Marketing Final Project
Name: Heidy Suarez Student Number: 0792982 la!!: Marketing Section: "02 Pro#e!!or: Pro#e!!or: $nne %il!on &rou': "(7
)ue )ate: )ecember 02nd* 20(+
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,ntroduction "0(
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S.ot $naly!i! Page!"2/ om'etiti1e $naly!i! "/8 o!tumer Segment $naly!i! $naly!i ! "9/(
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3arget 3arget Selection Selection Page! "(4/ Mi!!ion Statement and 5bjecti1e! Page "(+ Product Page "(7 Price Page! "(8/22
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)i!tribution* 6ocation* Name and Floor 'lan Promotion Page! "2/2
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Case Overview 3ina ekele ekele i! a 28 year! old .oman .o dream! to a1e er o.n re!taurant Her 'a!!ion !tarted .en !e .a! (4 year! old and er 'arent! o.ned a re!taurant Se .a! lucky to .ork a!!i!ting er 'arent! .it co!tumer !er1ice* creating te menu!* and e1en decorating te interior o# te 'lace 3e #act tat !e .a! able to t o .ork in ti! en1ironment made er er lo1e o1e te te id idea ea o# re!ta e!taur uran ant! t! bu!i bu!ine ne! !!e! !e! and and #ood #ood indu indu!t !try ry n#o n#ort rtun unat atel ely y a#te a#terr a1i a1ing ng a decr decrea ea!e !e on te te bu!i bu!ine ne!! !! econ econom omy* y* 3ina; ina;! ! 'ar 'arent! ent! deci decide ded d to clo! clo!e e te te re!taur re!taurant ant until until tey tey .ere .ere
28+000 %it ti! money !e #eel! tat te idea o# o'ening a ne. re!taurant i! 'o!!ible but #ear! to re'eat te !ame mi!take! a! er 'arent!
,n Fir!t !eme!ter o# u!ine!!/Finance me* Heidy Suarez a1e te o''ortunity to !tudy ti! ca!e and to make a bu!ine!! 'lan to.ard! te #uture re!taurant 3i! 'roject con!i!t! in el' el'in ing g 3ina ina anal analyz yze e !ome !ome o# te te #act #act! ! tat tat a bu!i bu!ine ne!! !! re?uire! in order to !ucceed $l!o , .ill be able to go o1er te 'roce!! o# marketing !trategie! #or te bu!ine!! and make !ure tat 3ina do not re'eat te !ame mi!take! tat er 'arent! 'arent! made in te 'a!t ,n order order to a1e more in#ormatio in#ormation n about ti! kind o# bu!ine!! , .ill re!earc about te S%53 analy!i!* om'etiti1e analy!i!* o!tumer !egment analy!i!* 3arget 3arget !election* Mi!!ion !tatement and objecti1e!* Product* Price rice** @)i! @)i!tr trib ibut utio ion* n* loca locati tion on** name name and and Aoor Aoor 'l 'lan anBB and and 'romotion $#ter com'leting ti! ca!e 3ina .ill be able to o'en er o.n re!taurant and
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SWOT Analysis %en conducting a S.ot analy!i! .e
STRENGHTS OPPORTUNITIES 5.ne 5.nerr a! a Mark Market eting ing &ain co!tumer loyalty di'loma and (0 year! o# C-'and to ne. location! e-'erience ,ntr ntroduction o# a ne. ne. 3e ca'ital .ill be 1ariety o# di!e! to in1e in1e!t !ted ed by te te o.ne o.nerr cu!tomer! @no loan!B Dob! #or unem'loyed $ !o#t.ard .ill be 'eo'le introduced to ca! 3raining 3raining #or mac macin ine e to kee' ee' trac track k ine-'erienced o# e1ery !ale em'loyee! C-clu!i1e kitcen !u''lie! .ill bene
INTERNAL
EXTERNAL Page
SWOT Analysis Review $#ter re1ie.ing te S%53 analy!i! , can conclude tat 3ina;! re!taurant .ill bring many bene
tem into bene
http://www.lfpress.com/2016/11/22/four-restaurant-chains-elbow-into-a-crowded-london-marketas-eating-out-trends-shift
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Compeiive Analysis 3ina a! already done te S%53 analy!i! and no. !e i! mo1i mo1ing ng #or.a #or.ard rd to te om' om'et etiti iti1e 1e analy analy!i !i! ! 3o mak make a com'etiti1e analy!i! !e a! to go o1er te 4 com'etiti1e ad1a ad1anta ntage ge! ! and and mak make !u !ure re .ic .ic one de!c de!cri ribe be! ! be!t be!t er er
ideal to com'ete .it oter re!taurant!* te #ollo.ing .ill be te com'etiti1e ad1antage! and it! meaning:
Compeiive A!vana"e: on!i!t! o# a uni?ue !et o# #eatur ture! o# a com'any and it! 'roduct! tat at are 'er 'ercei1 cei1ed ed by te te targ target et mark market et a! !ign !igni< i
,! a lo./co!t Cos Cos#C #Com ompe pei iive ive A!va A!van na" a"e e: com'etitor in an indu!try .ile maintaining !ati!#actory 'ro
Pro!$%&Ser Pro!$%&Servi%e vi%e A!vana"e A!vana"e: 3e 'ro1i!ion o# a uni?ue bene
Ni%' Ni%'e e Comp Compe ei iiv ive e a!va a!van na" a"e e: 3e ad1antage acie1ed .en a
($il!in" ($il!in" S$saina)le S$saina)le Compeiive Compeiive A!vana"e A!vana"e: an ad1antage tat cannot be co'ied by te com'etition
No. tat 3ina .ent o1er te com'etiti1e ad1antage!* !e realize! tat ProductGSer1ice ad1antage de!cribe! er ty'e o# com'etition #or te bu!ine!! 3i! ad1antage el'! 3ina under!tand tat er 'roduct and !er1ice mu!t be uni?ue !o 'eo'le .ill buy it at regular co!t No. !e .ant! to tink about te 'roduct and !er1ice tat !e .ant! to oEer to te co!tumer! and ere are !ome idea! to begin .it:
Pro!$%: 3ina doe! not decide yet .at e-actly i! going to be er ty'e o# #ood but !e 'romi!e! tat te main idea o# te re!taurant i! to !er1e co!tumer;! gourmet* deliciou! and uni?ue #ood
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Servi%e: 3ina al!o .ant! to gi1e e1ery cu!tomer an e-ce e-cell llen entt !er1i !er1ice ce and and #aci #acili lita tate te im im or er many many .ay! .ay! o# deli1ery 3ere#ore !e i! tinking o# creating te!e ty'e! o# !er1ice! and bene
Pick u':
)eli1ery: o!tumer! tat do not .ant to dri1e and get out o# te teir ome! .il .ill be able to call #or deli1ery and eat teir #a1ourite #ood in teir #a1ourite 'lace
3ake 3ake
out: o!tum umer er! ! .o .o 're# 're#er er not not to eat eat in!i in!ide de te te o!t re!taurant and 'ay te !er1er a generou! ti'* .ill be able to go troug take out and carry out i! or er #ood .it tem
)ine in:
u!tomer! tat count .it limited time .ill be able able to call call aea aead d and and 'i 'ick ck u' tei teirr orde order! r! during teir 're#erable time
o!t o!tum umer er! ! tat tat 're# 're#er er to cele celebr brat ate e !' !'ec ecia iall e1ent! and a1e unlimited time .ill be 'lea!ured to a1e amazing !er1er! and e-clu!i1e !er1ice in te in!ide o# te re!taurant
)ri1e tru @i# it! 'o!!ibleB )ri1er! tat count .it a !ort amount o# time .ill be able to dri1e troug te re!taurant and eat a deliciou! di! in teir eir o.n 'lace o# coice
3e!e bene
5ntario only count .it )ine in in !er1ice! $l!o co!tumer! co!tumer! .ill !ee !ee er er incr incred edib ible le eci ecient ent !er1i !er1ice ce and and tere tere#or #ore e .ill .ill go #re?uently to er re!taurant
Page + $noter im'ortant im'ortant #actor i! tat 6ondon economy i! gro.ing gro.ing and and recen ecentl tly y many many re!ta e!taur uran ant! t! a1e a1e o'en o'ened ed tei teirr o.n o.n bu!ine!! and a1e !ucceeded 3i! mean! tat ti! time i! a good o''ortunity #or 3ina to o'en er ne. re!taurant and !eek #or ne. co!tumer! bringing bringing 'ro
T'e Wor*s: ,! a !mall bu!ine!! re!taurant re!taurant .ic main ty'e o# #ood are are ambu amburg rger er! ! ,t oEer! oEer! a 1ari 1ariety ety o# bur burger! ger! to co!t co!tum umer er! ! and and te 'l 'lac ace e count! .it and e-clu!i1e and original inte in teri rior or de!i de!ig gn 3er 3ere# e#or ore e it i! 1ery 1ery 'o'ular
Garli%s o+ Lon!on: ,! a !mall bu!ine!! re!ta e!taur ura ant tat tat oEer! trad raditio tionall ally 're' 're'ar ared ed ig ig ?ual ?uality ity #ood #ood .it .it loca locall ingredient! and it! original garlic ta!te make! te re!taurant to be 'laced a! one o# te mo!t 'o'ular re!taurant in 6ondon* 5ntario Blu Duby: Is a popular small restaurant that serves a variety of food and offers costumers services at lunch and dinner. Its good service and taste makes the restaurant to be certified as one of the most excellent restaurants in London, Ontario.
Casa Casa (lan%a (lan%a: , ! a 6atin #ood re!taurant t at !'ecialize! in !er1 !er1in ing g e-otic otic and and diEerent #ood #rom oter 'lace!* it coun count! t! .it .it e-cell cellen entt ?ual ?ualit ity y o# #ood #ood and and !er1 !er1ic ice! e!** and and tere tere#o #ore re i! one o# te te mo!t mo!t 'o'u 'o'ula larr 6ati 6atin n re!t re!taur auran ant! t! in 6ondon* 5ntario Page 7 (erol!i,s- ,! an ,talian re!taurant tat oEer oEer! ! co!tu o!tum mer! er! a 1arie ariety ty o# 'i 'izz zza* a* 'a!ta* and la!agne ,t i! !'ecialized in ,talian #ood and it! elegancy make! te 'lace !uitable #or !'ecial occa!ion!
.ar*ein" mi/ +or Tina op 'ree %ompeiors : 3e #ollo.ing are te major com'etitor! #or 3ina;! re!taurant! and it! marketing mi-
.ar*ys: ,! a !mall bu!ine!! re!tau re!taurant rant !'ecia !'ecializ lized ed in cre'e cre'e! ! and .aIe! u!ine!! our! are ((:00 am to 9:00 'm re'e! e!** .aI .aIe! and and Pro!$%- re' cake! Pla%e- 6ocated at 8 =icmond Street* 6ondon* 5ntario 5nline ne di di!c !cou ount nt o# Promo romoi ion on-- 5nli (0/2 (0 /20 0 J oE 'romo omo code code!* !* and and online #ood deli1ery order! Pri%in": ,t! 'rice! range! bet.een >440 to (240 $)
Cora: ,! a !mall bu!ine!! re!taurant !'ecialized in break#a!t and lunce! made .it deliciou! cre'e! and .aIe! u!i u !ine ne!! !! our our! ! are are +:00 +:00 am to :00 'm re'e!* !* .aIe!* .aIe!* egg! egg! Pro!$%- re'e and #ruit Pla%e- 6ocated at 94 .ellington rd and and (0 (00 0 $delai elaide de Str Street* eet* 6ondon* 5N For e1ery e1ery 'urc 'urca a!e !e Promoion: For o# a >24 dollar! gi#t card* recei1e >(0 'romotional card ty'ical di!e di!e! ! i! bet.een bet.een >(240 >(240 to >200 >2000 0 Pri%e- co!t o# ty'ical $) Page 8
Pei Paris- i! a cre'erie !tore !'ecia !'ecializ lized ed in cake!* cake!* cre'e cre'e! ! and de!!ert! u!i u !ine ne!! !! our our! ! are are 8:00 8:00 am to 7:0 'm Pro!$%: ake!* de!!ert* and cre'e! ted at (0 king !t Pla%e- 6ocated 6ond ondon* on* 5n @in! @in!iide te te o1e o1ent nt MarketB a!!ociate ate! .it .it Promoiono1e o1ent nt mark market et 'rom 'romot otio ion! n! but but a! not di!count! Pri%e: 'rice! range bet.een >424 )ollar! to >940 $)
Compeiive Analysis Review
$#ter making a clo!e ob!er1ation , can !ee tat many !mall bu!ine!! in 6ondon* 5ntario a1e !ucceeded Peo'le in ti! ity ity lik like to try try di diEe Eerrent ent #ood #ood and and #eel #eel tem tem!e !el1 l1e! e! .ell .ell !er1ed 3i! i! a rea!on .y te com'etition in te #ood indu!try i! al.ay! te !ame om'etition i! ard becau!e 'eo'le 'eo'le i! al.ay! al.ay! cangi canging ng and rotati rotating ng 3ina;! 3ina;! re!taur re!taurant ant mu!t be #ocu!ed on oEering te be!t !er1ice and uni?ue #ood in order to gain client! Se a! to a1e in mind tat er co!tumer! .ill rotate and eat at er 'lace again a#ter 1i!iting oter re!taurant!K all !e need! to do i! to make !ure tat tey come back @#re?uently or notB For e-am'le Se .ill !er1e 'eo'le tat 1i!it er 'lace only one time in teir li1e! and al!o 'eo'le .o .ill eat tere time! a .eek ,t all de'end! nd! on te te !er1ice* ty'e o# #ood and co!t o# te te re!taurant 3ere#ore ProductG!er1ice com'etiti1e ad1antage i! te be!t !trategy to com'ete .it oter re!taurant!
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Cons$mer Se"men Analysis 3ina a! no. com'leted te t e om'etiti1e ad1antage and te ne-t !te' i! to analyze te ty'e o# !egmentation tat .ill be u!e u! ed at 3ina;! re!taurant rant 3e 3ere#o e#ore i! nece! ece!! !ary to under!tand te #ollo.ing term!
.ar*e Se"men- $ !ubgrou' o# 'eo'le or organization! !aring one or more caracteri!tic! tat cau!e tem to a1e !imilar 'roduct need! .ar*e .ar*e se"men se"mena aion ion-- ,! te 'roce!! o# di1iding a market into meaning#ul* relati1ely !imilar and identi
3ina a! to under!tand eac ea c o# te Marketing Segmentation! in order to coo!e .ic !egmentation i! de!cribed be!t #or
er bu!ine!! 3ere#ore , .ill e-'lain 3ina te!e !egment! toug a !egmentation cart 3e #ollo.ing are te ty'e! o# Market !egmentation! and teir de
Geo"rap'i% Geo"rap'i% se"men se"menaion aion-- Segmenting market! by region o# a country or te .orld* market* !ize* market den!ity or climate 3ina;! bu!ine!! !ucce!! de'end on many re!ou e!ourrce! ce! but cli climate mate** regi egion and and mark arket den! den!it ity y are are not not incl includ uded ed in te te 'rio 'riori riti tie! e! to o'en te re!taurant Here are !ome rea!on! o# .y .y geog geogra ra' 'i ic c !egm egmenta entati tion on .il .ill not not be co!en a! our target market 01 3ina;! re!taurant .ill be a !mall bu!ine!! an d tere#ore it .ill n ot be internationalized 21 3e bu!ine!! doe! not de'end on te climate* den!ity and geogra'ic location o# te country 31 3ere i! no need #or buying regional #ertilized 'roduct! in order to 're'are te #ood 3o 3o !ati!#y Geo"rap'i% Geo"rap'i% Se"menaio Se"menaion n in order to be 3ina;! target market te re!taurant mu!t be di1ided into diEerent regi region! on! $l $l!o !o te bu!i bu!ine! ne!! ! .oul .ould d a1e a1e to de'e de'end nd on te te clim climat ate e o# te te regio egion n and and ter tere e .ill .ill be te te nece nece!! !!it ity y o# buying buying local local 'rodu 'roduct! ct! made made in #ertili #ertilized zed zone! zone! 3ere 3ere#or #ore e geog geogra ra' 'ic ic !egm !egmen enta tati tion on i! not not yet yet !u !uit itab able le #or #or 3ina; ina;! ! bu!ine!! Page (0 Segmenting market! market! 4emo 4emo"r "rap ap'i 'i% % se"m se"men ena ai ion on-- Segmenting by age* gender* income* etnic background* and #amily li#e cycle ,t i! te target market !egmentation @See 'age (0B
Psy%'o"rap'i% Se"menaion- Market !egmentation o# te te ba!i ba!i! ! o# 'er!o er!ona nali lity ty** moti1 oti1e* e* li#e! #e!tyle tyle! ! and and geodemogra'ic! caracteri!tic! 3ina;! u!ine!! .ill re?uire !egmenting te caracteri!tic! o# te '!ycogra'ic !egmentation Ho.e1er te!e a!'ect! are not 1ery nece!!ary in order to be te target market !egmentation o# 3ina;! re!taurant Here are te rea!o ea!on! n! .y .y 3ina ina .ill .ill not not be coo coo!i !ing ng ti! ti! !egmentation: Peo'le e ac?uir ac?uire e diEere diEerent nt 'er!onal 'er!onaliti itie! e! in 01 Peo'l teir li1e! and 3ina;! re!taurant .elcome! diEerent kind o# 'eo'le ,t i! not nece!!ary to a1e an !'ecial 'er!onality in order to 1i!it 3ina;! 'lace &eodem emog ogra ra' 'i ic c car carac acte teri ri! !tic! tic! are are 21 &eod de
31 3e #ood tat !e .ill oEer i! o'en #or e1ery kind o# 'eo'le ,n orde orderr #or #or coo! coo!in ing g ene< ene
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Cons$mer Se"menaion C'ar Market Segmentation
&eogra'ic S
)emogra'ic S
P!ycogra'ic
!aanada ge$cti1itie!: /=ate S $ttitude!: $cti1e %illing 'eo'leto 'ay teto !eeking #air a enjoy amount #a!t ando# co!t! and ealty ti'! #or
ene
6ondon* 5ntario
National 6e1el
$ge! @22/
&ender: Female and Male
Marital Statu!: Single* engaged
Per!onality Per!onality and 1alue!: o!tumer! !eeking to celebrate !'ecial occa!ion! and re!'ect a 'ublic
2 to time! 'er .eek 5r to 4 time! 'er •
,ncome: $1erage o# >4000 to >44000 $)
Ctnic ackground : Peo'le #rom e1ery country o# te .ord .ill be .elcome to enjoy our #ood @C1en i#
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Fa!t and ealty #ood ni?ue #ood 5riginal reci'e! 6o. co!t
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$#ter !tudying eac o# te Segmentation!* , a1e a1e deci decide ded d tat tat 3ina; ina;! ! re!t re!tau auran rantt .ill .ill bene< ne
re!ear re!earc c about about age !egmen !egmentati tation* on* gender gender !egment !egmentati ation* on* income !egmentation* etnic !egmentation and Family li#e/ cycle !egmentation and
E'ni% Se"menaion- ,t i! al!o one o# te mo!t im'ortant !egmentation! #or 3ina;! bu!ine!! a! it .ill be located in anada 3i! country count! .it a large di1er!ity o# 'eo'le and etni etnici citi tie! e! #rom #rom oter oter count countrie rie! ! 3er 3ere#ore e#ore it i! 1ery 1ery im'ortant to learn about diEerent culture! and include ti! in#ormation in a bu!ine!! 'lan
Page ( 3i! kind o# 7amil amily y Li+e Li+e#C #Cy% y%le le Se"m Se"men ena ai ion on: !egmentation !egmentation i! 1ery im'ortant #or 3ina;! 3ina;! re!taurant* re!taurant* a! !e a! a! to arra arrang nge e a creati eati1e 1e .ay .ay to 'er! er!uad uade er er #utu #uturre co!t co!tum umer er! ! to cele celebr brat ate e tei teirr !'eci 'ecial al occa occa!i !io on! at er er re!taurant 3e!e occa!ion! in1ol1e !'ecial e1ent! .it te #am #amily* ily* #or #or e-am -am'le: le: baby aby !o.e o.er! r!** a' a''y birt irtd day! ay!* .elcome celebration* graduation!* etc
Cons$mer Se"men Analysis Review 3ina .ent toug te !egmentation! and
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Tar"e Sele%ion e#or e#ore e 3ina ina o'en! o'en! er er re!t re!taur aurant ant ! !e e .ant! .ant! to re!e re!ear arc c abou aboutt tar target get mark market et !t !tra rate tegi gie! e! and and ten ten deci decide de .ic .ic market !trategy i! be!t #or er re!taurant Se .ill a1e to read te!e ty'e! o# !trategie!: ( ndiEerenti ndiEerentiated ated targeting targeting 2 oncentrated oncentrated 3arget 3argeting ing Multi!egment Multi!egment targeting targeting ndiEe ndiEere rentia ntiated ted target targeting ing !trateg !trategy y !eem! !eem! to be te mo!t mo!t !uitable market !trategy #or 3ina;! re!taurant Her bu!ine!! .ill ado't a ma!!/market 'ilo!o'y* ti! mean! tat !e .ill 1ie te market! a! a big one .it no indi1idual !egm !egment ent! ! Se Se .ill .ill u! u!e e one one mark market etin ing g mimi- #or #or te entir entire e mark market et and and .ill .ill a!!u a!!ume me tat tat er cu!t cu!tom omer! er! a1e a1e !imi !imila larr need! tat can be met troug a common marketing mi- 3e ad1antage! o# undiEerentiated targeting are tat te reac 'otential !a1ing! on 'roductionGmarketing co!t! $nd it! di!ad1antage! are tat tey a1e unimaginati1e 'roduct oEering! and te bu!ine!! in more !u!ce'tible to com'etition $ltoug 3ina ! marketing .ill be o'en #or e1ery co!tumer* !e 're#er! to !tudy eac generation and coo!e .ic one .ill be !uitable #or er bu!ine!!
Tweens an! Teens- Peo'le born @(994/2004B Generaion 6- Peo'le born @(979/(99B Generaion X- Peo'le born @(9++/(978B eo'le born born (a)y (a)y (o (oom omer ers# s# a .ass .ass .ar* .ar*e e: Peo'le @(97/(9+4B
$#ter !tudying te caracteri!tic! o# te!e #our generation!* 3ina a! decided to coo!e a! a target market &eneration 3e!e are te im'ortant #actor! tat led 3ina to make ti! oice ( Peo'le eo'le bet.een bet.een te age! o# 22 to 2+ year! old old tend to be
81 3e a1erage !alary tat te majority o# 'eo'le earn i! 4*000 to +4*000 dollar! a year
Tar"e sele%ion sele% ion 7inal 7ina l review 3ina #eel! 1ery 'o!iti1e about coo!ing &eneration 6 a! er 3arget 3arget Market Se like! te #act tat te caracteri!tic! o# 'eo'le bet.een 22 and 7 de!cribe te co!tumer bea1iour
tat tat ! !e e .ant .ant! ! #or #or er er re!t re!tau aura rant nt $l $l!o !o one one o# te te mo!t mo!t im'ortant 'art! i! tat !tati!tic! !ay te 27J o# anadian 'o'u 'o'ula lati tion on i! &ene &enera rati tion on 6 ,n o1er o1eral alll ti! ti! gene genera rati tion on i! 'er#ect #or 3ina;! idea! and objecti1e!
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.ission Saemen $#ter 3ina re1ie.ed many #actor! o# te bu!ine!! 'lan* !e need! a mi!!ion mi!!ion !tatement and objecti1e! objecti1e! #or er re!taurant in orde orderr to 'roc 'rocee eed d .it .it te te anal analy! y!i! i! e#o e#orre ! !e e kee'! ee'! 'lan 'lanni ning ng er #utur #uture e re!t re!tau auran rantt !e need! need! to kno. kno. te!e te!e de
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.ission Saemen- i! a #ormal !ummary o# te aim! and 1alue! o# a com'any* organization* or indi1idual are e de deta tail iled ed !t !te' e'! ! o# a 'l 'lan an to ta tak ke in O)9e O) 9e%i %ive vess- ar order to acie1e te mi!!ion
$#ter !tudying eac term* 3ina under!tand! te im'ortance o# te mi!!ion !tatement! and objecti1e! and a!k! my el' to .r .rit ite e ea eac c !ta tate tem men ent t 3 3e e #o #oll llo. o.iing i! t te e mi mi!! !!iion !tatement and objecti1e! #or te #uture re!taurant
Tina,s Resa$ran .ission Saemen 3ina;! re!taurant .ill be a great 'lace to !are !'ecial moment! and try ne. di!e!K tere#ore te mi!!ion o# te re!taurant i! to oEer 'eo'le te e-cellent ta!te o# #ood and amazing !er1ice %e .ant to en en!u !urre t tat at ea eac c gue ue!t !t recei1e! 'rom't* 'ro#e!!ional* #riendly and courteou! !er1ice at my re!taurant $l!o maintain clean* com#ortable and .ell/
maintained 'remi!e! #or our gue!t! and !taE and to en!ure tat all gue!t! and !taE are treated .it te re!'ect and dig di gni nity ty t tey ey de! e!er er1e 1e Fin inal ally ly t tan ank k ea eac c gue ue! !t #o #orr te o''ortunity tey gi1e our team to !er1e tem
Tina,s Resa$ran O)9e%ives( 3ina;! 3ina;! re!taurant re!taurant objecti1e objecti1e i! to a1e a #air 'ro
Pro!$% ,n order to 'roceed .it ti! bu!ine!! 'lan 3ina need to kno. e-actly .at i! te meaning o# 'roduct Product : anyting bot #a1ourable and un#a1ourable recei1ed by a 'er!on in an e-cange #or 'o!!e!!ion* con!um'tion* attention or !ort/time u!e $t 3ina;! re!taurant !e .ill be 'lea!ured to !er1e er co!tumer! a great e-'erience and a ta!te o# #ood 3ere#ore er Product i! going toug a 'roce!! o# 're'aration and ten !er1e! to gue!t! 3ina
3e #ollo.ing i! te menu tat !e .ill oEer to cu!tomer! Se .ill
Tina,s %repes an! wa:es 7res'ly ma!e .en$ Swee Crepes an! wa:es Savo$ry Crepes ( Nu Nute tell lla a re' re'e! e!:: Signature cre'e! Filled .it Nutella !'read* Po.dered Po.der ed !ugar and #ruit! o# coice Mo!t recomme recommended nded @anana and !tra.berry !tra.berryBB 2 $'' $''le le inn innamo amon n re'e re'e!: !: Signature cre'e! Filled .it 1anilla #ro!ting* cinnamon
!ugar and #re! a''le!
r ro.n o.nie! ie! r re'e e'e!: !: Signature cre'e!
'inea''le* 'ear* coconut* ki.i and mangoB 4 Pi Pink nky y re' re'e! e!:: Signature cre'e!
( ee!y cicken: Signature cre'e!
Signature cre'e! (40B
e1erage!: So#t )rink!* Fre! #ruit juice* coEee and tea Price! S.eet Q Sa1oury "(: >+24 R >924 S.eet Q Sa1oury "2: >+40 R >940 S.eet Q Sa1oury ": >724 / >(024 S.eet Q Sa1oury ": >700 R (000 S.eet "4: >+24 S.eet "+: >+74 C-tra #ruit: >074 $dd andy: >074 So#t )rink!: >224 Fre! Fruit Duice: >274 oEee and 3ea: >(74
Page (9
Pro!$% I!eas E/amples o+ Swee Crepes
Page 20
Pro!$% i!eas E/ample Saly %repes
Page 2(
Page 22
Pro!$% overview 3ina i! 1ery a''y tat
9 Page age 2 2 (0
Pri%e srae"ies ((
(2 $#ter #ter !tudyi !tudying ng eac eac 'ric 'rice e !trateg !trategie! ie!** 3ina 3ina decide decide! ! to u!e Penetration Price !trategy #or er re!taurant Penetration 'ricing i! te act o# !etting te initial !ale! 'rice #ar lo.er tan .at te normal !elling 'rice .ould be in order to in
0;1 Pri%e pl plan (4 0<1 Wee*ly ee*ly Esim Esimae ae! ! E/pen E/penses ses o+ in"re in"re!ie !iens ns +or Swee Crepes(7 Flou Flourr: >0 > 00 00 02 0 24 (8 Fruit (8 ruit!: !: >40 >4 000 00 (0 ( 00 0 (9 ,ce (9 ,ce crea cream: m: >0 > 000 00 04 0 44 4 20 Suga Sugarr: >(0 >( 00 00 0 0 0 0 2( Syru 2( Syru'! '! R Nutel Nutella la:: >24 >2 400 00 07 0 70 0 22 and andy y >20 >2 000 00 07 70 0 700 2 Mil Milk: >20 200 00 0 0 0 0 0 /90 T =310> Pro5 2 3otal: >(9400 24 ( >9 3e 'ro(0 cre'e 2+ 2?1 Wee*ly ee*ly Esim Esimae ae! ! E/pen E/penses ses o+ in"re in"re!ie !iens ns +or Savo$ry %repes28 Steak >+400 (40 29 Srim' > >000 0 Flou Flourr >0 00 00 0 0 024 24 ( Sauc Sauce! e! >24 240 00 0 07 0 70 0 2 ee ee!e !e >4 > 40 00 0 0 08 80
Mu! Mu!rroom! oom! i ic cken (024 4 Mil Milk /94 T <13> Pro5 + 3otal: >27000
>(400 >(4 00 >4 >4000
0 0 0 0
>20 >2 00 00 0
0 0 0
7 > 94 'er cre'e
8 3e
'ro+0 3@1 Pa"e 2;
;>1 ;01 ;01 .on .on'l 'ly y Esim Esima ae! e! E/p E/pen ense ses s 2 =ent: >(000 til tilitie!: >900 Su''lie!: >00 4 %age! O: >+00 + 7 $#ter #ter a1in a1ing g a matem matemati atical cally ly a1erag a1erage e o# te 'ro
++ +7 +8 +9 70 7( 72 7 7 74 7+ 77 78 79 80 8( 82 8
Page 2
8;1
4isri)$ion !e%isions
84
8<1
Lo%aion
87 88 ,n !'ite o# te in#ormation tat 3ina !earced !earced o# te location! in 6ondon* 3e deci!ion a! a! been 1 T'e .asonville 9( 92 Neigbourood i! in te city;! Nort end* in clo!e 'ro-imity 'ro-imity to one o# te Ma!on1ille 9 ity;! t.o major !o''ing mall! $ large 'ortion o# te re!ident! in ti! area are o1er te age o# 4 .it (J o# re!ident! bet.een 4/+ R com'ared to 2+J city.ide R and (4J o1er te age o# +4 R com'ared to (J city.ide @,,)B 3e 1a!t majority o# ou!ing in ti! area i! com'ri!ed o# !ingle d.elling unit! .it 9J o# re!ident! bein being g mar married ried cou' cou'le le!* !* and and te te a1er a1erag age e #ami #amily ly inco income me runnin running g at >(4*4 >(4*4+0 +0 @,,)B @,,)B Mo!t Mo!t o# te re!ta re!taura urant nt o'tion o'tion! ! a1ailable in ti! area are ?uick !er1ice or ca!ual re!taurant! 3ere are #e. iger end or
94 Name: 9+ 97 3ina;! re'e! and %aIe! #re!ly made 98 , tink tat .en , !ee a name o# a re!taurant and , don;t kno. .at it i! about* , e-clude it #rom my o'tion! 3ere#ore , belie1e tat a1ing te name o# te !'eciality on te name o# te re!taurant i! brilliant !o 'eo'le already kno. te main 'ur'o!e o# te re!taurant 99 (00 (0( (02 (0 (0 (04 (0+ (07 (08 (09 ((0 ((( ((2 (( Page 24
1 7loor plan (2( (22 (2 (2 (24 Parking 6ot
Main Cntrance
Parking 6ot #or deli1ery (2+ Men(27 (28 %a!/ (29 room (0 (( (2 ( (
%omen .a!/ room
)inning room .it 8 table! and
ack e-it and deli1ery 'lace
itcen
Hall
Cntrance #or take out and 'ick u'
(4 (+ (7
03814isri)$ion +or Cos$mers(9 3ina 3ina decided tat tat !e .ill di!tribute di!tribute te 'roduct 'roduct to co!tumer! toug ti! .ay!: )eli1ery 3ake 3ake out )ine in Pick u' (0 0;01 0;21.ar*ein" Comm$ni%aions plan ( ( 3ina;! 3ina;! budget budget i! 1ery limited limited** a! !e .ill a1e a1e to in1e!t te mo!t ?uantity 'art o# te money in te re!taur re!taurant ant 3ere# 3ere#or ore e 3ina 3ina .ill .ill !tart !tart 'romo 'romotin ting g er bu!i bu!ine ne!! !! tr troug oug !oci !ocial al medi media a No.a No.ada day! y! e1er e1ery y 'er! 'er!on on u! u!e! e! Faceb acebook ook** ,n!ta ,n!tagra gram* m* Sna' Sna'c cat at and many a''! tat 'romote bu!ine!! and 'ublicity Se .ill o'en a bu!ine!! 'age and let te re!ident! o# 6ondon kno. tat !e o'ened a ne. re!taurant and .ill create brocure! and !end troug mail #or te area! area! o# Ma!o Ma!on1 n1il ille le** %it %ite e oak! oak!** %e!tom e!tomunt unt and and )o.nto.n ( (4 (+ ( + Final inally ly it .a! .a! a 'lea! 'lea!ur ure e to el' el' 3ina create create ti! 'ort#olio .it te marketing bu!ine!! 'lan , really enjoyed and learn many intere!ting ting! about ti! 'roject and o'e te be!t #or 3ina (7 (8 (9 (40 (4(
