Maketing
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
Mercadeo
Chía, Cundinamarca
2013
CONTENTS
BACKGROUND
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
3.1.1.1 Geographical
3.1.1.2 Demographical
3.1.1.3 Psycographical – lifestyle
3.1.1.4 Behavioral
3.1.1.5 According to needs
3.1.2 Business market
3.1.2.1 economic sector
3.1.2.2 Kind of business
3.1.2.3 Buying method
3.1.2.4 Tecnological maturity
INTRODUCTION
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
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
Mercadeo
Chía, Cundinamarca
2013
CONTENTS
BACKGROUND
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
3.1.1.1 Geographical
3.1.1.2 Demographical
3.1.1.3 Psycographical – lifestyle
3.1.1.4 Behavioral
3.1.1.5 According to needs
3.1.2 Business market
3.1.2.1 economic sector
3.1.2.2 Kind of business
3.1.2.3 Buying method
3.1.2.4 Tecnological maturity
INTRODUCTION
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