
SomeexternalthreatsthatfaceChickAllen'saretheotherrestaurantsintown.Sincethetownisasmallersizemostoftheadvertisingisdonethroughwordofmouth.Aswell,thereisanewItalianrestaurantopenningwhichmaycauseconflictwiththisorganization.Thiswillraisethecompetitionandmakethingsmoreofabattle.
CompetitorAnalysis
Whenlookingatthecompetitionthattheorganizationfaces,wefindmuchvariety.
-Sandors.Thisisafinediningrestaurantthatisalittlemorepricy.Therefoodqualityisnotashighandtheyarefacingachangeinthemenu.
-BellaVista.Hasalimitedselectionbutthedishesarepresentedwell.Thepriceishigh,butthefoodisquitegood.
-Trans.Hasmediumpriceddishesanduseaverageingredients.Althoughtheyhavenocreativityandtheatmosphereisn'tascomfortable.
MarketTrends
Themarkettrendforrestaurantsisheadedtowardamoresophisticatedcustomer.Therestauranttodayisrelativelymoresophisticatedthanthepastinanumberofdifferentways.
-FoodQuality.Thepreferenceforhighqualityingredientsisincreasingascustomersare
learningtoappreciatethequalitydifferences.
-Presentation/Appearance.Aspresentationofadishbecomesmorepervasive,customersarelearingtoappreciatethisaspectoftheindustry.
-HealthConsciousness.AsCanadiansingeneralaremoreconcernedabouttheirhealth,evidenceshowedbytheincreaseinindividualsexercisingandhealthclubmemberships,customersarerequestingmorehealthyalternativeswhentheyeatout.Theyrecognizethatanentreecanbequitetastyandstillbereasonablygoodforyou.
-Selection.Peoplearedemandingalargerselectionoffoods,theyarenolongersatisfiedwithalimitedmenu.
Thereasonforthistrendisthatwithinthelastcoupleofyearsthatrestaurantsneedtoacceptalimitednumberofoptions.Withmorechoices,customershavebecomemoresophisticated.
MarketPotential
Themarketpotentialintheareawherethisorganizationislocatedissufficient.Thereareotherrestaurantsintheareathataresimilarandproducecompetition,buttheareaisapopularvisitingplace,aswellthepopulationallowsformanyrestaurantsofthesamestandards.
MarketResearch
Duringtheinitialphasesofthemarketingplandevelopment,severalfocusgroupswereheldtogaininsightintoavarietyofpatronsofrestaurants.Thesefocusgroupsprovidedusefulinsightintothedecisionsanddecisionmakingprocessesofconsumers.
Anadditionalsourceofmarketresearchthatisdynamicisafeedbackmechanism
basedonasuggestioncard.Thesuggestioncardsystemhasseveralstatementsthatcustomersareaskedtorateintermsofagivenscale.Therearealsoseveralopenendedquestionsthatallowthecustomertofreelyoffercriticismandadvise.ChickAllen'swillworkhardtoimplementreasonablesuggestionsinordertoimprovetheirserviceofferingsaswellasshowtheircommitmenttothecustomer.
MarketAnalysis
ChickAllen'sisjustnewlyownedbuthasbeeninbusinessfor8years.Therestauranthasbeenwellreceivedandmarketingisnowcriticaltoitscontinuedsuccessandfutureprofitability.Therestaurantoffersmanyinterestinganduniquedishes.Thebasicmarketneedistoofferindividuals,familiesandtakeoutcustomersfresh,creative,attractivedishes.
IdentificationofTargetMarkets
Themarketbeingtargetedcanbesegmentedintothreetargetpopulations:
-Individuals:
peoplethatdineinbythemselves
-Families:
agroupofpeople,eitherfriendsorfamilydiningtogether
-Takeout:
peoplethatprefertoeatChickAllen'sfoodintheirhomeoratadifferentlocationthantheactuallocation
ChickAllen'scustomersarehungryindividualsbetweentheagesof25and70.Ageisnotthemostimportantaspectoftargeting.Themostdefinedareaofthetargetmarketistheincome.
Aftercombiningseveralkeydemographicfactors,theorganizationarrivedwiththefollowingtoidentifytheircustomers:
-sophisticatedfamilieswholivenearby
-youngprofessionalswhoworkclosetothelocation
-shopperswhoshopinthenearbymall.
InternalOrganizationalAnalysis
Theorganizationhasmanyinternalstrengthsandweaknessesthataffectthebusiness.
Strengths:
-Strongrelationshipswithvendorsthatofferhigh-qualityingredientsandfast/frequent
deliveryschedules
-Excellentstaffwhoarehighlytrainedandveryattentivetotheircustomersneeds
-Greatlocation;locatednearthemainmall
-Highcustomerloyaltyamongrepeatcustomers
-Highqualityfoodexceedscompetitorsinquality,presentationandprice
Weaknesses
-Alimitedmarketingbudgetholdbackfromdevelopingawareness
-Thestruggletocontinuallyappearcuttingedge
TargetMarket
TheprimarytarketmarketforChickAllen'swilltobeabletomaintainastrongcustomerbaseandcreatenewcustomerswithinthecommunityandarea.Thecustomerswillbereliedontoreturnandpassonthewordaboutourrestauranttoothersthatareunaware.Aswell,thesecondarytargetmarketforthisorganizationisfromthecommunity.
Promotionsandadvertisingthroughoutthecommunitywillhelptogetthenameoutandknown.
MarketPositioningObjective
ChickAllen'sRestaurantwillpositionitselfasareasonablypriced,upscale,finediningrestaurant.Theconsumerswillbethosethatenjoyhighqualityfoodandwillrecognizethevalueanduniqueofferingsweshare.Patronswillincludebothindividualsaswellasfamilies.
ChickAllen'spositioningwillleveragetheircompetitiveedgewith:
-Product.Theproductwillhavethefreshestingredientsandtheproductwillalsobe
developedtoenhancepresentation.Everythingwillbepleasing.
-Service.Customerservicewillbethepriority.Allemployeeswillensurethatthecustomers
arehavingthemostpleasantdiningexperience.Allemployeeswillgothroughanextensive
trainingprogramandonlyexperiencedpeoplewillbehired.
Byofferingasuperiorproduct,aswellassuperiorservice,ChickAllen'swillexceloverthecompetition.
MarketGoalsandObjectives
MarketingObjectivesinclude:
-Maintainpositive,steadygrowtheachmonth
-Generateatleast$30,000insalespermonth
-Experienceanincreaseinnewcustomerswhothenturnintolongtermcustomers
FinancialObjectiveinclude:
-Adoubledigitgrowthrateforeachfutureyear
-Continuetodecreasethevariablecostsassociatedwithfoodproduction
ProductMix
ChickAllen'sRestaurantplanstoofferaoneononerelationshipwiththecustomers.Thegoodthatwearepresentingisourexceptionalmenuofdishesandtheserviceittheamazingfeelingofhomeandwarmthyoureceivefromthepeoplewhoserveyou.
Therestaurantisafinediningrestaurantthatfocusesonbusinessandsophisticatedfamiliesandcouples,aswellasindividuals.Typicallyreservationsare
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