Marketing Plan for Alanito Café

Marketing Plan for a Restaurant

Executive Summary

The restaurant which I have is Alanito Café. The main business of Alanito Café is to sell fast food i.e. Burgers, Sandwiches etc. The major business of Alanito Café is expended in US and now they are developing a marketing plan for the state of Texas. The main purpose of this marketing plan is to expend the business of Alanito Café in different states of U.S. Since the organization is new and has less outlets than many of the giants of the same industry. The major focus of Alanito Café is on appropriate marketing so that they can expand their business and increase their customer portfolio. An effective marketing plan is important because of financial constraints. Alanito Café has to persuade its target market in such a way that can help the Café to develop trust and loyalty among its customers. Alanito Café cannot afford high budget advertising and marketing therefore it is necessary for Alanito Café to produce quality product and currently focus on their target market instead of mass advertising. This marketing plan will work as a judgmental tool and initiative strategy to target customers in the state of Texas and increase their revenue by selling more and creating a good brand image.

Table of Contents

Introduction5

Situational Analysis5

Marketing Analysis5

Target Markets5

Market Analysis6

Demographics7

Market Needs7

Market Trends7

Market Growth8

SWOT Analysis8

Strengths8

Weakness8

Opportunities9

Threats9

Competitive Analysis9

Product / Service Offering10

Drivers of Success10

Critical Issues10

Marketing Strategy11

Mission11

Marketing Objectives11

Target Marketing11

Positioning12

Marketing Mix12

Price12

Product13

Promotion13

Place13

Market Research13

Financials, Budgets, & Forecast13

Break Even Analysis13

Break-Even Chart14

Sales Forecast15

Expense Forecasts15

References16

Introduction

Alanito Café is a fast food restaurant in the United States of America that is providing beef product to its customers. These products include sandwiches, hamburgers & hotdogs. In addition to these products an additional variety of steaks is also served by by Alanito Café with different sauces to change the taste of customers and to feed them with something that stay in their stomach for a longer period of time (Gayellow pages 2012).

Situational Analysis

In this part of the marketing plan we will be doing research on the environment so that we can further formulate strategies which can help to develop a plan for effective and efficient marketing and communication of goals and objective to the target market (Cann 2009).

Marketing Analysis

We will be analyzing the target market, current market the competitors, needs of the people, their demographics, market growth and trends, SWOT analysis in order to formulate the marketing strategies in a more precise manner (Bygrave & Zacharakis 2008).

Target Markets

The primary target market for the company will be middle class of United States of America. The company will open its outlets in Texas which is the second most populous state of America (Kuratko & Hodgetts, 1998). The largest city of the state “Texas” is Houston and fourth largest city of the United States of America. The company will open its restaurants in this largest city of Texas and also make this city as the Head Quarter of the company. The company will also open branches in San Antonio and Dallas (Hiduke & ...