Marketing

Assignment

Marketing Plan of "Pick-A-Nique"

Anammelek Avendaño Sanchez

City University of Seattle

Principles of Marketing

Industrial Engineering.

December 13, 2015.

Index

Introduction……………………………………………………………………….……………….2

Environmental Analysis …………………………………………………………………………..5

Target Market Analysis…………………………………………………………..………………..8

SWOT Analysis………………………………………………………………...………………..12

Competitor Analysis……………………………………………………………….……………..16

Marketing Mix & Budget Analysis………………………………………………..……………..19

Pricing and Distribution Strategy ………………………………………………………………..22

Sales Promotion Program ………………………………………………………………..………24

Conclusion…………………………………………………………………………………..…...26

References………………………………………………………………………………………..27

Introduction

The document presents the marketing plan that develops the "Pick-A-Nique" vegetarian restaurant. Any company, regardless of their size or the sector in which it operates, needs to develop a Marketing Plan. This must meet a series of requirements to be effective and requires those responsible: a realistic approach to the situation of the company; that its production is detailed and complete; It should include and develop all the objectives; It must be practical and affordable for all staff; determined periodicity, with their corresponding improvements; and shared with all staff of the company.

In the first part is described the Environmental Analysis that includes the economic, social and technological factors that affect the business. It develops how marketing is linked to a changing environment that is continuously offering new challenges to businesses.

In addition, it is presented the SWOT analysis of the company. This type of analysis includes controllable variables, which are weaknesses and strengths, who are inside the organization or persons and therefore can act on them more easily, and non-controllable variables, which are the opportunities and threats, those who are outside of the Organization.

The target or...