Marketing PlanRestaurant.docx

1、Marketing PlanRestaurantChick Allens RestaurantGoods & Services Marketing Plan based on 1 year timelineMarketing Plan developed by: Heather LinsMarketing Plan due: Thursday, December 12, 2002Executive Summary Chick Allens Restaurant will be the leading fine dining restaurant in Humboldt, SK with a r

2、apidly developing consumer brand and growing customer base. The popular line of dishes include many different meats and vegetarian dishes. Chick Allens also serves salads, desserts and beverages. Chick Allens will reinvent dining out for individuals, families and take out customers with discretionar

3、y income by selling high quality and innovative products. These products will all be set at a reasonable price, will be tasteful, conveniently located and provide excellent customer service.Introduction The organization that is being marketed is Chick Allens Restaurant. Chick Allens Restaurant is lo

4、cated in Humboldt, Saskatchewan, which is a community of approximately five thousand five hundred people and is centrally located in the populated area of the province. Chick Allens Restaurant is a fine dining restaurant that is owned by Shannon Stroeder. The restaurant is privately owned and makes

5、its profit from food sales and service. This past year, the restaurant was bought by Shannon Stroeder and she is wanting to up her food sales and attract new customers. In the past little advertising was done and the place was known by word of mouth. The restaurant, being under new ownership needs t

6、o build rapport so advertising and promotions are being added to the plan.Organizations Mission Statement Chick Allens mission is to provide the customer with the finest meal and dining experience. We exist to attract and maintain customers. When we adhere to this maxim, everything else will fall in

7、to place. Our service will exceed the expectations of our customers.Organizations Corporate Values Chick Allens corporate values include the good reputation that is already set for them. The organization already has a high standard and is well liked. They are already known for their good food and ex

8、cellent service.Corporate Goals The organizations corporate goals include many different areas:-meeting customers expected expectations-attracting new customers-gaining new clientel-making more profit than the years prior-coming out way above the other competition in town-building lasting alliances

9、with the neighbouring hotel-continue to grow in business as the years go onEnvironmental Analysis and Forecasting Some external opportunities for the organization are the upcoming winter will be a popular one for the town. The town is holding the provincial winter games. This program brings in many

10、people and faces us with an opportunity to grow. They are located in an area where there is a growing market and a percentage of the target market is still not aware of Chick Allens. Some external threats that face Chick Allens are the other restaurants in town. Since the town is a smaller size most

11、 of the advertising is done through word of mouth. As well, there is a new Italian restaurant openning which may cause conflict with this organization. This will raise the competition and make things more of a battle.Competitor Analysis When looking at the competition that the organization faces, we

12、 find much variety. -Sandors. This is a fine dining restaurant that is a little more pricy. There food quality is not as high and they are facing a change in the menu.-Bella Vista. Has a limited selection but the dishes are presented well. The price is high, but the food is quite good.-Trans. Has me

13、dium priced dishes and use average ingredients. Although they have no creativity and the atmosphere isnt as comfortable. Market Trends The market trend for restaurants is headed toward a more sophisticated customer. The restaurant today is relatively more sophisticated than the past in a number of d

14、ifferent ways.-Food Quality. The preference for high quality ingredients is increasing as customers are learning to appreciate the quality differences.-Presentation/Appearance. As presentation of a dish becomes more pervasive, customers are learing to appreciate this aspect of the industry.-Health C

15、onsciousness. As Canadians in general are more concerned about their health, evidence showed by the increase in individuals exercising and health club memberships, customers are requesting more healthy alternatives when they eat out. They recognize that an entree can be quite tasty and still be reas

16、onably good for you.-Selection. People are demanding a larger selection of foods, they are no longer satisfied with a limited menu. The reason for this trend is that within the last couple of years that restaurants need to accept a limited number of options. With more choices, customers have become

17、more sophisticated. Market Potential The market potential in the area where this organization is located is sufficient. There are other restaurants in the area that are similar and produce competition, but the area is a popular visiting place, as well the population allows for many restaurants of th

18、e same standards.Market Research During the initial phases of the marketing plan development, several focus groups were held to gain insight into a variety of patrons of restaurants. These focus groups provided useful insight into the decisions and decision making processes of consumers. An addition

19、al source of market research that is dynamic is a feedback mechanism based on a suggestion card. The suggestion card system has several statements that customers are asked to rate in terms of a given scale. There are also several open ended questions that allow the customer to freely offer criticism

20、 and advise. Chick Allens will work hard to implement reasonable suggestions in order to improve their service offerings as well as show their commitment to the customer.Market Analysis Chick Allens is just newly owned but has been in business for 8 years. The restaurant has been well received and m

21、arketing is now critical to its continued success and future profitability. The restaurant offers many interesting and unique dishes. The basic market need is to offer individuals, families and take out customers fresh, creative, attractive dishes. Identification of Target Markets The market being t

22、argeted can be segmented into three target populations:-Individuals: people that dine in by themselves-Families: a group of people, either friends or family dining together-Take out: people that prefer to eat Chick Allens food in their home or at a different location than the actual location Chick A

23、llens customers are hungry individuals between the ages of 25 and 70. Age is not the most important aspect of targeting. The most defined area of the target market is the income. After combining several key demographic factors, the organization arrived with the following to identify their customers:

24、-sophisticated families who live nearby-young professionals who work close to the location-shoppers who shop in the nearby mall.Internal Organizational Analysis The organization has many internal strengths and weaknesses that affect the business. Strengths:-Strong relationships with vendors that off

25、er high-quality ingredients and fast/frequent delivery schedules-Excellent staff who are highly trained and very attentive to their customers needs-Great location; located near the main mall-High customer loyalty among repeat customers-High quality food exceeds competitors in quality, presentation a

26、nd price Weaknesses-A limited marketing budget hold back from developing awareness-The struggle to continually appear cutting edgeTarget Market The primary tarket market for Chick Allens will to be able to maintain a strong customer base and create new customers within the community and area. The cu

27、stomers will be relied on to return and pass on the word about our restaurant to others that are unaware. As well, the secondary target market for this organization is from the community. Promotions and advertising throughout the community will help to get the name out and known.Market Positioning O

28、bjective Chick Allens Restaurant will position itself as a reasonably priced, upscale, fine dining restaurant. The consumers will be those that enjoy high quality food and will recognize the value and unique offerings we share. Patrons will include both individuals as well as families. Chick Allens

29、positioning will leverage their competitive edge with:-Product. The product will have the freshest ingredients and the product will also be developed to enhance presentation. Everything will be pleasing.-Service. Customer service will be the priority. All employees will ensure that the customers are

30、 having the most pleasant dining experience. All employees will go through an extensive training program and only experienced people will be hired. By offering a superior product, as well as superior service, Chick Allens will excel over the competition.Market Goals and Objectives Marketing Objectiv

31、es include:-Maintain positive, steady growth each month-Generate at least $30,000 in sales per month-Experience an increase in new customers who then turn into long term customers Financial Objective include:-A double digit growth rate for each future year-Continue to decrease the variable costs ass

32、ociated with food productionProduct Mix Chick Allens Restaurant plans to offer a one on one relationship with the customers. The good that we are presenting is our exceptional menu of dishes and the service it the amazing feeling of home and warmth you receive from the people who serve you. The restaurant is a fine dining restaurant that focuses on business and sophisticated families and couples, as well as individuals. Typically reservations are