...Group : 911 – Healthy Cook | Intt465 – Term Project Final Report | Instructor: Albert Özkohen | Tuğçe Ulusu, Gökhan Üzümcü, Celal Güner, Merih Sorkut 20.12.2015 | Table of Contents: Executive Summary: 3 Business Description: 4 Business Goals: 5 Our Mission 5 Our Vision 5 Business Model: 5 Market Analysis: 7 Identifying Target Markets: 7 Target Market Research: 7 Competitor Analysis: 8 Defining the Competitive Position: SWOT Analysis, A Useful Approach: 8 Strengths and Weaknesses of Competitors: 10 Competitive Strategy: 10 Operations: 10 Financial Statement 12 Start-up Budget – Period Covering : (Jan) 2016 – (April) 2016 12 Cash Flow 13 Income & Expense Statement 14 Balance Sheet 15 Executive Summary: There’s an expression as “you are what you eat” to make people realise how bad they are nourished and take an action to eat more healthy. However, in today’s Turkey, especially in big cities, people’s eating habit is worsening day by day. In the past our mothers were the ones who take the all responsibility in the kitchen. While our fathers were working and bringing home food, our mothers (or the women in the house) were cooking everything for us. We weren’t worrying about what we ate. However, this tradition is now changing. Especially in big cities like İstanbul, and especially with the new generation, women have joined the workforce. Most of the young women now working as many hours in a day...
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...MARKETING PLAN SAIGON EATS RESTAURANT Table of Contents 1. Executive Summary 3 2. Situation Analysis 4 2.1 Market Summary 4 2.2 SWOT Analysis 4 2.2.1 Strengths 4 2.2.2 Weaknesses 5 2.2.3 Opportunities 5 2.2.4 Threats 5 2.3 Competition 5 2.4 Product Offering 5 2.5 Keys to Success 6 2.6 Critical Issues 6 3. Marketing Strategy 6 3.1 Mission 7 3.2 Marketing Objectives 7 3.3 Financial Objectives 7 3.4 Target Markets 8 3.5 Positioning 8 3.6 Strategies 8 3.7 Marketing Mix 8 3.8 Marketing Research 9 3.9 Marketing Communications 9 4. Financials 9 4.1 Break-Even Analysis 9 4.2 Sales Forecast 10 4.3 Expense Forecast 11 5. Controls 11 5.1 Implementation 11 5.2 Marketing Organization 12 5.3 Contingecy Planning 12 6. Appendix A………………………………………………………………………...13 1.0 Executive Summary Saigon Eats is an existing restaurant specializing in Vietnamese cuisine. The first location of Saigon Eats is in San Jose, California. This is marketing plan for Saigon Eats as the first Vietnamese restaurant located on the campus of UC Berkley in California. Our restaurant offers a large assortment of healthy tasty and not expensive food such as appetizers, hot dishes and deserts. SWOT analysis is a key factor of the strategic plan...
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...Description--------------------------------------------------------------------------------------1 Strategic Focus and Plan-----------------------------------------------------------------------------------1 Mission/Vision Statements-----------------------------------------------------------------------1 Goals------------------------------------------------------------------------------------------------2 Core Competency and Sustainable Competitive Advantage--------------------------------2 Situation Analysis------------------------------------------------------------------------------------------3 SWOT analysis------------------------------------------------------------------------------------ Industry Analysis----------------------------------------------------------------------------------4 Competitor Analysis------------------------------------------------------------------------------4 Company Analysis--------------------------------------------------------------------------------5 Customer Analysis--------------------------------------------------------------------------------6 Market-Product Focus-------------------------------------------------------------------------------------6 Marketing and Product Objectives--------------------------------------------------------------6 Target Market-------------------------------------------------------------------------------------- Points of Difference-------------------------------------------------------------------------------7 ...
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... MKTG 615.11 4/14/10 Pepperdine University 2 Table of Contents Executive Summary Team Members Captive Audience Analysis Situation Analysis On the nature of Captivity Static Captivity Dynamic Captivity The Focus Industry Analysis Market Drivers Price Importance of Breakfast Commute Time Market Trends Market Size and Growth Implications Customer Analysis 6 7 8 8 9 9 9 9 10 10 10 10 10 10 11 12 13 IHOP—Universities MKTG 615.11 4/14/10 Pepperdine University 3 The Aramark Survey Demographic Trend The 18-24 Year Old Paradox Alcohol Market Demographics/Geographics Local Market Variants Attitudes and Behaviors Market Behaviors Market Needs Market Segmentation Competitive Analysis Implications SWOT Analysis Financial Objectives Marketing Strategies Target Markets On Campus Locations Mobile Trucks Why Mobile Catering? Positioning Marketing Mix Product 13 13 13 13 14 14 14 15 16 16 17 17 18 19 19 19 19 19 19 20 20 20 IHOP—Universities MKTG 615.11 4/14/10 Pepperdine University 4 Service Strategy Costs Pricing Strategy Promotional Strategy Distribution Financials On Campus Locations Mobile Food Trucks Sales Forecast Implementation Personalization at On Campus Locations 24/7 Dining Marketing Budget Promotional Schedule Controls/Metrics 20 20 21 21 21 22 22 22 22 23 23 23 23 23 24 25 25 26 27 28 29 29 Appendix Exhibit...
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...of the four alternative plans his team members have proposed should be implemented in order to reverse the industry’s steady decline as well as the division’s sales, market share, and profitability decrease for the last three years. He has to move the division’s growth back to a 3-‐4% at the end of the fiscal year. ANALYSIS OF THE SITUATION Company: Brannigan is a company that has been operating for over 100 years. It has a Soup Division which has experienced a decrease in its profitability and needs to create a new strategy to stop the declining sales and market share it has been experiencing. It is important to highlight that the soup division is the cash cow (according to the Boston Consulting Group product matrix) of Brannigan Foods, reaching up to 40% of the company’s total sales. The most profitable product category this division has is the Ready to Eat Soups (RTE), which accounts for a total of 71% of the total revenues, ($210MM in total). The Soup Division has other product and brand segments such as: Dry Soups, Healthier Soups and the Fast & Simple Meals. Five years ago, a soup company named Anabelle was acquired to broaden the range of products offered by...
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...Government has a Right to Control What We Eat ISMAIL DEMIRKIRAN PHI 210 Prof, Mccormak Anthony June, 13, 13 We are living in a world of extreme rules and regulations. There was a time when people joked about asking officials before eating their food, and well, the time has arrived. Governments are controlling the food that goes in our mouths. This paper presents a critical analysis on a very crucial topic of today’s time i.e. the government has a right to control what we eat. This paper presents a detailed over view of how the government has been already controlling our food and what the main reason behind this control of government, along with its conflict with human rights in general. There are several aspects to look at this topic. The approach governments are taking on order to end the maniac of obesity, and unhealthy diet habits amongst the people is understandable, however people who hold the right to freedom shall also have the right to eat what is under their budget. Not every man can afford a nice and healthy meal three times a day. The idea of fast food chain was introduced because of the lack of time that busy workers faced in their daily routines and these fast food restaurants provided quick services to their consumers without the mayhem of standing in quos or waiting for their orders (Insel, Ross, Bernstein, & McMahon, 2012). The government, however, already does control our diet in a major way. Spread of government control over food destroys...
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...Submitted to: Robert Kotoviets EAC 150 FD Submitted By: Saima Masood Chowdhury ID: 059-101-105 Due date: 27 July, 2011. Nutrition has a significant role in human life. It affects our energy level, well-being and overall health in major way depending on what type of food we choose. To live a healthy life everyone should have basic nutrition knowledge, which is really important. To have nutrition knowledge may not be able to change the food behaviour all of a sudden but it will be helpful to change the food behaviour slowly. Everyone should have basic nutrition knowledge because it is necessary to change food consumption behaviour, it helps to maintain a healthy lifestyle and prevent diseases. It is really necessary to have nutrition knowledge from early age. Each day’s choices may harm people only a little but this choices continue over years and decades that’s really harmful. Nutrition knowledge is necessary to change food behaviour. If people don’t have basic knowledge about nutrition then they will not even know that what they eat every day and what they should eat. To only have knowledge about nutrition can’t change the food intake totally. People should also have that desire to follow healthy lifestyles. People who have basic knowledge, at least they will think that what typed of food they are eating every day. Suddenly they will not change their food consumption style but may be in one stage of life they will be aware of their food consumption...
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...Sigmund's Gourmet Pasta also serves distinct salads, desserts, and beverages. Sigmund's Gourmet Pasta will reinvent the pasta experience for individuals, families, and take out customers with discretionary income by selling high quality, innovative products at a reasonable price, designing tasteful, convenient locations, and providing industry-benchmark customer service. In order to grow at a rate consistent with our objectives, Sigmund's is offering an additional $500,000 in equity. Existing members will be given the first option to subscribe to the additional equity to allow each of them to maintain their percentage of ownership. The portion not subscribed by existing members will be available for prospective new investors. 2.0 Situation Analysis Sigmund's Gourmet Pasta is close to entering their second year of operation. The restaurant has been well received, and marketing is now critical to its continued success and future profitability. The store offers an extensive offering of gourmet pastas. The basic market need is to offer individuals, families, and take out customers fresh, creative, attractive, pasta dishes, salads and desserts. Sigmund's uses homemade pasta, fresh vegetables, and premium meats and cheeses. 2.1 Market Summary Sigmund's Gourmet Pasta possess good information about the market and knows a great deal about the common attributes of our most prized and loyal customers. Sigmund's Gourmet Pasta will leverage this information to better understand who is served...
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...McDonald’s | March 22 2010 | | Project 2 Market analyses | Brief summary SWOT analysis - The fast-food industry is highly influenced by governmental policies, sales rates are grooving even during the recession. The changing lifestyles of consumers to a healthier and quicker one can be seen as both- a threat and opportunity. As a threat- due to a healthier lifestyle McDonald’s as well as other fast food restaurants can lose many consumers. As an opportunity- as people are getting more and more busy due to their work, they do not have enough time to make meals at home, and they choose to eat at fast food restaurants. McDonald’s have good quality of service and promotions, which is also one of the reasons of successful marketing. The main strength is of course their huge brand they built up. On the other hand the strongest weakness is the perception of the customers that look at McDonald’s as a very unhealthy place to eat. Competitive situation – The competitive situation within the fast food industry is very hard. McDonald’s is the leader in this industry, but still it has to deal with big rivalry. There are many other restaurants and other substitute products that consumers can choose. A big variety of the “other possibilities what and where to eat” makes strong buyers power. While in the global market entry barriers are high (due to high expenses to establish a big company), in a more local market, these barriers are much lower because it does not require big...
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... Bert Clark, vice-‐president and general manager of Brannigan Food Soup’s Division, has to decide which of the four alternative plans his team members have proposed should be implemented in order to reverse the industry’s steady decline as well as the division’s sales, market share, and profitability decrease for the last three years. He has to move the division’s growth back to a 3-‐4% at the end of the fiscal year. ANALYSIS OF THE SITUATION Company: Brannigan is a company that has been operating for over 100 years. It has a Soup Division which has experienced a decrease in its profitability and needs to create a new strategy to stop the declining sales and market share it has been experiencing. It is important to highlight that the soup division is the cash cow (according to the Boston Consulting Group product matrix) of Brannigan...
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... Bert Clark, vice-‐president and general manager of Brannigan Food Soup’s Division, has to decide which of the four alternative plans his team members have proposed should be implemented in order to reverse the industry’s steady decline as well as the division’s sales, market share, and profitability decrease for the last three years. He has to move the division’s growth back to a 3-‐4% at the end of the fiscal year. ANALYSIS OF THE SITUATION Company: Brannigan is a company that has been operating for over 100 years. It has a Soup Division which has experienced a decrease in its profitability and needs to create a new strategy to stop the declining sales and market share it has been experiencing. It is important to highlight that the soup division is the cash cow (according to the Boston Consulting Group product matrix) of Brannigan...
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...SUMMARY………………………………….. 2 2. ABOUT THE COMPANY…………………………………... 3 3. CONSUMER ANALYSIS…………………………………… 4 4. MAKERTING OBJECTIVES……………………………….. 5 5. TOWS ANALYSIS………………………………………….. 9 6. PEST ANALYSIS…………………………………………… 10 7. BARRIERS TO ENTRY……………………………………. 13 8. MARKETING PLAN……………………………………….. 14 9. POSITIONING……………………………………………… 15 10. MARKETING MIX………………………………………… 16 11. MEASURENT AND CONTROL REVIEW………………... 21 12. FINANCIAL PLAN…………………………………………. 23 13. EXPANSION PLAN………………………………………… 27 Executive Summary People are identified by their name, the way they look, their voice and personality. In the same way a product is presented so that a consumer will always be able to recognize it as distinct from any other similar product. Critical to the success of any product is the creation of the right identity. Identity means that a product is easily recognizable and differentiates from the offerings of competitors. Our store takes the concept of a traditional chocolate shop and adds the element of creativity and health. Our customers will have the opportunity to come into our store and concoct their own chocolate tailored to a customer’s desire that is health conscious. Cadbury Diet will be reinventing itself by producing a low-calorie dark chocolate which will be tagged as a healthy snack in contrary to the recent issues that the confectionery industry has faced. Cadbury...
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...Name of organization: KFC Chicken meat production is the largest sub segment of South African agriculture. It contributes almost 18% to agriculture's gross income which contributes to the economy growth and development of the nation. Chicken meat is the most important protein source in the diet of the majority of South Africans, including the poor. Chicken meat is the cheapest source (in terms of R/kg) of meat in South Africa, however, since 2013 chicken meat prices in South Africa increased by 13 percent and in the past year by more than eight percent, as increased import tariffs of chicken meat, coupled with anti-dumping duties, escalated local prices. KFC is known to be a favorite of meat lovers it specializes in fried chicken, and this segmentation is the main success factor of KFC. KFC’s key objectives include: * To increase their market share in the fast food industry * To improve annual profit margin in order to maintain company growth * To increase shareholders dividends and franchise KFC’s strategies KFC’s main success strategy lies in their super secret blends of eleven herbs and spices that are used to differentiate their chicken from other organization offering similar services. In addition, their marketing and advertising strategy that portrays the product as an ultra-unique, one-of-a-kind thing, with no exact equal in the entire world to a target audience gives them competitive advantage over others. Other key success factors of KFC include:...
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... and with 155 million children being over-weight worldwide (Cateora, Gilly, Graham, 2013), this issue needed to be addressed. With that said, the big question is, how do we stop this rise as a whole. An ongoing issue and example to today’s obesity is fast food chains i.e. McDonald’s, and how they advertise. And though McDonald’s is one of the leading companies in the fast-food chain industry across the globe, people have been outraged with their marketing and campaigns to eat their unhealthy menu items. Thankfully, even with the bad publicity McDonald’s had and has received on numerous occasions, they are still able to have a constant growth within their company. Question #1: When it comes to fast-food industries, marketing and advertising is the key to their success. They typically use the 4P’s of marketing which are, product, price, place, and promotion. “Having accurate research is essential in creating the right marketing” (Business Case Studies, 2008). This, as well as their SWOT analysis, helps McDonald’s be able to see where they are doing well, where they lack to which they can make an opportunity out of it, and how and where they can do even better. Overall, McDonald’s has done a good job at advertising all over the world, but the problem is that some of today’s society does not seem to like it, and are not...
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...Japan by establishing a restaurant here in the Philippines. Dragon Noodles have four branches here in Pampanga. The main branch is located here in Angeles City and the other branches are in Subic, City of San Fernando and Seaside Clark. They have started their operations last 2010. The researchers have decided that there is a need to suggest strategies that will promote the existence of Dragon Noodles. Distribution of flyers and posters is considered the initial step in promoting Dragon Noodles to the people. Tarpaulins or other print advertisements must be place in peculiar locations to catch attention. During off peak hours, discounts on some food will be implemented to create demand. This will include customers with the modest budget including the students. Upon the implementation of the proposed strategies, the restaurant can expect for more customers to come and an improved service can contribute in creating loyal customers. This is what the researchers want to create because loyal customers are effective medium to market and promote the restaurants. Through word of mouth, satisfied customers speak a good experience and this is an inexpensive form of marketing strategies. CHAPTER II CORPORATE CONNECTION This chapter will state who are the suppliers of Dragon Noodles which can provide them a good quality of product. The DRAGON NOODLES has own supplier where every day the supplier gives the fresh products for the establishment...
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