Restaurant Marketing Plan

STUDENT MARKETING PLAN FOR

“CALIFORNIA ROLL-THRU”

Table of Contents

Page

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

2.0 Strategic Focus and Plan…………………………………………………………………….6

• Mission Statement………………………………………………………………………...6

• Goals………………………………………………………………………………………6

• Competitive Advantage…………………………………………………………………...7

3. Situational Analysis………………………………………………………………………….7

• Market Summary …………………………………………………………………………8

• Market Demographics……………………………………………………………………..8

• SWOT Analysis…………………………………………………………………………...9

• Industry Analysis………………………………………………………………………...10

• Competitor Analysis……………………………………………………………………..11

• Company Analysis……………………………………………………………………….12

• Customer Analysis……………………………………………………………………….13

4. Market-Product Focus……………………………………………………………………..13

• Marketing Objective……………………………………………………………………..14

• Marketing Strategies……………………………………………………………………..14

• Market-Product Grid……………………………………………………………………..15

• Target Market…………………………………………………………………………….16

• Points of Difference…………………………………………………………………...…17

• Positioning……………………………………………………………………………….17

5. Marketing Program………………………………………………………………………...19

• Product Strategy………………………………………………………………………….19

• Price Strategy…………………………………………………………………………….20

• Price Constraints…………………………………………………………………………21

• Break-Even Analysis…………………………………………………………………….22

• Final Pricing……………………………………………………………………………..23

• Promotion Strategy……………………………………………………………………...23

• Place Strategy……………………………………………………………………………24

6. Organizational Structure…………………………………………………………………..24

7. Implementation Plan……………………………………………………………………….25

8. Evaluation and Control……………………………………………………………………26

• Goals……………………………………………………………………………………..27

• Strategies………………………………………………………………………………....27

• Milestones………………………………………………………………………………..27

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