FOOD FACTORY

Food Factory



Introduction

Food Factory is a newly introduced fast food restaurant in Wolverhampton and it aims to top the list amongst all the food restaurants there. It has a target to globally excel with the passage of time. It is an excellent combination of food with reasonable price, quality and compatibility to carry food anywhere and everywhere while travelling.

In a country like Wolverhampton today, it is very difficult to create a name in the market and Food factory targets to do that. Our current target is to establish an outlet in a mall, followed by a couple of outlets in the city. Food factory will cater all the age classes people but it's mainly target would definitely be the youngsters and families who enjoy meals and like experimenting timely.

The target market

Food factory is located in the heart of Wolverhampton. The primary clients consist of city residents who wish relax with foods, beverages and food quality. Specifically, the customer is composed of the following segments:

Segment 1:

The first segment consists of students living in the city of Wolverhampton. All food is one of the favorite activities of these youth. The location of the food can drain a good portion of those forming the first segment. The study market revealed that individuals belonging to attend this first segment on average a visit restaurant once or twice a week, because they have a low income. These types of customer represent 50% of individuals who frequent the restaurants in general. (Abell, David 2005, pp 47)

Segment 2:

This second segment is composed of young professionals who have recently entered the labor market and working in Wolverhampton. These people have a strong propensity to spend time outside their home, meet friends and their recent home employment gives them a new affluence to afford drinks and meal in a nice place.

Although it represents only 30% of the total clientele, this segment generate the bulk of sales because of its purchasing power at considerably higher. On average, individuals in this second segment consume food items two to three times a day (burger, drinks, pizza, sandwiches, etc.) (Chryssochoidis, Wong, 2008, pp 16).

The Marketing Plan

Food factory has set a global goal to offer its customers a range of target quality to distinguish themselves from the competition and offer to meet expectations customers while generating profitability necessary for survival and growth of trade. To achieve this objective, taking into account the results of the study, marketing policies were defined as follows:

Marketing Strategy

Food factory uses a model as a decision-making tool, which may also aid in decisions on related marketing issues. For instance, what affect does one promotion have on other products produced at the same plant? Or, what happens if the dates on the promotion are altered slightly, to move the incremental sales to other weeks? Also, is the promotion running simultaneously with a promotion run by another division or segment of the restaurant? As managers begin to analyze the impact of marketing decisions on the entire supply chain, these ...