Marketing Management - Starting Up a New Cafe

Only available on StudyMode
  • Download(s) : 37
  • Published : February 2, 2011
Open Document
Text Preview
Table of Contents
Acknowledgements| |
1.0 Introduction 1.1 Executive Summary 1.2 Background Information 1.3 Benefits about the Product/Service| | 2.0 Situation Analysis 2.1 Market Summary 2.1.1 Markets Demographics 2.1.2 Market Needs 2.1.3 Market Trends 2.1.4 Market Growth 2.2 SWOT Analysis 2.3 Competition 2.4 Product Offering 2.5 Keys To Success 2.6 Critical Issues| | 3.0 Marketing Strategy 3.1 Mission 3.2 Marketing Objectives 3.3 Financial Objectives 3.4 Target Market 3.5 Marketing Strategies/Mix 3.6 Marketing Research| | 4.0 Financial Analysis 4.1 Break-even Analysis 4.2 Sales Forecast 4.3 Expense Forecast| | 5.0 Controls 5.1 Implementation 5.2 Marketing Organisation 5.3 Contingency Planning| | 6.0 Conclusion| |

7.0 Appendices | |
8.0 References| |

Acknowledgements

We would like to acknowledge Dr. Yusof bin Ahmad, our Marketing Management lecturer. Without his guidance, we wouldn’t have been able to accomplish this project on time. Thank you so much. To our group members, we would like to appreciate each other for the co-operation, dedication and hard work throughout the course of this project. It has certainly been an amazing journey working together. Lastly, but certainly not the least, we would like to express our gratitude to members of the public, specifically the respondents of our survey questions. Your answers has given us invaluable insight into completing this project.

Introduction
Vim & Vigor is the brainwave of a group of Marketing Management students pursuing either the MBA (Masters of Business Administration) or MEM (Masters of Engineering Management) course in Universiti Tenaga Nasional, under the tutelage of Dr Yusof bin Ahmad. The name Vim & Vigor was coined during our brainstorming sessions. The dictionary defines Vim & Vigor as ebullient vitality and energy, a perfect name for a health café sitting inside a fitness centre. Our claim is that those who exercise regularly at the fitness centre and eat at our café will certainly be able to lead life full of Vim & Vigor!

1.0Executive Summary
The fitness industry is fast expanding into various sectors targeting at different markets. Today, the ‘fitness concept’ has become the ‘in-thing’ for the younger generation, who are mainly obsessed with physical appearances, doing all they can to keep themselves trim and fit; resulting in the robust growth of the industry, seen in the number of fitness centres mushrooming all over Malaysia, especially in the Klang Valley. With this, Vim & Vigor would like to tap into this vast market by opening a health café as a joint venture with leading and renowned fitness centres in Malaysia. Vim & Vigor brings a wide variety of health food and drinks to entice members of fitness centres who frequent them regularly. Vim & Vigor holds to the principle that successful business is achieved through high quality products, efficient and warm customer service, and self motivated employees while remaining transparent yet competitive. Vim & Vigor would also give back to the community and commit to a placing an emphasis on corporate social responsibility. The marketing plan undertaken by Vim & Vigor to create a strong brand reputation will be based on the Kotler’s four P’s of Marketing. The menu offered as well as the target market will be the café’s differentiating factor. Vim & Vigor’s vision is to be established and known throughout the Klang Valley. Future expansions plans to franchise outlets are in the preliminary stage. Vim & Vigor’s long term vision is to be the market share leader in offering health food in South East Asia. Vim & Vigor’s mission on the other hand is to be the premier growth outlet with a balanced approach toward people, quality, and profits; to cultivate customer loyalty by listening to, caring...
tracking img