1. Marketing Strategies
Brandon Brown
Professor Brett Gordon
Marketing Management
June 10, 2012

2. Pappa Dat’s Sports Bar and Grill will be a consumer’s favorite place to visit for years to
come. But after the restaurant is well thought out of, the future owner must put some thought into
how to make it the restaurant finally exist. A way to figure out how they will bring customers in
the door , keep them coming back, and know what the customers are interested in are ways to
keep the customer interested. A marketing plan is a plan which outlines a company’s overall
marketing efforts. Deb Roberts, the CEO of Synapse said, “A marketing plan is good for
focusing your energy towards the right actions that will deliver on what you want to
accomplish.” This shows that even the head of a company knows how important a marketing
plan is and how drastic it can affect the company if it is not prepared right. The main purpose of
completing one is to understand your customers and take action towards delivering your product
or service to them.
There are a few things that the owner must keep in mind before completing a business
plan. The things that he should know when trying to complete the business before opening the
doors is who will be responsible for doing what for the restaurant, and most importantly, your
budget. Having a fair completion date of your plan will give you time enough to go back and
review your plan for any errors you have created and give you a chance to correct them. Most of
the time, owners are in a rush to get their marketing plan done, they never go back and check for
errors. Every calculation and every number has to be right in order for the banks and other
parties to take you seriously to consider them to give you a bank loan. There is no one man that
can build and run a business on his own. Before opening the business, he has to have some type
of idea who will be in charge of what department of the business and who is responsible for

3. doing projects and getting materials for the business. He should also have some type of idea who
will be management in the company. Another important aspect that the owner should know is
what his budget is looking like at all times. When building the business, the owner should always
know how the budget is looking, where the money is going, what has been paid for, and what
needs to be paid for. This is important because he needs to know what materials have been paid
for and what materials he may need. Running a restaurant can cost a large sum of money, so the
owner has to know what has been paid for and what else he may need. If the owner runs out of
money, he may have to put the project on hold, or get an extra bank loan.
When writing my marketing plan, there are steps that I will follow to make sure it is the
most accurate and up to date as possible. The first step that I would do is to establish the
marketing objectives that will accomplish the business goals. The number one objective that
most businesses want to accomplish is to grow more revenue. In order to do this, you have to
figure out a plan how you want to do it. Making more revenue for the company means bringing
in more money to help build the restaurant, hire more employees, and buy more restaurant
furniture. The owner has to also ask himself how he plans to do this. Some suggestions that can
add more customers is by targeting a specific target market, have more repeat customers, or have
higher expenditures. Another step that I would do is complete a S.W.O.T. analysis. S.W.O.T.
stands for strengths, weaknesses, opportunities, and threats. Strength stands for the advantages
that the company already have. An example of a strength could be that the restaurant could be in
a good location or service is next to perfect. A weakness is something that can go against the
company. Every place of business has some sort of weakness that they have to get through or
live with. It is up to the owner and management to find a way to turn this into an advantage. An
opportunity is something that can turn into a strength in the near future. For example, the

4. restaurant can become the number one place in the city if it find ways to draw customers in. A
threat is something that can happen if the restaurant starts to fail. An example of a threat is if the
customers stop going into the restaurant, eventually the place will fold. By performing a perfect
and honest S.W.O.T. analysis, it will give the owner the key strategic plan that will drive the
business for the next half decade.
Another key thing to do while conducting a marketing plan is to do your research. Most
of the time, when businesses start, they fail to conduct their research because its either
overlooked or they feel like since they are just starting out, it is a cost they cannot afford. But in
the long run, if they do not conduct the research, they will end up losing their business or being
forced to close. While conducting research, another thing that should be done while in this phase
is trying to figure out what type of customers you want to attract to your business. When owners
figure that they should conduct research before they start their business, they often feel that it
will be very expensive. Research does not have to be expensive at all as long as you know what
routes to go. Some popular ways that research can be found is going online and studying trade
associations, media organizations, the chamber of commerce, and other business groups.
Another key part in owning a business is to write an executive summary. An executive
summary is a short overview of more detailed documents that are used in business. They are
usually prepared to provide a quick synopsis of a quarterly financial report, a proposal, or
progress report related to an upcoming project. My executive summary for Papa Dat’s is as
follows:
Papa Dat’s Bar & Grill is a restaurant created for the people who love to enjoy sports
while meeting new people and enjoying their favorite foods all at one time. We have a wide

5. selection of food, drinks, and alcohol on the menu that will keep the customers happy and
wanting more after they are done and dreaming about it until they come back. We want the
customer to come into our restaurant and relax while watching all of the local and latest sports
events that is on television. We have over fifteen HDTV’s around the restaurant so you won’t
miss a play of any game. One of the best places to watch the game is by the bar. We have a
beautiful 70” HDTV that will keep the sports fan entertained for hours with the latest games. We
also have a full bar that is constantly restocked. We order alcohol, wine, and liquor twice per
week so we never run out.
There are many things that Papa Dat’s can offer a community. First and foremost, it gives
the customer a place to meet their friends on weekday afternoons and weekends. It’s a perfect
place to provide excitement and to catch live sports events from the NBA Finals to the UFC
events and every sport in between. There are also games that are provided for the customer to
play such as pool tables and a room with an Xbox 360 Kinect where you and your friends can
enjoy and play against others in the restaurant. Papa Dat’s is also in the business in keeping
things interesting from night to night. Every night from 8pm-10pm there will be a special event
that will be taking place in the bar. For example, Saturday nights will be Open Bar Karaoke
Night. Contestants who want to sing karaoke will get a change to spend the game wheel that is
full of random songs, and whatever song it stops at, they will have to sing it. There will be a total
of three contestants every Monday night and whoever wins gets a gift card to the store of their
choice. Tuesday’s will be an Xbox Kinect competition night. Customers will be competing
against each other playing the Xbox Kinect; and whoever wins gets their picture taken to hang up
on the Xbox 360 wall of fame and a free meal from on their next visit. Open competition such as

6. this will keep people coming into the doors and buying more food and drinks. This is also a way
to get them to come back and spend more money.
From day to day, there are many businesses that fail in the world. The reasons are all
different why they do not make it, but at the end of the day, they all tend to fold. One popular
reason is because they tend to run out of funds while starting the company. Most small business
owners look into getting business loans to get their business up and running. Sometimes they
tend to not borrow enough money from the banks and in the long run having to shot down
because they are not generating enough revenue to pay off the equipment that they need to run
the business. It is safe to say that the owner should borrow over the amount that they need so
they will have enough money just in case there is something else extra they will need for the
business in the long run. For example, the ice machine may break in the kitchen after a few
months. If the one you purchased did not come with a warranty, you will have the extra money
you borrowed from the bank to fall back on to buy a new one.
Overtime Papa Dat’s looks to grow in the bar & grill industry and someday become one
of the top bar in the business. Every company starts out small and grows overtime. It is up to
management, staff to provide for the customers so they can make the business grow. If you treat
your customers fairly, they will come back over and over again. Also if they enjoyed their
experience at the business, there is a big chance that they will tell at least five of their friends.
They way how the business is shared between others by talking is called word of mouth. Word of
mouth can turn into social media really fast. These days, whatever everyone is saying, they are
posting it on a social media website. This is why our business will be creating a facebook and
twitter page so customers can stay in touch what is going on and what’s new with the restaurant.

7. One of the target markets the Papa Dat’s are looking to attract is college kids. When we
first notice that our business is a success, we will pick three local universities and build one of
our restaurants around the campus. The reason why we are targeting this community is because
the type of entertainment we are providing will be right up most college students’ alley. When
students are finished studying or looking for a place where they can relax and drink a few beers
with their friends, they will think about us. The reason why we want to exist and the reason why
we are a company is because we want to take stress out off the customers’ life and give them a
place to relax, drink, and watch sports. We want to be the solution to the problems the people
deal with from day to day. One question that we should ask ourselves is why is it a good time to
build a place like this? This “Why Now” question should be answered now because we need to
get in our investors, stockholders, shareholders, and bank loaners heads that we are serious about
building our company and we do not want them to feel that they have plenty of time to react. We
want them to feel that there is an urgency to our upcoming future business and that the time to
react is now.
As I stated before, every owner should keep in mind that they should always know how
much they have in the bank when starting their business. The future business should also have its
own bank account so it can raise funds and spend if necessary. Raising money to start your own
business can be challenging and difficult. It has been times when people have started businesses
only to go in more debt than before. To be honest, people should seek a financial counselor
before starting a business to make sure that they are doing the right thing at all times. The
financial counselor will give them wanted advice of what to do to make sure the business, owner,
and management are going in the right direction. This is the conclusion to my executive

8. summary and I hope that it shows great potential to owning my own restaurant and I hope it
shows some of the knowledge I already have before diving into the business.
Every successful company has a successful mission statement. A mission statement is a
company statement and purpose to run the organization. The mission statement for Papa Dats is
“Papa Dat’s will strive to be the dominant business for fun with sports entertainment and to serve
alcohol and delicious food to our fun loving sports fans while giving them a place of piece an
comfort away from home”. It is always required for all employees who work for the company to
follow the mission statement. The mission statement should always be posted visible in the place
of business so customers can notice it. Papa Dat’s also plans to decorate the inside of the
business with different sports memorabilia according geographical place of the restaurant. As
time goes on, we would like to build restaurants in Texas, Florida, and Tennessee. When Papa
Dat’s open in Houston, Texas, the type of sports memorabilia that will be hung around the
restaurant is Astros, Texans, University of Houston, University of Baylor, and Rockets.
Before coming into a community, every business needs to write a company introduction.
The reason why every business needs to get this done is because the company needs to make its
presence known to the community, have a good starting potential client base, and have
jobseekers know that the company exist and looking for potential employees. Papa Dat’s
company introduction is as follows:
Dear Chamber of Commerce and all local newspapers,
My name is Brandon Brown and I am the CEO of Papa Dat’s Sports Bar and Grill that
will soon be in your area. I am writing to let you know that we are moving into the area at a great
location and we hope to draw many of you and your friends there to have a good time with us

9. while enjoying your favorite sports. I look forward to having you there on the grand opening and
eating some of our good food having fun. Our company has only been around for two years and
this will officially be our third restaurant that we are opening. One of our major locations that we
have had a success at is our Dallas, Texas, location. We have had so much success when we
opened this location, we finally finalized opening our newest location in your area. We know
you are a big sports town and have many diehard fans of your local sports in your community.
We want to be your number one location to watch your favorite sports while eating your favorite
food while being with friends and family. We are opened to have your company every afternoon,
night, weekend, and whenever your favorite team is playing and you are looking to watch them.
We know you will show us plenty of love because we want to be your number one source for all
sports.
We will also have games, different amenities, and entertainment for you to enjoy from
night to night so you can get the full Pappa Dat’s experience. We will have everything from open
mic night to pool tournaments so you can keep coming out night after night. We plan on having a
magical grand opening that everyone will love the first night we open. Top R&B diva Nicki
Minaj will make a guest appearance at the bar and will be performing on stage. We will also
have half price on everything that is on the menu. We will do anything to win your hearts over to
our company and to have you coming back as often as possible.
We look forward for opening night and doing business in your community. We want to
be the new business everyone is talking about. Come join us and we promise you will not forget
your experience. Honest of operation will be M-F 1pm-2am, Sat 11am-2am, Sun. 1pm-9pm.
Thank you and we look forward to seeing you there.

10. The pricing strategy will help my business because it keeps the prices competitive while
keeping customers in the door. Each item on the menu will be priced differently according to
what you are ordering on the menu. There will be many kinds of bar food that will be sold at the
bar such as wings and burgers. All of them will be priced differently according to what you want
to order. One question to ask yourself when figuring out your brand strategy is how many items
will be offered under the restaurant name. The two most famous types of famous branding
strategies described in our text are umbrella brands and house of brands. Umbrella brand is when
a company attaches the same brand name to all of its products. Most restaurant chains follow this
type of branding because all of their food is made from their own kitchens. Restaurants only sell
its own products and avoid selling any outside sources of food. House of brands branding is
when a company introduces a new brand name for every major line of product to the
marketplace. The example our text gives us is how Proctor and Gamble produces over eighty
major brands such as Crest and Gillette. Everything that Papa Dat’s sell in its place of business
will be Papa Dats owned and trademarked. This is why the umbrella brand is the best type of
branding to choose from.
In every line of business, there is a distribution channel that maps out how each and every
business receives its products to get to their customers. In the restaurant industry, every type of
food from the meats to the vegetables has to be grown or raised somewhere. That means in order
for the food to get to its final product, it has to go down a long distribution channel to get to
where it needs to go. The process starts out with the farmer, grower, or harvester who grows the
product. They raise the product until it is ready to be picked or slaughtered; after they send it to
the manufacturer. Papa Dat’s gets its food items from farmers and harvesters mainly from farms
in California, Wisconsin, and Texas. The next step in the process is the manufacturer. The

11. manufacturer is the company that breaks down the food so it can be shipped to the distributor.
The food has to be processed here by the butchers and people who know how to separate it the
right way. Proto Foods is the manufacturer that Papa Dat’s choose to do business with because of
their cheap market price and their high quality of work. The next step is the distributor. This step
is when the food is shipped to its proper place to where it is ordered. At one particular month,
Papa Dats may order a bigger number of wings compared to other months. When there is a big
sports event going on such as the Super Bowl or the NBA Finals, they will need to have a bigger
order compared to other months. When this happens, Papa Dat’s will have to pay the distribution
company more money because the amount they are ordering is heavier. Papa Dat’s usually does
business with many distributors depending on the part of the country they are shipping to. The
distributor ships the products to the actual restaurants that cook the food ready to order for the
customers. Everything is fresh when ready to order. When the food is not being cooked to serve,
it is in its proper place in the kitchen either stored away in the freezer labeled and dated or inside
the storage rooms with the right room temperature.
From time to time, just like any other business, we may get some unhappy customers that
was not happy about their experience in the sports bar. Every business goes through this from
time to time and we know there is a chance this may happen to us. Whenever there is a customer
that is leaving out of the restaurant unhappy, we expect them to speak to a member of
management about what happened and how their visit could have been better. We will try to
keep the number of complaints to a minimal as we try to provide the best service to every
customer who walks in the door. On busy nights, we will have the upper management walking
the floors visiting tables to see if the customers are happy with their experience and asking them
the question, “What can have better?” This lets the customer know that unlike any other

12. company, out senior management do not just sit in the back in their office; they actually interact
with the community and have a firsthand look that everyone is enjoying themselves and having a
good time. Also in random nights out of month, we will be passing out short surveys in the
restaurant to ask our customers how have their past and current visits have been. This is a good
way to get all of our customers involved in speaking out about the restaurant and also tell us
ways how we can improve. We will also have the same survey online where people can complete
it at home and submit it to company. To urge people to complete the survey, once a month we
will be giving away an Apple IPad to one lucky surveyor who completes the survey 100%. We
feel that this will boost up the number of surveys we will get in because we are giving away
something that everybody wants. As a company, we will take in all considerations at complaints
and try to build upon them for the best benefit and future of the restaurant. We strive to keep
every customer happy and tell all of their neighbors and friends about us.
In every type of business, there will always be competitors competing against your
products. One product brand of choice I have been buying for years is Nike products. Nike have
been around for decades and have always made the top of the line shoes and accessories that is
right for me. Nike has had a long history since the time they became an official shoe dealer in
1978 up until now. When they first opened, they started selling shoes. As time went on, they
started selling clothing, accessories, and other sports needs that the athlete needs. They have
made many commercials and have used marketing and promotions to sell and introduce new
products. Overtime, Nike has had many competitors competing against them and trying to steal
their current and future customers from them. In the 90’s, Nike’s number one competitor was
Reebok. Both companies were always going head to head with each other to compete for the
customers’ next dollar. As time went on, there were other companies that came around that

13. challenged Nike for the number one crown of sports equipment. Today, Under Armor is Nike’s
number one competition and has just as many product options as Nike. Both companies have
achieved more than their fair share in the sports world and are constantly going back and forth to
make better products than the other.
Since I am in the sports bar and grill business, there are many competitors that will try to
take customers out of my business and add them to their own. It is up to me and the CEO and my
highly trained management team to keep customers coming in the door. We will have different
activities from night to night to keep the customer guessing and to keep them coming back. Also
one night of the week, we will have a ladies drink free night to get them to come out. Most
owners know for a sports bar to make money, they have to find a way to bring women in the
business. Once women are attracted to the business, men will follow. Once men follow, they will
buy for themselves and many an attractive young lady that they might meet.
In my eyes as the CEO of Papa Dat’s, every sports bar & grill is a competitor against my
company. We have to outlast, outsmart, and outthink every company in our market so we can
make it to the number one sports bar in the business and stay there. Just as Nike is the number
one in the sports shoe buying business, we want to be the number one in the sports bar and grill
business. One of our number one competitors is no other than Hooters. We modeled ourselves
somewhat like Hooters but we have a better menu, better food, and a better décor than they have.
We also have different events going on from night to night to keep the customers entertained and
have more than just the average sports fan attracted to us. Other competitors that we have to out
beat is Chillis, Applebees, and other local sports bar atmosphere places in the area. As mentioned
before, a strength that we have that most other sports bars don’t have is that we cater to more
than just the sports fan. We want people of all different likes and dislikes to come to our bar and

14. have fun. A weakness that we must overcome is that since we are a fairly new business, we have
to get customers interested in us and find ways to get them to come to us. This can be very
challenging if we do not plan it right. We have to make the appeal and the atmosphere to the bar
appealing to the eyes and friendly for anyone to enjoy.
Unlike our number one competitor Hooters, we strive to attract more than just the
average sports fan. The type of customers that we are trying to attract is women, video gamers,
college students, music lovers, married couples, and so on. There is no doubt about that we have
a sports background and décor of the restaurant; because first and foremost, we are a sports bar.
But we are a sports bar that love people and love to see them have a good time. We do have
women in short and small outfits that will be serving the food and drinks to the customers. This
is one trait that we did get from Hooters. Over the years, we did see that this was a success for
Hooters; so we thought that we should try it ourselves. We have a uniform designed for our
waitresses to serve the food and drinks and allow them to get a maximum amount of tips.
Unlike Hooters, we also have a stage for live bands to play on Saturday nights. We will
have all types of music from reggae, country, hip hop, and R&B. The artists that we will have
perform will be from the local area and other occasional celebrities. We feel that this will draw a
big crowd because people love to hear music and we want them to get the feeling that we are not
just a sports bar, but we have other interest than just sports. This will draw out a broader crowd
to our bar and people will have a better experience than any other bar they have ever been. We
want everyone’s experience to be world class and we expect to see a big crowd from them and
their friends every weekend.

15. In the restaurant industry, there are all types of competition that other restaurants have to
beat out to get customers. In fact, over time, customers start noticing what establishment is better
than the other and what establishment draws more customers than its competition. To my
knowledge, there has never been one company that has made it instantly to the top when first
opening their doors. It takes time, marketing, a good management staff, and good employees to
make the business successful. For the business to make money, it has to have a successful
marketing plan to let customers know about the business, where to find it, and what is being sold
there. Customers cannot spend money on something they do not know anything about. This is
why it is up to our marketing team to market our service all across the area to let people know
that we do exist.
As I stated before, there is no company that is an automatic leader when first coming into
the restaurant industry. It takes time and patience for that to happen. For the first few years, we
will not be a leader. As time goes on, our company will grow and many people will know more
about it. Our competitors are Hooters, Applebees, Buffalo Wild Wings, and anyone else in the
sports bar and grill industry. When we open our doors, we will be behind our competitors and it
is up to us to climb our way up to the top. Soon enough, we will be a leader in the sports bar and
grill industry and our competition will be more worried about us taking their customers than we
are. For example, Wal Mart was not always the business powerhouse they always were. When
they first started, they only had a few stores in the area that sold only a few goods. As time went
on, they started gaining more items to sell to customers and used marketing and advertisement to
let people know about their business. They started opening new stores all across the country with
thousands of items to be sold, and overtime, they became the number one retailer for household
goods, groceries, electronics, baby needs, and even furniture. At Papa Dat’s we feel that we will

16. become a bigger company as time goes on and we will multiply our stores and eventually
become a leader in the sports bar industry. We want everyone to know about our company and
we also want them to be their number one choice when wanting to go out with friends are just
want to have a drink.
In the business world, there are a few things neither the owner nor the customers can
control. The owner just has to hope some things swing there way and hope for the best. Things
such as macro-environmental issues have to be worked out with the economy and government
for it to work out for the company. Businessdictionary.com defines macro-environmental issues
as the major external and uncontrollable factors the influence the organization’s decision
making, and affects its performance strategies. These factories include the economic factors,
demographics, legal, political, social conditions, technological changes, and natural forces. Some
specific examples of macro environment influences include competitors, changes in interest
rates, changes in cultural changes, disastrous weather, or government regulations. Most of these
issues cannot be controlled, but they can be prepared for if times get tough. For example, if a
thunder storm hits the area and one of our restaurants go down, our insurance will cover any
damages, stolen property, and any other physical harm that happens to the business. Another
macro environmental issue is dealing with different times of the year and how the restaurants
have to adjust to the weather. For example, when we build a restaurant in Chicago, during the
winter, it will snow. Sometimes the snow gets so high until you can’t even shovel enough of it to
get inside. If the snow gets really bad, there will be a mandatory curfew for the area and the
restaurant will not be open for the entire day. This is a loss of wages for employees and a loss of
money for the restaurant. The only way to get buy is to be prepared and plan ahead for any issues
that will threaten the workflow.

17. Just like in any other business that involves people on a day to day basis, you have to
keep the restaurant looking attractive to anyone who walks in the doors. This could be an
expensive task because the best looking decorations can be very expensive. But to cut cost, we
can hire a restaurant interior decorator to come in and inspect the restaurant to see what we
should add to make the place look better for a cheaper price. One of the key things to keep
customers coming back is to keep up with the times. One way to keep up with the times is to
play up to date music in the restaurant. This will keep bringing the younger crowds in and want
to make coming to our restaurant a weekly routine for them. In order to succeed in a business,
you have to change with the times. Customers love new successful businesses if they learn to
adapt to changes every few years. If customers know that you have bright and attractive colors in
your restaurant, chances are that they will come in and buy from you. Every so often, everything
in the restaurant most be upgraded. Upgrading and changing the business around every few years
is one of our most famous trends because we do not want customers to get bored with our
business and we constantly want them to keep coming in looking for more.
Another trend that we believe in is adapting to new technology. It is a proven fact that the
business with the newest technology always goes further and makes more money than the
business who has tunnel vision and only wants to stick to the old way. For example, since we
have an Xbox Kinect room for gamers who want to challenge each other, we have to keep it well
stocked with the newest games to make customers want to come back and play more. The more
they play, the more food they are going to want to buy. Gamers are not going to want to play the
same games over and over again. They want the new games to play that come out from year to
year. This is how we will keep up with the times and trends as our new business moves into the
future.

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