...Marketing Plan for Masamoto Sushi & Asian Grill Situation Analysis Company Analysis Masamoto Sushi & Asian Grill is a local restaurant which focuses on offering fresh, affordable, healthy and unique Asian cuisine for the suburban food enthusiasts. It is conveniently located on Route 202 in the Keystone Plaza shopping center within the suburb of Chadds Ford, PA. It was founded in the fall of 2007 by executive chef / owner Johnny Cai. Masamoto's offer dishes from multiple Asian styles including Japanese, Chinese, and Thai as well as exceptional sushi creations. To help promote an upscale dining experience, earth tone colors throughout the dining room create a gentle, flowing ambiance for their customers. Their friendly, knowledgeable wait staff completely dressed in black gives the impression of a stylish, elegant restaurant. While they do not have a liquor license, Masamoto's does offer their customers the opportunity to bring their own choice of alcoholic beverage without charging a corkage fee. Even though the restaurant is open 7 days a week for lunch and dinner, their peak hours for business are during Friday and Saturday nights. Customer Analysis The main customer base are consumers seeking an upscale Asian dining experience in a suburban area for an affordable price. Customers of Masamoto's range from individual consumers to small groups of friends to families. Most of the customer base is from a 5-10 mile radius surrounding the restaurant. The median...
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...Restaurant Marketing Plan Dawan D. Smith April 22, 2014 Grantham University Table of Contents Section 1: Marketing Strategy & Mission Statement Section 2: Understanding the Customer Section 3: New Product Development Section 4: Distribution and Pricing Section 5: Promotion Strategies and Public Relations Section 6: Evaluation Plan Marketing Strategy and Mission Statement The purpose of this marketing strategy is to provide my neighbors who have inherited a family owned restaurant the tools they need to make this business a successful one. The restaurant is family owned and the owners want to keep it going as a legacy to the family members who left it to them. Since quitting their jobs, they will have to make money immediately. The restaurant has not been doing well over the last few years and has been losing money. Family members have passed away and others are having health issues, so the restaurant as of now is being ran by the chef as well as some of the servers. Getting this restaurant on the right track will require much work and dedication, and with the right tools in place, customers who are looking to have a great dining experience on a budget and enjoy a delicious home-style meal will get just that. This restaurant is in no way one of the regular fast food restaurants. Here you can sit and enjoy friends, family, have a business lunch, dinner party, birthday party, etc. in a family oriented atmosphere...
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...Does your restaurant need a restaurant marketing plan? Or is it enough that people come because the food and service are good. Certainly, if your tables are full every day, you probably don�t need one (unless, of course, you�d like to make a bigger profit). Simply put, a restaurant marketing plan is a plan for success. If you agree that you need a restaurant marketing plan and are able to write one, we don�t have to convince you of its importance. But before you sit down to write it, keep in mind that a restaurant marketing plan has to cover much more than the 4P�s taught in Marketing 101 � product, price, place, and promotion. Restaurant marketing doesn�t happen in a vacuum. Great marketing is about solid operational execution, effective positioning and the cumulative results of marketing inside the four walls of your restaurant and in the immediate trading area � not taking over the airwaves. Effective restaurant marketing must be built on a foundation of fact and knowledge about the market, your competition, your customers, financial history, marketing history, the industry, and outside forces that will impact your business. Be sure you�re keeping track not only of overhead and income, but know the answers to questions about business progress: What percentage of your business is new vs. repeat? For example, instruct your serves to at least ask the very simple question, �Have you been here before?� These first-time customers will establish their opinion...
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...Title: MKTG 522 Marketing Management Name: Clara Ofori-Mante Service/Product: Restaurant Date: 11/05/2012 Table of Contents 1.0 Executive summary ……………………………………………………………… 4 2.0 Situation Analysis Overview …………………………………………………….. 5 2.1 Market Summary ………………………………………………………………... 7 2.2 SWOT Analysis …………………………………………………………………. 9 2.3 Competition ……………………………………………………………………...11 2.4 Product/ Service Offering …………………………………………………….….13 2.5 Keys to Success …………………………………………………………………..13 2.6 Critical Issues …………………………………………………………………….14 3.0 Marketing Strategy Overview …………………………………………………....15 3.1 Mission……………………………………………………………………………16 3.2 Marketing Objectives……………………………………………………………..17 3.3 Financial Objectives………………………………………………………………20 3.4 Target Markets……………………………………………………………………22 3.0 Marketing Strategy Overview …………………………………………………....23 3.5 Positioning ……………………………………………………………………………... 24 3.6 Pricing Strategies ………………………………………………………………………..25 3.7 Marketing Attack Strategy …………………………………………………………….27 3.8 Marketing Research ………………………………………………………………….. 29 4.0 Controls Overview …………………………………………………………………….31 4.1 Progress Milestones …………………………………………………………………...32 4.2 Marketing Organization ……………………………………………………………....34 4.3 Contingency Planning …………………………………………………………………35 5.0 Conclusion …………………………………………………………………………....36 References …………………………………………………………………………………….37 1.0 Executive Summary This is a marketing plan for the establishment...
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...August 23 [ Insper - Instituto de Ensino e Pesqusa ] 08 Fall Marketing Plan High Tech Restaurant Group: André Bertelli Shin Long Huang Thomas Calrsen Marketing Plan - Group and Theme * Group: * André Bertelli * Shin Long * Thomas Carlsen * Alex Lachman * Rafael Portela * Theme: High Technology Restaurant * Brief Description: A High Tech Restaurant is a place that mixes good food and high tech gadgets to attract young public with high income and constantly connected to social media. The idea is to have a restaurant covered by wireless Internet network, with tablets available in each table, televisions, notebooks all connected. It is possible to make orders trough the tablets and also chat with other people in the restaurant, login at Facebook, check in at Foursquare, watch videos at YouTube. In other words, do everything you do when connected, however in the company of your friends and enjoying a great meal. * Motivations: We decided to make a marketing plan for the High Tech Restaurant because we believe that it is an appealing idea. Nowadays, the young are increasingly doing things with the help of technology, including things they used to do without it (buying, for example). Social media, as so the Internet as a whole, tends to make part of everyday life more and more as gadgets' prices became more accessible and wireless internet coverage more common. With the recent invention of cell...
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...Marketing Plan Comparative Analysis: L’eau a la Bouche & Sustainable Sanity Marketing 301 The following is a comparative analysis of two marketing plans for the start-up businesses of L’eau a la Bouche and Sustainable Sanity. Spelling & Grammar L’eau a la Bouche Correct spelling and grammar are imperative when presenting ideas to an audience in a clear, concise manner. The spelling and grammar for L’eau a la Bouche’s marketing plan could be improved upon – in some cases words were misspelled or misused. While the plan was easy to read through in general, the style, word choice and spelling/grammar errors were a bit distracting and as a result it took a bit more time to read through. In all, the author’s message was conveyed and the depth of detail provided more clarity. Sustainable Sanity The spelling and grammar for Sustainable Sanity’s marketing plan was overall very good. There were very few spelling errors but there were some noticeable grammar errors. In this plan, however, the errors weren’t as distracting as L’eau a la Bouche’s plan which made it easier to read through. Executive Summary L’eau a la Bouche Overall, the author did a very good job of highlighting the key areas to be included in an Executive Summary: * Company Profile * Mission/Vision * Target Markets * Relevant Trends * Company Form * Management * Short- and Long-Term Objectives * Financial Goals One key area that could have been...
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...McDonald's Marketing Strategy McDonald’s is the world’s largest fast-food restaurant chain. It has more than 30,000 restaurants in over 100 countries. Over one billion more customers were served in 2007 than in 2006. Although net income was down by $1.1 billion in 2007, McDonald’s sales were up 6.8%, and revenue was a record high of $23 billion. “The unique business relationship among the company, its franchisees and suppliers (collectively referred to as the System) has been key to McDonald’s success over the years. The business model enables McDonald’s to play an integral role in the communities we serve and consistently deliver relevant restaurant experiences to customers.” (McDonald's, 2008, 25). McDonald’s overall strategic plan is called Plan to Win. Their focus is not so much on being the biggest fast-food restaurant chain, rather it is more focused on being the best fast-food restaurant chain. McDonald’s “strategic alignment behind this plan has created better McDonald’s experiences through the execution of multiple initiatives surrounding the five factors of exceptional customer experiences – people, products, place, price and promotion” (McDonald's, 2008, 25). McDonald’s also incorporates geographical strategic plans. In the U.S., McDonald’s strategic plan continues to focus on breakfast, chicken, beverages and convenience. These are the core areas in the United States. McDonald’s has launched the Southern Style Chicken Biscuit for breakfast and the Southern Style...
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...i need some information and answer too.Industry overview. Although there has been a dramatic shift in dining habits over the last 20 or so years, the change has been gradual, reflecting a constant evolution of the industry. In the United States, the National Restaurant Association (NRA), www.restaurant.org, has been the premier source for identifying changing trends in consumer habits. Each year the NRA publishes, among other things, its annual "Restaurant Industry Forecast." The forecast provides a glimpse of the industry through anticipated sales, customer spending habits, dining traits, operational trends and industry workforce trends. The U.S. Bureau of the Census, the Department of Labor, and The Library of Congress are also good sources when analyzing population growth, ethnicity mix, labor and economic conditions; however, organizations such as the NRA and restaurant-based publications provide more relevant information about our particular industry. Given the projected growth of the restaurant industry, this aspect of your plan paints an optimistic future of your chances for success in a very competitive business. Target market. Location analysis. Some business plans, probably most, are created before a site has been selected. Therefore, the location analysis may be limited to the general area or city for the proposed concept. As suggested earlier, site selection is often considered the most crucial aspect of the business planning cycle. The location analysis should...
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...important aspects before starting a new venture. They should have clearly defined goals, a sound strategy and should check the feasibility whether the plan is executable or not. If entrepreneurs have clear goals they will be passionate about them, which greatly enhances their chances to succeed. The next action steps are always in lined with keeping the goal in mind. For example, the action steps might differ if someone wants to get into the restaurant business as compared to someone who wants to start his/her own clothing line. If the entrepreneur does not have a clear goal then he/she cannot formulate a successful business plan and strategy. While setting goals, entrepreneurs should set both long term and short term goals. For instance, short term goal of an entrepreneur might be to start a small restaurant specializing in serving a particular type of cuisine. The long term goal of the entrepreneur must help him/her to decide whether he/she wants to develop a chain of restaurants across locations specializing in serving the same type of cuisine or to transform the same restaurant into a multi-cuisine restaurant. The entrepreneur must also decide whether he/she wants to own the restaurant in the future or sell it at a handsome price earning larger profits and move on. The entrepreneur also needs to decide whether he/she plans to generate immediate higher revenues by setting the prices high during the initial stages or alternatively gain a loyal customer base first and then...
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...STUDENT MARKETING PLAN FOR “CALIFORNIA ROLL-THRU” Table of Contents Page 1.0 Executive Summary………………………………………………………………………….4 • Products and Services……………………………………………………………………..4 • The Financing……………………………………………………………………………..4 • Management Team………………………………………………………………………...4 • Sales Forecasts……………………………………………………………………….........5 • Expansion Plan…………………………………………………………………………….5 2.0 Strategic Focus and Plan…………………………………………………………………….6 • Mission Statement………………………………………………………………………...6 • Goals………………………………………………………………………………………6 • Competitive Advantage…………………………………………………………………...7 3. Situational Analysis………………………………………………………………………….7 • Market Summary …………………………………………………………………………7 • Market Demographics……………………………………………………………………..8 • SWOT Analysis…………………………………………………………………………...9 • Industry Analysis………………………………………………………………………...10 • Competitor Analysis……………………………………………………………………..11 • Company Analysis……………………………………………………………………….12 • Customer Analysis……………………………………………………………………….13 4. Market-Product Focus……………………………………………………………………..13 • Marketing Objective……………………………………………………………………..14 • Marketing Strategies……………………………………………………………………..14 • Market-Product Grid……………………………………………………………………..14 • Target Market…………………………………………………………………………….16 • Points of Difference…………………………………………………………………...…16 • Positioning……………………………………………………………………………….17 5. Marketing Program………………………………………………………………………...
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...1 MAKOTO DIY SUSHI JAPANESE RESTAURANT ICMB 493 DIRECTED RESEARCH 5180385 Phupisit Smittinet 5280077 Sarinpat Jiraphongchaijul 5280089 Napat Punvawuthikrai 5280801 Pichaya Unchuleepradit 5280883 Tanasak Visessintop TABLE OF CONTENTS Page 6-7 8 9 10 10-11 11-14 15 15 17 18-22 18 18-19 19-22 23-24 25-29 25 26-29 30 31 32 33-34 35 35-36 36 37 38 39 40 41 42 43 I. Executive Summary EXECUTIVE SUMMARY II. General Description 2.1 COMPANY OVERVIEW 2.2 STRATEGIC PLAINNING 2.3 TRIPPLE BOTTOM LINE 2.4 CUSTOMER BENEFITS 2.5 STRENGTHS AND CORE COMPETENCIES 2.6 BUSINESS MODEL III. Market Plans 3.1 MARKET AUDIT a. MARKET SIZE AND MARKET SHARE b. MARKET TRENDS AND OPPORTUNITIES c. MARKET ENVIRONMENTAL ANALYSIS 3.2 SWOT ANALYSIS 3.3 MARKETING STRATEGIES a. TARGET MARKETS b. MARKETING MIX (4PS) 3.4 MARKETING IMPLEMENTATION 3.5 EVALUATION AND CONTROL IV. Operational Plans 4.1 LOCATION 4.2 LEGAL ENVIRONMENT 4.3 PERSONNEL 4.4 INVENTORY 4.5 SUPPLIERS V. Management and Organization ORGANIZATIONAL CHART a. JOB DESCRIPTION b. RESPONSIBILITIES MAPPING VI. Startup Expenses STARTUP EXPENSES TABLE OF CONTENTS 44 45-46 47 48 49 50-52 VII. Financial Plans 6.1 TWELVE-MONTH PROFIT AND LOSS PROJECTION...
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...UNLV Theses/Dissertations/Professional Papers/Capstones Summer 2011 SunShine Café: A Breakfast Restaurant Business Plan Lillian I. Burrow Follow this and additional works at: http://digitalscholarship.unlv.edu/thesesdissertations Part of the Business Administration, Management, and Operations Commons, Entrepreneurial and Small Business Operations Commons, and the Food and Beverage Management Commons Repository Citation Burrow, Lillian I., "SunShine Café: A Breakfast Restaurant Business Plan" (2011). UNLV Theses/Dissertations/Professional Papers/ Capstones. Paper 1093. This Professional Paper is brought to you for free and open access by Digital Scholarship@UNLV. It has been accepted for inclusion in UNLV Theses/ Dissertations/Professional Papers/Capstones by an authorized administrator of Digital Scholarship@UNLV. For more information, please contact digitalscholarship@unlv.edu. SunShine Café: A Breakfast Restaurant Business Plan By Lillian I Burrow A professional paper in partial fulfillment of the requirements for the Master of Hospitality Administration Department of Hotel Administration Pro Paper Chairs Carola Raab Yen-Soon Kim Summer 2011 William F. Harrah College of Hotel Administration University of Nevada, Las Vegas SUNSHINE CAFÉ Table of Contents Part 1 Introduction ............................................................................................................4 Purpose......................................
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...SUSSI’S RESTAURANT BUSINESS PLAN 1.1. MISSION STATEMENT 5 1.2. OBJECTIVES AND AIMS 5 1.3. PORTERS FIVE FORCES 6 1.4. HISTORY 6 1.6. KEY ASSETS 7 1.7. LEGAL ENTITY & OWNERSHIPS 7 1.8. TARGET MARKET 9 1.9. MARKET SIZE AND DEMOGRAPHIC 9 1.10. MARKET TRENDS 9 5.4. SWOT ANALYSIS 9 1.11. MARKETING PLAN AND MARKETING OBJECTIVES. 10 1.12. MARKETING STRATEGY 10 1.13. PRICING 10 1.14. Promotional Tools 10 1.15. Local Store Marketing / Public Relations 10 1.16. Local Media 11 1.16.1. Store Front Displays 11 1.16.2. The advertising strategy is a simple one 11 1.16.3. Word of mouth 11 1.16.4. E-Marketing 11 1.16.5. Products development 12 1.16.6. OPERATIONS: 12 1.16.7. EXIT STRATEGY 12 1.17. ORGANIZATIONAL CHART 12 1.18. MANAGEMENT TEAM 12 1.19. PERSONNEL NEEDS 14 1.20. REGULATIONS 14 1.21. HUMAN RESOURCES 14 1.22. CAPITAL PLAN 15 1.22.1. Table 15 1.23. MENU AND PRICES 16 1.24. SEASONAL SALES VARIANCES 16 1.25. SWOT 16 1.25.1. Strengths 17 1.25.2. Weaknesses 17 1.25.3. Opportunities (for Sussi’s) 17 1.25.4. Threats (for Sussi’s) 17 SET-UP REQUIREMENTS 18 1.1 HOW WE ARE GOING TO MEET OUR OBJECTIVES 20 2 REFERENCES 21 1. INTRODUCTION This report identifies a description of a product/service which significantly generates part one of a business plan. In doing so, this report entails an opportunity map to help elaborate on the advent of Sussi’s restaurant in Livingstone...
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...Abstract Wai-Ling is considering two big changes to his restaurant business. One is the possibility of adding a delivery service or to open a new unit a few blocks away from the current restaurant (Rao, 2004). Wai-Ling has a variety of challenges with both of these options; marketing, operational issues, inventory, and financial concerns. I recommended that Wai-Ling starts a delivery service because he would have quicker return on his investment without much capital needed for start-up. Also Mongol BBQ can increase business without significantly increasing regular operation costs or require expansion of their facilities. Mongols BBQ Mongols BBQ was an Oriental stir-fry “buffet bar” located in California. Customers could choose combinations of food to be cooked as they watch the food being prepared. The owner of the restaurant, Wai-Ling Wang, wants to expand his business by either adding a delivery service or opening a new branch a few blocks away from the current establishment. Wai-Ling would like the delivery service to generate about 100 extra customers each day by only to deliver to nearby offices. The opportunity to open a new unit is extremely attractive because of the possible location of the new unit. The new location is in a food court that has a variety of other restaurants, but it needs some Oriental touch. Wai-Ling (Rao, 2004). Challenges Both of these business ventures comes with a variety of challenges. With the delivery service...
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...With the right marketing plan, Organics has many opportunities for establishing a solid position in the current marketplace of local restaurants. There are a number of potential new customers throughout the metro area. Some customers are ready for a new type of restaurant and others are tired of the same old choices and yet others want the healthy choices that we can provide when dining out. This objective will be accomplished by providing strong advertising and promotion support, on a sustained basis designed to generate consumer awareness and demand for the restaurant. A formal desktop presentation will be used to generate new customers. This powerful presentation will tell the story of Organics and praise the benefits of healthy food over television monitors hung throughout the restaurant. To create and maintain, over the next five years, a highly profitable health food restaurant is the next objective that centers on the goal of obtaining a significant share of the market for healthy, organic, lunchtime restaurants. Personnel management is general the most time consuming task of the business. You must give the people a sense of fulfillment and belonging. Additionally, there are the issues of evaluation, compensation, discipline, and benefits. To communicate your vision you must be clear on the direction and tell them where they fit into the plan. In order for people to have a sense of self-worth, they need to know what they must do to be acceptable. They can then...
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