Marketing Plan of a beer & bergur restaurant

소개

미국 대학에서 여름학기 동안 수업을 듣고 에이플러스 받았습니다.
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교수님께서 섹션별로 여러번 첨삭해주셨고
개인적으로 창업에 관심이 있어서 현지에 있는
레스토랑을 대상으로 마케팅플랜을 계획해보았지요.

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자신있게 제공합니다.

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목차

1. Business Mission Statement

2. SWOT analysis

3. Objectives

4. Market Strategy
4.1. Target Market Strategy
4.2. Marketing Mix
4.2.1. Product
4.2.2. Distribution
4.2.3.Promotion
4.2.4. Price

5. Evaluation & Control

본문내용

Marketing Plan

Steakout

1. Business Mission Statement

We provide customers with upscale burgers and beers by professional and friendly team members resulting in customer loyalty.

2. SWOT analysis
Steakout has a number of strengths and opportunities presumably outweighing weaknesses and threats.
The following SWOT analysis will show them.

STRENGTH

High Quality Food with Large selection 18: 18 craft beers including hamburgers with organic meat
High Quality Service: friendly staff & sampling of craft beers
Large Customer Base: bike riders, soccer teams, dog club members and workers
Outdoor seating : 120 seats beer garden with authentic outside benches imported by German
Location

WEAKNESS

Lacking in Promotion Effort
Misleading Brandname; as this place doesn't serve steak, but claims to be a burger and beer garden spot
Limited Capacity : relatively small area which results in long wait

OPPORTUNITY

Market Growth of craft beers in California
Growing Awareness about Green Product in terms of Hamburgers

THREAT

Economic Uncertainty
Growing trend of quality fast food

3. Objectives
Steakout’s objective is to increase sales by 30 percent in one year
1) to increase the number of people who make a purchase after browsing social media by 30 percent.
2) to increase the number of regular customers by 30 percent
To meet the goals above, Steakout will use its official website or social media to collect email addresses, and send periodic emails to its customers to increase Steakout’s brand awareness in the target customers by 30 percent in one year

참고자료

· http://inthecapital.streetwise.co/2013/03/27/dissecting-the-craft-beer-consumer-a-look-at-what-an-awesome-beer-drinker-looks-like/
· http://www.beveragemedia.com/index.php/2012/05/who-is-the-new-beer-consumer-brewers-ready-to-say-ihola-and-more-to-expand-reach/
· http://www.oregonrla.org/ORLA/News_and_Information/Pubs/MainIngredient/March_2012/Oregon_Restaurant_and_Lodging_Association_Main_Ingredient_Artisan_Hamburgers.aspx