marketing plan of an organic restaurant

WELCOME

TO

Paradise De Nature

PRESENTED FOR

Mr. Arafat Rahman

Assistant Professor,

Principles of Marketing(MKT-201),

Institute of Business Administration,

Jahangirnagar University

LET’S INTRODUCE OURSELVES

ANIQA TAHSIN ANCHAL(787)

AFROZA AKTER(790)

MD.SHAFAETH ZAMAN(802)

NAFIZ IMTIAZ NOOR(816)

SABIHA SULTANA(1257)

MD.AFATRUL ISLAM(1981)

PARADISE DE NATURE

LIVE NATURALLYBE HEALTHY

PARADISE DE NATURE

LOCATION: GULSHAN-2

OPENING & CLOSING: 11.00 AM-10.00 PM

PRICE: PREMIUM

BUSINESS IN BRIEF

Enlightened Surroundings

Variety, Variety, Variety

Dinner Buffet

Quality Food

Affable Employees

MARKET SEGMENTATION

AGE

GENDER

OCCUPATION

INCOME

MARKET TARGETING

Corporate in different:

Banks

MNCs

SWOT ANALYSIS

STRENGTHFresh marketFully New ideaNo dependence on raw materialsOrganic elements are ensuredCustomer satisfactionStrong staff resourcesOwn transportSecured source of capitalAttractive interior

Weakness

Very unfamiliar concept

Cost-sensitive project

Small dimension of the restaurant

Amateur senior management

Absence of occasional discount

Taking over of competing

firms

Impressive relationship with suppliers

Cutting costs

OPPORTUNITIES

Competitors’

change in action

Change in

consumer taste

THREATS

Major competitors:

Asparagus

Aristocrat

Topkupy

ANALYSIS OF COMPETITORS

Marketing Mission• To serve quality food with at a great value

• To feature a large selection of freshly prepared food

• To feature items from different cuisines and different

price ranges

• To combine menu variety, atmosphere, ambience

and friendly staff to create a sense of “place”

MARKETING OBJECTIVES

To provide quality organic food stuffs to the

locality.

To modify the menu and other services with the

change in consumer taste, market demand and

competitors’ strategy.

To render an enlightening environment to enjoy

food items.

To extend the business in different locality if the

acceptability of our cuisines meets our prior

expectation.

To maintain the costs and operation under tight

managerial expertise so that the mission of our

venture can be satisfied.

To increase the average sales from year to year

by materializing the above mentioned objectives.

Strategies relating to products

Strategies relating to pricing

Strategies relating to advertising/promotion

Strategies relating to distribution

Marketing strategies

STRATEGIES RELATING TO PRODUCT

The Menu

Organic Ingredients

Ethnic Ingredients

Interior design

STRATEGIES RELATING TO PRICE

• Premium Pricing Strategy

• High quality product

• Charge the highest price

STRATEGIES RELATING TO PR0MOTION

Ads in Newspapers

TVC

Banners

Our website

THE DAILY STAR’S ARTICLE ABOUT US

SALES PROMOTION

NEW TRIAL

FREQUENCY

CHECK AVERAGE

PARTY SIZE

FINANCIAL ANALYSIS

Income Statement

Balance Sheet

Statement of Cash flow

Income Statement1st year 2nd year 3rd year

Total net sales 13,832,800 15,344,200 16,930,604

Less: cost of products sold7,500,000 8,000,000 9,250,000

Gross profit 6,332,800 7,344,200 7,680,604

Expenses:

Fixed Expenses:

Rent 150,000 150,000 150,000

Utilities 400,000 500,000 550,000

Instrument 360,000 500,000 500,000

Advertisement 500,000 600,000 400,000

Miscellaneous expense 600,000800,000 800,000

Total fixed expense2,110,000 2,550,000 2,400,000

Controllable Expense :

Salaries / wages 980,000 1,200,000 1,000,000

Supplies 320,000 400,000 420,000

Total fixed and

controllable expense

(3,410,000) (4,150,000) (3,820,000)

Net income before taxes 2,922,800 3,194,200 3,860,604

Taxes (30%) (876,840) (958,260) (1,158,181)

Net Income 2,045,960 2,235,940 2,702,423

Balance SheetCurrent year to date Prior year to date Prior year end

Assets:

Current Assets:

Cash 21,000,000 17,500,000 3,500,000

Net Receivables 25,000,000 20,000,000 5,000,000

Other Receivables 12,500,000 11,500,000 1,000,000

Inventory 5,000,000 7,000,000 -2,000,000

Prepaid expenses 1,000,000 700,000 300,000

Total Current Asset 64,500,000 56,700,000 7,800,000

Fixed and Other Assets 225,500,000 118,300,000 107,200,000

Total Assets 290,000,000 175,000,000 115,000,000

Liabilities and

Owner’s Equity:

Current Liabilities 50,000,000 40,000,000 10,000,000

Long term Liabilities 100,000,000 80,000,000 20,000,000

Stockholder’s Equity 135,000,000 51,700,000 83,300,000

Retained Earnings

Prices

3,300,000 1,700,000

Retained Earnings

Current

5,000,000

Total Liabilities and

Owner’s Equity

290,000,000 175,000,000 115,000,000

Statement of Cash flow

Cash flows from operating

activities:

Net income 2,702,423

Adjustments to reconcile net

income to net cash provided by

operating activities:

Increase in accounts receivable (6,000,000)

Increase in accounts payable 10,000,000

Net increase in cash 6,702,423

Cash, January 1,2012 14,297,577

Cash, December 31,2012 210,000,000

BREAK-EVEN ANALYSIS

MASTER SCHEDULE

MILESTONE

CONTINGENCY PLANS

Product Activities Budget Performance

Standards

Possible Corrective

Action

1. Advertisement 20 million Big billboards on

construction areas and

celebrities in

advertisements

Print media

2. Import new process plant 100 to 150 million Waste heat recovery plant

that reduces the production

cost

Efficient use of resources

3. Buy new trucks for

transportation

50 million Transportation for long

distance routes

Increase trucks for

transportation needs

Performance standards and financial controls:

WE DON’T SELL FOODS,

WE SELL BEST FOOD EXPERIENCE