Dessert Buffet Marketing Plan

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FINAL REPORT
ICBM 503
Marketing Management

Topic:
My Sweeties
(Dessert Buffet Restaurant)

Submitted To:
Dr.Dissatat Prasertsakul

Prepared by:
Nicharat Kanjanahaluetai 5338882
Chuchai wongtaweerat 5338888
Araya Gerabun 5338889
Keerati Mahapluerkpong 5338893
Tatchapol Jira-alongkorn 5338904
Khanangrat Rattanadhornchareonchai 5338906
Table of Contents
1.Executive Summary3
2.Situation Analysis4
2.1. Market Demographic4
2.2. Market Demands5
2.3. Product Life Cycle6
2.4. SWOT Analysis9
2.5. Competition and Buying Patterns10
2.6. Product offering13
2.7. Keys to success15
2.8. Critical Issues15
3.Marketing Strategy16
3.1. Mission Statement16
3.2. Vision16
3.3. Slogan16
3.4. Target Market16
3.5. Product Positioning (Niche)16
3.6. Marketing Mix and Strategies18
3.7. Marketing Research22
4.Financial Analysis24
4.1 Desired Product Prices24
4.2. Scope and objectives of financial analysis25
4.3. Principal aspects of financial analysis and concept of investment appraisal25 4.4. Method of investment appraisal28
4.5. Financial evaluation under conditions of uncertainty31 4.6. Pre-Operating Expenses33
5.Implementation44
5.1. Objective of Implementation Planning44
5.2. Stages of project implementation45
5.3. Implementation scheduling47
6.Organizational Structure48
6.1. Plant organization and management48
6.2. Organization design49
7.Contingency Planning51

Executive Summary

My Sweeties is a dessert and bakery bar designed to locate Siam square in Bangkok city. We can loosely be described as a dessert restaurant where customers can enjoy their sweets and sit around leisurely while watching their desserts being made. The environment and atmosphere of the shop, as well as the dessert, is our main selling point. My Sweeties will hold true to its vision of being a new concept with an old fashioned feel in order to become a favorite spot for Siam Square. As the majority of people largely spend in restaurants, Siam Square is an optimal location for launching a new restaurant concept.  My Sweeties also hopes to become a destination for the thousands of tourists, both local and foreigners, who visit Thailand every year. We plan to manipulate our location in the center of the city to our utmost advantage. We start our business plan by doing several analyses. We embark with situation analysis which concerns about market demographic, market demand, product life cycle, SWOT analysis, competitive analysis and product offering. It initiates our plan to study overall dessert industry for internal and external factors that would contribute to the success of the restaurant. Demand of buffet offerings has increased significantly over the past few years. Moreover, it is in a growth stage and has many advantages and opportunities. My Sweeties focuses on best quality products and services with memorable and enjoyable experiences. Our main competitor would be buffet restaurants in hotels which presently has 2 main competitors. The second major analysis is to emphasis on marketing strategy. It has to create mission, vision and brand element of the restaurant. However, My Sweeties aims for niche marketing for dessert lovers who enjoy variety of sweets and drinks. The buffet is also affordable for all types of people. However, we focus on teenagers who has a high purchasing power and also in our target group. The price is set for only 189 per person. We also apply many promotion mix strategy to attract customers’ attentions for our new release. In order to know overall customers’ wants and preferences, we have done surveys and questionnaires to gather information of product offerings such as strawberry pie, muffins, cakes, cookies and smoothies. For financial analysis, we use equity financing for our initial budget as 4,500,000 baht. MY Sweeties café aim to increase expected sales 20% each year in order to achieve our profit to increase respectively until...
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