Mktg 522 Final Project Wine Bar

Marketing Plan, Wine and Fondue Bar in Solano County

Marketing Management 522

August 26, 2012

Table of Contents

1.0 Executive Summary ………………………………………………………………..………1

2.0 Situation Analysis…………………………………………………………………..………2

2.1 Market Summary…………………………………………………………..………3

2.2 SWOT Analysis ……………………………………………………………..…….4

2.3 Competition…………………………………………………………………..……5

2.4 Product (Service) Offering……………………………………………………..….6

2.5 Keys to Success ………………………………………………………………..... 7

2.6 Critical Issues……………………………………………………………………...8

3.0 Marketing Strategy………………………………………………………………………....9

3.1 Mission…………………………………………………………………………….10

3.2 Marketing Objectives……………………………………………………………...11

3.3 Financial Objectives……………………………………………………………….12

3.4 Target Markets……………………………………………………………………..13-14

3.5 Positioning…………………………………………………………………………15-16

3.6 Strategies …………………………………………………………………………..17-18

3.7 Marketing Mix ……………………………………………………………………..20

3.8 Marketing Research ………………………………………………………………..21-22

4.0 Controls ………………………………………………………………………………..……23

4.1 Implementation …………………………………………………………….……….24

4.2 Marketing Organization ………………………………………………….…………25

4.3 Contingency Planning ………………………………………………………..…….26

5.0 Conclusion …………………………………………………………………………….……27

1.0 Executive Summary

The Barrel Room is a stylish privately owned wine and fondue bar. Its unique ambiance of wine barrels everywhere provides a comfortable gathering place for guests to relax. TBR is comprised of experienced and knowledgeable staff that will assist guests in a causal conversation or an educational conversation based on products sold and occasional soft music. TBR provides California wines also cheese from around the world to enjoy at the bar or to take home. The Barrel Room experience will include:

* California Wines

* Cheese from Around the World

* Educational Classes on Products

* Events with Local Wineries and Associations

1

2.0 Situation Analysis

The...