Topics: Bread, Colombia, Bagel Pages: 18 (5589 words) Published: September 19, 2013
Bagels & Bagels
Marketing Plan

Sergio Andres Ochoa Castañeda
Camilia Andrea Pinzon Gomez
Camila Andrea Pinzon Herdia
Angie Carolina Ramirez Vergara
Juan Sebastian Vagas

Marketing plan
Bagels & Bagels

Universidad de la Sabana
Escuela Internacional de Ciencias Económicas y Administrativas Administración de Empresas
Chía, Cundinamarca


1.1. Product
1.2. History, mission, vision, values
1.1 Environmental analysis
1.1.1 Cultural
1.1.2 Social
1.1.3 Economic
1.1.4 Political
1.1.5 Legal
1.1.6 Technological
1.2 SWOT analysis
1.2.1 Strengths
1.2.2 Weaknesses
1.2.3 Opportunities
1.2.4 Threats
3.1 Segmentation
3.1.1 Consumer market Geographical Demographical Psycographical – lifestyle Behavioral According to needs
3.1.2 Business market economic sector Kind of business Buying method Tecnological maturity

There is a perception about what the people think good treatment is in restaurants, and people think a good treat is to be so polite with the costumers, what is not wrong but it can turn to be better. What if the waiter smiles you? What if he asks you about your day? Or what if he recognizes you after going by a second or third time? Things like that will make the costumer to feel happy, important and special, and that is what this company is looking for. The propose of this project is about giving away the idea of being extremely polite and serious in this service of restaurants just because someone is paying for it, and creating and building a new relationship between costumer and employee (waiter) with the goal of fidelizing the costumer to the company. We are being focused on the gaps model of service quality proposed by Valarie A. Zeithaml, Mary Jo Bitner, and Dwayne D. Gremler by the chapter of services marketing strategy. To do this is necessary to make sure about the market and the way where the company is going to work in. If there are not bagels in Colombia at all, that will be an advantage then, even more after knowing that people in Colombia really like and know this product. This group of marketing class did a survey being so general about asking how people like to go to restaurants, how they know the product, and also asking about Crepes and Waffles which is the direct competitor for this company. We do want to divide this research in three different steps; the first one is the one we just did, getting sure if people like to go to take breakfast in a restaurant, about their social-economic status, about the product knowledge, etc. it means we wanted to get sure this is an available project. The second step is to find what the people like when they go to restaurants; asking about the service, the behavior by the waiters, the cost of the product, etc. it means we are going to be focused on the service we are going to give. And the last one but not less important, we are going to ask about how they like the product (Bagel); we are going to ask how they like to mix flavors, how they like bread, how they enjoy to eat something with, etc. this will make it all clear. So the following project is all about giving a friendly, different, special and unique service to the costumer by creating a strong relationship and experience to every single costumer every time they get there. The way the company is going to do this is by selling and producing a high quality BAGELS, what is a not a much produced product in Colombia. The company will innovate about creating and giving to the costumers a variety of things, food, and experiences.


What Bagels & Bagels want to do is to create a new experience about taking breakfast in a restaurant by being focused on selling these new Bagels in Bogota, Colombia. The idea is to create and build a new relationship between the customers and the employees by giving them a...
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