MARKETING PLAN OUTLINE

MAGOO’S PIZZA

I. EXECUTIVE SUMMARY

Pura Trading Corporation brought the rights to open Magoo’s Pizza stores in the Philippines. The following year the first Magoo’s Pizza store was put up in Magallanes. Why Magoo? It is probably the favorite cartoon character of the person who started Magoo’s Pizza.

Magoo’s Pizza started as a small fast food outlet in a popular bowling alley in Magallanes Commercial Center Makati in 1977. It was originally a franchise of a Honolulu operation in the 1970's. The Makati outlet attracted so much attention that it was just a matter of time for Magoo's to set out on its own.

In the 1980's Magoo's Philippines became a local independent chain. Since then, Magoo's has become a major player in the pizza market whilst preserving the quality of the deliciously hearty pizzas people have grown to love, and maintaining the efficient service that customers has come to expect.

Magoo's has been instrumental in spearheading several revolutionary innovations in the fast-food industry in the Philippines. Here are just some of the ways Magoo's has transformed the industry, improved the quality and influenced the whole business of making great pizzas.

II. CORPORATE CONNECTION

Magoo’s Pizza, is under the Management of Puyat Sports Group, which is known in producing of bowling machine and billiard tables.

MAGOO’S PIZZA

III. ENVIRONMENTAL ANALYSIS AND FORECASTING

a. SWOT Analysis

STRENGHTS Unique in shape: Square Pizza. Magoo’s pizza is crisp because it’s

baked without oil on the traditional oven and freshly made as you order.

Magoo’s Pizza was the first to introduce a great concept in multi-use, multi-purpose packaging. Magoos’ Tear-Serve-N-Keep or TSK box is so useful and convenient. This is patented; the idea is owned by Magoo’s and cannot be copied.

Can also offer on premise catering.

WEAKNESSES Small number of dine-in guest

who visits the store just only to eat pizza.

Not all Magoo’s Pizza outlet has delivery service; it still depends on location’s boundary.

No Magoo’s Pizza outlet in the Philippines which is stand alone.

No hotline number.

OPPORTUNITIES Some of the store is located

inside the bowling center, once there’s a company or bowling tournament booked, markets are available.

Nearest School or Nearest Hospital on the outlet.

THREATS Other food establishment who

also offers pizza and other variety of foods.

No bowling tournament was booked.

b. Competitors Analysis Main competitors of Magoo’s Pizza are other fast food establishments,

particularly pizza parlor.c. Product Analysis

Magoo’s pizza is square. Unique shape but more importantly, Magoo’s take pride in the quality and value that their customers get from each slice of pizza. Square means more slices, more cheese, more toppings. Aside from the other 12 varieties of pizza, other Magoo’s specials are pizzadog, spaghetti, supersub sandwich, french fries and tacos.

d. Customer Analysis

MAGOO’S PIZZA

DELIVERY

DINE IN GUEST TAKE OUT

OFF PREMISECATERING

Some Magoo’s Pizza outlet is located inside the Bowling Center and Billiards Room, company leagues is the primarily dine-in guest, second will be the walk-in, lastly are the delivery, take-out and pick-up orders.

IV. SEGMENTATION AND TARGETING

Dine-in guest – Guest where in who decided to eat products of Magoo’s insaide the Magoo’s Pizza outlet.

Take-out – Guest where in they bought the products of Magoo’s Pizza and decided to bring it home.

Delivery – Guest who decided to eat Magoos’ Pizza product ordered thru phone calls.

Off Premise – it is now on the planning stage, this requires guest who decided to cover the catering of foods on some events outside the vicinity of the Magoo’s Pizza outlet.

V. NEXT YEAR’S OBJECTIVES AND QUOTAS

Double the last year’s sale. Will try an off premise catering, specifically school events.

VI. ACTION PLANS: STRATEGIES AND TACTICS

Team member will visit some school which is located near the outlet to introduce what Magoo’s Pizza can offer to them, Magoo’s Pizza has choices of meal packages that could fit on one’s budget. This may be hit on school events like Christmas Party.

SUCCESS STRATEGY

A TTRACT

S ATISFY

A ND

P RESERVE OUR CUSTOMERS

SERVICE STRATEGY

W elcome customer with smile and greeting

O ffer products and suggestive sell.

R eview order, give exact change and advise how long it will take.

T CBC in 8 minutes!

H ave order delivered to customer’s table.

Y ou need to thank the customer and ask for repeat business.

RECOVERY STRATEGY

L isten, listen, listen

A pologize

S ymphatize

E xplain the immediate action that we will take

R emember to thank the customer

VII. RESOURCES NEEDED TO SUPPORT STRATEGIES AND MEET OBJECTIVES

Having well trained and customer service oriented on every team member.

School Approval.

VIII. MARKETING CONTROL

Standardized recipe, to enable the consistent food quality, predictable yield, customer satisfaction, food cost control, inventory control and efficient purchasing procedures.

IX. PRESENTING AND SELLING THE PLAN

Offer suggestive meal packages, off premise catering could help to add up sales.

X. PREPARING FOR THE FUTURE

a. Appendix A – Survey Questionnaire Sample

Name: ______________________________ Age: ______________

This Questionnaire serves as part of the marketing plan for the preparation in the future of Magoo’s Pizza. Just thick or check the circle for your answer.

YES NO

1) Would you like to try Magoo’s Pizza to cover on some school events,or any casual events on your home?

2) Do you think advertisement on TV, print ads will help Magoo’s Pizza to have prospect consumer?

3) Do you have a contact number for the delivery of Magoo’s Pizza?

4) Have you experience good customer service at any Magoo’s Pizzaoutlet?

5) Aside from pizzas and other specialty, do you still looking fornew entry of Magoo’s Pizza menu?

6) Do you have any bad experience while dinning-in or having deliveryon your house?

7) Do you get enough on what you are paying for at Magoo’s Pizza?

8) Are you willing to buy one slice of Pizza at Magoo’s Pizza?

9) Would you like to visit Magoo’s Pizza outlet which is not located inside the Bowling Center?

Suggestion:

Thank you for answering the questionnaire.

b. Appendix B – Survey Questionnaire Results

BIBLIOGRAPHY

http://www.magoos.com/

Company Profile of Magoo’s: Ms. Mae Jackosalem’s, Operations Manager Magoo’s Pizza.