Professional Documents
Culture Documents
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
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.
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
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
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.
Page 9
Page 12
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
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.
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.
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
Product
Page 18
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,
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:
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.
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
Kitchen
Hall
Entrance for
take out and
pick up
135.
136.
137.