Marketing PlanRestaurant.docx

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