SWOT

• Strengths– Differentiation– Décor& Entertainment– Location

• Weaknesses– No Alcohol Policy– Start-Up Money

• Opportunities– Collaborative

Advertisement– Franchise

• Threats– Competitors– Liability

Marketing Plan Objectives

• Product: The Castle in the Sky Café wants to communicate the image of a company that offers a valuable family event.

• Place: The Castle in the Sky Café wants to enable its interested guests to attend from as far as Washington D.C. and New York City.

• Promotion: The Castle in the Sky Café wants to educate its target market on our presence.

• Price: The Castle in the Sky Café strives to develop customer value to exceed the reflected price.

Promotion

• Direct– Lollypops/pamphlets/coupons

• Commercials– http://www.youtube.com/watch?v=ov4tE7XRTUA

• Press Releases• Billboards• Internet• Sponsorship• Phonebook

Price

• Admission– Kiosk

• Freedom– No substitute– High demand

• Product Life Cycle• Quality assured gourmet food delivered each day.• Prepared at our clean location by our professional chef.• Promptly served by our professional servers.

Control

• Employing sales monitoring.• Employing customer surveys.• Employing secret shoppers.• Studying critic’s reviews in the newspaper.• Offering the opportunity to report inappropriate activity

and compliance online, hotline, or by fax.• The Mickey Mouse Club pays particular attention to

feedback and prevents an unfavorable experience from happening more than one time.

• Customized family hand stamps are acquired at admission and required at exit with family to avoid abduction.