MARKETING PLAN

Marketing Plan

Table of Contents

Chapter 1: Introduction3

1.1 Objectives4

1.2 Company Locations and Facilities6

Chapter 2: Products8

2.1 Product Description8

2.2 Competitive Comparison9

2.3 Sales Literature10

2.4 Sourcing11

2.5 Sales Programs11

2.6 Future Products11

Chapter 3: Market Analysis Summary13

3.1 Market Segmentation14

3.2 Target Market Segment Strategy15

Chapter 4: Strategy and Implementation Summary24

4.1 Competitive Edge24

4.2 Marketing Strategy24

4.3 Sales Strategy28

4.4 Strategic Alliances30

4.5 Milestones31

Chapter 5: Conclusion34

References35

Chapter 1: Introduction

Fresin Fries is a locally owned fast food outlet that is positioned as an international franchise through our creative approach to the company's image and detail presentation. Fresin Fries provides a combination of excellent food at value pricing, with fun packaging and atmosphere.

In today's highly competitive environment, it is becoming increasingly difficult to differentiate one fast food outlet from another. London is now becoming the model metropolis for Europe's new economic boom. With more than 11 million visitors yearly, mainly from neighbouring countries, London's retail sector is the strongest in the region (Cravens, 1991).

Our main priority is to establish one outlet in a crowded mall, preferably in one of prominent shopping malls in London. Later, our effort will be a further development of more retail outlets in the surrounding area.

Fresin Fries will entice youngsters to bring their friends and family with our innovative environment, fresh-cut Belgian fries, and selection of unique signature dipping sauces.

Please note that all tables are in US Dollars.

1.1 Objectives

To revive the presence as a successful local fast food outlet and gain a market share in London's fast food industry.

To make Fresin Fries a destination spot for mall-goers.

To expand into a number of outlets by year three, and sell the franchise to neighbouring metropolitan cities

Youthful and fresh surroundings

We will imitate successful establishments, such as Jamba Juice and Starbucks, which represent the majority of our core target market, between 18 to 35 years of age. Our store will feature display cooking of our featured Belgian Fries from cutting to frying. Our customers will also be able to read our in-house brochures in regards to all knowledge about Belgian Fries and our featured sauces. Our store will be decorated with fast food setting, such as a bright counter and display menu on the wall.

Quality food

Each store will offer nothing but freshly fried Belgian fries, sandwiches and variety of unique blend sauces, all served with old-fashioned home-style care.

Open everyday

Our store is open everyday from 10 am to 11 pm.

Start-up

 

 

 

Requirements

 

 

 

Start-up Expenses

 

Kitchen and Fixtures

$21,600

Furniture and Interior

$16,500

Legal

$3,000

Rent

$15,000

Packaging and Stationary

$8,500

Contingencies

$4,200

Total Start-up Expenses

$68,800

 

 

Start-up Assets

 

Cash Required

$50,000

Other Current Assets

$0

Long-term Assets

$0

Total Assets

$50,000

 

 

Total Requirements

$118,800

1.2 Company Locations and Facilities

Fresin Fries locations will range in size from 50 - 70 meter square and will seat from 15 - 25 guests. Our first location will be on the larger end of this range. The location will feature its own originality in merchandise display and other brand building attributes. We will equip the outlet with modern furniture and aim for cleanliness and an open feeling.

The space selection will be chosen based upon the following criteria:

Community size: minimum of 800,000 people within ...