Lina Case Study

1356 Words6 Pages
August 21, 2011 Marketing 1120 1) Franchising: Contractual agreement between Lina’s Café and Frederick Haneuse that allows Frederick to run a business using Lina’s name and format. I think Frederic opted to buy a franchise instead of starting from scratch because it is easier to use a business plan that is so successful vs. coming up with a new plan. It is very difficult to create a new product especially in the food industry in Canada given the numerous amounts of competition- especially from Tim Hortons. Also Frederic would be given the opportunity to go to Paris to receive food preparation training, décor and presentation methods and planning advice. The original business would help him achieve his goal of providing Canadians a wonderful…show more content…
A consumer doesn’t “need” to eat this expensive item, they may “want” to try it. 3) Customers who display variety-seeking buying behaviour will come to Lina’s to try” something new or different” vs. those who display habitual buying behaviour ( may walk by Lina’s to buy a sandwich from Tim Hortons –their usual). Family members may influence a consumer to dine at Lina’s. Perhaps for a special occasion like birthday parties or recent graduations, parents would like to “treat” someone special to a nice lunch or dinner of high quality vs. McDonalds. The business website makes it very clear that the atmosphere of the restaurant is hip and welcoming. The restaurant contains a lounge where it’s “lighting highlights the art gallery”. The food is of high quality and the products are fresh and full of flavour. The restaurant does not look very spacious therefore those customers that have a disability (wheelchair) may not feel comfortable. 4) Mission Statement: At Lina’s, we aim to provide a gourmet dining experience through our fresh quality and unique…show more content…
Vancouver is connected to several smaller cities therefore bringing in the opportunities are more customers. Many of the big businesses and the international airport are very close to downtown. Positioning: Frederic should focus his advertising and promotions to young adults and business people. His ads should contain pictures of fresh ingredients and people sitting in a social atmosphere –enjoying themselves and their company. All this is would create picture in a potential consumers mind that Lina’s is the place to be. Great food, Great Company, Great Atmosphere. 8) To incorporate social responsibility into his business Frederic could work with local designers to create eco friendly tables and chairs using organic materials. -Purchase fresh ingredients from local producers, that way he could save on costs of transportation and importing fees and taxes while supporting the local farms. -Donate a percentage of his sales to a local charity that benefits the community. If a part of the sales goes to charity, a consumer may be more willing to go to that restaurant and spend that extra dollar. 9) Ethical Issues
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