You are on page 1of 34

Marketing Final Project

Name: Heidy Suarez


Student Number: 0792982
Class: Marketing
Section: #02
Professor: Anne Wilson
Group: #17

Due Date: December 02nd, 2016

Index
Introduction
#01

Page

Swot Analysis
Pages#2-3
Competitive Analysis
#4-8
Costumer Segment Analysis
#9-14

Pages
Pages

Target Selection
Pages #15 Mission Statement and Objectives
Page #16
Product
Page #17
Price
Pages #18-22

Distribution, Location, Name and Floor


plan
Promotion
Pages #23-24

Page 1

Case Overview
Tina Bekele is a 28 years old woman who dreams to have her
own restaurant. Her passion started when she was 15 years
old and her parents owned a restaurant. She was lucky to
work assisting her parents with costumer service, creating
the menus, and even decorating the interior of the place.
The fact that she was able to work in this environment made
her love the idea of restaurants businesses and food
industry. Unfortunately after having a decrease on the
business economy, Tinas parents decided to close the
restaurant until they were financially stabilized. After ten
years, they have not been able to open the restaurant again
but Tinas hope and dreams have not been forgotten yet.
Recently Tina won a Lottery price and now she counts with
the amount of $286.000. With this money she feels that the
idea of opening a new restaurant is possible but fears to
repeat the same mistakes as her parents.

In First semester of Business-Finance me, Heidy Suarez have


the opportunity to study this case and to make a business
plan towards the future restaurant. This project consists in
helping Tina analyze some of the facts that a business
requires in order to succeed. Also I will be able to go over the
process of marketing strategies for the business and make
sure that Tina do not repeat the same mistakes that her
parents made in the past. In order to have more information
about this kind of business I will research about the SWOT
analysis, Competitive analysis, Costumer segment analysis,
Target selection, Mission statement and objectives, Product,
Price, (Distribution, location, name and floor plan) and
promotion. After completing this case Tina will be able to
open her own restaurant and finally make her dreams come
true.

Page 2

SWOT Analysis
When conducting a Swot analysis we find that it is divided
into internal strengths and weaknesses, and external
opportunities and threats. We will be using this strategy in
order to know more about the production costs, marketing
skills, financial resources, employee capabilities, and other
facts that are important in this business plan.

STRENGHTS
OPPORTUNITIES
Owner has a Marketing
Gain costumer loyalty
diploma and 10 years of
Expand to new locations
experience
Introduction of a new
The capital will be
variety of dishes to
invested by the owner
customers
(no loans)
Jobs for unemployed
A
softward
will
be
people
introduced
to
chash
Training
for
machine to keep track
inexperienced
of every sale
employees
Exclusive
kitchen
supplies will benefit the
WEAKNESSES
THREATS
There are no costumers
Supplies are high cost
yet
Rent expense is high
The restaurant does not
cost
have experience
New rules and laws will
Recruiting
new
be enforced
employees is not easy
Tariff taxes
Expenses
and
initial
Employee recruiting
costs will be high
Keep track of the new
Intense competition
inventory
The restaurant has no
The risk to fail and lose
branches
the money
Taxes are a high cost
expense
INTERNAL
EXTERNAL
Page 3

SWOT Analysis Review


After reviewing the SWOT analysis I can conclude that Tinas
restaurant will bring many benefits to her, costumers and
employees but it also will bring many threads. Threats make
part of the analysis and are essential for business but we
have to make sure that they do not affect the restaurant and
create a loss on the profit. Therefore Tina must have a
strategy in order to get rid of some of the threads and turn

them into benefits. Here are some examples of the ways that
Tina may change the threats for benefits:
1. Tina can lower the high cost supplies into middle cost
supplies and save money for the taxes tariff.
2. In order to have an excellence service Tina must study
the rules and laws to reduce the risk of having future
problems with health unit and government.
3. Contact a professional investment advisor and prevent
herself of losing her money
4. Contact a professional Financial Advisor and create a
budget for every necessary expense in order to spend
her money wisely.
5. Hire known people and start evaluating future
employees a few months before the opening of the
restaurant. This way she will be familiar with employees
and know them better.
The SWOT analysis unfortunately has a very important
thread, which is (Intense Competition). Therefore I have
researched about this competition analysis and have found
that London, Ontario is generating a large quantity of jobs in
the food industry. This is because there are many restaurant
opening in the City and the economy is greater than before.
Here is an article from the LFP that gives us an idea of some
of the restaurants that Tina will be competing to that are
also succeeding in London Ontario:
http://www.lfpress.com/2016/11/22/four-restaurant-chains-elbow-into-a-crowded-london-marketas-eating-out-trends-shift

Page 4

Competitive Analysis
Tina has already done the SWOT analysis and now she is
moving forward to the Competitive analysis. To make a
competitive analysis she has to go over the 5 competitive
advantages and make sure which one describes best her

ideal to compete with other restaurants, the following will be


the competitive advantages and its meaning:
Competitive Advantage: Consists of a unique set of
features of a company and its products that are
perceived by the target market as significant and
superior to the competition
Cost-Competitive
Advantage:
Is
a
low-cost
competitor in an industry while maintaining satisfactory
profit margins.
Product/Service Advantage: The provision of a
unique benefit that is valuable to buyers beyond simply
offering a low price.
Niche Competitive advantage: The advantage
achieved when a firm seeks to target and effectively
serve as a single segment of the market.
Building Sustainable Competitive Advantage: an
advantage that cannot be copied by the competition.
Now that Tina went over the competitive advantages, she
realizes that Product/Service advantage describes her type
of competition for the business. This advantage helps Tina
understand that her product and service must be unique so
people will buy it at regular cost. Now she wants to think
about the product and service that she wants to offer to the
costumers and here are some ideas to begin with:
Product: Tina does not decide yet what exactly is going to
be her type of food but she promises that the main idea of
the restaurant is to serve costumers gourmet, delicious and
unique food.
Page 5

Service: Tina also wants to give every customer an


excellent service and facilitate him or her many ways of
delivery. Therefore she is thinking of creating these types of
services and benefits:
Pick up:
Customers that count with limited time will be
able to call ahead and pick up their orders
during their preferable time.
Delivery:
Costumers that do not want to drive and get
out of their homes will be able to call for
delivery and eat their favourite food in their
favourite place.
Take out:
Costumers who prefer not to eat inside the
restaurant and pay the server a generous tip,
will be able to go through take out and carry
out his or her food with them.
Dine in:
Costumers that prefer to celebrate special
events and have unlimited time will be
pleasured to have amazing servers and
exclusive service in the inside of the
restaurant.
Drive thru (if its possible)
Drivers that count with a short amount of time
will be able to drive through the restaurant and
eat a delicious dish in their own place of
choice.
These benefits will differentiate Tinas small business from
her competitors, as many of the small restaurants in London,

Ontario only count with Dine in services. Also costumers will


see her incredible efficient service and therefore will go
frequently to her restaurant.
Page 6
Another important factor is that London economy is growing
and recently many restaurants have opened their own
business and have succeeded. This means that this time is a
good opportunity for Tina to open her new restaurant and
seek for new costumers bringing profit and new ideas to her
own place.
The following will be the names of small restaurants and its
characteristics that Tina will be competing to (generally) in
the city of London, Ontario.
The Works: Is a small business
restaurant
which main type of food
are hamburgers. It offers a variety of
burgers to costumers and the place
counts with and exclusive and original
interior design. Therefore it is very
popular.
Garlics of London: Is a small business
restaurant that offers traditionally
prepared high quality food with local
ingredients and its original garlic taste
makes the restaurant to be placed as
one of the most popular restaurant in
London, Ontario.
BluDuby:Isapopularsmallrestaurantthatservesavarietyoffoodand
offers costumersservicesat lunch anddinner.Itsgoodserviceandtaste
makestherestauranttobecertifiedasoneofthemostexcellentrestaurants
inLondon,Ontario.

Casa Blanca: Is a
Latin
food
restaurant
that
specializes
in
serving exotic and
different food from
other
places,
it
counts with excellent quality of food and services, and
therefore is one of the most popular Latin restaurants in
London, Ontario
Page 7
Bertoldis: Is an Italian restaurant that
offers costumers a variety of pizza,
pasta, and lasagne. It is specialized in
Italian food and its elegancy makes the
place suitable for special occasions.

Marketing mix for Tina top three competitors:


The following are the major 3 competitors for Tinas
restaurants and its marketing mix
Markys: Is a small business
restaurant specialized in crepes
and waffles.
Business hours are 11:00 am to
9:00 pm
Product: Crepes, waffles and
cakes
Place: Located at 484 Richmond
Street, London, Ontario
Promotion: Online discount of
10-20 % off promo codes, and
online food delivery orders
Pricing: Its prices ranges between $5.50 to 12.50 CAD

Cora: Is a small business


restaurant
specialized
in
breakfast and lunches made with
delicious crepes and waffles.
Business hours are 6:00 am to
3:00 pm
Product: Crepes, waffles, eggs
and fruit.
Place: Located at 395 wellington
rd. and 1030 Adelaide Street,
London, ON
Promotion: For every purchase
of a $25 dollars gift card, receive
$10 promotional card.
Price: cost of typical dishes is between $12.50 to $20.00
CAD
Page 8

Petit Paris: is a creperie store


specialized in cakes, crepes and
desserts.
Business hours are 8:00 am to
7:30 pm.
Product: Cakes, dessert, and
crepes.
Place: Located at 130 king st
London, On (inside the Covent
Market)
Promotion:
associates
with
Covent market promotions but
has not discounts
Price: prices range between $5.25 Dollars to $9.50 CAD

Competitive Analysis Review

After making a close observation I can see that many small


business in London, Ontario have succeeded. People in this
City like to try different food and feel themselves well
served. This is a reason why the competition in the food
industry is always the same. Competition is hard because
people is always changing and rotating. Tinas restaurant
must be focused on offering the best service and unique
food in order to gain clients. She has to have in mind that
her costumers will rotate and eat at her place again after
visiting other restaurants; all she needs to do is to make sure
that they come back (frequently or not). For example She
will serve people that visit her place only one time in their
lives and also people who will eat there 4 times a week. It all
depends on the service, type of food and cost of the
restaurant. Therefore Product/service competitive advantage
is the best strategy to compete with other restaurants.

Consumer Segment Analysis

Page 9

Tina has now completed the Competitive advantage and the


next step is to analyze the type of segmentation that will be
used at Tinas restaurant. Therefore is necessary to
understand the following terms.
Market Segment: A subgroup of people or
organizations sharing one or more characteristics that
cause them to have similar product needs.
Market segmentation: Is the process of dividing a
market into meaningful, relatively similar and
identifiable segments of groups.
Tina has to understand each of the Marketing Segmentations
in order to choose which segmentation is described best for

her business. Therefore I will explain Tina these segments


though a segmentation chart. The following are the types of
Market segmentations and their definition:
Geographic segmentation: Segmenting markets by
region of a country or the world, market, size, market
density or climate.
Tinas business success depend on many
resources but climate, region and market
density are not included in the priorities to
open the restaurant. Here are some reasons of
why geographic segmentation will not be
chosen as our target market.
1. Tinas restaurant will be a small business
and
therefore
it
will
not
be
internationalized.
2. The business does not depend on the
climate, density and geographic location
of the country.
3. There is no need for buying regional
fertilized products in order to prepare the
food.
To satisfy Geographic Segmentation in order to be Tinas
target market the restaurant must be divided into different
regions. Also the business would have to depend on the
climate of the region and there will be the necessity of
buying local products made in fertilized zones. Therefore
geographic segmentation is not yet suitable for Tinas
business.
Page 10
Demographic segmentation: Segmenting markets
by age, gender, income, ethnic background, and family
life cycle.
It is the target market segmentation (See page
10)

Psychographic Segmentation: Market segmentation


of the basis of personality, motive, lifestyles and
geodemographics characteristics.
Tinas Business will require segmenting the
characteristics
of
the
psychographic
segmentation. However these aspects are not
very necessary in order to be the target market
segmentation of Tinas restaurant. Here are the
reasons why Tina will not be choosing this
segmentation:
1. People acquire different personalities in
their lives and Tinas restaurant welcomes
different kind of people. It is not
necessary to have an special personality
in order to visit Tinas place
2. Geodemographic
characteristics
are
definitely not a requisite in order to be a
guest at Tinas restaurant.
In order to satisfy Psychographic Segmentation Tina
would have to change the type of business she wants. For
example if she opens a nightclub in a neighbourhood, then
she will be following psychographic segmentation as her
target market. One of the characteristics that describe this
plan
of
this
segmentation
is
personality
and
geodemographics.
Benefit Segmentation: The process of grouping
costumers into market segments according to the
benefits they seek from the product.
Tinas restaurant will be offering a service and
product to her guests but it will not be a
benefit. This segmentation will not suit as her
Target market because:
1. People will buy food, not benefits.
2. Costumers do not shate common
characteristics
Page 11

3. The food that she will offer is open for


every kind of people
In order for choosing Benefit segmentation as the target
market Tina will have to open a restaurant that intentions
are to sell one product for a very similar group of guests. For
example if she sells only energy drinks and fitness food at
her local business, then she will be benefiting every person
that are involved in the Active and fitness group
Usage-Rate Segmentation: Dividing a market by the
amount of product bought or consumed.
In order to choose This segmentation strategy
for Tinas restaurant she will have to divide the
groups of costumers into former, potential,
first-time, light, irregular, medium and heavy
users. Unfortunately Tina cant choose this
segmentation as her target market for because
Tinas restaurant has not been open yet and
therefore does not have the costumers
average usage-rate ready to decide which
guests belong to these kind of users.

Page 12

Consumer Segmentation Chart


Market Segmentation

Geographic S

Demographic S

Psychographic
S

Canada S
Usage-Rate
Activities:
Attitudes:
Active
Willing
peopleto
pay
theto
seeking
fair a
enjoy
amount
fast andof
costs
and
healthy
tips
for
meal
servers

Benefit S

London, Ontario

National Level

Ages (2236)

Gender:
Female and
Male

Marital
Status:
Single,
engaged
and married

Income:
Average of
$35.000 to
$55.000
CAD
Salary

Ethnic
Background
: People
from every
country of
the word
will be
welcome to
enjoy our
food
(Even if
their first

Personality and
values:
Costumers
seeking to
celebrate
special
occasions and
respect a
public
environment

2 to 3
times per
week
Or 4 to 5
times per
month
Fast and
healthy
food
Unique
food
Original
recipes
Low cost
food

Page 13

After studying each of the Segmentations, I


have decided that Tinas restaurant will
benefit if she uses Demographic Segmentation as her
target market segmentation. To begin with I will have to

research about age segmentation, gender segmentation,


income segmentation, ethnic segmentation and Family lifecycle segmentation and find the most important facts about
them.
Age Segmentation: I chose Generation Y (People born
between 1979 and 1994) as the target market for the
restaurant. I took this decision because people between the
ages of 22 and 37 have the qualities and characteristics that
Tina is looking in future clients for her restaurant. According
to the statistics in London, most of these people have
finished studies, do not suffer from illness, have a job; most
of them dont have children and most important like to
discover new places.
Gender Segmentation: Gender Segmentation does not
affect the business as it is going to be open for every gender.
Tinas restaurant will be open for every special occasion such
as dates, birthdays, baby showers, business reunions, etc.
and this involves the two of the genders.
Income Segmentation: Income segmentation is one of the
most important segmentation in the demographic section. In
order to open a restaurant Tina has to count with the level of
income from her future costumers. Their income could be a
low income, middle income and high income. Therefore Tina
should make an average and as a result decide the cost of
each of her dishes at the restaurant. She also needs to have
a price that is suitable for every person no matter the
category of income.
Ethnic Segmentation: It is also one of the most important
segmentations for Tinas business as it will be located in
Canada. This country counts with a large diversity of people
and ethnicities from other countries. Therefore it is very
important to learn about different cultures and include this
information in a business plan.

Page 14
Family Life-Cycle Segmentation:
This kind of
segmentation is very important for Tinas restaurant, as she
has to arrange a creative way to persuade her future
costumers to celebrate their special occasions at her
restaurant. These occasions involve special events with the
family, for example: baby showers, happy birthdays,
welcome celebration, graduations, etc.

Consumer Segment Analysis Review


Tina went though the segmentations and finally realized that
these important facts have a huge impact into her business.
She is glad to know more about the consumer segment
analysis and therefore she will proceed with Demographic
Segmentation analysis in order to find a target market for
her business.
Criteria for successful segmentation: Tinas business
must be able to reach members of targeted segments with
customized marketing mixes. Therefore she has to follow the
criteria for successful segmentation
1. Substantiality
2. Identifiability and measurability
3. Accessibility
4. Responsiveness

Page 15

Target Selection
Before Tina opens her restaurant she wants to research
about target market strategies and then decide which
market strategy is best for her restaurant. She will have to
read these types of strategies:
1. Undifferentiated targeting
2. Concentrated Targeting
3. Multisegment targeting
Undifferentiated targeting strategy seems to be the most
suitable market strategy for Tinas restaurant. Her business
will adopt a mass-market philosophy, this means that she
will vie the markets as a big one with no individual
segments. She will use one marketing mix for the entire
market and will assume that her customers have similar
needs that can be met through a common marketing mix.
The advantages of undifferentiated targeting are that the
reach potential savings on production/marketing costs. And
its disadvantages are that they have unimaginative product
offerings and the business in more susceptible to
competition
Although Tina s marketing will be open for every costumer,
she prefers to study each generation and choose which one
will be suitable for her business.

Tweens and Teens: People born (1995-2005)


Generation Y: People born (1979-1994)
Generation X: People born (1966-1978)
Baby Boomers- a Mass Market: People born
(1947-1965)

After studying the characteristics of these four generations,


Tina has decided to choose as a target market Generation Y.
These are the important factors that led Tina to make this
Choice.
1. People between the ages of 22 to 26 years old tend to
be financially independent.
Page 16
2. Statistics show that Canada and London, Ontario has
quality jobs for professional and unprofessional people
at this age.
3. Most of the people between the ages of 22 to 36 years
old are financially stabilized.
4. People of this age want to discover new places and new
types of food.
5. The majority of these people spend their weekends
visiting restaurants
6. Most of these people celebrate special events visiting
high quality restaurants
7. The majority of these people spend 9 to 10 times a
month eating in different restaurants

8. The average salary that the majority of people earn is


45,000 to 65,000 dollars a year

Target selection Final review


Tina feels very positive about choosing Generation Y as her
Target Market. She likes the fact that the characteristics of
people between 22 and 37 describe the costumer behaviour

that she wants for her restaurant. Also one of the most
important parts is that statistics say the 27% of Canadian
population is Generation Y. In overall this generation is
perfect for Tinas ideas and objectives.

Mission Statement

Page 17

After Tina reviewed many factors of the business plan, she


needs a mission statement and objectives for her restaurant
in order to proceed with the analysis. Before she keeps
planning her future restaurant she needs to know these
definitions:
Mission Statement: is a formal summary of the aims
and values of a company, organization, or individual.
Objectives: are detailed steps of a plan to take in
order to achieve the mission.
After studying each term, Tina understands the importance
of the mission statements and objectives and asks my help
to write each statement. The following is the mission
statement and objectives for the future restaurant.
Tinas Restaurant Mission Statement:
Tinas restaurant will be a great place to share special
moments and try new dishes; therefore the mission of the
restaurant is to offer people the excellent taste of food and
amazing service. We want to ensure that each guest
receives prompt, professional, friendly and courteous service
at my restaurant. Also maintain clean, comfortable and well-

maintained premises for our guests and staff and to ensure


that all guests and staff are treated with the respect and
dignity they deserve. Finally thank each guest for the
opportunity they give our team to serve them.
Tinas Restaurant Objectives:
1. Tinas restaurant objective is to have a fair profit that
allows her to contribute to the community she will
serve.
2. Stay as a small restaurant with excellent food and
service
3. Involve as many possible ways of delivery food such as
pick up, take out, dine in, and delivery
4. Keeping food cost at a profitable price
5. Promoting the restaurant concept as a unique
restaurant

Product

Page 18

In order to proceed with this business plan Tina need to


know exactly what is the meaning of product
Product : anything both favourable and unfavourable
received by a person in an exchange for possession,
consumption, attention or short-time use
At Tinas restaurant she will be pleasured to serve her
costumers a great experience and a taste of food. Therefore
her Product is going though a process of preparation and
then serves to guests. Tina finally chose the type of food that
she will sell at her restaurant. It was a difficult decision to
take, as there are many ideas of food in this industry. She
wanted to choose a steak speciality, sandwiches speciality,
salads tastes but finally she decided that her speciality
would be Crepes and waffles. One of her favourite food is
crepes and she found that London has only 2 main small
restaurant that sell limited kind of crepes. And therefore she
decided to write a menu and innovate ideas in order to
attract new costumers.

The following is the menu that she will offer to customers.


She will first start with small menu items an then she will
start growing with the business and food.

Tinas crepes and waffles


Freshly made
Menu
Sweet Crepes and waffles
Savoury Crepes
1. Nutella Crepes:
Signature crepes Filled with
Nutella spread,
Powdered sugar and fruits of
choice. Most recommended
(Banana and strawberry)
2. Apple Cinnamon Crepes:
Signature crepes Filled with
vanilla frosting, cinnamon

sugar and fresh apples

3. Brownies Crepes:
Signature crepes filled with
chocolate syrup, vanilla ice
cream, brownie chunks and
fruits of choice
4. Tropical Crepes:
Signature crepes filled with
tropical flavours syrups and
tropical fruits. Most
recommended (grapes,

pineapple, pear, coconut, kiwi


and mango)
5. Pinky Crepes:
Signature crepes filled with
Strawberries, strawberry ice
cream and syrup
6. Rainbow Waffle
Sweet Signature waffles filled
with syrup, candy, ice cream
and fruit of choice
Fresh Fruits:
*Banana *Strawberries *Berries
*pear *apple *grapes *pineapple
*pear *coconut *kiwi and
*mango
Ice cream flavours:
Vanilla, caramel, chocolate, gum &
strawberries.
Candies: M&M, Smarites, Brownies,
Gummies and Hersheys

1. Cheesy chicken:
Signature crepes filled with
creamy chipotle mayo, Oven
roasted Chicken, Mozzarella,
green onions and peppers
2. Cheesy Trurkey:
Signature crepes filled with
delicious gravy, oven roasted
fresh marinated turkey,
mozzarella, onions and peppers.
3. Steak veggies:
Signature crepes with soy sauce
taste, filled with green and red
peppers, celery, broccoli,
onions, tomatoes and
mushrooms
4. Creamy Shrimp crepes:

Signature crepes filled with


classic shrimp sauce, mozzarella
and fresh shrimps (Mushrooms
may bee added for $1.50)
Beverages:
Soft Drinks, Fresh fruit juice,
coffee and tea
Prices
Sweet & Savoury #1: $6.25
$9.25
Sweet & Savoury #2: $6.50
$9.50
Sweet & Savoury #3: $7.25 $10.25
Sweet & Savoury #4: $7.00
10.00
Sweet #5: $6.25 Sweet #6:
$6.75
Extra fruit: $0.75
Add Candy: $0.75
Soft Drinks: $2.25
Fresh Fruit Juice: $2.75
Coffee and Tea: $1.75

Page 19

Product Ideas
Examples of
Sweet Crepes

Page 20

Product ideas
Example
Salty crepes

Page 21

Page 22

Product overview
Tina is very happy that finally chose the product that she will offer at
her restaurant. The speciality of crepes and waffles has many
advantages for her business and here are the reasons of why they
appeal to the target market.
1. Crepes and waffles are very traditional in Canada but only a
few restaurants in London, On are open to offer this speciality,
therefore competition will be less intense for Tinas
restaurant.
2. Crepes have a great taste and mostly combines with every
kind of food, savoury and sweet.
3. Crepes and Waffles are simple to prepare, however the final
result of the dish looks fabulous and sometimes fancy
4. Crepes and waffles are in the category of fast food but
depending on its filling, it is very healthy
5. Referring to her target market most of the Generation Y
people eat outside of their homes about 6 times a week. The
kind of food that they are looking for is a rapid and nourishing
food that makes them feel happy and ready to continue with
their routine. Therefore the kind of crepes that Tina will sell at
her restaurant definitely fulfills generation Y and customer
needs.
6. Crepes and waffles offer a variety of combinations and
flavours and since Generation Y likes to try different kind of
food, Tinas ideals suit perfect for them.
7. The advantage of crepes and waffles is that they suit perfect
for any special occasion.
8. Crepes and waffles could be prepared and eating during 35
minutes and this is a perfect time for people to spend their
time eating lunches.

9. Page 23
10.

Price strategies
11.

12. After studying each price strategies, Tina decides


to use Penetration Price strategy for her restaurant.
Penetration pricing is the act of setting the initial
sales price far lower than what the normal selling
price would be in order to infiltrate the market.
Therefore the goal behind penetration pricing is to
appeal to a broader audience and increase market
share. The following is an estimated weekly price of
the ingredients used for each dish and its price.
13.

14. Price plan


15.
16. Weekly Estimated Expenses of ingredients
for Sweet Crepes:
17. Flour:
$40.00
0.25
18. Fruits:
$50.00
+1.00
19. Ice cream:
$30.00
+0.55
20. Sugar:
$10.00
+0.30
21. Syrups Nutella:
$25.00
+0.70
22. Candy
$20.00
+0.70
7.00
23. Milk:
$20.00
+0.40
-3.90 = $3.10 Profit
24. Total:
$195.00
25.
1. $3.9

The profit of the most


0 per
expensive crepe is $3.10
crepe
26.
27. Weekly Estimated Expenses of ingredients
for Savoury crepes:
28. Steak
$65.00
1.50
29. Shrimp
$30.00
30. Flour
$40.00
+0.25
31. Sauces
$25.00
+0.70
32. Cheese
$45.00
+0.80

33. Mushrooms
34. Chicken
10.25
35. Milk
-3.95 = 6.30 Profit
36. Total:
$270.00

$15.00
$50.00

+0.30

$20.00

+0.40

37. $
3.95
per
crepe

38.
The profit of the most expensive crepe is $6.30
39. Page 24
40.
41. Monthly Estimated Expenses
42. Rent:
$1000
43. Utilities:
$900
44. Supplies: $400
45. Wages *3: $3600
46.
47. After having a mathematically average of the
profit per crepe Tina wants to decrease 1.00 per
crepe for the first six months after the opening of her
restaurant to analyze the amount of people that
visited her place.
48.
49.
50.
51.
52.
53.
54.
55.
56.
57.
58.
59.
60.
61.
62.
63.
64.
65.

66.
67.
68.
69.
70.
71.
72.
73.
74.
75.
76.
77.
78.
79.
80.
81.
82.
83.

84.
85.

86.

Page 24

decisions

Distribution

Location

87.
88.
In spite of the information that
Tina searched of the locations in London, The decision has
been finally made and the restaurant will be located in the
area of Masonville. Here is Tinas information about the
neighbourhood
89.
90.
The Masonville
91.
92.
Neighbourhood is in the citys
North end, in close proximity to one of the Masonville
93.
Citys two major shopping
malls. A large portion of the residents in this area are over the
age of 45 with 31% of residents between 45-64 compared to
26% citywide and 15% over the age of 65 compared to
14% citywide (IBID). The vast majority of housing in this area
is comprised of single dwelling units with 49% of residents
being married couples, and the average family income
running at $153,560 (IBID). Most of the restaurant options
available in this area are quick service or casual restaurants.
There are few higher end or fine dining options in this
neighbourhood.
94.

95.
Name:
96.
97.
Tinas Crepes and Waffles
freshly made
98.
I think that when I see a name
of a restaurant and I dont know what it is about, I exclude it
from my options. Therefore I believe that having the name of
the speciality on the name of the restaurant is brilliant so
people already know the main purpose of the restaurant.
99.
100.
101.
102.
103.
104.
105.
106.
107.
108.
109.
110.
111.
112.
113.
Page 25

4.

15.

Floor plan

7.
8.
9.
0.
121.
122.
123.
124.
125.
Parking
Lot

Main
Entrance

126.
Men127.
128.
Wash129.
room
130.
131.
132.
133.
134.

Parking Lot
for delivery
worker
Women
washroom

Dinning
room with 8
tables and
chairs

Back exit and


delivery place

Kitchen

Hall

Entrance for
take out and
pick up

135.
136.
137.

138. Distribution for Costumers:


139. Tina decided that she will distribute the product to
costumers though this ways:
Delivery
Take out
Dine in
Pick up
140.
141.
142. Marketing Communications plan
143. Tinas budget is very limited, as she will have to
invest the most quantity part of the money in the
restaurant. Therefore Tina will start promoting her
business through social media. Nowadays every
person uses Facebook, Instagram, Snapchat and
many apps that promote business and publicity. She
will open a business page and let the residents of
London know that she opened a new restaurant and
will create brochures and send through mail for the
areas of Masonville, White oaks, Westomunt and
Downtown.
144.
145.
146. Finally it was a pleasure to help Tina create this
portfolio with the marketing business plan. I really
enjoyed and learn many interesting things about this
project and hope the best for Tina.
147.
148.
149.
150.
151.

You might also like