Gold Chef Services is expanding into the vending machine industry in Florida. Their goal is to establish vending routes and participate in the $32 million food and beverage industry by supplying high-quality innovative equipment. Their marketing plan analyzes the market, competitors, products, and provides financial forecasts and implementation milestones. Key aspects of the plan include increasing market share and brand awareness through advertising, ensuring customer satisfaction, and controlling expenses to meet financial objectives of increasing profits by 8% and decreasing costs by 3%.

1. Marketing Plan of Gold Chef Services
prepared by: Mustafa Watar
Synergy University
Professor: Rami Saleh

2. EXECUTIVE SUMMARY
Gold Chef Services - L.A. Story is an interesting microcosm
of "The American Dream." From humble beginnings more
than 30 years ago, this once local food company adopted a
name change and management style, the original company
started as a vending business in 1967.

3. OUR GOAL:
Gold Chef Services is going to expanding to a new vending
industry with innovative products, first to market, high
quality vending machines. Gold Chef Services will establish
its own vending routes in the Southern and Central Florida
region. Gold Chef also plans to participate in the $32 million
food and beverage industry by supplying high-quality
innovative equipment. However, Gold Chef expects to exceed
the financial forecasts

4. SITUATION ANALYSIS

5. MARKET SUMMARY:
2010 2011 2012 2013 2014
Potential
Customers Growth CAGR
End users 5.0% 3569 3692 3821 3956 4098 5.0%
Distributors 4.0% 46 47 48 49 51 3.4%
Other 0.0% 0 0 0 0 0 0.0%
Total 5.0% 3615 3739 3869 4005 4149 5.0%

6. 3569
3692
3821
3956
4098
46 47 48 49 51
0
500
1000
1500
2000
2500
3000
3500
4000
4500
2010 2011 2012 2013 2014
End users
Distributors
Other
Market growth summary chart

7. TOTAL MARKET
GROWTH
2010 2011 2012 2013 2014
3615
3739
3869
4005
4149
0
1000
2000
3000
4000
5000
6000
7000
1 2 3 4 5
Series2
Series1

8. MARKET TARGET:
 Restaurants and Hotels - End users that purchase our product
directly of though retailer or distributor.
 Equipment Supply Companies- These are large supply houses
that offer a variety of equipment to the food & beverage industry
 Fast food restaurants-these are also kind of end users but they
are located in every single street and these are one of the first
priorities costumer.

9. MARKET NEEDS:
High
quality
machines
Innovative
features
Perfect
costumer
service
High
quality
food
products

10. MARKET
DEMOGRAPHICS
 young adults
 the population rate
 the immigration trends rates

11. MARKET TRENDS
We expect that this sales will increase by:
53%According to NAMA (national automatic merchandising
association)

12. S.W.O.T ANALYSIS:
Strengths
 Strong relationships with manufacturers.
 Excellent product line.
 Wide range communications with reliable
distributors.
 Unique and qualified staff who have long
years of experience in food and vending
industry
 Seasoned management team.
Weaknesses
 Lack of brand recognition because
Gold chef is a new organization in the
southeast market.
 Limited financial resources
 The need to take on debt to acquire the
business away from the home
company.
 Gold Chef's new and innovative
product does not have a lot of visibility
in the U.S. yet.
Opportunities
 The competitors in the market still not
aware about Gold Chef and their
products especially in fast growing
industry.
 The food industry is somewhat affected
by the economy downturn but the food
industry is in safe place of it because the
food is a basic necessity
 A strong distributor network.
Threats:
 Transporting the equipment is
expensive which could limit our
capability of reducing our costs
 Other competitors’ advantage of
distributing locally and cheaper
transport costs.
 The potential of new entrants to the
market

13. COMPETITION:
Our competitors:
Orlando vending
machine

14. PRODUCTS OFFERING:
The vending products are
 Sandwich express
 Fresh orange juice machine
The restaurant equipment:
 Toaster
 Expresso maker
 Fresh juice squeezer

15. KEY TO SUCCESS:
 High speed of preparing the costumers orders.
 Innovative, high quality products.
 Qualified staff.
 Keeping the costumer happy.
 Fast and reliable service.

16. MARKET STRATEGY:

17. CRITICAL ISSUES:
 Monitoring the costumer’s satisfaction
 Controlling the payroll expenses
MISSION:
Gold chef’s mission is to be the leader in introducing
innovative quality vending machines and restaurant
equipment to the market. Through close customer contact and
excellent relationships, we will meet the needs of our
customers wherever we can.

18. FINANCIAL
OBJECTIVE
 Decreasing Costs by:
 Increasing profits by:
 Keeping the payrolls rate steady
 Decreasing the cost of the row materials though
the efficiency and waste reduction
3%
8%

19. MARKET OBJECTIVES
 Keeping the growth rate steady
 Increasing the market share 5% per quarter
 Increasing the brand awareness
 Creating loyal customers and ensuring the
customer satisfaction.

20. MARKETING MIX
The marketing mix is consisted of the following:
 Pricing: the pricing program will be designed to be
competitive and must provide a good margin for the
company and the distributors if applicable.
 Distribution: all of our products must be distributed to the
southeast region of the US.
 Advertising and promotion: Gold Chef will use the perfect
mix of the advertising and promotion campaign to achieve
its objectives.
 Customer service: one of the most important methods to
retain and gain costumers is by providing exceptional
customer service.

21. FINANCIALS

22. BREAK-EVEN
-50000
-40000
-30000
-20000
-10000
0
10000
20000
30000
40000
0 4 8 12 16 20 24 28 32 36 40 44

23. Break- even analysis
Monthly Units Break-even 27
Monthly Revenue Break-even $93,166
Assumptions:
Average Per-Unit Revenue $3,481.63
Average Per-Unit Variable
Cost
$1,962.44
Estimated Monthly Fixed Cost $40,652

24. SALES FORECAST
PER UNIT
104 104
245
122 122 122
819
125 125 294 146 146 146 983
150 150
353
176 176 176
1179
0
200
400
600
800
1000
1200
1400
year 1
year 2
year3

25. -
200,000.00
400,000.00
600,000.00
800,000.00
1,000,000.00
1,200,000.00
1,400,000.00
1,600,000.00
orange juice
machine
Sandwich Express Multi-line Machines Toasters Espresso Makers Juice Squeezer
year1
year2
year3
SALES IN USD

26. DIRECT UNIT COSTS
-
1,000.00
2,000.00
3,000.00
4,000.00
5,000.00
6,000.00
7,000.00
8,000.00
orange juice
machine
Sandwich
Express
Multi-line
Machines
Toasters Espresso Makers Juice Squeezer
year1
year2
year3

27. DIRECT UNIT COSTS
IN USD
-
200,000.00
400,000.00
600,000.00
800,000.00
1,000,000.00
1,200,000.00
orange juice
machine
Sandwich
Express
Multi-line
Machines
Toasters Espresso Makers Juice Squeezer
Series1
Series2
Series3

28. EXPENSE FORECAST
Year1 Year2 Year3
Conferences 90000 85000 0
Advertising 25000 10000 10000
Website 11000 7000 5000
Others 50000 65000 80000
Total
176000 167000 95000
Percent of
sales 6% 5% 2%

29. 0
20000
40000
60000
80000
100000
120000
140000
160000
180000
200000
Conferences Advertising website Others Total percent
Year1
Year2
Year3

30. CONTROLS
 Revenue- monthly and annual.
 Expenses- monthly and annual.
 Customer satisfaction.

31. IMPLEMENTATION
Milestones
Advertising Start Date End Date Budget Manager Departmen
t
Marketing plan completion 1/1/2015 2/1/2015 $0 Mustafa Marketing
Website development 1/1/2015 3/1/2015 $10,000 Mustafa Marketing
Trade show participation
campaign #1
1/1/2015 6/30/2015 $7,500 Mustafa Marketing
Trade show participation
campaign #2
7/1/2015 12/30/2015 $14,700 Mustafa Marketing
Ad campaign #1 1/1/2015 6/30/2015 $40,500 Mustafa Marketing
Ad campaign #2 7/1/2015 12/30/2015 $38,100 Mustafa Marketing
Conference 1/1/2015 1/15/2015 $0 MOHAMM
ED
Departmen
t
The plan will be tracked day by day and the actual
performance will be measured against the planned
performance and the following milestones identify the key
marketing programs.

32. CONTINGENCY
PLANNING
The contingency plan has been made to face the potential
risks, risks are:
 The potential entrants to the markets in case they could
provide similar products in the same quality, in addition
potential risks related to importing the raw materials the
beyond Gold Chef capability, Additionally lack of the
money liquidity and shortage in the raw materials, sales
rate not covering the total cost

33. MARKETING
ORGANIZATION
The marketing manager will lead the PR and marketing
team of six and in the all activities “conferences,
advertising, promotion” and will monitor the activity of
developing the company’s website and the finance
manager will support him to control the expenses and he
will be assisted by effective team to evaluate and
implement the plan.