Assignment 1: Part A: Mam-ma’s Country Kitchen Catering Marketing Plan
Michelle M. Webb
Professor Greg Turner
MKT 500: Marketing Management
November 8, 2014

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Assignment 1: Part A: Mam-ma’s Country Kitchen Catering Marketing Plan
Executive Summary
(Everything I have read so far in this course says the executive summary cannot be written until after the plan marketing plan is complete so I am leaving this page blank until the other parts to this assignments have been completed)

Mam-ma’s Country Kitchen is a down home southern soul food catering company that serves the greater Atlanta area. Mam-ma’s provide, good, southern downhome cooking steeped in the traditions of the Southern living. Generally, southern soul food is thought to be heavy in fats, cholesterols, and sugars. However, Mam-ma’s meals are not the heavy calorie laden, unhealthy versions touted from the traditional good ole south. The dishes Mam-ma’s make are healthy versions of some of the same traditional recipes. So Mam-ma’s customers have the privilege of experiencing good quality southern meals with less fats and other unhealthy contents.
Environmental Analysis In the greater Atlanta Area, there are over three hundred catering businesses. However, most are located in the trendy, industrial, and metropolitan areas of Atlanta, Buckhead, Roswell, Norcross and Sandy Springs. The 2012 NAICS defines caterers-772320, as companies primarily contracted to provide single occasion-based food services to consumers. Caterers usually own or retain the necessary tools and delivery vehicles to transfer cooked meals and snacks to venues ("United States Census Bureau", 2012). These businesses are mostly commercially owned and run franchises with high overhead who charge exorbitant prices for the fancy cuisine they serve. Mam-ma’s bring a more down home flavor and flair to the catering scene in