The marketing plan summary is as follows:
1) The team conducted a survey of potential college-aged customers to understand their preferences for bars and identify opportunities to attract them to Jimmi's Bar & Grill.
2) The survey found that customers prioritize drink specials, location proximity, and types of entertainment available. Many potential customers live within a few miles of the bar.
3) The plan is to use these insights to modify Jimmi's Bar & Grill's marketing strategy to attract more college students by emphasizing drink specials, highlighting the close location, and promoting entertainment options. The goal is to increase sales and profits by $30,000 annually by gaining this new customer segment.
This document outlines a marketing plan by a group of students to sell a new food product called "Sushi Caro" on campus. Sushi Caro combines Japanese sushi with local Indonesian ingredients. The plan aims to achieve 10% profit in the first 3 months and gain customer loyalty. It involves segmenting the student and faculty market and implementing strategies like promotional discounts, loyalty stamps, and theme events to raise brand awareness. The group projects sales and evaluates tactics to ensure the new product's success.
The document discusses the strengths, weaknesses, opportunities, and threats for a proposed bookshop café business. Some of the key strengths are that it will offer coffee, books, and a relaxing ambience, while also being uniquely the first of its kind in the area. However, weaknesses include the risks involved with being a new brand and uncertainty around customer loyalty. Opportunities exist in the growing café market and target location. Threats include competition from cheaper cafés and tea houses, as well as trends away from caffeine.
This document provides a business plan for Starbucks to enter the Sri Lankan market. It begins with an overview of Starbucks globally and a PESTEL analysis of Sri Lanka. It then analyzes Starbucks' competitors and performs a SWOT and 5 forces analysis. The objectives are to open 50 outlets in 4 years and gain 75% market share. The target market is ages 18-40 in major cities. The marketing strategy discusses Ansoff matrix, segmentation, positioning, and the 7 P's. It outlines an action plan from 2013-2015 and concludes by stating Starbucks' mission in Sri Lanka.
Before you start writing your business plan for your bar business, spend as much time as you can to reading through some samples of bar or food and restaurant business plan templates. Not only will that give you a good idea of what it is you’re aiming for, but it will also show you the different sections that different entrepreneurs include and the language they use to write about themselves and their future plans.
We have created a sample bar business plan example for you to get a good idea about how a perfect bar business plan should look like and what details you should include in your business plan.
Source: https://upmetrics.co/template/bar-business-plan-example
The ways of market segmentation
what is market segmentation
bases of segmentation
geographic segmentation,demographic segmentation, gender segmentation,behavioral segmentation, segmentation on occasion,segmentation on benefit sought, segmentation on loyalty status, personal traits,
As part of my Senior Honours year at university I was required to prepare a comprehensive business plan for a mock company. The attached business plan recieved an A1 at Glasgow University.
This document provides a marketing and advertising plan for Starbucks for 2011-2013. It includes an executive summary, situation analysis, marketing strategy, advertising plans, financials, and controls. The situation analysis discusses Starbucks' target demographics, market needs and trends, and performs a SWOT and competitive analysis. It finds that Starbucks' strengths include its large market share and brand perception as a premium quality brand. The document outlines objectives to continue growing Starbucks' locations, introduce new products, and expand internationally.
Scoop n Smiles is an ice cream and coffee shop opening in Fortress Stadium, Lahore. Its mission is to provide a relaxing environment for customers to socialize and relieve stress. Key objectives for the first year include being selected as the best new shop in the area and turning a profit from the first month. The shop will use high-quality ingredients and offer innovative flavors and services like WiFi. Pricing will be based on demand but maintain the shop's prestige in its upscale location. The business plans to promote through advertising, sales promotions, and public relations events.
This document outlines a marketing plan by a group of students to sell a new food product called "Sushi Caro" on campus. Sushi Caro combines Japanese sushi with local Indonesian ingredients. The plan aims to achieve 10% profit in the first 3 months and gain customer loyalty. It involves segmenting the student and faculty market and implementing strategies like promotional discounts, loyalty stamps, and theme events to raise brand awareness. The group projects sales and evaluates tactics to ensure the new product's success.
The document discusses the strengths, weaknesses, opportunities, and threats for a proposed bookshop café business. Some of the key strengths are that it will offer coffee, books, and a relaxing ambience, while also being uniquely the first of its kind in the area. However, weaknesses include the risks involved with being a new brand and uncertainty around customer loyalty. Opportunities exist in the growing café market and target location. Threats include competition from cheaper cafés and tea houses, as well as trends away from caffeine.
This document provides a business plan for Starbucks to enter the Sri Lankan market. It begins with an overview of Starbucks globally and a PESTEL analysis of Sri Lanka. It then analyzes Starbucks' competitors and performs a SWOT and 5 forces analysis. The objectives are to open 50 outlets in 4 years and gain 75% market share. The target market is ages 18-40 in major cities. The marketing strategy discusses Ansoff matrix, segmentation, positioning, and the 7 P's. It outlines an action plan from 2013-2015 and concludes by stating Starbucks' mission in Sri Lanka.
Before you start writing your business plan for your bar business, spend as much time as you can to reading through some samples of bar or food and restaurant business plan templates. Not only will that give you a good idea of what it is you’re aiming for, but it will also show you the different sections that different entrepreneurs include and the language they use to write about themselves and their future plans.
We have created a sample bar business plan example for you to get a good idea about how a perfect bar business plan should look like and what details you should include in your business plan.
Source: https://upmetrics.co/template/bar-business-plan-example
The ways of market segmentation
what is market segmentation
bases of segmentation
geographic segmentation,demographic segmentation, gender segmentation,behavioral segmentation, segmentation on occasion,segmentation on benefit sought, segmentation on loyalty status, personal traits,
As part of my Senior Honours year at university I was required to prepare a comprehensive business plan for a mock company. The attached business plan recieved an A1 at Glasgow University.
This document provides a marketing and advertising plan for Starbucks for 2011-2013. It includes an executive summary, situation analysis, marketing strategy, advertising plans, financials, and controls. The situation analysis discusses Starbucks' target demographics, market needs and trends, and performs a SWOT and competitive analysis. It finds that Starbucks' strengths include its large market share and brand perception as a premium quality brand. The document outlines objectives to continue growing Starbucks' locations, introduce new products, and expand internationally.
Scoop n Smiles is an ice cream and coffee shop opening in Fortress Stadium, Lahore. Its mission is to provide a relaxing environment for customers to socialize and relieve stress. Key objectives for the first year include being selected as the best new shop in the area and turning a profit from the first month. The shop will use high-quality ingredients and offer innovative flavors and services like WiFi. Pricing will be based on demand but maintain the shop's prestige in its upscale location. The business plans to promote through advertising, sales promotions, and public relations events.
The Sleepy Armadillo Coffee House aims to create a welcoming environment for customers and employees while providing quality coffee products and services. Located in Ashland, Oregon, the coffee shop will offer freshly brewed coffee using various techniques as well as coffee beans, cups, gifts cards, baked goods, and coffee making equipment. The owner's goals are to distinguish the coffee shop with great tasting coffee at reasonable prices, build community through free social events, and create a comfortable place for people to socialize while treating all with respect.
The 10-step marketing plan outlines Purefoods Tender Juicy Hotdog's strategy to dominate the niche market of kids aged 3-12 and kids at heart. The plan identifies Purefoods' target market and competitors. It analyzes the hotdog market size and Purefoods' 18.2 billion niche as of 2010. The plan also details how Purefoods uses TV, print ads, and nationwide distribution to promote its signature juicy and tender hotdogs and maintain price premium over competitors.
This document provides a summary of a business plan package being offered for sale to develop a coffee shop. The package includes a fully customizable business plan template in Microsoft Word with sample financials, an Excel cash flow model to input specific numbers, and a PowerPoint pitch deck template. The templates cover all essential areas needed for a business plan like operations, management, marketing, financial projections, and more. Customers can purchase this package on Fiverr.com and then customize the templates by filling in their own company details to develop a complete business plan and pitch deck for a new coffee shop.
This document provides a situational analysis and marketing plan for a logistics company called *Company Name that is seeking to enter the automotive parts market. It identifies the target markets as aftermarket auto parts retail chains and auto parts wholesalers. A SWOT analysis is presented, noting strengths like expertise and proprietary tracking software, and weaknesses like lack of contacts in the automotive industry. Market trends of offshoring auto parts production driving import growth are examined. Financial projections show growth opportunities in the auto parts market. The marketing strategy focuses on building brand awareness through industry events and magazines to penetrate this new market.
This marketing plan is for a new 86-seat restaurant offering moderately priced family style food. The restaurant will offer international cuisine and specialty items like a children's menu. It will be located in a major shopping complex targeting individuals, families, and takeout customers. The marketing strategy focuses on advertising through banners, inserts, and social media to promote the high quality imported foods and comfortable atmosphere.
Many people dream of owning and running their own small bakery business to become their own boss. So that their independence can give them more flexibility to earn money without depending on a full-time employment. Some fail in their efforts as soon as they realize that it is not as simple as they thought it would be. So plan your business carefully with the expertise team of Infocrest.
The proposed target market is dedicated, overwhelmed post-secondary students aged 16-25 living in urban and suburban areas. They are social, driven individuals who enjoy customizing their Starbucks drinks and using the relaxed café environment to study and socialize with friends up to 4 times per week, making them heavy Starbucks consumers.
Pizza Crisp is a quick service restaurant (QSR) that will offer high quality pizzas and the unique ability for customers to make their own pizzas. The goals are to establish a market presence, reach healthy monthly sales targets, and achieve double digit profit margins. Pizza Crisp will be located in a crowded market area in Patrakarpuram that sees a lot of foot traffic. The marketing strategy will involve various forms of advertising and promotions. Payment options will include cards, e-wallets, vouchers, and cash on delivery. Orders can be placed online or by phone.
Starbucks faced financial difficulties in 2008 due to economic recession and over-expansion. It closed 600 stores and cut jobs. Howard Schultz returned as CEO and realigned operations with customer demand through social media initiatives like "My Starbucks Idea" and mobile apps. This engaged customers and improved brand trust. Starbucks also refocused on coffee quality. Through strategic planning and social media engagement, Starbucks was able to regain investors' confidence and rebound financially.
The document summarizes a business plan for a snack delivery service called Snacks-To-Go. It will deliver snacks to student organizations at universities in Cebu City. The plan discusses the target market of student organizations, competitors, marketing strategy, operations, management, and financial projections. Snacks-To-Go aims to make snack provision more convenient for events by delivering orders on time. It expects demand to grow 10% annually over the next 5 years.
The business plan is for a new branch of the department store 'Our Shoph' opening in Kozhikode, Kerala. The store aims to provide quality products and services while keeping customers happy. It will employ around 90 people across 13 departments. Estimated monthly revenue is 9 million INR with a projected profit of 90,000 INR after expenses like purchases, salaries, taxes, and loan interest. The initial capital investment is 7 million INR from owners along with a 3 million INR loan. The store is located strategically and will promote through local media to target middle and higher income customers.
(1) The document outlines a business plan for "The Stationery Shop", a sole proprietorship stationery store to be opened in Peshawar, Pakistan. (2) The shop will sell stationery supplies like paper, books, pens as well as offer printing, scanning and photo copying services. (3) The target market segments are students from local schools and colleges as well as office workers, and the shop aims to meet the needs of the local community by being the only stationery option in the nearby area.
Coming up with a new coffee shop eh?
click to view how you will go about it(Strategy), Tactics, Plan, how will you communicate and convey the message to your audience (Integrated Marketing Communication) Value Proposition etc.
Lovato Bakery Café is a partnership between 5 individuals operating out of Ampang, Selangor, Malaysia. The business was established in March 2013 and specializes in producing and selling cheese tarts in 5 flavors. The business plan outlines the company's vision, objectives, management structure, marketing strategy, and financial projections. It identifies key competitors in the area and provides sales forecasts projecting over RM1 million in annual revenue.
Colloquy Grog Shop is a coffee bar/tapas house that aims to provide a unique environment for singles to meet through a structured conversation system. The shop seeks to fulfill customers' needs for selection of food/drink and accessibility while offering a sophisticated place for quality conversation. The target market is professionals ages 25-45 earning over $40,000. The shop will position itself as reasonably priced yet innovative in its approach to helping singles meet through its signature conversation system.
Performed detailed analysis and research of the specialty coffee industry by conducting professional and customer interviews. Analyzed problems with two direct competitors and created a third product that solved those problems.
The business plan is for a company called Sweetbits that produces and sells various flavored sweets and snacks. The company aims to target customers with low budgets, especially students, by providing tasty yet affordable products. Sweetbits plans to ensure high product quality through careful manufacturing processes. Financially, the company forecasts earning a profit within its first week of operations. The marketing strategy involves promoting the products on campus and establishing brand loyalty through reward programs. Regulatory compliance and capital structure are also addressed in the business plan.
The document discusses the hotel industry in the Philippines and provides an analysis of The Manila Hotel. It finds that the hotel industry is expected to see continued growth over the next five years. It analyzes factors like the competitive landscape, key players, consumer spending, production costs, and pricing strategies. Specifically for The Manila Hotel, it outlines the company's background, facilities, target markets, marketing strategies, and main competitors. Interviews with staff find consumers are not highly price sensitive given the hotel's luxury positioning and clientele.
The document provides details about Mrs. R's Bakeshop, including its establishment, location, vision, mission, products, menu, licenses, market analysis, promotion, management, finances, and references. Some key points:
- Mrs. R's Bakeshop is located in Nueva Vizcaya and offers high quality breads, muffins, cakes, and pastries made with local ingredients.
- Their vision is to become a reputable name in the bakeshop industry and have a good company profile with strong staff and customer relations.
- Their menu includes various breads, pastries, and beverages. Special products include a Black & White Chocolate Cake,
Nadeem Ahmed is seeking an Assistant Reservations Manager position. He has over 10 years of experience working in reservations and customer service roles at hotels in Pakistan and Saudi Arabia. Currently he is a Reservations Supervisor at the Intercontinental Hotel in Jeddah, Saudi Arabia. He has extensive training in hotel operations, customer service, and leadership. He is proficient in English, Arabic, and Urdu both verbally and written.
This resume is for Abdullah Al Mamun, who is seeking a position as a Maître d' at a 5-star hotel in the GCC region. He has 19 years of experience working in various roles at the Intercontinental Hotel Riyadh, including 5 years as a room steward, 2 years as a room service waiter, and 5 years as an assistant head waiter in the pavilion restaurant. He has received several awards and nominations for his work, including being named supervisor of the month in 2007. He is well-trained in customer service and has strong food and beverage skills.
The Sleepy Armadillo Coffee House aims to create a welcoming environment for customers and employees while providing quality coffee products and services. Located in Ashland, Oregon, the coffee shop will offer freshly brewed coffee using various techniques as well as coffee beans, cups, gifts cards, baked goods, and coffee making equipment. The owner's goals are to distinguish the coffee shop with great tasting coffee at reasonable prices, build community through free social events, and create a comfortable place for people to socialize while treating all with respect.
The 10-step marketing plan outlines Purefoods Tender Juicy Hotdog's strategy to dominate the niche market of kids aged 3-12 and kids at heart. The plan identifies Purefoods' target market and competitors. It analyzes the hotdog market size and Purefoods' 18.2 billion niche as of 2010. The plan also details how Purefoods uses TV, print ads, and nationwide distribution to promote its signature juicy and tender hotdogs and maintain price premium over competitors.
This document provides a summary of a business plan package being offered for sale to develop a coffee shop. The package includes a fully customizable business plan template in Microsoft Word with sample financials, an Excel cash flow model to input specific numbers, and a PowerPoint pitch deck template. The templates cover all essential areas needed for a business plan like operations, management, marketing, financial projections, and more. Customers can purchase this package on Fiverr.com and then customize the templates by filling in their own company details to develop a complete business plan and pitch deck for a new coffee shop.
This document provides a situational analysis and marketing plan for a logistics company called *Company Name that is seeking to enter the automotive parts market. It identifies the target markets as aftermarket auto parts retail chains and auto parts wholesalers. A SWOT analysis is presented, noting strengths like expertise and proprietary tracking software, and weaknesses like lack of contacts in the automotive industry. Market trends of offshoring auto parts production driving import growth are examined. Financial projections show growth opportunities in the auto parts market. The marketing strategy focuses on building brand awareness through industry events and magazines to penetrate this new market.
This marketing plan is for a new 86-seat restaurant offering moderately priced family style food. The restaurant will offer international cuisine and specialty items like a children's menu. It will be located in a major shopping complex targeting individuals, families, and takeout customers. The marketing strategy focuses on advertising through banners, inserts, and social media to promote the high quality imported foods and comfortable atmosphere.
Many people dream of owning and running their own small bakery business to become their own boss. So that their independence can give them more flexibility to earn money without depending on a full-time employment. Some fail in their efforts as soon as they realize that it is not as simple as they thought it would be. So plan your business carefully with the expertise team of Infocrest.
The proposed target market is dedicated, overwhelmed post-secondary students aged 16-25 living in urban and suburban areas. They are social, driven individuals who enjoy customizing their Starbucks drinks and using the relaxed café environment to study and socialize with friends up to 4 times per week, making them heavy Starbucks consumers.
Pizza Crisp is a quick service restaurant (QSR) that will offer high quality pizzas and the unique ability for customers to make their own pizzas. The goals are to establish a market presence, reach healthy monthly sales targets, and achieve double digit profit margins. Pizza Crisp will be located in a crowded market area in Patrakarpuram that sees a lot of foot traffic. The marketing strategy will involve various forms of advertising and promotions. Payment options will include cards, e-wallets, vouchers, and cash on delivery. Orders can be placed online or by phone.
Starbucks faced financial difficulties in 2008 due to economic recession and over-expansion. It closed 600 stores and cut jobs. Howard Schultz returned as CEO and realigned operations with customer demand through social media initiatives like "My Starbucks Idea" and mobile apps. This engaged customers and improved brand trust. Starbucks also refocused on coffee quality. Through strategic planning and social media engagement, Starbucks was able to regain investors' confidence and rebound financially.
The document summarizes a business plan for a snack delivery service called Snacks-To-Go. It will deliver snacks to student organizations at universities in Cebu City. The plan discusses the target market of student organizations, competitors, marketing strategy, operations, management, and financial projections. Snacks-To-Go aims to make snack provision more convenient for events by delivering orders on time. It expects demand to grow 10% annually over the next 5 years.
The business plan is for a new branch of the department store 'Our Shoph' opening in Kozhikode, Kerala. The store aims to provide quality products and services while keeping customers happy. It will employ around 90 people across 13 departments. Estimated monthly revenue is 9 million INR with a projected profit of 90,000 INR after expenses like purchases, salaries, taxes, and loan interest. The initial capital investment is 7 million INR from owners along with a 3 million INR loan. The store is located strategically and will promote through local media to target middle and higher income customers.
(1) The document outlines a business plan for "The Stationery Shop", a sole proprietorship stationery store to be opened in Peshawar, Pakistan. (2) The shop will sell stationery supplies like paper, books, pens as well as offer printing, scanning and photo copying services. (3) The target market segments are students from local schools and colleges as well as office workers, and the shop aims to meet the needs of the local community by being the only stationery option in the nearby area.
Coming up with a new coffee shop eh?
click to view how you will go about it(Strategy), Tactics, Plan, how will you communicate and convey the message to your audience (Integrated Marketing Communication) Value Proposition etc.
Lovato Bakery Café is a partnership between 5 individuals operating out of Ampang, Selangor, Malaysia. The business was established in March 2013 and specializes in producing and selling cheese tarts in 5 flavors. The business plan outlines the company's vision, objectives, management structure, marketing strategy, and financial projections. It identifies key competitors in the area and provides sales forecasts projecting over RM1 million in annual revenue.
Colloquy Grog Shop is a coffee bar/tapas house that aims to provide a unique environment for singles to meet through a structured conversation system. The shop seeks to fulfill customers' needs for selection of food/drink and accessibility while offering a sophisticated place for quality conversation. The target market is professionals ages 25-45 earning over $40,000. The shop will position itself as reasonably priced yet innovative in its approach to helping singles meet through its signature conversation system.
Performed detailed analysis and research of the specialty coffee industry by conducting professional and customer interviews. Analyzed problems with two direct competitors and created a third product that solved those problems.
The business plan is for a company called Sweetbits that produces and sells various flavored sweets and snacks. The company aims to target customers with low budgets, especially students, by providing tasty yet affordable products. Sweetbits plans to ensure high product quality through careful manufacturing processes. Financially, the company forecasts earning a profit within its first week of operations. The marketing strategy involves promoting the products on campus and establishing brand loyalty through reward programs. Regulatory compliance and capital structure are also addressed in the business plan.
The document discusses the hotel industry in the Philippines and provides an analysis of The Manila Hotel. It finds that the hotel industry is expected to see continued growth over the next five years. It analyzes factors like the competitive landscape, key players, consumer spending, production costs, and pricing strategies. Specifically for The Manila Hotel, it outlines the company's background, facilities, target markets, marketing strategies, and main competitors. Interviews with staff find consumers are not highly price sensitive given the hotel's luxury positioning and clientele.
The document provides details about Mrs. R's Bakeshop, including its establishment, location, vision, mission, products, menu, licenses, market analysis, promotion, management, finances, and references. Some key points:
- Mrs. R's Bakeshop is located in Nueva Vizcaya and offers high quality breads, muffins, cakes, and pastries made with local ingredients.
- Their vision is to become a reputable name in the bakeshop industry and have a good company profile with strong staff and customer relations.
- Their menu includes various breads, pastries, and beverages. Special products include a Black & White Chocolate Cake,
Nadeem Ahmed is seeking an Assistant Reservations Manager position. He has over 10 years of experience working in reservations and customer service roles at hotels in Pakistan and Saudi Arabia. Currently he is a Reservations Supervisor at the Intercontinental Hotel in Jeddah, Saudi Arabia. He has extensive training in hotel operations, customer service, and leadership. He is proficient in English, Arabic, and Urdu both verbally and written.
This resume is for Abdullah Al Mamun, who is seeking a position as a Maître d' at a 5-star hotel in the GCC region. He has 19 years of experience working in various roles at the Intercontinental Hotel Riyadh, including 5 years as a room steward, 2 years as a room service waiter, and 5 years as an assistant head waiter in the pavilion restaurant. He has received several awards and nominations for his work, including being named supervisor of the month in 2007. He is well-trained in customer service and has strong food and beverage skills.
Women are nearly twice as likely as men to be affected by anxiety disorders. Anxiety is an alerting signal that warns of impending danger and enables a person to take measures to deal with a threat. It prevents damage by alerting one to actions that forestall danger. Anxiety disorders include generalized anxiety disorder, panic disorder, social anxiety disorder, and specific phobias. Panic disorder is characterized by recurrent unexpected panic attacks followed by at least one month of concerns about additional attacks. Biological, psychological, and social factors all contribute to anxiety disorders. Treatment involves behavioral therapy and medication management.
Este documento presenta un plan de negocios para un restaurante de comidas típicas propuesto por Elizabeth Álvarez. Incluye una descripción general del negocio, investigación de mercado, estrategias de marketing, plan operativo, estructura organizacional y plan financiero. El objetivo principal es ofrecer variedad de platillos y postres típicos a precios accesibles para familias en Quepos.
The document provides guidance on planning and designing different areas and facilities of a hotel, including guest rooms, public spaces, food and beverage outlets, banquet spaces, pools, health clubs, and parking. It recommends locating guest rooms, elevators, and corridors to maximize space and views while minimizing distances. It also provides objectives for designing facilities like the lobby, restaurants, bars, ballrooms, and pools to be functional, accessible, and meet market needs. The document aims to help optimize the layout, circulation, and user experience of all hotel areas.
This business plan is based on a business research company that is web-based. It can be reformatted into any market or any other business context. It has the financials, marketing plan, and all other business plan requirements and major headings. These major headings may include those similar to the following:
I. Executive Summary
II. General Company Description
III. Products and Services
IV. Marketing Plan
V. Operational
IV. Management and Organization
VII. Personal Financial Statements
VIII. Startup Expenses and Capitalization
IX. Financial Plan
Research Bibliography
Intercontinental Malta - MICE Presentation 2017MICEboard
The document provides information about the InterContinental Malta hotel. It is located in Saint Julian's, Malta, 20 minutes from the airport and 15 minutes from the capital Valletta. Malta is a island country in the Mediterranean with over 7,000 years of history and was a British colony that gained independence in 1964. The 481-room InterContinental Malta hotel has luxury amenities and 6,000 square meters of meeting space, making it a premier location for meetings and events on the island.
This document discusses food and beverage operations in hotels. It describes the organizational structure and responsibilities of key departments like kitchens, restaurants, bars, catering, and stewarding. It also covers topics like food and beverage cost controls, types of hotel bars and restaurants, and trends in the industry.
- The document analyzes Italy's theme park industry, which consists of approximately 240 parks, most being small. It focuses on the largest parks, particularly the top 10.
- Gardaland is the largest, holding a 35% market share in 2012. Overall the industry is not very profitable, due to high fixed costs and seasonality.
- The analysis examines the characteristics of the parks, the market concentration and financial performance of the major players from 2008-2012. It identifies factors like high barriers to entry that contribute to low competition in the industry.
Intercontinental hotels group, International Businessdcaballeros
InterContinental Hotels Group (IHG) is a major global hotel company headquartered in the UK, US, and China with over 4,500 hotels across nearly 100 countries. IHG operates nine hotel brands and has over 661,000 rooms worldwide, more than any other hotel group. The document proposes that IHG expand into Guatemala by opening hotels near popular tourist destinations, renovating existing buildings, emphasizing foreign guests, deep community involvement, and hotel activities showcasing local culture to overcome challenges of diverse clients, security, and climate. Success will depend on innovation, cultural sensitivity, and competitiveness.
This document provides information about launching an adventure park called "Electrify" in Karjat, India. It discusses the opportunity analysis, situational analysis of the tourism market in India, and the relevant political and legal regulations for opening an amusement park. The key points are:
- Karjat is a growing tourist destination but current options lack true adventure experiences like bungee jumping, paragliding, skydiving, etc.
- The tourism industry in India is growing rapidly and adventure parks are an emerging industry.
- Various permits and approvals are required from authorities like the forest department, electrical inspector, and more to obtain a license to open and operate the park.
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This document provides an overview of the hotel industry in Bangladesh, including the history of hotels in the country. It discusses the government's "Visit Bangladesh Year 2016" initiative to promote tourism. The document then lists the current five-star and other starred hotels. Finally, it outlines several upcoming hotel projects from international brands such as Hilton, JW Marriott, Westin, Sheraton and others.
This document discusses marketing strategies for Walkers French Fries snack product. It analyzes the snack market, target demographics of 11-15 year olds and their mothers, and competitive brands. The strategy is to position French Fries as an at-home snack for kids, targeting both kids to build brand identity and mothers to influence purchase. A TV, outdoor, and print advertising campaign from April to December 1996 will launch nationally with heavier placement in midlands regions.
This document provides an overview of topics in theme park management presented by Dr. Martin Lewison. It includes details about the speaker's background and experience visiting theme parks. Statistics are presented on the top amusement parks globally by number of visitors. Major theme park operators and ride manufacturers are also listed. The document discusses factors that influence guest satisfaction and strategies parks use to enhance safety and manage wait times.
This document discusses different types of anxiety disorders and treatments. It defines anxiety and lists common emotional and physical symptoms. The main types of anxiety disorders covered are generalized anxiety disorder, obsessive-compulsive disorder, panic disorder, post-traumatic stress disorder, and phobias. The document examines different classes of antianxiety drugs including benzodiazepines, SSRIs, tricyclic antidepressants, buspirone, beta blockers, and MAO inhibitors. It details the mechanisms of action, uses, and side effects of these drug classes for treating various anxiety disorders.
This document provides an overview of anxiety disorders, including their neurobiology, symptoms, and types. It discusses the classification of anxiety disorders and covers specific disorders like generalized anxiety disorder, panic disorder, social anxiety disorder, and post-traumatic stress disorder. The neurobiology sections describe the fear and worry circuits in the brain and the role of neurotransmitters like norepinephrine, serotonin, and GABA. Symptoms for each disorder are also outlined.
Marketing strategies of selected ktv bar and restaurantalysonray0928
The document provides background information on karaoke and KTV bars in Asia and discusses their marketing strategies. It details the origins and history of karaoke in Japan in the 1970s and how it later spread to other Asian countries and the West. The document discusses the technology behind karaoke machines and describes different types of venues for karaoke including private karaoke boxes and public karaoke bars/clubs. It examines the marketing mix (product, price, place, promotion) for nightclubs and how owners can improve their strategies. The significance and scope of studying the marketing of selected nightclubs in Manila is also outlined.
2015 Buy Local Program Research Report EditedMichael Wegener
- The report summarizes research conducted for a Buy Local program in the Chehalem Valley region.
- Surveys of 79 businesses and 156 consumers found that most business revenue comes from local residents and consumers would buy locally more if there was more selection.
- The research aims to inform a new Buy Local program, with findings suggesting the program focus on residents year-round and encourage local shopping through education and promotions.
The document provides a marketing plan for Crimson and Gold Tavern. It includes an analysis of the tavern's current situation with sections on mission/vision, organizational structure, current marketing strategy, and external environment. Recommendations are made regarding the 4P's of marketing: product, price, place, and promotion. The plan aims to increase sales and customer loyalty through strategic marketing efforts such as targeted advertising, loyalty programs, and special events that appeal to key demographics.
The document provides a marketing plan for Crimson and Gold Tavern. It includes a situational analysis of the tavern's internal factors such as its organizational structure, current marketing strategy, and financial condition as well as external factors like industry trends and competition. The plan performs a SWOT analysis and provides recommendations for the 4 P's of marketing - product, price, place, and promotion. It aims to increase the tavern's profitability from its current 9.15% to 11% through maintaining costs and continuing good service.
Advertising plan book for a campaign focused on increasing sales for the Five Guys Brand. This book includes a new slogan for the company and research that was conducted in order to appeal to two target audiences, along with media choices within an allocated budget of 18 million dollars.
1. The document discusses sales promotion activities undertaken by organizations like BigBazaar to increase sales.
2. It provides examples of popular sales promotion techniques like buy-one-get-one-free offers, customer loyalty programs, product demonstrations, free gifts, discounted prices, and competitions.
3. The objectives of the study on BigBazaar's sales promotions are to evaluate activities during festivals, analyze impacting factors, study the impact on consumer buying decisions, and suggest strategies to attract and retain customers.
1. There is widespread debate in the industry around defining shopper marketing, with various definitions focusing on different aspects such as reach, activities, and program initiator.
2. The most encompassing definition is "shopper-centric marketing," which focuses on satisfying shoppers' needs through relevant information, store experiences, and ease of purchase, regardless of the specific marketing stimulus or who funds it.
3. Shopper marketing should aim to reach shoppers through in-store and out-of-store activities designed to influence purchase decisions at any point when shoppers are considering a product category.
Comprising of various Steps, the fundamentals of advertising can be broken down to 8 steps. Followed by an intense customer & competitor analysis, the STP strategies are set which becomes the foundation of the Advertising Campaign.
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Running Head: INITIAL STRATEGY PAPER 1
INITIAL STRATEGY PAPER 2
Group A Initial Strategy Paper
Maria Daniels, David Gehl, Aisha Rasberry, Heather Otwell, & Lasheikca Willie
Saint Leo University
MBA 565 Marketing Management
Dr. Lorrie McGovern
November 4, 2013
Table of Contents
Business Definition------------------------------------------------------------------Page 3
Competitive Advantage-------------------------------------------------------------Page 4
Performance Objectives------------------------------------------------------------ Page 4-5
Key Success Factors-----------------------------------------------------------------Page 5-7
Strategic Assumptions---------------------------------------------------------------Page 7
Conclusion----------------------------------------------------------------------------Page 7-8
Business definition
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Competitive Advantage
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1. 1
JIMMI’S BAR & GRILL
MARKETING PLAN
Kristen Bak- She was the team leader. She created the summaries for Identifying Product
Market, Potential Customers, Identifying Competitors, External Environment, SWOT
Analysis, Elementary Research, Identifying the Product, Promotion, Price, Special
Resources, Accurate Forecasts, and Identifying Specific Timing. She also made the sales
graphs and the creation/summary of the Cross Tabulations. She also contributed to the
survey questionnaire.
William Nicola- He designed the online survey. He wrote the executive summary. He created
the survey results summary. He created the Table of Contents. He also used the marketing
plan software to create the marketing plan. He created the monthly marketing plan graphs
and wrote the summary for Handling Customer Service Problems. He contributed to survey
questionnaires and proof read all documents.
Natalie Quiroz- She wrote the summary for the Place Objectives section. She also used the
marketing plan software to create the marketing plan. She proof read all documents and
designed the marketing plan template. She also made the cover page and created the
bibliography. She also contributed to the survey questionnaire.
William Byerly- He contributed to the Place Objectives summary and the bibliography. He
also created a graph for the Place Objectives section.
Brisa Estero- She contributed to the survey questionnaire, interpreted data from the cross
tabulations and survey in order to elaborate on the findings how to incorporate them into
marketing strategy. She also contributed ideas for promotions and advertising through
social media sites. She also proof read the entire document in its working stages and final
draft.
2. 2
Executive Summary
Jimmi’s Bar and Grill is located in Fullerton, California within two miles of the California State University of
Fullerton Campus, and very close to Fullerton Community College. Jimmi’s Bar and Grill is family owned and
operated offering alcoholic beverages. Jimmi’s Bar and Grill currently has a clientele of middle aged
consumers who typically stop by on their way home from work. Being within such a close proximity of
California State University of Fullerton and Fullerton Community College, Jimmi’s Bar and Grill would like to
attract new consumers from the local college demographic. Jimmi’s Bar and Grill has a cornucopia of local
competition including the famed Downtown Fullerton.
To find out what local college students look for when they attend bars, a survey was implemented to focus on
what attributes help them decide on where to go. After reviewing the information from the survey, the following
conclusions were drawn:
Over 85% of our survey takers are less than the age of 34
Over 55% of our survey takers make less than $30,000 annually
Over 38% of our survey takers live within 5 miles of California State University of Fullerton
Campus
Over 85% of our survey takers use word of mouth when attending new bars
Finally we learned that our survey takers main focus is on drink specials, how far the venue is
located from their residence, and what types of entertainment are available
With this valuable information, necessary actions can be determined while developing an entirely new
marketing plan for Jimmi’s Sports Bar and Grill. The plan is to use this information gathered from the current
owner of the bar to help devise an even stronger marketing plan. With a newly implemented marketing plan,
expect to see a drastic improvement operating activity and total revenues increase of $30,000 annually.
3. 3
Table of Contents
I. Identify Name of Product ........................................................................................................................ 6
1.1 Goal.................................................................................................................................................. 6
1.2 Nature of the Business ..................................................................................................................... 6
2.0 Identify Potential Customer .................................................................................................................. 7
2.1 Market Segmentation Analysis ........................................................................................................ 7
2.2 Trends of Target Market .................................................................................................................. 8
2.3 Typical Buying Behavior................................................................................................................. 8
2.4 Relationship with Customer........................................................................................................... 17
3.0 Identify Competitors ........................................................................................................................... 18
3.1 Competitors.................................................................................................................................... 18
3.2 Competition Horizon ..................................................................................................................... 18
3.3 Competitive Advantage ................................................................................................................. 18
3.4 Barriers for Entry........................................................................................................................... 18
4.0 Analysis of External Enviornment...................................................................................................... 19
4.1 Economic Environment.................................................................................................................. 19
5.0 Understanding of the Company .......................................................................................................... 19
5.1 Position with Enviornments........................................................................................................... 19
5.2 SWOT Analysis ............................................................................................................................. 19
6.0 Conduct Elementary Level of Market Research................................................................................. 20
6.1 Identify Market Location of the Business....................................................................................... 20
7.0 Identify The Product ........................................................................................................................... 20
7.1 Product Class .............................................................................................................................. 20
4. 4
7.2 Product Life Cycle ...................................................................................................................... 21
7.3 Branding Strategy ....................................................................................................................... 21
8.0 Identifying Place Objectives ............................................................................................................... 22
8.1 Levels of Customer Service ......................................................................................................... 22
8.2 Channels....................................................................................................................................... 23
8.3 Handling Customer Service Problems ......................................................................................... 23
8.4 Handling Reverse Logistics ......................................................................................................... 23
9.0 Promotion............................................................................................................................................ 23
9.1 Promotion Objectives.................................................................................................................. 23
9.2 Types of Advertising.................................................................................................................... 23
9.3 Publicity....................................................................................................................................... 25
9.4 Suggestions ................................................................................................................................. 28
10.0 Price ................................................................................................................................................. 29
10.1 Demand ..................................................................................................................................... 29
10.2 Costs of Products ...................................................................................................................... 29
10.3 Price Flexibility......................................................................................................................... 29
10.4 Price Strategies.......................................................................................................................... 29
10.5 Corporate Goal.......................................................................................................................... 31
11.0 Identify Special Resources Required for Implementation ................................................................ 31
11.1 People Required for Implentation.............................................................................................. 31
11.2 Financial Resources Required for Implemenation..................................................................... 31
12.0 Forecasts............................................................................................................................................ 32
12.1 Sales ............................................................................................................................................ 32
12.2 Costs............................................................................................................................................ 33
6. 6
Jimmi’s Bar & Grill Marketing Plan
1.0 Identify The Name of The Product Market
1.1 The Goal: Jimmi’s Bar & Grill’s goal is to increase sales and return on investment. The majority of
the customers who attend Jimmi’s Bar & Grill are middle-aged individuals, blue collar workers and
older gentlemen. Since middle-aged individuals are common consumers at this establishment, the
goal of this project is to target college students to attend the establishment. Since Jimmi’s Bar &
Grill is located within two miles of California State University Fullerton and Fullerton College
campuses, it is a significant benefit in attracting college students to the establishment. College
students are an advantage to bars because they are at the age where they want to drink numerous
alcoholic beverages and have fun with their friends. Since they are near the minimum age to
consume alcohol, college students will buy more alcoholic drinks to test which drinks they like best.
On the average, typical college students are able to spend more money as they have a greater
amount of discretionary income. The typical middle-aged individual has children, bills and expenses
each month. A survey will be created to find out the preferences and characteristics of where college
students look for when they go out to bars and clubs. In the survey, college students will answer
various questions ranging from their favorite types of alcoholic beverages, what types of
entertainment they prefer, what they like to do when they go out to clubs and what type of music
they enjoy. Using the information surveyed, the owners of Jimmi’s Bar & Grill will make necessary
changes in order to generate an increase in return on investment.
1.2 Nature of The Business: The nature of the business is the sale of alcoholic beverages to customers
for consumption. The mission statement of Jimmi’s Bar & Grill is to give the highest level of
service to ensure our customers have fun and keep coming back. The slogan of Jimmi’s Bar & Grill
is “the night you won't remember at the bar you'll never forget.” A government regulation facing
7. 7
bars is that the minimum age to drink is 21 years old, which limits a major portion of the desired
target market. Many college students are between the ages of 21-34 years old. A major constraint to
overcome is the need to make changes to fit with college preferences. Many younger consumers like
different things than older consumers, which allows for a discrepancy between the two age groups.
It is not always profitable to give up one desired market for another market. Another constraint is an
emphasis on food/appetizers. Currently, Jimmi's Bar & Grill does not have a cook/chef to serve
food to customers. Food is a tough sell as it can easily spoil or not be used. This can cause excess
costs for the owners and allow for a decrease return on investment. This constraint is definitely a
major idea for Jimmi's Bar & Grill to analyze for future success.
2.0 Identify Potential Customers
2.1 Market Segmentation Analysis: The target market audiences are individuals between the ages of 21
to 34 years old. A geographic information system website, called ESRI, illustrated the demographics
of the zip code 92831, where Jimmi’s Bar & Grill is located. The Tapestry Segmentation feature
identified the best markets, most profitable consumer types, tailored marketing messages to fit the
target market audience, and defined product and service preferences. The top two tapestry segments
for Jimmi’s Bar & Grill are Dorms to Diplomas and Young and Restless.
A.) The Dorms to Diplomas segment consists of college students. The Dorms to Diplomas segment
are the youngest of the tapestry age segments. The majority of this segment shares residency with
one or more roommates and work part-time in the low paying jobs. These jobs include the
educational services, food service and retail industry. In addition, these segments live in dorms
and off-campus. The Dorms to Diploma residents have a carefree lifestyle and focus on education.
The median age for this segment is 21.9 years old with the median household income being
$23,807.
8. 8
B) The Young and Restless segment consists of a young and on-the-go population. This median age
of this segment is 28.9 years old with the median household income at $37,235. Since only 23%
of these residents have children, it gives the segment more disposable income than segments with
similar income levels. These individuals are educated with a background of professional sales,
service or office administration jobs. They are young, single professionals are pursuing their
careers and live a busy lifestyle. These individuals are characterized as technologically savvy and
take advantage of products and services that provide convenience.
2.2 Trends of Target Market: According to IBISWorld, the trends of the target market are high
unemployment and low disposable income. In the past 5 years, these key trends drove consumers
away from luxuries. Some examples of luxuries are trips to bars and nightclubs. The nightclub
industry has suffered as consumers cut down on spending. More and more consumers are following
the rising trend of drinking at home. This will continue to be an obstacle the industry over the next
five years; however, an increase in consumer spending will bring the industry back to solid health.
2.3 Typical Buying Behaviors: For understanding the typical buying behavior, cross tabulations from the
SPSS Statistics program were used. The cross tabulations were analyzed from questions pertaining
to the survey. The cross tabulations were comprised of commute, influences, drink specials, location,
entertainment, cover charge, dance floor, food specials and favorite sport. These were important
characteristics and information for Jimmi's Bar and Grill. These were important characteristics to
consider when creating the survey, as this information could be invaluable to Jimmi's Bar and Grill
in not only increasing visibility to the target market, but to understand the strengths and values this
particular market put on each category. This information can be used to help analyze the groups
behavioral intentions when it comes to making decisions on where to go out and socialize.
9. 9
Commute
47.0% of males live 1-5 miles from Cal State Fullerton
33.3% of females live 6-11 miles from Cal State Fullerton
31.2% of 18-24 year olds live 1-5 miles from Cal State Fullerton
53.8% of 25-31 year olds live 1-5 miles from Cal State Fullerton
42.8% of respondents who make $10,000-$19,999 live 1-5 miles from Cal State Fullerton
50% of respondents who make $20,000-$29,999 live 6-11 miles from Cal State Fullerton
Jimmi's Bar & Grill is located less than 2 miles from California State University Fullerton. The cross
tabulations showed males lived closer to Cal State Fullerton than females. The cross tabulations allowed greater
understanding of the demographics of people who took the survey. An interesting statistics was 31.2% of 18-24
year olds live 1-5 miles from Cal State Fullerton.
10. 10
Influences
41.1% of females felt location was most important
27.7% of males said entertainment was most important
37.5% of 18-24 year olds felt entertainment was most important
61.5% of 25-31 years felt entertainment and drink prices were important influences
42.8% of respondents who make $10,000-$19,999 felt entertainment was their greatest
influence
66.6% of respondents who make $20,000-$29,999 felt location was their greatest influence
The influences of the bar from the survey were comprised of answers such as location, entertainment, drink
prices, and atmosphere. The top two results were location and entertainment. Females ranked higher for location
being an important factor for their bar/nightclub influences with 41.1%. Males ranked entertainment was the
most important factor for their bar/nightclub influences with 27.7%.
11. 11
Drink Specials
38.8% of males thought drink prices were very important
47.0% of females said drink prices were somewhat important
100% of 25-31 year olds said drink specials were very and somewhat important (tied)
43.7% of 18-24 year olds said drink specials were very important
The survey was comprised of a question ranking the importance of drink specials. Males ranked drink prices a
very important factor for their bar/nightclub with 38.8%. Females ranked drink prices a somewhat important
factor for their bar/nightclub with 47%. Drink specials were very important to 18-24 year olds with a total of
43.7%. While these tabulations were insightful, it's important to mention that the Marketing plan needs to
ensure that Jimmi's drink specials allow a competitive advantage, and thus should be a constant reminder to
potential consumers by way of advertising on social media platforms.
12. 12
Location
55.5% of males said location was somewhat important
94.1% of females tied with Very and somewhat important
50% of 18-24 year olds said location was very important
50% of 18-24 year olds said location was somewhat important
61.5% of 25-31 year olds said location was somewhat important
50% of respondents who make $10,000-$19,999 said location was very important
66.6% of respondents who make $20,000-$29,999 said location was very important
The survey consisted of a question ranking the importance of location. Location was ranked as somewhat to a
very important factor for their bar/nightclub. Males ranked location as a somewhat important factor for their
bar/nightclub with 55.5%. Females ranked location as a tie between very and somewhat important with 94.1%.
With totals over 50%, 18-31 year olds ranked location as a somewhat important factor to the bar/nightclub they
attend. Highlighting the location would be essential to the marketing strategy as many people within the target
13. 13
group do not want to go out of their way to enjoy a night out with friends, so a campaign that features special
offers for locals could become quite beneficial.
Entertainment
55.5% of males somewhat care about entertainment
41.1% of female find entertainment very important
50% of 18-24 year olds said entertainment was somewhat important
53.8% of 25-31 year olds said entertainment was very important
42.8% of respondents who make $10,000-$19,999 said entertainment was very important
66.6% of respondents who make $20,000-$29,999 said entertainment was somewhat important
The survey contained a question ranking the importance of entertainment. Entertainment was ranked as
somewhat to a very important factor for their bar/nightclub. Males ranked entertainment as a somewhat
important factor for their bar/nightclub with 55.5%. Females find entertainment a very important factor with
41.4%. Respondents who make $10,000-$19,999 annually named entertainment a very important factor with
42.8%.
14. 14
Cover Charge
50% of males found a cover charge to be very important
58.8% of females said a cover charge was somewhat important
43.7% of 18-24 year olds said cover charge is very important
61.5% of 25-31 year olds said a cover charge is somewhat important
66.6% of respondents who make $20,000-$29,999 said cover charge was somewhat important
The survey enclosed a question ranking the importance of a cover charge. The charging of a cover fee was
ranked as a somewhat important factor to a very important factor for their bar/nightclub. Males ranked a cover
charge as a very important factor for their bar/nightclub with 50%. Females ranked a cover charge as a
somewhat important factor for their bar/nightclub with 58.8%. Respondents who make $20,000-$29,999
annually named entertainment as a somewhat important with 66.6%.
15. 15
Dance Floor
38.8% of males said a dance floor was not very important
Females tied with very important and not very important with 70.5% of the total results
31.2% of 18-24 year olds said a dance floor was very important
38.4% of 25-31 year olds said a dance floor is not very important
42.8% of respondents who make $10,000-$19,999 said a dance floor was very important
66.6% of respondents who make $20,000-$29,999 said a dance was not very important
The survey consisted of a question ranking the importance of a dance floor. Males ranked the availability of a
dance floor as a not very important factor for their bar/nightclub with 38.8%. Females ranked the availability of
a dance floor as a tie between a very important factor and a not very important for their bar/nightclub with
70.5%. Respondents from the ages of 18-24 said the availability of a dance floor was a very important factor for
their bar/nightclub with 31.2%. Respondents who make $10,000-$19,999 annually responded that the
availability of a dance floor was a very important factor for their bar/nightclub with 42.8%.
16. 16
Food Specials
44.4% of males said food specials were somewhat important
41.1% of females said food specials were somewhat important
37.5% of 18-24 year olds said food specials were somewhat important
38.4% of 25-31 year olds said food specials were somewhat important
35.7% of respondents who make $10,000-$19,999 said food specials were somewhat important
50% of respondents who make $20,000-$29,999 said food specials were somewhat important
The survey consisted of a question ranking the importance of food specials. Males ranked food specials as a
somewhat important factor for their bar/nightclub with 44.4%. Females ranked food specials as a somewhat
important factor for their bar/nightclub with 41.4%. Respondents overall determined that food specials were a
somewhat important factor for their bar/nightclub. Adding the availability of food to Jimmi's Bar and Grill will
increase monthly costs and be beneficial to those patrons that want a more relaxed atmosphere by being able to
munch on a few key appetizers, prolonging their stay.
17. 17
Favorite Sports
The top 3 sports for men were football, UFC, basketball and hockey. They equaled 50% of all
choices.
The top 2 sports for women were football and UFC. Football was most popular with 29.4%.
25% of 18-24 year olds said UFC was their favorite sport
23% of 25-31 year olds said UFC was their favorite sport
50% of respondents who make $20,000-$29,999 said basketball was their favorite sport
28.5% of respondents who make $10,000-$19,999 said UCF and football were their favorite (tie)
The survey consisted of a question ranking the importance of sports. The top three sports for males were
football, UFC, and hockey. The top two sports for females were football and UFC. Respondents from the ages
of 18-24 ranked UFC as their favorite sport with 25%. Respondents from the ages of 25-31 said UFC was their
favorite sport with 23%. Respondents who make $20,000-$29,999 ranked basketball as their favorite sport.
2.4 Relationship with Customer: Jimmi’s Bar & Grill will need to continue to encourage relationship
building with customers. Relationship building leads to loyal customers who will continue to
purchase products from the company. Bartenders and owners must execute strong communication
with customers. This can be done by rewarding loyal customers, offering special rewards for
18. 18
customers who bring a friend in and listening to complaints. Creating relationships with customers is
the key to success.
3.0 Identify Competitors
3.1 Competitors: Jimmi’s Bar & Grill’s biggest competitor is 601 Sports Bar, which is located right
across the street. 601 Sports Bar currently has the same demographic of consumers as Jimmi’s Bar &
Grill. Jimmi’s Bar & Grill also has significant competition from Downtown Fullerton, which is
located just a few streets away. Downtown Fullerton has a high market for college students attending
the local colleges nearby. Jimmi’s Bar & Grill is less than two miles from the Cal State Fullerton and
Fullerton Community College campuses. Location is one of the top two most popular influences
when deciding a place to go out.
3.2 Competition Horizon: The competition horizon will likely not change because college students will
continue to go to Downtown Fullerton bars and Jimmi’s Bar & Grill’s closest competitors are likely
to stay in business in the distant future.
3.3 Competitive Advantage: Jimmi’s Bar & Grill’s competitive advantage is inexpensive alcoholic
beverages. Jimmi’s Bar & Grill offers alcoholic beverages at least a few dollars cheaper than drinks
in Downtown Fullerton. This is important because the average college student does not have the
ability to spend numerous amounts of money on purchases. Jimmi’s Bar & Grill also offers live
entertainment without a cover charge fee and discounted drink specials daily.
3.4 Barriers for Entry: The barriers for entry would include costs of making an atmosphere for a
restaurant style bar, which was surveyed as the most popular type of atmosphere preferred. Having a
selection of appetizers and live musical entertainment are also costs that Jimmi’s Bar & Grill will
have to take into account in order to gain the target market for college students.
4.0 Analysis of External Environment
19. 19
4.1 Economic Environment- This is a major concern because high unemployment rates, less income,
higher interest rates, lower productivity and inflation will influence consumers buying behavior.
These factors will cause consumers to reduce their spending money and in return start saving their
income.
5.0 Understanding of the Company
5.1 Position with Environments: Jimmi’s Bar & Grill is a family owned bar serving the community of
Fullerton, California. It is a neighborhood “cheers” type bar with many regular customers who come
in after a long day at work. Jimmi’s Bar & Grill is currently open Monday through Sunday from the
hours of 12 noon to 2am. Jimmi’s Bar & Grill offers a wide variety of alcoholic beverage including
different types of beers, wine and liquor products. Jimmi’s Bar & Grill has live entertainment, access
to numerous televised sporting events and a jukebox with countless songs including the newest top
40 songs. Jimmi’s Bar & Grill offers inexpensive alcoholic beverages and discounted drink specials
daily.
5.2 SWOT Analysis: Jimmi’s Bar & Grill has numerous advantages including the ability to serve drinks
at inexpensive prices, the capability to have live musical entertainment and a large parking lot. It is
also located on a busy street so oncoming traffic can see the business from public view. The biggest
disadvantage of Jimmi’s Bar & Grill is the outside building does not look like a restaurant style bar.
It is located in an industrial complex. The owners should have the renting company update the look
of the building with new paint and decorative outside additions. The outside smoking section of the
building should also be updated. The figure below is a picture of the outside of the building.
20. 20
6.0 Conduct Elementary Level of Market Research
6.1 Identify Market Location of the Business: The population of Fullerton consists of 138,574 residents.
Females of consist of 50.9% of the population. The population of Fullerton consists primarily of
white, Hispanic and Asian origins. The population ages of 20-34 years old consists of 31,105 of the
138,574 in the total population. This is a key demographic to target. 14,929 out of 138,574 residents
are currently in undergraduate and graduate college programs. The median age of Fullerton residents
is 34 years old. The median household income is $67,696. This information was gained by using the
City of Fullerton Community Development Demographic and Income Profile Report.
7.0 Identifying The Product
7.1 Product Class: The industry product class comprises of establishments known as bars, taverns,
nightclubs, or drinking places. These establishments primarily engage in the preparing and serving
of alcoholic beverages for immediate consumption. These establishments may also provide limited
food services. Bars depend on the ability to drive traffic and develop a loyal clientele. Small
companies can compete effectively by serving a local market, offering unique products/
entertainment, and providing superior customer service.
21. 21
7.2 Product Life Cycle: The product life cycle is fairly lengthy due to the fact it takes numerous amount
of time for alcoholic beverages to spoil.
7.3 Branding Strategy:
Current Logo:
Above is the logo for the establishment. Since auto racing was the least watched sport surveyed, the
logo should be altered without the checkered flag in the background. The logo should include a beer
mug and a martini glass on each side. It would show that Jimmi’s Bar & Grill is a bar that sells beers
and mixed drinks just by looking at the logo. It will also increase brand identity because consumers
will know what Jimmi’s Bar & Grill sells based on the logo of the company.
A) Quality Positioning: Jimmi’s Bar & Grill is committed to earning the highest quality in the
serving of alcoholic beverages. Jimmis Bar & Grill has passed all sanitary safety certifications
with flying colors. Drinks and shots that are most expensive have the best quality and hold
luxurious value. Jimmi’s Bar & Grill is known for their cherry whiskey infused energy drink shot.
This type of mixed shot is known as a Cherry Bomb. Jimmi’s Bar & Grill has a special on
Saturdays for this particular drink at a discounted price.
B) New Branding Strategy: Based on the information that was surveyed, drink specials have been
created to accommodate students drinking at the establishment. Since students like to go out on
Friday and Saturday nights, it would be a good idea to have live rock and country music on those
nights. These are the top two types of music surveyed. The appetizers that Jimmi’s Bar & Grill
should have on Friday and Saturday nights are French fries, wings and mozzarella sticks. The
22. 22
team has determined that Jimmi’s Bar & Grill can sell a basket of French fries for $2, a basket of
wings for $5 and 6 mozzarella sticks for $3. These are the top three choices for appetizers.
Tequila was the most popular shot surveyed and since there is a small selection of tequila at
Jimmi’s Bar & Grill, the team determined that a few more types of tequila it can increase sales.
Next, Jimmi’s Bar & Grill should televise the UFC fights. It was the most popular televised
sporting event that students enjoy watching. The top beers chosen are Shock Top, Sam Adams
and Corona. Since Jimmi’s Bar & Grill does not sell Sam Adams beer, having Jimmi’s Bar &
Grill purchase a few cases can increase revenue. The most popular mixed drinks students prefer
are vodka, margaritas and Jack & Coke. Instead of having a Cherry Bomb special on Saturdays
there should be a margarita special for $4.
8.0. Identifying Place Objectives
8.1 Levels of Customer Service: Bartenders must possess excellent customer service skills and have the
ability to build relationships with consumers. By building an employee-consumer relationship,
customers will continue to return and make the establishment the choice of where they want to consume
their alcoholic beverage. In addition to appropriately handling customer service, Jimmi’s Bar and Grill
will be implementing an “Employee Feedback System” where each employee will answer a series of
questions after their shift regarding the customer service they provided and how it can be improved.
Based on the sales projection of $250,000, Jimmi’s Bar and Grill must reach a customer service level of
96%. Using the customer feedback would allow Jimmi’s Bar and Grill to lower the expected shortages
(4%) and predict future demand. Below, is a chart explaining the characteristics of future demand and
costs.
23. 23
All bartenders employed at Jimmi's Bar and Grill will be certified by completing a bartending school,
become T.I.P.S. certified, and ServSafe certified. The nationally known T.I.P.S. program encourages
bartenders and other employees to intervene if they believe patrons are on the verge of consuming too
much alcohol. Implementing the T.I.P.S. program will keep Jimmi's Bar and Grill socially responsible
for their clients and public safety. All employees handling food at Jimmi's Bar and Grill will be
ServSafe certified. ServSaf focuses on the handling of raw food, how to properly cook for a safe and
healthy consumption. By having employees become ServSafe certified, Jimmi's Bar and Grill can ensure
a very low possibility of food poisoning and contamination.
8.2 Channels: Jimmi’s Bar and Grill is a family owned business whose prices greatly affect the consumers
buying behavior. Receiving cost efficient alcoholic products from distributors is the key objective to
offering inexpensive alcoholic beverages to consumers. Only a large increase in the cost distributors
place on alcohol per bottle will cause a minor increase to the menu price. A slight increase in the cost of
alcohol per bottle will not change the cost to consumers.
8.3 Handling Customer Service Problems: In order to ensure excellent customer service, employees will be
trained to service customers in a professional and appropriate manner. Should a customer service issue
arise; each situation will be handled individually and with the highest attention by the servicing
employee or the on-site manager. In addition, implementing the “Employee Feedback System” will help
24. 24
identify weak customer service points in order to understand and develop more efficient customer
service techniques.
8.4 Handling Reverse Logistics: There will be few reverse logistics for Jimmi’s Bar and Grill due to the
products and services being consumed. Information will be returned from feedback through Yelp,
Twitter, Facebook, Instagram and Google+. The information and feedback from these social media
websites will be reused for brand promotion. Recycling cans and bottles will increase waste efficiency.
9.0 Promotion
9.1 Promotion Objectives: The objective of promotion is to increase brand identity. The goal is to have
consumers instantly recognize the name Jimmi’s Bar & Grill and automatically know what is offered.
With a strong brand identity, it will increase sales and consumers will continue to return.
9.2 Types of Advertising: Jimmi's Bar & Grill uses many forms of advertising to promote their venue. The
Jimmi’s Bar & Grill’s website [www.jimmisbarandgrill.com] is primarily used to promote the bar when
searched online by providing customers with information on upcoming events as well as alcoholic
beverages offered. Below is a figure of Jimmi’s Bar & Grill’s website.
25. 25
Jimmi’s Bar & Grill’s website has a high visibility on Google. When searching through Google.com,
Jimmi’s Bar & Grill’s website was listed fifth on the first page. The diagram below is a screenshot of the
visibility of Jimmi’s Bar & Grill when typed into the Google Search box.
9.3 Publicity: A large amount of Jimmi’s Bar & Grill’s marketing is on social media. Jimmi’s Bar and Grill
uses Facebook as their main social media platform. Jimmi’s Bar & Grill also uses a combination of
Twitter, Google+ and Instagram for their social media. Jimmi’s Bar & Grill has over 700 friends on
Facebook and 900 followers on Twitter. Jimmi’s Bar & Grill also uses flyers, posters, and a marquee
sign on the property as part of their marketing strategy. The flyers/posters are posted inside the bar to
inform customers of events and specials. The marquee sign is in front of the complex, which is visible to
passing vehicles and vehicles stopped for period at a train passing. Jimmi’s Bar & Grill has the ability to
change the marquee sign to market different advertising specials.
26. 26
The figure above is a picture of the marquee sign.
This is Jimmi's Bar & Grill's Twitter page (ww.twitter.com/jimmis_bar). The Twitter social media
website is used to promote daily specials, events and the website. The Twitter account posts pictures of
the daily specials and events to further draw attention to the venue.
27. 27
This is Jimmi's Bar & Grill's Google + page. This is a fairly new form of advertising for Jimmi's Bar &
Grill as the Google + page was made less than a month ago.
This is the Jimmi's Bar & Grill Facebook Fan page. Jimmi's Bar & Grill has two Facebook pages to
promote their business with their customers.
28. 28
This is Jimmi's Bar & Grill's Instagram profile. Jimmi's Bar & Grill posts about promotions and events
with daily updates.
9.4 Suggestions: Jimmi’s Bar & Grill should implement a promotion when a customer brings in a new
customer, the older customer will get a free beer. Jimmi’s Bar & Grill can also reward customers who
become a “friend” of Jimmi’s Bar & Grill’s Facebook page. These rewards can be a free alcoholic
beverage or a free appetizer. Jimmi’s Bar & Grill should also have customers write a review on Jimmi’s
Bar & Grill’s Yelp page to get a higher level of satisfaction. Yelp is a new interactive social media
website where members write reviews on their experiences going to specific places. Jimmi’s Bar & Grill
only has 2 ½ stars out of 5. A high-quality number would be 3.5-4 stars. The figure below is a screen
shot of the review of Jimmi’s Bar & Grill on Yelp.com.
29. 29
Jimmi’s Bar & Grill averaged 139 views in the month of June on the Yelp.com page. It generated 31
customer leads, with the combination of mobile phone calls, mobile check-in’s, asking for directions and
links to the website. The goal is to increase the number of customer leads and page views to Jimmi’s Bar
& Grill’s website.
10.0 Price
10.1 Demand: Jimmi’s Bar and Grill has an elastic demand on products. When drink prices increase,
consumers notice and will not purchase as many alcoholic beverages as before. The same can also be
said for higher priced alcoholic beverage products which usually do not sell as much as lower priced
alcoholic beverages.
10.2 Costs of Products: The prices of the alcoholic beverages are fairly flexible. Large increases in the price
to purchase alcoholic beverages from a distributor will cause slight increases in the prices that the
establishment will charge to consumers. Slight increases in the price to purchase alcoholic beverages
from a distributor will not cause any increases in the price the establishment charges to consumers.
30. 30
10.3 Price Flexibility: Jimmi’s Bar & Grill is committed to having inexpensive prices. In a recession,
Jimmi’s Bar & Grill knows that customers are struggling to have ends meet. While conversing with the
owners of the company, prices of drinks have been only changed twice in the past five years with an
increase of seventy five cents per drink.
10.4 Pricing Strategies: Jimmi’s Bar & Grill offers discounts on drinks daily. Jimmi's Bar & Grill uses drink
special graphics throughout the bar as well as social media sites. The following is a list of the drink
specials currently offered and the flyers Jimmi’s Bar & Grill is currently using to promote these drink
specials:
Monday: $5 Patron Shots
Tuesday: $3 Well Drinks
Wednesday: $5 Jager Shots
Thursday: $4 Jack and Cokes
Friday: $5 Washington Apples
Saturday: $5 Cherry Bombs
Sunday: $4 Fireball Shots
31. 31
10.5 Corporate Goal: The corporate goal of Jimmi’s Bar & Grill is to price products correctly. Jimmi’s Bar
& Grill offers drinks at inexpensive prices compared to bars in Downtown Fullerton. The goal is to
make sure that the products are priced fairly to consumers but the business also needs to make enough
of a profit to cover monthly expenses. It is important to understand how much the product needs to be
32. 32
marked up and how much of a product needs to be sold to turn a profit. The product costs needs to
include overhead costs not just the literal cost. Jimmi’s Bar & Grill has prices that are significantly
higher and lower than competitors. Jimmi’s Bar & Grill needs to make sure the prices of alcoholic
beverages are near competitors prices.
11.0 Identify Special Resources for Implementation
11.1 People Required for Implementation: The people required for implementation are any paying
customers who like to consume alcoholic beverages, devour appetizers and listen to live musical
entertainment.
11.2 Financial Resources Required for Implementation: Jimmi’s Bar & Grill’s return on investment this
year has been improving significantly than prior years. Jimmi’s Bar & Grill recently added a
credit/debit card machine. This has been a great asset to the company. In order for Jimmi’s Bar & Grill
to become a profitable tavern, the owners need to take into account the answers from the survey that
was completed for this project. Input from people who are going out to different bars and restaurants in
Downtown Fullerton, Downtown Brea and Los Angeles have a great knowledge of the type of
atmosphere and products they are looking for when they go out. Based on the answers received from
the survey, this demographic of people are willing to spend at the minimum $20 a night and a maximum
of $250, which can increase return on investment considerably.
12.0 Forecasts
12.1 Sales: The goal is to increase annual sales by $30,000 to a total of $250,000. Right now, Jimmi’s Bar &
Grill makes enough in sales to pay the bills. The goal of a business to make a profit. By using the
suggestions from the survey, Jimmi’s Bar & Grill can increase return on investment. With an extra
income of $30,000 it can be used to make renovations and remodeling. Below is a diagram of the
monthly sales from the year 2012.
33. 33
The diagram below is the sales for 2013 and the forecasted sales for June through December.
12.2 Costs: There are many costs to running a bar. The monthly costs of running Jimmi’s Bar & Grill are
about $20,000. Below is a table of all the expenses that Jimmi’s Bar & Grill pays monthly. The costs
that need to be decreased are the amount of money spent on payroll, rent, alcohol and grocery supplies.
Payroll needs to decrease to $2000 a year. This can be done by switching payroll companies. Jimmi’s
Bar & Grill currently pays over $200 on payroll services monthly and there are other payroll services
0.00
5,000.00
10,000.00
15,000.00
20,000.00
25,000.00
2012 Sales
Series1
0.00
5,000.00
10,000.00
15,000.00
20,000.00
25,000.00
January
February
March
April
May
June
July
August
September
October
November
December
2013 Actual and Expected Sales
Series1
34. 34
that cost significantly less. Jimmi’s Bar & Grill also needs to consider negotiating a lower price for
monthly rent. The rent is the biggest expense that is costing the company the most money. Jimmi’s Bar
& Grill should find another location, which the cost is less expensive, or have the landlord decrease the
amount on the monthly rent. Decreasing the amount at grocery stores to $400 a month and decreasing
the monthly cost of alcohol to $3000 can increase profits as well.
Repairs $832.89
Directv $125.99
Insurance $767
Gas $61.97
Rent $4,405.30
Edison $582.79
At&t $103.01
MG Disposal $161.44
IRS $527.00
Bands $560.00
City ofFullerton $80.00
Alarm System $75.00
State Fund $1,188.75
Straub $1,997.35
Monarch $61.00
Southern $1,189.77
Harbor $372.65
Young's $532.40
Smart & Final $839.19
35. 35
Payroll & Taxes& Fees $3001.54
Grocery Stores $400.35
Other Receipts $766.28
13.0 Timing
13.1 Future Advertising Campaigns:
1) Put flyers around the California State University Fullerton and Fullerton College campuses
2) Create mobile ads on Google and Facebook
3) Pass out brochures, menus and a events page to local residents in Fullerton
4) Create business cards and hand them out to residents in Fullerton so they are able to have easy
access to the business’s website, telephone number and Facebook page
5) Create banners with daily drink specials to put on the outside of the building so people who are
waiting at the railroad tracks for the train to pass can look at the sign and learn about Jimmi’s Bar &
Grill.
Marketing Calendar:
Daily- Update all of Jimmi's Bar and Grill's social media outlets (Facebook, Instagram, Twitter) with
daily drink specials and happy hour specials. Collect coupons and gather data regarding advertisement
and Jimmi's "Bring a Friend" program.
Monthly- Review the data collected to see which advertising mediums are most successful and how
Jimmi's Bar and Grill is bringing in consumers.
Annual- Review and analyze collected monthly data from all forms of advertising and marketing to see
which mediums are most effective and where Jimmi's Bar and Grill needs to improve. Finally, set an
advertising budget for the upcoming year from previous baseline data.
36. 36
The diagram below is a marketing schedule for Jimmi’s Bar & Grill to use in order to advertise the business.
Advertising Costs for the Marketing Calendar:
Advertising Medium Distribution Cost/Ad
Orange County Register Local Area newspaper
$412 weekly (B/W)
(500,000 homes)
Daily Titan CSUF Newspaper $163.53 (year) 1/8 page
OC Weekly Magazine Local area coupon magazine
$129 weekly
(67,000 homes)
Atomic Outdoor Media Local bus bench advertising $1500 (year) bus bench
ValPak Local coupon distribution mailer
$350 weekly
(10,000 homes)
Months Marketing Theme
July
Use Valpak to reach 10,000 local home in Fullerton. This push before summer should encourage
consumers and college students to visit Jimmi's Bar and Grill.
August
As school semester prepares to begin, Jimmi's Bar and Grill will create an ad in California State
University Fullerton's Daily Titan Newspaper to encourage college students to visit.
September
Implement use of OC Weekly magazine for advertising as a secondary summer push to encourage
consumers to visit Jimmi's Bar and Grill.
October
Contact Atomic Outdoor Media to start advertising on local bus benches in Fullerton.
November Implement an ad in the Orange County Register for advertising for a one month trial.
December
Prepare to contact California State University of Fullerton’s Daily Titan Newspaper to begin
advertising when the Spring semester starts in January.
37. 37
13.2 Sales: The goal is to increase sales by $30,000 this year. This will be done through the advertising
plans in the section above. Sales will start increasing gradually daily by $50-$100. By concentrating on
a day to day basis focus will be created. By creating focus daily, it will create a push system. As a
result of creating a push system, bartenders will get an incentive when the goal for daily sales is met.
38. 38
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39. 39
Jimmi’s Bar & Grill Survey
An online survey was created for Jimmi’s Bar & Grill to find out psychographic and demographic information
about positive changes that could be made to increase revenue and attract a new target market. A 37 question
survey was created with the majority of the questions in multiple choice formats. Several questions required a
free response, to better understand what consumers want when they go to a nightclub/bar. Along with the
survey, graphs were created for each question for easy interpretation for everyone. Some questions asked were
very basic just to reaffirm some information that was already made aware, while other questions provided
results which were very surprising.