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Castle in the sky cafe


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Castle in the sky cafe

  1. 1. SWOT <ul><li>Strengths </li></ul><ul><ul><li>Differentiation </li></ul></ul><ul><ul><li>Décor& Entertainment </li></ul></ul><ul><ul><li>Location </li></ul></ul><ul><li>Weaknesses </li></ul><ul><ul><li>No Alcohol Policy </li></ul></ul><ul><ul><li>Start-Up Money </li></ul></ul><ul><li>Opportunities </li></ul><ul><ul><li>Collaborative Advertisement </li></ul></ul><ul><ul><li>Franchise </li></ul></ul><ul><li>Threats </li></ul><ul><ul><li>Competitors </li></ul></ul><ul><ul><li>Liability </li></ul></ul>
  2. 2. Marketing Plan Objectives <ul><li>Product: The Castle in the Sky Café wants to communicate the image of a company that offers a valuable family event. </li></ul><ul><li>Place: The Castle in the Sky Café wants to enable its interested guests to attend from as far as Washington D.C. and New York City. </li></ul><ul><li>Promotion: The Castle in the Sky Café wants to educate its target market on our presence. </li></ul><ul><li>Price: The Castle in the Sky Café strives to develop customer value to exceed the reflected price. </li></ul>
  3. 3. Promotion <ul><li>Direct </li></ul><ul><ul><li>Lollypops/pamphlets/coupons </li></ul></ul><ul><li>Commercials </li></ul><ul><ul><li> </li></ul></ul><ul><li>Press Releases </li></ul><ul><li>Billboards </li></ul><ul><li>Internet </li></ul><ul><li>Sponsorship </li></ul><ul><li>Phonebook </li></ul>
  4. 4. Price <ul><li>Admission </li></ul><ul><ul><li>Kiosk </li></ul></ul><ul><li>Freedom </li></ul><ul><ul><li>No substitute </li></ul></ul><ul><ul><li>High demand </li></ul></ul><ul><li>Product Life Cycle </li></ul><ul><ul><ul><li>Quality assured gourmet food delivered each day. </li></ul></ul></ul><ul><ul><ul><li>Prepared at our clean location by our professional chef. </li></ul></ul></ul><ul><ul><ul><li>Promptly served by our professional servers. </li></ul></ul></ul>
  5. 5. Control <ul><li>Employing sales monitoring. </li></ul><ul><li>Employing customer surveys. </li></ul><ul><li>Employing secret shoppers. </li></ul><ul><li>Studying critic’s reviews in the newspaper. </li></ul><ul><li>Offering the opportunity to report inappropriate activity and compliance online, hotline, or by fax. </li></ul><ul><li>The Mickey Mouse Club pays particular attention to feedback and prevents an unfavorable experience from happening more than one time. </li></ul><ul><li>Customized family hand stamps are acquired at admission and required at exit with family to avoid abduction. </li></ul>