Marketplan

Jianyang Wan

MK 6609

March 6, 2015

Local Shanghai Restaurant Marketing Plan

Traditional taste restaurant

I.Marketing Situation Analysis

1.1 Macroscopic environment Analysis

1.1.1 Financials

New Haven's economy originally was based in manufacturing, but the postwar period brought rapid industrial decline; the entire Northeast was affected, and medium-sized cities with large working-class populations, like New Haven, were hit particularly hard. Simultaneously, the growth and expansion of Yale University further affected the economic shift.

Industry sectors: Agriculture (.6%), Construction and Mining (4.9%), Manufacturing (2.9%), Transportation and Utilities (2.9%), Trade (21.7%), Finance and Real Estate (7.1%), Services (55.9%), Government (4.0%)

1.1.2 Population & Geography

New Haven is the second-largest city in Connecticut (after Bridgeport).According to a census done by the Census Bureau as of July 1, 2012, the city had a population of 130,741. New Haven is the principal municipality in Greater New Haven, which had a total population of 862,477 in 2010.

According to the United States Census Bureau, the city has a total area of 20.1 square miles, of which 18.7 square miles is land and 1.4 square miles, or 6.67%, is water.

New Haven's best-known geographic features are its large deep harbor, and two reddish basalt trap rock ridges which rise to the northeast and northwest of the city core.

1.1.3 Social Culture

Livability.com named New Haven as the Best Foodie City in the country in 2014. There are 56 Zagat-rated restaurants in New Haven, the most in Connecticut and the third most in New England (after Boston and Cambridge).[98] More than 120 restaurants are located within two blocks of the New Haven Green.[99] The city is home to an eclectic mix of ethnic restaurants and small markets specializing in various foreign foods.[100][101] Represented cuisines include Malaysian,...