Busn 319 Essay

6501 Words27 Pages
2013 Marketing Plan Proposed by: Patricia Evans-Banks Submitted to: Clifford Hurd December 11, 2013 COMFORT FOODS RESTAURANT 2013 Marketing Plan Proposed by: Patricia Evans-Banks Submitted to: Clifford Hurd December 11, 2013 COMFORT FOODS RESTAURANT Table of Contents Executive Summary3 Company Description4 Strategic Focus and Plan5 Mission/Vision Statement5 Goals 5-6 Core Competency and Sustainable Competitive Advantage6 Situation Analysis7 SWOT analysis 7 Industry Analysis8 Competitor Analysis8 Company Analysis9 Customer Analysis9 Market-Product Focus10 Marketing and Product Objectives10 Target Markets10 Points of Difference11 Positioning12 Marketing Program12 Product Strategy 12 Price Strategy13-15 Promotion Strategy15-16 Place (Distribution Strategy)16 Financial Data and Projections17-18 Past Sales Revenues 17-18 Five-Year Projections18 Organizational structure18-19 Implementation19 Evaluation and Control19-20 Bibliography21 EXECUTIVE SUMMARY The strategic focus of Comfort Foods Restaurant is to provide a combination of an excellent dining experience with superior service and great family entertainment. Our marketing efforts will focus on establishing a strong presence in the community, letting the community know who we are and what we provide. Comfort Foods will make every effort to differentiate our business in order to maintain a competitive advantage. From our overall design, downhome family friendly atmosphere and state of the art gaming center, we must always strive to be our patron’s choice for good food and entertainment. Comfort Food Restaurant objectives for the first five years of operation include: keeping food cost less than 30% of revenue, yearly sales projections of $2,300,000 – $2,400,000, maintain low labor cost, remaining an exceptional, restaurant with authentic great tasting food
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