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Write an Operational Plan for an Non Existing Company

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Submitted By dkopt
Words 1952
Pages 8
Situation Analysis
The “Holy Crepe” is a QSR, that resides somewhere between a fast food restaurant (FFR) and a sit down restaurant. This category is growing quickly, as people adjust to paying a little more than they would for typical fast food. While the differentiation between QSR's and traditional fast food may be transparent to most consumers, there has been a conscious shift in purchasing towards FFRs and QSRs that provide innovative menus and a selection of custom or customizable menu items.
Albert Park is a rich market for QSRs. The “Holy Crepe” will bring new lunch choices to the market.
Market Summary
Albert Park has been transformed into a magnificent recreational asset that is home to the Melbourne Sports & Aquatic Centre, a golf course, soccer stadium, over 20 sporting ovals as well as several sailing clubs. Each year, the road around the lake is transformed into the racetrack for the Australian Formula 1 Grand Prix. The market consists of the residents, and hundred thousand of visitors from other areas.
There are about 8500 people living and working in Albert Park. If just 15% of those people buy “Holy Crepe” sandwiches or crepes twice a month, the company will sell 30600 sandwiches/crepes to that market per annum. Add that amount to 20% of all tourists to the Albert Park area, and those two segments alone will buy 70000+ meals.
Market Demographics
Our marketing efforts will focus on the following groups of people:
1. Residents. This includes all the residents of Albert Park. The median age is 40, household income is $1981/week, and favorite activities walking and shopping.
2. Downtown workers. This group is the second largest group of customers. The median age is 32, average household income is $1856/week, and favorite activities include shopping and spending time with family.
3. Weekend shoppers. This group includes people who travel

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