Marketing Plan

Only available on StudyMode
  • Download(s) : 51
  • Published : April 29, 2013
Open Document
Text Preview
Marketing Plan

Prepared For: Derek Barnes By: Roseanne Rawas, Travis MacDougall, Laura Ball, Luis Levy, Amanda Veitch and Narelle Kichula November 7, 2011

Saucy Grill

Marketing Plan

November 7, 2011

TABLE OF CONTENTS EXECUTIVE SUMMARY……………………………………………………………………….7 1. Market Situation ..................................................................................................... 9 a) Definition of the market............................................................................................ 9 b) Market Size and Growth ........................................................................................ 10 c) Segmentation of the market ................................................................................... 11 d) Distribution Channels ............................................................................................ 15 e) Consumer Needs................................................................................................... 16 f) Consumer Preferences........................................................................................... 17 g) Consumer Perceptions .......................................................................................... 17 h) Consumer Buying Behaviors Trends ..................................................................... 18 2. CLIENT’s Business Situation .............................................................................. 19 a) Review of Client’s Business: ................................................................................. 19 i) Sales (in units and/or dollars) for past three years: ............................................. 19 ii) Market share (in units and/or dollars) for past three years ................................. 19 iii) Target Market .................................................................................................... 20 iv) Positioning ......................................................................................................... 20 v) Marketing Objectives .......................................................................................... 21 vi) Promotion Strategies ......................................................................................... 21 a) Advertising...................................................................................................... 21 b) Sales Promotion ............................................................................................. 22 c) Public Relations .............................................................................................. 22 d) Selling ............................................................................................................ 22 vii) Product / Service Quality Strategies ................................................................. 22 viii) Pricing strategies ............................................................................................. 23 ix) Distribution strategies ........................................................................................ 23 b) Summary of Key Findings from the Marketing Research Project .......................... 23 3. COMPETITIVE SITUATION .................................................................................. 26 a) Definition of primary and secondary competitors ................................................... 26 b) Review of competitors ........................................................................................... 26 Page 2 of 90

Saucy Grill

Marketing Plan

November 7, 2011

The Keg: .................................................................................................................... 26 i) Sales ................................................................................................................... 27 ii) Market share ...................................................................................................... 27 iii) Target Market...
tracking img