Churros City

MARKETING PLAN

OF

“CHURROS CITY”

A Thesis Paper Presented to the faculty of

Business Administration Program

In Partial fulfilment of the requirement for the

Degree of Bachelor in Business Administration

Major in Marketing Management

1st semester 2010-2011

TABLE OF CONTENTS

Title Page

Acknowledgement

Table of Contents

MARKETING PLAN

Page no.

I. Executive Summary 5

II. Company Background 9

A. Vision and Mission 11

B. Organizational structure 12

C. Nature of the product 13

1. Product Description 13

2. Product’s Brand Name 13

3. Existing and Proposed Logo 14

4. Price of the Products 15

5. Product positioning Statement 18

6. Target Market 18

7. Distribution Network 19

III. Marketing Environment

D. Environmental Scanning

8. Economic 20

9. Technological 21

10. Politico - Legal 23

11. Socio - Cultural 26

12. Demographic 27

E. Industry Analysis

13. Threats of New Entrants 28

14. Rivalry among Existing Firms 28

15. Bargaining Power of Buyers 29

16. Bargaining Power of Supplier 29\

17. Threats of Substitute Products 29

F. Competitive Analysis

18. Industry Participants 30

19. Strategic Comparative Analysis 31

a. Market Share 35

IV. SWOT Analysis 36

V. Marketing Objectives 41

VI. Marketing Strategies 42

VII. Marketing Program 44

VIII. Activity Gantt Chart 51

IX. Marketing Budget 52

X. Projection 54

XI. Recommendation 55

XII. Bibliography 56

XIII....