Download - 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