Sigmund's Gourmet Pasta

Topics: Marketing, Eugene, Oregon, Customer service Pages: 16 (3578 words) Published: May 18, 2011
Executive Summary
Sigmund's Gourmet Pasta will be the leading gourmet pasta restaurant in Eugene, OR with a rapidly developing consumer brand and growing customer base.  The signature line of innovative, premium, pasta dishes include pesto with smoked salmon, pancetta and peas linguini in an alfredo sauce, and fresh mussels and clams in a marinara sauce.  Sigmund's Gourmet Pasta also serves distinct salads, desserts, and beverages. Sigmund's Gourmet Pasta will reinvent the pasta experience for individuals, families, and take out customers with discretionary income by selling high quality, innovative products at a reasonable price, designing tasteful, convenient locations, and providing industry-benchmark customer service.  In order to grow at a rate consistent with our objectives, Sigmund's is offering an additional $500,000 in equity.  Existing members will be given the first option to subscribe to the additional equity to allow each of them to maintain their percentage of ownership.  The portion not subscribed by existing members will be available for prospective new investors.

Situation Analysis

Sigmund's Gourmet Pasta is close to entering their second year of operation.  The restaurant has been well received, and marketing is now critical to its continued success and future profitability.  The store offers an extensive offering of gourmet pastas.  The basic market need is to offer individuals, families, and take out customers fresh, creative, attractive, pasta dishes, salads and desserts.  Sigmund's uses homemade pasta, fresh vegetables, and premium meats and cheeses.

Market Summary

Sigmund's Gourmet Pasta possess good information about the market and knows a great deal about the common attributes of our most prized and loyal customers.  Sigmund's Gourmet Pasta will leverage this information to better understand who is served, their specific needs, and how Sigmund's can better communicate with them. [pic]

|Market Analysis | |  |  |2001 |2002 |2003 |2004 |2005 |  | |Potential Customers |Growth |  |  |  |  |  |CAGR | |Individuals |8% |12,457 |13,454 |14,530 |15,692 |16,947 |8.00% | |Families |9% |8,974 |9,782 |10,662 |11,622 |12,668 |9.00% | |Take out |10% |24,574 |27,031 |29,734 |32,707 |35,978 |10.00% | |Total |9.27% |46,005 |50,267 |54,926 |60,021 |65,593 |9.27% |

Market Demographics

The profile for Sigmund's Gourmet Pasta's customer consists of the following geographic, demographic, and behavior factors: Geographics
• Our immediate geographic target is the city of Eugene with a population of 130,00. • A 15 mile geographic area is in need of our services. • The total targeted population is estimated at 46,000. Demographics

• Male and female.
• Ages 25-50, this is the segment that makes up 53% of the Eugene market according to the Eugene Chamber of Commerce. • Young professionals who work close to the location.
• Yuppies.
• Have attended college and/or graduate school.
• An income over $40,000.
• Eat out several times a week.
• Tend to patronize higher quality restaurants.
• Are cognizant about their health.
Behavior Factors
• Enjoy a high quality meal without the mess of making it themselves. • When ordering, health concerns in regard to foods are taken into account. • There is value attributed to the appearance or presentation of food.

Market Needs...
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