...Clipper Corporation at a Glance and Business Model Clipper Corporation is one of the best designers, manufacturers and distributors of foodservice supplies and uniforms for the foodservice and hospitality industry. Its vertical integration model makes Clipper Corporation the perfect one-stop-shop in the industry. The company’s first big account was Burger King, in 1996 (Clipper Corporation, 2009). Big restaurant chains were added to the list of customers each year until it became obvious that the company should expand its horizons and direct its attention to smaller and independent restaurants. To reach its customers on six continents, Clipper Corporation added www.ClipperDirect.com to its portfolio in November 2011. The website provides supplies “specifically tailored for independent restaurants and small chains” (Clipper Direct, 2011). Taken as a whole, Clipper Corporation is using the Direct Marketing by Manufacturer model because the website was integrated into the business to focus on a niche market. But if www.ClipperDirect.com is taken individually, the business model used is Specialized Pure-Play E-Tailer. The company does not have physical stores, selling its products directly online, but it operates two distribution centers in California and Georgia, USA. It is a specialized e-tailer because it is operating in a narrow market, the foodservice industry. Online Selling Benefits and Advantages Clipper Corporation’s online presence has opened new opportunities...
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...1.0 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. 2.0 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...
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...#### IMPLEMENT & MONITOR MARKETING ACTIVITIES ### > Executive Summary Tony’s Nyonya Kitchen & Cafe (TNKC) aimed to be one of the highly-rated restaurant serving authentic Nyonya and Malay dishes. TNKC proudly present the signature menu of Nasi Lemak, Char Kuey Teow, Asam Laksa, Bak Kut Teh, fish head curry, and many other mouth-watering traditional cuisines. TNKC also offers best coffees in town as well as serving fine quality wines, beers, and liquors. TNKC strive to satisfy customers’ appetite by serving authentic and tasteful dishes at a thoughtful designed, oriental-styled restaurant, surrounded with harmonic atmosphere and friendly staffs, conveniently located at China Town, at competitive and worthy prices. Situation Analysis TNKC has entered into restaurant business for two years and is at the starts of 3rd year business. TNKC only uses freshest seafoods & vegetables, hormone-free meats & poultry, home-made spices for main flavouring, cooked with the ancestral secret recipes given by the chief chef and also the business owner, Tony Chong’s great grand-father. Although it has struggle to earn profit during its first half of its financial year, situation was started improving and TNKC achieve positive profit margin in the 7th month and remain growing at a minor but steady rate by end of 2nd year of operation. TNKC understands a good overall rating on food quality, authenticity of taste, environment, service and price as a whole is important to a foodie...
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...Mutah University ------------------------------------------------- “Effects of viral marketing on fast food restaurants customers’ satisfaction” Done by: - Ala Momani. - Saif Obidat. - Ala'a Al-qadi. Supervisor: Dr. Malek Al-Majali Index Subject | Page | Chapter 1 | | 1.1 Introduction | 3 | 1.2 Study statement | 4 | 1.3 Study questions | 4 | 1.4 Objectives. | 4 | Chapter 2 | | 2.1 Literature study | 5 | 2.2 Previous studies | 6 | 2.2.1 Measure of viral marketing impact on purchasing decision. | 6 | 2.2.2 Determinants of Customer Satisfaction in Fast Food Industry. | 6 | 2.2.3 The Viral makes you aware -How is brand association affected by viral marketing through individual networks? | 7 | 2.3 Fast food restaurants firms’ effort in social media | 7 | 2.4 Dimensions of viral marketing affecting customers’ satisfaction. | 10 | 2.4.1 Promotion | 10 | 2.4.2 Brand Awareness | 10 | 2.4.3 The Brand Trust | 12 | 2.4.4 Brand Association | 14 | Chapter 3 | | 3.1 Conceptual Model and Hypotheses | 15 | references | 16 | Chapter 1 1.1 Introduction Viral marketing is becoming a key instrument in marketing strategies now days, used by a lot of firms to achieve there goals. viral marketing uses the instincts of humans to communicate share knowledge and socialize with each other , due to the wide spread of the...
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...Creative Marketing Ideas for Restaurants to Boost Sales 1. Market To Specific Demographics Each neighborhood or community has a specific majority demographic that will frequent restaurants on a regular basis. Target this majority demographic with your marketing efforts in some way to reach the most amount of people possible. 2. Be Current If you’re restaurant is stuck in 1992 in any way, you’ll be driving your customers away, one by one. Make sure you get your interior updated to be fresh and inviting, make your menu match, and understand what the price point is that your community can support. 3. Be Functional More people use the internet to research your restaurant more than any other method today. If you don’t have a useful website that gives people the information they need to know, you won’t get their business. From menus to ingredients to pricing information, even a simple map with directions to find you may be the one missing thing you need. 4. Get To the Top Implementing an effective SEO plan for your website is one of the most effective ways to get noticed. It’s not just about having specific keywords on your website or having a phone number – you need targeted, local content that will drive local searches to your cuisine first. 5. Have a Great Food Blog Restaurants ultimately need to establish value in some way for people to engage with them. One of the...
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... it is paramount to every marketing success to develop marketing communication objectives. Now, having said this, what are BK's marketing communication objectives? Before discussing BK's communication objectives behind its marketing campaigns, let us point some significant terms that are mainly considered as major promotion tools, "advertising", "sales promotion" and "public relations". From the origin of these terms, we can define what marketing communication involves. First, introducing the product or service and pushing it forward, then encouraging the purchase of this product or service, building good relations with the company's public by obtaining favorable publicity, and finally building up a good corporate image and a profitable customer relationship. In our case, since marketing communication is the most visible element of the marketing campaign and apparently the most crucial one, BK and after awarding the management of its marketing campaigns to Crispin, has given these marketing elements a vast significance in an attempt to achieve its objectives. These objectives are derived from the marketing objectives that are usually stated in terms of sales percentage, profitability and market share. Sales percentage: increasing sales by targeting a larger consumer segment and consequently achieving profitability. Market share: increasing and improving brand image for its consumers. http://www.graffittistudio.com/img/advertising.jpg Marketing communication objectives should...
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...Introduction of McFlurry product to McDonald’s restaurants on a new market – Marketing Plan Keller Graduate School of Management – Online MM522 Mihnea Grecu Final Draft Executive Summary McDonald’s story started with the two brothers Mac and Dick McDonald in their restaurant located in San Bernardino, California. They were pioneering the idea that by limiting the menu items, lowering prices and introducing procedures for preparing the food, they would be able to serve more customer in a shorter period of time. The company as we know it today was founded by Ray Kroc. In 1954 Ray Kroc met the McDonald brothers and was impressed with their success in serving lots of customers in a short time and efficient manner. His conclusion was: “The customers need quality. This means a good service, but most important, fast. People look for an alternative to the traditional eating habits.” Negotiating a deal with the McDonald brothers Ray Kroc was able to open his first restaurant in Des Plaines, Illinois that allowed him to use their system and the name of the company. The core principles of McDonald’s philosophy that apply to each individual restaurant all over the world are: QSC&V (Quality, Service, Cleanliness and Value). In other words McDonald’s mission statement is: High quality products, served with a smile, in a clean environment at the lowest possible price. Advertising billboards were used as a first advertising tool for the company starting with 1959. ...
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...University Fast Food Promotional and Advertising Strategies The purpose of this paper is to compare and contrast the promotional strategies of two quick service restaurants (QSR), McDonald’s and Domino’s Pizza, which both sell fast food. The paper will also recommend two ways in which a company within the fast food industry could use marketing information to differentiate itself in the marketplace to gain an advantage over its competitors. Two uses for consumer-oriented promotions that could assist a fast food company in both the short and long term are proposed in this paper. The leading fast food company, McDonald’s, has made pricing decisions to meet their competitors’ prices so that price is a nonissue and focus rather on adding value to attract customers. When their prices are equal, fast food companies can take alternate actions in order to differentiate themselves and gain competitive advantage. Lastly, the most effective advertising medium for a company in the fast food industry, which is television advertising, is examined in this paper. Promotional Strategies: McDonald’s vs Domino’s Pizza McDonald’s is the largest global fast foodservice retailer with more than 35,000 restaurants in over 100 countries offering a substantially uniform menu with some geographic variations. McDonald’s restaurants serve about 70 million people each day (Fast Food Industry Profile: Global, 2012). Domino’s Pizza is an international pizza delivery chain with over 9,000 stores...
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...IMC Campaign on Bader Restaurant: Background of the Campaign 5 Research and Analysis 5 External and Internal Environmental Issues and Trends 6 PEST analysis 6 Political Influence 6 Economic influence 6 Sociocultural movements 7 Technological factors 8 SWOT analysis 8 Strength 8 Weakness 9 Opportunities 9 Threats 10 The Internal Environment of the Organization 10 Quality of Products and Service 10 Internal Impediments to the Campaign 11 The External Environment of the Organization 11 Public Perception of the Organization 13 Visibility 13 Image and Reputation 13 The targeted Group of people 14 Consumer Behaviour Regarding Restaurant Service 14 Media Consumption 17 Attitudes and Lifestyle Issues 18 Analytical Framework and Bader IMC Plan 19 Industry Analysis 20 The Competitive Analysis 20 Porter’s Five Forces Model 21 Generic Strategies of Bader 24 Primary Research 26 Primary Data Collection 26 Data Analysis 28 Analysis of Dimensions 31 Cronbach's Reliability Coefficient 34 The Overall Perceived Service Quality 35 The Integrated Marketing Communication Strategy 36 Marketing Mix 37 Product 38 Price 38 Place 40 Promotion 41 Bader Restaurant target...
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...providing a wide range of housing options and price points, as well as feature three full service restaurants. Additional island amenities include the Recreation Center, Oasis Spa, Pepicello Fairways & Pro Shop, William C. Martin Botanical Gardens, pristine beach access, O’Dell Art Gallery, and various gift shops. Recently, Baderman Island Resort has decided to expand their marketing approach to a more interactive web-based system. With a recent upgrade to the computer systems throughout the resort, the various restaurants, golf shop, and spa are able to accept online reservations. Additionally, as all locations have been integrated into one system, it has become possible to allow purchasing throughout the resort using only the guest’s room key. Finally, Baderman Island Resort has implemented a social media advertising plan with the hope of targeting and building some new market segments. While the company is looking towards the web as a marketing solution, print options are still important. The new hardcopy documents to be broadly specific allowing for use to a wide range of market groups and advertising channels. The print campaign will also need to be developed with an eye to online advertising as well, due to the need to have pdf online access (mobile and web-based) to the final elements. With this goal in mind, it is clear that Baderman Island Resort is in need of marketing...
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...public. The four primary functional areas of a firm are marketing, finance, operations, and human resource. For most firms, operation is the technical core or “hub” of the organization, interacting with other function areas and suppliers to produce goods and provide service for customers. Is there any good product or service has high sale rate without effective advertising? The answer is absolutely no. Therefore, effective advertising is an important segment in marketing. Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Advertising can be a cost effective way to disseminate messages, whether to build a brand preference or to educate people. Organizations handle advertising in different ways. In small company, advertising is handled by someone in the sales or marketing department, who works with an advertising agency. A large company will often set up its own department, whose manager reports to the vice president of marketing. The department’s job is to propose a budget, develop strategy, approve ads and campaigns, and handle direct-mail advertising, dealer displays, and other forms of advertising. Subway corporate posited itself as a more health-conscious restaurant. Much of Subway's rapid growth can be attributed to its somewhat unique business model. Unlike most franchisors, the parent company does not operate any restaurants. Local franchisees operate the stores, and in most markets...
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...Team B Advertising Agency to create an advertising campaign that will position Baderman Island as the premier destination for romantic getaways by highlighting its tone, rational, and emotional appeals, brand, relationship between consumer behavior and couples, special features, strengths, and weaknesses, communicated messages, style, and created brief. Initially, Baderman Island was established for the purpose of providing supreme customer satisfaction through a luxurious vacation experience. The organization plans to develop a new positioning strategy that will compete against other resort destinations, and identify a new target market. Advertising plays a crucial role in developing Baderman Island’s evolution. Notably, advertising is a paid, impersonal, one-way marketing communication of persuasive information from an identified sponsor circulated through channels of mass communication promoting products, services or ideas. Objectives Statement Team B’s advertising objective is to increase market share, and create new marketing strategies for the management of Baderman Island. Team B accomplishes this goal by developing a new positioning strategy against competing resort destinations, identify new target market, and promote Baderman Island as the ideal destination for romantic getaways. Team B provides a rationale for each recommendation, and describes which is best for the Boardman’s management team to use in its marketing decisions. Support Statement Team B has been selected...
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...Chick–fil–A is known for its production of chicken products in the fast food industry. They have a strong Christian foundation that the founder bases the company’s underlying core values on. It has more than 1,700 restaurants in 39 states and posted sales of more than 4.6 billion dollars in 2012. Chick-fil-As’ headquarters are located in the heart of Atlanta, Georgia where the company began back in 1946 as the Dwarf Grill owned and operated by Truett Cathy. Chick-fil-A’s consecutive years of positive sales growth has set itself apart by revolutionizing delicious chicken products. Chick-fil-A’s mission statement is similar to most fast food restaurant’s missions. “Be America’s best quick service restaurant” (www.chick-fil-a.com) As a company, Chick-fil-A has become the 2nd largest quick service restaurant in the country and is one of the largest privately held restaurant chains in the world. Chick-fil-A’s mission statement alone does not reveal the companies disposition and values that has driven its loyal customer base and success. The company’s mission statement combined with its purpose statement reveals the company’s values which are instilled into every employee of Chick-fil-A. "To glorify God by being a faithful steward of all that is entrusted to us. To have a positive influence on all who come in contact with Chick-fil-A.” (www.chick-fil-a.com) The company’s mission statement and purpose statement is what differentiates Chick-fil-A from the rest of the quick service...
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...ADVERTISING TERM REPORT ON PIZZA HUT MARKETING PLAN & AD CAMPAIGN Table of Contents EXECUTIVE SUMMARY 1 HISTORY 2 INTRODUCTION 3 PIZZA IN PAKISTAN 3 Mission Statement : 4 Vision: 4 Objective & Goals: 5 Current Market Situation: 5 Other Leading Brands: 5 OBJECTIVE: 6 Segmentation: 6 Target Markets: 6 Positioning: 7 SWOT ANALYSIS: 7 Strength: 7 Weakness: 7 Opportunities: 7 Threats: 7 MARKETING STRATEGY: 8 1. PRODUCT 8 2. PRICE: 8 Pizza Hut Iftar Deal 2011 – All you can Eat 8 3. PLACE: 8 Pizza Hut Iftar Deal 2011 – All you can Eat 10 Advertising Strategies: 11 Media Strategy : 12 1. Television 12 2. Radio 12 3. Newspaper 12 4. Internet 13 5. Outdoor 13 Campaign Evaluation 14 1. Measure Sales Of New Products 14 2. Conduct Survey 14 3. Focus Groups 14 TOTAL CAMPAIGN BUDGET 14 EXECUTIVE SUMMARY The word "pizza" may be a derivative of the Latin word "picea", a Roman word used todescribe the blackening of bread in an oven. The word "pizza", in its current spelling emerged sometime in the middle Ages. It was used to describe both the sweet and saltypies that were becoming popular among Italian aristocracy. Pizza is basically a meal prepared in a plate made of bread. There are four main components of a basic pizza pie. There are different objectives of every organization. In order to achieve these objectives different targets are set. Targets pass down the hierarchy depending on the nature of the business...
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...* Report Apply Now JOB DESCRIPTION Business Administration & Management - Entry Level Business Administration Degree or Management Experience Wanted for Sales & Marketing Company- College Grads apply!! For immediate consideration [Click Here to Email Your Resumé] Spotlight Group is an organization developed on the belief that an approach to entry level business sales and marketing based on personal communication will always be more effective and meaningful than the latest technology craze. We are a business focused on the understanding that our people are our future & therefore we want to coach them into a management position. We strive to provide an entrepreneurial environment dedicated to developing successful business leaders. Our success as an organization is a result of maintaining high standards within our firm and working with only those interested in business management and capable of becoming the best of the best at leading others. We promote only from within our own company and reward employees with unlimited potential for advancement into a management. This job opportunity involves face to face sales of services to new business prospects. We teach leadership & management as an action, not a title. This ensures that only the best of the best are managing our campaigns and running the businesses in our organization. **No door to door, No business to business and No cold calling** JOB REQUIREMENTS Responsibilities include: * Assisting our...
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