Marketing Plan of a beer & bergur restaurant
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목차
1. Business Mission Statement2. SWOT analysis
3. Objectives
4. Market Strategy
4.1. Target Market Strategy
4.2. Marketing Mix
4.2.1. Product
4.2.2. Distribution
4.2.3.Promotion
4.2.4. Price
5. Evaluation & Control
본문내용
Marketing PlanSteakout
1. Business Mission Statement
We provide customers with upscale burgers and beers by professional and friendly team members resulting in customer loyalty.
2. SWOT analysis
Steakout has a number of strengths and opportunities presumably outweighing weaknesses and threats.
The following SWOT analysis will show them.
STRENGTH
High Quality Food with Large selection 18: 18 craft beers including hamburgers with organic meat
High Quality Service: friendly staff & sampling of craft beers
Large Customer Base: bike riders, soccer teams, dog club members and workers
Outdoor seating : 120 seats beer garden with authentic outside benches imported by German
Location
WEAKNESS
Lacking in Promotion Effort
Misleading Brandname; as this place doesn't serve steak, but claims to be a burger and beer garden spot
Limited Capacity : relatively small area which results in long wait
OPPORTUNITY
Market Growth of craft beers in California
Growing Awareness about Green Product in terms of Hamburgers
THREAT
Economic Uncertainty
Growing trend of quality fast food
3. Objectives
Steakout’s objective is to increase sales by 30 percent in one year
1) to increase the number of people who make a purchase after browsing social media by 30 percent.
2) to increase the number of regular customers by 30 percent
To meet the goals above, Steakout will use its official website or social media to collect email addresses, and send periodic emails to its customers to increase Steakout’s brand awareness in the target customers by 30 percent in one year
참고 자료
http://inthecapital.streetwise.co/2013/03/27/dissecting-the-craft-beer-consumer-a-look-at-what-an-awesome-beer-drinker-looks-like/http://www.beveragemedia.com/index.php/2012/05/who-is-the-new-beer-consumer-brewers-ready-to-say-ihola-and-more-to-expand-reach/
http://www.oregonrla.org/ORLA/News_and_Information/Pubs/MainIngredient/March_2012/Oregon_Restaurant_and_Lodging_Association_Main_Ingredient_Artisan_Hamburgers.aspx