Dessert Buffet Marketing Plan
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 Summary 3 2. Situation Analysis 4
2.1. Market Demographic 4
2.2. Market Demands 5
2.3. Product Life Cycle 6
2.4. SWOT Analysis 9
2.5. Competition and Buying Patterns 10
2.6. Product offering 13
2.7. Keys to success 15
2.8. Critical Issues 15 3. Marketing Strategy 16
3.1. Mission Statement 16
3.2. Vision 16
3.3. Slogan 16
3.4. Target Market 16
3.5. Product Positioning (Niche) 16
3.6. Marketing Mix and Strategies 18
3.7. Marketing Research 22 4. Financial Analysis 24
4.1 Desired Product Prices 24
4.2. Scope and objectives of financial analysis 25
4.3. Principal aspects of financial analysis and concept of investment appraisal 25
4.4. Method of investment appraisal 28
4.5. Financial evaluation under conditions of uncertainty 31
4.6. Pre-Operating Expenses 33 5. Implementation 44
5.1. Objective of Implementation Planning 44
5.2. Stages of project implementation 45
5.3. Implementation scheduling 47 6. Organizational Structure 48
6.1. Plant organization and management 48
6.2. Organization design 49 7. Contingency Planning 51
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
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 Summary 3 2. Situation Analysis 4
2.1. Market Demographic 4
2.2. Market Demands 5
2.3. Product Life Cycle 6
2.4. SWOT Analysis 9
2.5. Competition and Buying Patterns 10
2.6. Product offering 13
2.7. Keys to success 15
2.8. Critical Issues 15 3. Marketing Strategy 16
3.1. Mission Statement 16
3.2. Vision 16
3.3. Slogan 16
3.4. Target Market 16
3.5. Product Positioning (Niche) 16
3.6. Marketing Mix and Strategies 18
3.7. Marketing Research 22 4. Financial Analysis 24
4.1 Desired Product Prices 24
4.2. Scope and objectives of financial analysis 25
4.3. Principal aspects of financial analysis and concept of investment appraisal 25
4.4. Method of investment appraisal 28
4.5. Financial evaluation under conditions of uncertainty 31
4.6. Pre-Operating Expenses 33 5. Implementation 44
5.1. Objective of Implementation Planning 44
5.2. Stages of project implementation 45
5.3. Implementation scheduling 47 6. Organizational Structure 48
6.1. Plant organization and management 48
6.2. Organization design 49 7. Contingency Planning 51
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