Busn 319 Marketing Plan

Topics: Customer, Catering, Customer service Pages: 14 (3752 words) Published: September 9, 2012

A Marketing Plan Presented by:
Robinson Paulino

Table of Contents

2.Strategic Focus and Plan1
Mission Statement1
Competitive Advantage2
3.Situation Analysis2
SWOT Analysis2
Competitor Analysis3
Company Analysis3
Customer Analysis4
Industry Analysis4
4.Market-Product Focus4
Marketing and Product Objectives4
Market-Product Grid5
Target Market6
Points of Difference6
5.Marketing Program7
Product Strategy7
Price Strategy7
Promotion Strategy8
Place Strategy8
6.Financial Projections9
Break-even Analysis9
8.Implementation Plan9
9.Evaluation and Control10
Possible Deviations10
Possible Solutions10

1. Background

The spot café is a new food serving establishment located in the Pelham bay area of the Bronx, NY. After conducting a very meticulous survey Robinson Paulino came with the idea of a café restaurant that can provide a healthy and tasty menu.

The Spot Café is a family-run restaurant which takes pride in its customers, great food, and excellent service. It is a classic Bronx establishment since 1982. Over the years we have served local families to famous politicians.

Our diner includes two catering halls that accommodate between 25-150 guests for any occasion. We are open 24 hours a day, 365 days a year. Lunch and Dinner specials are served on weekdays.
2. Strategic Focus and Plan

This aspect of our marketing plan focuses on the strategic planning of The Spot Café to make it a successful business. There are three areas that we will discuss: mission statement, financial and nonfinancial goals, and competitive advantage.

Mission Statement

To create and maintain a restaurant that is comprehensive and exceptional in its attention to every detail of operation. Goals
1. To see profits within a year of business.
2. Within 3 years, obtain a 30% profit from sales.
3. To maintain our doors open all year round.
1. Within 2 years open 3 more locations in the city area. 2. To have a minimum of 10 employees per location.
3. Develop new dishes to expand our menu.
4. Within 5 years remodel all facilities and get a new face.

Competitive advantage:
The spot café most competitive advantage is our food and customer service. Our menu is filled with good healthy choices, good for all kinds of ages and backgrounds. We focus on serving great healthy food like our delicious sandwiches, as well as our tasty coffee. Our customer service is exceptional; the staff of our great location will always have a smile on their face, while greeting you “welcome to the spot”. Another competitive advantage is that the spot café is located by the waters of Pelham Bay. Unlike our competitors; Chipengo café, and Burrito Inc, We always strive to stay accessible every season.

3. Situational Analysis

The SWOT (Strength, Weakness, Opportunities, and Threats) analysis provides a brief description of the present environment in which The Spot Café is operating. This is a quick overview of our position among internal and external forces influencing our operating strategies.

SWOT Analysis

| Strengths| Weaknesses|
Internal Forces| •New healthy alternatives| •High start-up costs| | •New socializing location| •New business to owners and customers| | •High depth of product line| •Expensive marketing costs| | •Relatively inexpensive meals| •Hiring and training of employees| | | |

| Opportunities| Threats|
External Forces| •No local competitors| •Other cafes in area| | • Located by the bay| •Long winters |
| •Very Populated area| •Other fast food establishments| | | |

Competitor Analysis
Although Spot Café is on track to...
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