Business Plan

Marketing Plan for BUSN319

Student Marketing Plan for Brownie’s Country Tavern

A Marketing Plan by: Ryan Brown

Submitted to: Paula Zobisch

January 31, 2014

DeVry University

Abstract

This marketing plan for Brownie’s Country Tavern includes a complete summary of my business including a thorough description. In addition a strategic focus and plan will summarize all of the businesses goals, mission statements, core competency and sustainable competitive advantage. The siuational analysis analyzes Brownie’s strengths and weaknesses as well as its external opportunities and threats. This plan includes the market-product focus, marketing program, and financial data and projections. Finally, the organizational structure of Brownie’s Country Tavern, implementations, evaluation and control will be described.

Table of Contents

Page

Background 6

Strategic Focus and Plan 7

Mission Statement 7

Goals 7

Competitive Advantage 8

Situation Analysis 9

Industry Analysis 9

SWOT Analysis 10

Competitor Analysis 10

Company Analysis 11

Customer Analysis 12

Market-Product Focus 13

Marketing and Product Objectives 13

Market-Product Grid

Target Markets

Points of Difference

Positioning

Marketing Program 17

Product Strategy 17

Price Strategy

Promotion Strategy

Place Strategy

Financial Projections

Break-even Analysis

Organization

Implementation Plan

Evaluation and Control

Possible Deviations

Possible Solutions

References

Appendices

Appendix A: SWOT Analysis

Appendix B: Brownie’s Country Tavern Survey

Appendix C: Brownie’s Country Tavern Menu

Tables

Table 1. Market-Product Grid

Table 2. Implementation Plan

Figures 34

Figure 1. Bagels by the Bay Flyer 34

Figure 2. Bagels by the Bay Coupon 35...