...Restaurant Strategic Plan Executive Summary The following pages focus on proving a strategic plan for The Great Italian Food Company. The paper starts with the presentation of the company’s mission and vision. This explanation is intended to introduce readers in the environment of this company. The values of the company are also presented. It is important to identify these values in order to determine the strategic options that the company should address. The paper continues with the Environmental Analysis. This section describes the microenvironment and the macro environment, with the most important components. The internal and external environments are also address. In this case the most important components of the company’s environment are represented by the economic, social, and technological environment, but also the company’s customers, employees, managers, suppliers, owners, the government, and the community. These factors, their importance and characteristics are also addressed. The SWOT Analysis is another important section of the strategic plan. Its importance relies on the identification and discussion of the company’s strengths, weaknesses, but also of the opportunities and threats that the company must take into consideration. The Five Forces Analysis helps understand the industry in which this company develops its activity. Therefore, readers can learn about the competition, power of buyers, power of suppliers, threat of substitutes...
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...very competitive & commercial. In this time a company or a firm mostly emphasize on customers demand. So they tries to serve their best product with best service. As a result, they use different kinds of marketing tools according to customer. Also that, they tries to build up a long-term customer relationship which is considered as a mass weapon of marketing. A perfect business depends mostly on what kind of products they are serving with a perfect price and what kind of promotional activities they are taking for their consumers. In this report, we have tried to find out the products, services and marketing with their price. Also that, we have tried to point out strategies taken by Café Italiano. For this reason, we have used some basic theories like 4P’s, STP concept, SWOT analysis etc.It also involves with some basic information of Café Italiano. This report contains a brief analysis about the 4P’s & STP concept adopted by the café. It also contains the things that are affecting directly or indirectly this café. Finally the report contains some necessary recommendations for this cafe about their activities, improvements and analysis. 2.Introduction 2.1 Background of Study: This Term paper has been prepared as a requirement of the Marketing practice program of The course MKT-101 of East west university instructed by Husna Ara mam. Our team is very glad to get the opportunity to accomplish the practical study about Bay Emporium. We visited Bay Emporium on 24...
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...4277 APRIL 4, 2011 JAMES L. HESKETT RICHARD LUECKE Porcini’s Pronto: “Great Italian cuisine without the wait!” In January 2011 Tom Alessio, marketing vice president at Porcini’s, Inc., of Boston, was pondering issues raised by a potential expansion of his company’s restaurant business. The domestic market for full-service chain restaurants was nearing its saturation point at both in-city and shopping mall locations. The big chains were looking overseas for growth, but as a small regional player, Porcini’s had neither the resources nor brand power to pursue that option. It needed a domestic avenue for growth. Alessio had persuaded Porcini’s senior executives to consider opening limited-menu outlets, Porcini’s “Pronto,” to serve interstate highway travelers. Most competitors serving this market were fast-food or low-end outlets. Alessio believed that Pronto could offer a quality difference that travelers would value, but the challenges were substantial. Could Pronto’s profitably provide a limited selection of Porcini’s standard menu at moderate prices without jeopardizing the company’s reputation for excellent food? Could it maintain Porcini’s famously high service standards? Could it profitably break into a market occupied by established competitors? Food and service quality were only two aspects of the challenge. Porcini’s—a slow-growing, privately held enterprise—would need to roll out its new restaurants quickly in order to establish itself as a powerful brand. With...
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...Case Study for Saxonville Sausage Company 1. What is the current situation? The current situation in the Saxonville Sausage Company case was their need to increase the awareness, customer base, and sales with their Italian Sausage products. The flat sales they were experiencing in their breakfast sausage and bratwurst sales influenced the company to try and expand the market they were offering their Italian Sausage products to. The company was unsure of the way they were positioning their product and before launching a new marketing strategy to a new market they needed to do some very essential research and analysis of consumers. The name of the Italian Sausage, the packaging on the product, the way they would advertise the sausage as well as the people they needed to target the sausage to were just a few of the objectives the company planned to focus on while conducting their marketing research. 2)How was the research methodology determined? The research methodology was determined by Ann Banks based upon her previous work experience. Saxxonville Sausage did not know who their target consumer was and the research methodology was chosen to learn this. In addition to gaining a better understanding of who the Saxxonville Sausage customer was Banks needed to find a way to link the Italian Sausage product with the "core values" of their target consumer. To accomplish this she chose a method that combined both quantitative and qualitative research. The qualitative steps would...
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...4277 APRIL 4, 2011 JAMES L. HESKETT RICHARD LUECKE Porcini’s Pronto: “Great Italian cuisine without the wait!” In January 2011 Tom Alessio, marketing vice president at Porcini’s, Inc., of Boston, was pondering issues raised by a potential expansion of his company’s restaurant business. The domestic market for full-service chain restaurants was nearing its saturation point at both in-city and shopping mall locations. The big chains were looking overseas for growth, but as a small regional player, Porcini’s had neither the resources nor brand power to pursue that option. It needed a domestic avenue for growth. Alessio had persuaded Porcini’s senior executives to consider opening limited-menu outlets, Porcini’s “Pronto,” to serve interstate highway travelers. Most competitors serving this market were fast-food or low-end outlets. Alessio believed that Pronto could offer a quality difference that travelers would value, but the challenges were substantial. Could Pronto’s profitably provide a limited selection of Porcini’s standard menu at moderate prices without jeopardizing the company’s reputation for excellent food? Could it maintain Porcini’s famously high service standards? Could it profitably break into a market occupied by established competitors? Food and service quality were only two aspects of the challenge. Porcini’s—a slow-growing, privately held enterprise—would need to roll out its new restaurants quickly in order to establish itself as a powerful brand. With...
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...Case Study for Saxonville Sausage Company 1. What is the current situation? The primary situation in the Saxonville Sausage Company case was their need to increase the awareness, customer base, and sales with their Italian Sausage products. The flat sales they were experiencing in their breakfast sausage and bratwurst sales influenced the company to try and expand the market they were offering their Italian Sausage products to. The company was unsure of the way they were positioning their product and before launching a new marketing strategy to a possibly new market they needed to do some very essential research and analysis of consumers. The name of the Italian Sausage, the packaging on the product, the way they would advertise the sausage as well as the people they needed to target the sausage to were just a few of the objectives the company planned to focus on while conducting their marketing research. 2. How was the research methodology determined? The research methodology was determined by Ann Banks based upon her previous work experience. Saxxonville Sausage did not know who their target consumer was and the research methodology was chosen to learn this. In addition to gaining a better understanding of who the Saxxonville Sausage customer was Banks needed to find a way to link the Italian Sausage product with the "core values" of their target consumer. To accomplish this she chose a method that combined both quantitative and qualitative research. The qualitative...
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...Mix 4 COMPETITION ANALAYSIS 5 External Environment (PESTE) 5 CONSUMER ANALYSIS 6 Positioning Map 7 CASE KEYS 7 ALTERNATIVES – need more pros and cons 8 RECOMMENDATIONS 8 ACTION PLAN - TBD 9 CONTINGENCY PLAN -TBD 9 APPENDIX A – Competitor’s strength and weakness 10 APPENDIX B – Segmentation 11 REFERENCES 12 EXECUTIVE SUMMARY Founded 1971, Starbucks started off as a bean roasting company. After a visit to Italy by Howard Schultz, he was determined to open an Italian style espresso bar. For the next 20 years, after the name had been purchased by Howard in 1987, there was a vast growth and expansion. With little competition, Starbucks was able to open a total of 15,011 stores in globally in which two-thirds were in the USA. In 2007, Starbucks was hit with a financial crisis that plunged its shares around $19-$20. With a negative working capital caused by increase financial debt both short and long-term, the sharp expansion due to strategy shift may have caused targets in 2007 not to be met. As shareholders expectations were high, Shultz reclaimed is seat as CEO with intentions to steer the company back to focus on the customers and commitment to its community. During the years of great success for Starbucks, there was little competition globally. Its direct competition in Canada was Second Cup and in the US was Pete’s Coffee & Tea. Both serving Italian style coffee and providing a warm home feeling, the competition was slow at expansion and had no chance...
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...Saxonville Sausage Company On a sunny March day in 2006, Ann Banks, new product marketing director at Saxonville Sausage Company, stood waiting outside the executive conference room. The owner, president, chief financial officer, and three functional vice presidents—including her manager, Vice President of Marketing Steve Sears—would soon hear her plan for launching a national Italian sausage brand that Saxonville needed to bring to market in order to achieve its profit objectives for the next fiscal year. Banks reflected back over the lessons of the past six months. Saxonville’s Background Saxonville was a 70-year-old, privately held family business headquartered in Saxonville, Ohio, with 2005 revenues of approximately $1.5 billion. The company produced a variety of pork sausage products, predominantly fresh sausage as opposed to smoked or semi-dried. The heart of the business consisted of branded products: bratwurst (70% of Saxonville’s revenues); breakfast sausage, both links and patties (20% of revenues); and an Italian sausage named Vivio (5% of revenues). Storebrand products accounted for the additional 5% of revenues. While the bratwurst and breakfast products were sold throughout the United States via both national and regional brokers and distributors, the products had very little distribution in stores in the Northeastern markets. Since 2004, both the bratwurst and breakfast categories across all sausage producers had been flat (0% volume increase)...
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...Principles of Marketing April 22, 2015 Case Paper #8: Besitti’s Restaurant Introduction Rosa Besitti is an accomplished and driven woman who is trying to find her way in the very daunting restaurant industry, while facing many hardships that have caused her to question her business altogether. Her deep wanting for future success in the restaurant industry has inevitably brought her to face a difficult decision in her career. She has to choose between keeping her restaurant under her name and leadership, while continuing to try and make it grow so that she can start bringing in profit to her family, or make Besitti’s a fast-food or family restaurant franchise and give up her own brand and family name. She is aware that if she doesn’t change what she’s doing in some way or another as soon as humanly possible, she will never get to the point in her career where she no longer has to consider making tough and life alternating decisions. Analyze Ms. Rosa Besitti, the owner and manager of Besitti’s Restaurant, is reviewing and analyzing the slow growth of her restaurant and deciding whether she should either continue trying to grow her industry, or switch to joining a common fast-food or family restaurant franchise chain. If she decides to keep Besitti’s Restaurant under her name, the wisest thing to do in order to move forward, Rosa should explore the possibility of creating and performing a S.W.O.T. analysis. A S.W.O.T. analysis is a structured planning method used to evaluate...
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...Taｂｌｅ ｏｆ ｃｏｎｔｅｎｔｓ Introduction 1. Strategic analysis 2.1 internal analysis 2.1.1 existing mission, objective Jamie’s Italian was founded in oxford in 2008. Since then it has grown to more than 40 restaurants worldwide, and there are already plans for even more in towns, counties and countries around the word. Their menu and concept are constantly evolving with creativity, simplicity, great quality and genuine passion at the heart of everything. They work hard to find the very best ingredients, which are meticulously sourced from producers, both in Italy and around the UK. And the staff of the restaurant have thorough knowledge of all the dishes that they serve including the personalities and the stories. Jamie’s Italian is designed to be accessible and affordable, a neighborhood restaurant where everyone is welcome and feels comfortable. And the target of the restaurant is family style, good for business meetings, child-friendly and special occasion dining. Their productions collect with international inspirations including the cuisines of Spain, Italy, Sweden, Morocco, Greece and France (Harriet 2005). In addition, they also have online shopping contains deli, gifts, tableware, ovenware and planks. And the price of restaurant is 20-30 pounds each. The decorative style of the restaurant is “industry feel”, which is design with recycle material by Blacksheep company. According to the statement of senior designer Jordan (2011), the main concept of the restaurant is related to the...
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...Marketing Case Study Name Course Number Course Name Date of Submission Introduction Starbucks was found by three entrepreneurs Gordon Bowker, Zev Siegal and Jerry Baldwin in 1971. This corporation started as a coffee bean marketer, but then expanded to restaurants as well as coffee bars. Following its success after almost 20 years, Starbucks management decided to make this company public in the year 1992. Starbucks has a number of products including coffee drink (espresso and cappuccino) which reflects Italian preparation style (Herriman, Wanikawa, Ichinose, Darak & Chaivan, 2008). Strategic Problem There are a number of problems that face Starbucks Corporation in terns of its future growth, sales increase as well as market share. However, the central problem in this corporation is the over-dependence of its International operating segments in achieving its target growth. Tactical Problem The main tactical problem in Starbucks is the fact that its food is uniform. Most customers believe that this is not attractive at all, and that Starbucks should try and implement ways of improving the taste of its foods. The main focus should not be on American or Italian taste, it should also diversify the taste of its food, to accommodate other cultures . Issues Analysis • Market saturation – This is one the issues that faces Starbucks because there are new coffee shops that bring about competition. Some of these coffee shops may offer equally the same product at...
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...Business Case : Olive Oi Prepared By : Rania Alsh 988 INTRODUC 3 PRODUCTION CONSUMPTION 3 GOVERN 4 ENVERONMENTAL PAC 5 Maintaining and Improving Positive Effect 5 SOCIO-ECONOMIC IMPACT 6 BUSINESS STRATEGY 6 Tree Management Strategy 7 SUSBITANABILITY OF OLIVE OIL 7 Farmers Rights 8 PRICE AND PERFORMANCE 9 WORLD’S TOP OLIVE OIL EXPORTERS 9 The Profile Of Company (Leader): 10 Mario Strategy 10 The Greek Strategy 10 Italian Strategy 11 CONCLUSION 11 REFERENCES 11 INTRODUCTION Consuming and trading Olive Oil is globally linked to the Mediterranean as non-Mediterranean countries account for less than 2.5 per cent of world production. The complex market of olive oil is due to the spread of production over developed and developing countries and is done through varying production systems. Olive oil production has many activities. Bottling has become increasingly intense, with a strong presence of multinational firms. Branding by small bottlers with effective marketing strategies is becoming profitable. Olive oil consumption is growing with varying consumption patterns in quantity and quality. Market segmentation has come to assume an increasingly important role in consumption decisions. The European Union (EU) is the largest producer and consumer of olive oil. EU keeps protecting its domestic market, despite the preferential access it grants to a number of Mediterranean countries. Some countries play the dual role of large...
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...25 Wine market overview 28 Imported wine 32 Italian case 36 Future prospective 45 REFERENCES 48 Bibliography 48 Consulted website 52 INTRODUCTION The purpose of this work is to analyze the growth and evolution of the wine market in China. In particular we will focus on the internationalization of the global wine producer countries in this new emerging market and which are the futures prospective and possibilities of this young market. This paper is composed by four main sections: 1. Theoretical framework; 2. Wine market; 3. Chinese wine market; 4. Italian case. First of all we need to understand what we mean when we speak about internationalization. Through a theoretical chapter, using the existing literature about internationalization, we will explore its theories, evolution and which benefits it may bring to the firm that implement it, showing how important it became in the globalized world in which companies work nowadays. Afterward we are going to analyze, thanks to the data taken by reliable sources, the global market of wine, showing its fragmentation, which are the main player and their characteristics. Now that we have a general panorama, we can concentrate on the Chinese market, its cultural and economic features, and the evolution of its wine market. Finally we will focus on the Italian case THEORETICAL FRAMEWORK Studying the literature we can see that there are several studies about internationalization and definition as well...
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...Ferrero SPA Corporation Ferrero is Italian manufacturer of chocolate and confectionary products being founded in the modest beginnings of 1946, when Pietro and Giovanni Ferrero started the company as a confectionary shop in northwest Italian town of Alba (Datamonitor, 2009). Today Ferrero International is the world’s fourth largest companies in the confectionery Market with 16 plants and 36 commercial companies all around the world, having 20,000 employees generating 35,000 cores of turnovers in 2006. A wide and complex portfolio of products, including mainly: chocolate spread, candies, pralines, bakery, chocolate snack eggs with surprise, cold tea & chilled chocolate products. The company is owned and managed by the founding Ferrero family. (Nutella.com, nd). 1. External Environment The Environment encapsulates many different influences, which can be difficult to analyze. The difficulty can be to identify: the environment diversity; the speed of change as managers feel that the pace of technological change and the speed of global communication change faster than even before; the last difficulty is complexity. Ferrero in order to face these difficulties can use different tools, such as: PESTEL (Political, Economical, Socio-Cultural, Technological, Environmental, Legal); Porter’s five forces; Market segmentation. In order to analyse: the macro-environment, competitors and market. (Johnson and Scholes, 2002, pp98). 2.1 Macro-Environment Macro-Environmental...
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...2013 Dodi Consulting S.p.A. Paolo Dodi, Eng. [OCME PROPOSED BUSINESS PLAN] Business plan for a Bottling Machines Manufacturing firm Index Introduction ................................................................................................................................................ 3 The story ..................................................................................................................................................... 3 OCME: its strengths and weaknesses ................................................................................................... 4 The analysis ................................................................................................................................................. 5 The Five Forces Analysis ....................................................................................................................... 5 Capability Analysis ............................................................................................................................... 6 The market analysis ............................................................................................................................. 7 The Strategy ................................................................................................................................................ 8 How to allocate sales men................................................................................................
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