Marketing Plan for a Catering Firm

Topics: Marketing, Catering, Target market Pages: 13 (3443 words) Published: February 11, 2011
Table of Contents
Executive Summary………………………………………………………………………………..2
1.0 Situation Analysis4
1.1 Market Summary4
1.2 Market Demographics5
1.3 Market Needs5
1.4 Market Trends7
Market Forecast7
1.5 Market Growth7
1.6 SWOT Analysis7
Internal Environment7
External Environment8
1.7 Competition8
1.8 Product & Service offerings11
1.9 Keys to Success11
1.10 Critical Issues11
2.0 Marketing Strategy12
2.1 Mission12
2.2 Marketing Objectives12
2.3 Financial Objectives12
2.4 Target Marketing12
2.5 Positioning13
2.6 Marketing Mix14
2.7 Marketing Research14
3.0 Financial Projections16
3.1 Financials, Budgets, and Forecasts16
3.2 Break-even Analysis16
Break-even Analysis16
3.3 Sales Forecast16
3.4 Expense Forecast16
4.0 Controls17
4.1 Implementation Milestones17
4.2 Marketing Organization17
4.3 Contingency Planning17

Executive Summary
Fresh n Healthy Catering House is a traditional catering company that serves the Dhaka market. Fresh n Healthy Catering House offers creative, healthy, and traditional food options for various traditional celebrations, parties in general, as well as the other types of congregation standbys. The service offerings are quite a change relative to the existing traditional market which is quite stagnant. Most people make the incorrect assumption that traditional means ordinary, boring food. This assumption prevails throughout the Bangalee community so there is not much demand for new offerings. Fresh n Healthy Catering House will inject new life into the traditional catering market, leveraging the talent and culinary skills of the well trained chefs who have been employed to develop new and refurbished creative catering options. The marketing team’s advanced skills, industry insight, and a great market opportunity will allow Fresh n Healthy Catering House to reach profitability by the end of Year 1.

Marketing Plan
Fresh n HealthY Catering House

1.0 Situation Analysis
Fresh n Healthy Catering House is a start-up company. Marketing is critical to its success and future profitability. Fresh n Healthy Catering House offers creative, gourmet traditional catering for a wide range of events. The basic market need is a high quality, creative traditional catering company servicing the Locale/Bangalee population. Fresh n Healthy Catering House will meet this demand with an ever expanding innovative repertoire of traditional meals. 1.1 Market Summary

The Marketing Team of Fresh n Healthy Catering House possesses good information about the market and knows a great deal about the common attributes of the probable most prized and loyal customers. Fresh n Healthy Catering House will leverage this information to better understand who is served, their specific needs, and how Fresh n Healthy Catering House can better communicate with them. Target Markets

Fresh n Healthy Catering House will be targeting a significant market from which it can easily gain access to customers’ good book. As Fresh n Healthy will be situated in the Dhanmondi vicinity, it will target to cater the needs of the middle class, upper middle and some clusters of the upper class society.

Customer Types
Type of People Being Served| Level of Income|
| From| Up to|
Middle Class| 250,000| 500,000|
Upper Middle Class| 500,000| 150,000|
Some Upper class People| 150,000| Above 10,000,000|

1.2 Market Demographics
The primary target is to cater to the needs and demand of the people residing or coming to Dhanmondi. The immediate next geographic target is the city of Dhaka with a population of approximately15million. Fresh n Healthy Catering House's services can be offered to a population within 35 miles vicinity The total targeted population is estimated at 200,000.

Families and Individuals.
A household annual income over Tk. 100,000.
Muslims, Hindus, Buddhists and others....
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