Marking Plan

Bahrt & McKeon

BLACK SHEEP BARBEQUE

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Bahrt & McKeon

TABLE OF CONTENTS 1.0 Executive Summary…………………………………………………… 2.0 Situation Analysis ……………………………………………………. 4 2.1 Market Summary …………………………………………….. 4 2.1.1 Market Demographics ……………………………... 4 2.1.2 Market Needs ……………………………………… 5 2.1.3 Market Trends …………………………………….. 2.1.4 Market Growth ……………………………………. 6 6

2.2 SWOT Analysis ……………………………………………… 6 2.3 Competition …………………………………………………... 9 2.4 Product Offering ……………………………………………… 9 2.5 Keys to Success ………………………………………………. 12 2.6 Critical Issues ………………………………………………… 12 3.0 Marketing Strategy …………………………………………………… 13 3.1 Mission ………………………………………………………. 13 3.2 Marketing Objectives ………………………………………… 13 3.3 Financial Objectives …………………………………………. 13 3.4 Target Markets ………………………………………………. 14 3.5 Positioning …………………………………………………... 14 3.6 Strategies ……………………………………………………. 16

3.7 Marketing Mix ………………………………………………. 17 3.8 Marketing Research …………………………………………. 19 4.0 Controls ……………………………………………………………… 2

Bahrt & McKeon 4.1 Implementation ……………………………………………… 4.2 Marketing Organization …………………………………….. 4.3 Contingency Planning ………………………………………. 5.0 Conclusion ………………………………………………………….. Bibliography ……………………………………………………………… 22 19

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Bahrt & McKeon

1.0 EXECUTIVE SUMMARY

2.0 SITUATION ANALYSIS As Black Sheep Barbeque has not yet entered the market, marketing and word of mouth will be keys to the success of our restaurant. It will be imperative that Black Sheep builds a lucrative business based on a devoted following of customers. Black Sheep believes that our targeted customers are craving a change in barbecue options, Black Sheep plans on entering the market full-force with our attention to detail, unique menu and family of trained professionals. 2.1 MARKET SUMMARY The current barbeque market in Thurston County is minimal; therefore, giving Black Sheep Barbecue the upper hand in market share. Black Sheep has a clear understanding of the target market and targeted...