Marketing Plan

Marketing Plan. MGMT 107. Group Project, Fall 2023.

Agenda. Introduction Current Marketing Situation Situation Analysis SWOT Analysis Objectives and Issues Marketing Strategy Action Programs Budget Controls and Review.

Introduction. Today we will review the team’s marketing analysis and marketing plan for Stuie’s diner..

[image] A group of cars parked in a parking lot Description automatically generated.

Stuie’s Diner. 50s Themed Diner Prime location at the Main Highway in the heart Dawson Creek Serving the Dawson Creek Community and Neighboring cities for almost a decade..

Current Situation. Classic 50’s Diner, in a trailer, Catering to all age groups. They have a Facebook page that has a few customer interactions as well as information about the diner. Operating hours: Mondays 8AM- 4PM, Tuesdays to Fridays 8AM-7PM, Saturdays 11AM- 3PM, closed on Sundays. There is a sign at the front of the diner displaying the diner's name and theme. There are no specials being offered on their online platform or in store. There is a physical menu available in store, with vintage images, written in 10” script font size. Customers can get diner meals including milk shake, ice cream, hot dog, burger with fries and other meals, which are at times served on a 50’s style parchment paper on a plate. The exterior and interior of the store has a look and feel of the 50’s. There are vintage collectables located in the diner and music playing in the background..

[image] A group of cars parked in a parking lot Description automatically generated.

Stuie’s Diner Follows several British Columbia Standards, namely: Food Safety Hygiene Labor Legislations Permits Licenses Tax Rates.

Population Growth: 12,323 residents in 2021, from 12,178 residents in 2016 Increase in the number of International Students As of 2020, the average household income was $82,000 after taxes, and the average individual income was $55,450 Employment rate is higher than the Unemployment rate, Higher Purchasing Power.

Post-Pandemic has forced us to live in a more virtual life and rely heavily on cybertechnology. There is also a heavy shift towards a healthier lifestyle, meal choices and dietary alternatives. Dawson Creek is an urban area with a low density, where a lot of the residents are in the farming and oil industry Immigration has caused the community to become more diverse..

It is more convenient for customers to locate restaurants that fit their preference and cross reference their choices on the reviews. Technological Advancement, has improved communication across all industries. For the Food industry, technology has improved the following aspects: Effectiveness and Efficiency of order taking and online ordering Improved communication between Kitchen, sales floor and billing Auditing has been made simpler Improvement in inventory and Forecasting Improvement in Billing and Costing.

Food Preferences has become more evolved, varied and unpredictable Post Pandemic Plant-based diet is all the rage but there is also a taste for indulgences as well Eating out and cooking at home is dependent on a customer’s mood Food places that offer wide dining spaces that can be made exclusive to their own private parties gets a larger share of the market..

[image] A group of cars parked in a parking lot Description automatically generated.

THREATS Inflation Affects Raw Material Cost Competitors- Large Fast-food Chains Constant Change of Customer Preference or Food Trends Rising Preference of Home-cooked Meals Unpredictable Weather.

THREATS Inflation Affects Raw Material Cost Competitors- Large Fast-food Chains Constant Change of Customer Preference or Food Trends Rising Preference of Home-cooked Meals Unpredictable Weather.

Objectives and Issues. [image] close up of building.

[image] A group of cars parked in a parking lot Description automatically generated.

International Students Transient Motorists Existing Loyal Customers: Seniors High Schoolers Young Adults Families.

Niche market positioning: we will leverage the unique 50s theme of the diner to appeal to those who would like to explore the theme and for those who want to take a walk to the 50’s lifestyle. Providing quality meals at an affordable price..

Product Strategy: Interactive menu, Rebranding how food looks and is presented, Offering the diner as a place to host events or for photography and or videography. Pricing Strategy: New Products to be introduced using promotional pricing, Existing Products to be reintroduced using a dynamic and or personalized pricing. Place (Distribution) Strategy: In-store: reservation and or group bookings, ONLINE: Utilize Online platforms like DoorDash, SkipTheDishes, Social Media and Website to serve more customers. Promotion Strategy: Create a website for online ordering, Implement Membership Program, Discount and value-based programs, Invite food bloggers and reviewers at least twice a year, Partner with other local establishments to bring more value to clients..

Team. [image] team member headshot. Danelle. Jane.

Strengthening Online and Social Media presence Improving POS System Reviving or enhancing the physical look and functionality of the diner. Focusing on Staff Training Upgrading food offerings and revamping food presentation from dine-in to takeout experience..

Strengthening Online and Social Media presence Improving POS System Reviving or enhancing the physical look and functionality of the diner. Focusing on Staff Training Upgrading food offerings and revamping food presentation from dine-in to takeout experience..

Proposed Updated Menu’s and Stuie’s Logo. Action Programs.

Estimated 50% Return On Investment (ROI) After the first year.

Controls. [image] close up of building. Strategic Control: Examining the diner’s online reviews, diner’s responsibility to market in pursuing excellent service. Annual Plan Control: Regularly analyze the sales and revenue and compare performance to ensure it aligned with the diner’s goal. Efficiency Control: Evaluate efficiency of sales force, advertising, and impact of marketing expenditure. Profitability Control: Examining the profits of diner in terms of location, segment, and menus. Based on the current situation of the diner and what is needed to improve it, all the strategies provided are possible within the completion time frames provided..

Conclusion. Thanks to your commitment and strong work ethic, we know next year will be even better than the last. We look forward to working together..