marketing plan - business strategy

8/18/2019 Marketing Plan - Business Strategy

1/27

Marketing PlanMarketing Plan

For Assignment or Dissertation Help, PleaseContact:

Muhammad Sajid Saeed+44 4 4!4"#$

%mail:todrsaeed&gmail'com

Sk(pe )D: tosajidsaeed

1

mailto:[email protected]:[email protected]


2/27

Contents Page Number

Submission Form 1

1.0 Marketing Plan/ Business strategy 31.1 Positioning 4

1.2 Points of ifferentiation 4

1.3 Pri!ing 4

1.4 Sales " Promotion #

2.0 $%erational Plan #

2.1 Personnel Plan #

2.2 Management Summary &2.3 'o!ation (

2.4 Pro)u!tion/ Pur!*asing +

2.# 'egislati,e Consi)eration -

3.0 Finan!ial Plan 10

3.1 Personal Sur,i,al Bu)get 10

3.2 Start u% Cost 12

3.3 Fie) " ,ariable Cost 133.4 Break ,en Point 13

3.# Sales fore!asting " )ustment 14

3.& Cas* flo year 2012 1+

3.( Cas* flo year 2013 20

3.+ Profit " 'oss !!ounts for year 1 an) 2 22

4.0 Con!lusion 24

#.0 eferen!es 2#

%%en)i!es 2&

2


3/27

1.0 Marketing Plan/ Business strategy:

e are talking about 56imerton 7n)ian estaurant " 8ake ay 5a me)ium si9e): 40

Seate) estaurant *i!* ill be base) at rum Street: 6ilmerton: small ton on t*eSout*ern Part of )inburg*.

8*e S$8 nalysis is a useful tool use) for re,ieing strategy an) )ire!tion of a

!om%any. 8*is i)ely re!ogni9e) 2;2 matri met*o) is use) for business %lanning:

marketing: !om%etitor e,aluation an) so on S ig*ly e%erien!e) C*ef: Cook

@ Mar,elous esign " Cleanliness

@ Marketing: Promotion: reasonable Pri!e

@ $nline Booking: $r)ering

@ ay from t*e City Center

@ 'ess S%a!e for Parking ,e*i!les

@

$PP$8N787S os%ital:

its staff an) %atients.

@ Signifi!ant number of staffs from lo!al

an) Mi)lot*ian !oun!il offi!es: SD

offi!es an) from ot*er agen!ies

@ Plenty of lo!al 7n)ian " C*inese

restaurant/ take aay.

@ Business ill be in a )anger it*out t*e

loyalty of t*e lo!al %eo%le.

@

7n t*is era of te!*nologi!al )e,elo%ment *en %eo%le ant e,eryt*ing on t*eir finger

ti%s: t*e marketing strategy of t*is restaurant ill be to go it* t*e flo an) make use

of it. 8*is ill in!lu)e se,eral )s on most %o%ular ebsites. >el% %eo%le kno about

3


4/27

t*is %la!e easily by )e,elo%ing se,eral %%s for n)roi) an) iP*one. S*aring

aareness about t*e restaurant it* t*e *el% of ,arious sites like Fa!ebook: 8itter:

8ri% a),isor: 6rou% $n et!.

8*e %ro)u!ts of t*e restaurant are )eli!ious foo) base) on 7n)ian Cuisine %re%are) by

a team of *ig*ly e%erien!e) !*ef an) !ook: *i!* is garnis*e) %ro%erly it*

a%%ro%riate *erbs: s%i!es an) ser,e) elegantly. 8*e foo) %re%are) for t*e takeaay are

slig*tly bigger in %ortion: *i!* is %a!ke) beautifully an) )eli,ere) to t*e !ustomers

it* rig*t kin)s of sau!es an) sala)s.

1.1 Positioning:8*e aim of t*e restaurant is to %ro,i)e a fine )ining e%erien!e to e,ery single

!ustomer. Folloing t*e tra)itional style of !ooking it fo!uses on being original an)

not !o%ying from ot*er %lenty of restaurants foun) in )inburg*.

1.2 Points of Differentiation:

8*is is t*e only sit in estaurant foun) at t*e *eart of 6ilmerton. 8*e restaurant gi,es

s%e!ial )is!ount to a %erson *o is unem%loye) from o,er 4 mont*s. s%e!ial %roof

of unem%loyment is reAuire) from Eob Center Plus. 8*is restaurant a!ti,ely su%%orts

many !*arity organi9ations an) lo!al s%orts !lub t*at in!lu)es 6ilmerton Boing

Club.

1.3 Pricing:

8*e im%ortan!e of setting t*e rig*t %ri!e !annot be un)erestimate). Pri!ing )ire!tly

affe!ts t*e %rofit of a firm. *et*er t*e %ri!e is too *ig* or too lo: %ri!ing errors

)estroy %rofits.


5/27

aay for free. lso e s*oul) be !areful at offering it at )is!ounts as it !an

)estroy t*e %ri!e integrity.

@ *en )is!ount is to be gi,en: e s*oul) %ut items on sale: or %romote free

offers but e s*oul) ne,er be %re)i!table


6/27

mont*s: on oining. fter & mont*s t*ey ill be %romote) to a %ermanent staff an)

ill be eligible to take %ai) *oli)ays i.e. 3& )ays in a year.

8*e table belo s*os t*e %ayroll of t*e staffs for t*e first 3 years.

Eob 8itle Iear 1 Iear 2

Manager 11:000 12:000

!!ountant/ ser,i!e

Manager 10:-00 11:-00

sst. manager 11:(00 12:(00

aiters ere is a list of t*e management team an) a brief intro)u!tion of ea!* member.

Mi!*ael Clarke G Mi!*el Clarke *as su!!essfully !om%lete) Masters egree in

>os%itality Management from t*e Na%ier ni,ersity an) *as 1+ years of e%erien!e in

t*is se!tor. >e is t*e sole %ro%rietor of t*e business.

&


7/27

Martin ?*an G >e is t*e ssistant Manager an) *as + years of e%erien!e in t*e fiel).

>is res%onsibility in!lu)es !*e!king store rooms an) making list of t*e all t*e items

nee)e). t arri,al: *e nee)s to ensure t*at e,eryt*ing is )eli,ere) an) store) %ro%erly.

>e: along it* t*e )ire!tor: ill be )oing market resear!*: )e,elo%ing ne strategies:

analysing an) fore!asting t*e business.

'aura 8*omson G >er role is to manage staffs: %re%are mont*ly rota for all t*e staffs.

Making sure restaurants )aily: eekly an) mont*ly )uties are timely !o,ere).

S*e ill be )ealing it* t*e !ustomers !om%laints: fee)ba!k an) sorting out t*e issues

effe!ti,ely. S*e ill take !are of Payrolls: >MC File an) transa!tions: t*e )ata

relate) to t*e in!ome: e%en)iture: gross %rofit: a!!ounts an) so on.

*'# ocation:

Business 'o!ation rum Street: 6ilmerton: Sout*ern %art of )inburg*.

8*e rum Street is on t*e east of t*e estaurant *i!* links Mi)lot*ian to t*e City of

)inburg*. 8*ere are some s*o%s on t*e Nort* an) Sout* an) on t*e est lies

Can)lemakerJs Park. 8*is is a 40 seate) restaurant: it* 13 8ables it* a gorgeous

looking bar at t*e o%ening. 7t !onsumes total s%a!e of 2:#00 SA. Ft. t*at in!lu)es

kit!*en at t*e ba!k an) store at t*e etreme en). ll t*e foo) %ro)u!tion is )one in t*e

kit!*en *ereas all t*e foo) items for t*e kit!*en is store) in t*e store room. 8*ere is

a relati,ely small store room ma)e for storing ines: soft )rinks an) all t*e items t*at

is reAuire) in t*e front. 8*e first floor is t*e staff *ouse *i!* is a # Be)room flat

*ere some of t*e full time orkers li,e. 7t !onsists of one massi,e room )esigne)

beautifully it* four tables for t*e four %eo%le at management.

8*ere are a),antages an) )isa),antages of t*is lo!ation. 8*e table s*os belo.

),antages isa),antages@ $n t*e >ig* Street so it !an be @ 'ess s%a!e for %arking *en its

(


8/27

easily foun) it*out *assle

@ $nly 4.& miles aay from t*e

)inburg* !ity !entre: only 13

minutes by !ar

@ 'ot*ian Buses 3: 3: 2-: (: 1+ is

a,ailable an) sto%s near t*e

restaurant.

busy.

@ No attra!tions nearby: s*oul)

!ome s%e!ifi!ally for )ining.

2.4 Production/ Purc"asing:

Pro)u!tion

s a %art of t*e !urry in)ustry: t*e restaurant %ro)u!es se,eral )is*es of 'amb:

C*i!ken: Beef: Pran an) Kegetables. 8*e %ro)u!tion %ro!ess begins from !utting:

!*o%%ing foo) items into )ifferent si9e an) s*a%es. Boiling: marinating: frying:

!ooking into t*e !lay o,en: %re%aring )ifferent ty%es of gra,ies or sau!es for )ifferent

!urries an) se,eral ot*er a!ti,ities are %erforme). 8*ese are basi! %re%aration an) it

s*oul) be !om%lete) before t*e )is* is %re%are). *en t*e or)er enters into t*e

kit!*en t*ey take a bit of alrea)y %re%are) items an) make t*e )is* rea)y in a fe

minutes. 8*e )is*es or items *i!* are not %re%are) insi)e t*e restaurant are boug*t

from t*e su%%liers an) %resente) to t*e !ustomers after )oing t*e nee)ful.

ternal agen!ies or ebsites su!* as Iel%.!o.uk: tri%a),sor.!o.uk !an also be useful

in )etermining t*e Auality of t*e foo) an) t*e ser,i!e. e,ies gi,en by t*e

!ustomers: fee)ba!k an) !riti!ism re!ei,e) in t*e restaurant !an !ontribute in

!ontrolling t*e Auality. ll t*e managers a!ti,ely take %art in getting fee)ba!k from

t*e !ustomersL any issues foun) ill be sorte) out as Aui!kly as %ossible an) any

serious issues ill be )is!usse) in t*e eekly meeting.

Pur!*asing

estaurant nee)s ra materials an) t*ey all !ome from )ifferent su%%liers.

Please !*e!k t*e table belo

+


9/27

Foo) 7tem Name of t*e su%%lier ))ress

'amb: C*i!ken: Beef 6eorge Boer (#: aeburn Pla!e: >4

1E6: 0131 332 34&-

Sea Foo)s uskim Seafoo)s 't). Benton: Ne!astle %on

8yne: N12 -S: 01-1

2(01 -04

Kegetables Ca%ital *olesalers 1#: salaman)er yar)s: >&

(>B: 0131 ##3

7!e !ream roma 7!e !ream Co. 't). 34: 8rafalgar Business

Centre: Barking: 7611 0E

2.# $egislati%e &onsiderations:

8*e restaurant is aare of t*e tra)ing regulations an) *as !om%lete) many legislati,e

reAuirements su!* as 8a: Kat an) Payroll: 'egal Status an) many 'i!enses as %er

Business 6ateay S!otlan)


10/27

3.1 Personal sur%i%al Budget:

7t is t*e minimum amount e nee) to be able to )ra out t*e business: as net salary:

ust to maintain t*e !urrent stan)ar) of li,ing.

Personal Sur,i,al Bu)get H %en)iture G 7n!ome


11/27

+asic wages/salar" 1#00 16*800

'$ertime

Cild bene,it

Interest ,rom sa$ings

Rent !aid to "ou

(otal income 1#00 16*800

• Assets

Asset Value of asset

-ouse/,lat.tate mortgage outstanding on!ro!ert" as well as $alue o, ouse/,lat

Pro!ert"

ortgage outstanding

Car.tate current $alue o, $eicle

&*000

a$ings 3*000

i,e insurance !olicies

-ome contents 5*000

3.2 Start u! &ost:

it*out suffi!ient fun)ing an) resour!es it oul) be almost im%ossible to establis*:

$%erate an) su!!ee) in setting u% a ne business. 8*atJs *y start u% !ost is soim%ortant. 7t is t*e total !ost in!urre) before t*e business is u% an) running. 7gnoring t*e

11


12/27

start u% !ost is one of t*e %rimary reasons *y many small businesses fail it*in t*eir

first year of o%eration


13/27

3.3 'i(ed and )aria*le cost:

Fie) !ost is somet*ing *i!* remains !onstant it* res%e!t to time an)

,ariable !ost kee%s !*anging it* time an) is affe!te) by ot*er fa!tors.

Please !*e!k belo %%en)i B for )etails.

3.4 Break +%en Point:

7t is a !al!ulation of t*e sales ,olume in unit: reAuire) to ust !o,er t*e !osts. 7t is a

knon fa!t t*at a *ig*er sales ,olume is %rofitable t*an a loer sales ,olume. 7t

fo!uses on t*e relations*i% beteen fie) !ost: ,ariable !ost an) selling %ri!e.

Sales = Fixed Costs + Variable Costs

13

#ixed costs

$utput %olume

&ost orre%enue

'

Total re%enue

Total costs

(

A

(reak!e%en point

P r o f i t

) o s s


14/27

3.# Sales 'orecasting and seasonal ,d-ustment:

Fore!asting is t*e art of estimating t*e future market )eman)s anti!i%ating *at

buyers are likely un)er a gi,en of !on)itionO.


15/27

'e#eber $5,000

January $2,000

February $5,000

Mar#( $5,000

Ste% 2 G t*e net ste% is to estimate t*e total %otential sales in a mont*.

A-eragesale percustomer021

Fre3uenc(o. -isitsper month

um/er o.potentialcustomersper month

5otalpotentialsales in amonth

20 2 1,000 )0,000

Ste% 3


16/27

"#tober * )0,000

%o&eber * )0,000

'e#eber * )0,000

January A 2),000

February A 2),000

Mar#( * )0,000

>ere: H &0 of t*e figure: BH 100 of t*e sales figure !al!ulate) for a mont*: DH

3# of t*e busy figure.

Potential 7n!ome year 2


17/27

'e#eber * )),000

January A 25,-00

February A 25,500

Mar#( * )0,100

3. &,S '$ +, 2012:

tart!up

costs Apr May +un +ul Au

ales 2#000 2#000 #0000 #0000 2#000

Ca!ital em!lo"ed 25*000

Total income 25*000 2#000 2#000 #0000 #0000 2#000

toc/materials !urcased 3*000 8000 8000 8000 8000 8000

ta,, wages 8500 8500 8500 8500 8500

'wn drawings 1300 1300 1500 1500 2000

Rent 1200 1200 1200 1200 1200

Rates 800 800 800 800 800

Insurance 250 250 250 250 250

Power 500 500 500 500 500

(ele!one 150 150 150 150 150 d$ertising 100 100 100 100 100

1(


18/27

ccountant/solicitor ,ees 300 300 300 300 300

(ra$elling 50 50 50 50 50

+an Cages/ Interest!a"ments 50 50 50 50 50

oan re!a"ments 250 250 250 250 250

Ca!ital ex!enditure 18*360

Total costs 21*360 21*#50 21*#50 21*650 21*650 22*150

Income less costs 3*6#0 2*550 2*550 18*350 18*350 1*850

dd ban balance start o,mont 0 3*6#0 6*1&0 8*%#0 2%*0&0 #5*##0

&umulati%e "ank "alance atend of month 3*6#0 6*1&0 8*%#0 2%*0&0 #5*##0 #%*2&0

&,S '$ +, 2012 &56+D...

ep $ct ,o% -ec +an #e" Mar

ales 1#000 #0000 #0000 #0000 2#000 2#000 #0000

Ca!ital em!lo"ed

(otal income 1#000 #0000 #0000 #0000 2#000 2#000 #0000

toc/materials !urcased 8000 8000 8000 8000 8000 8000 8000

ta,, wages 8500 8500 8500 8500 8500 8500 8500

'wn drawings 2000 2000 2000 3000 3000 3000 3#00

Rent 1200 1200 1200 1200 1200 1200 1200

Rates 800 800 800 800 800 800 800

Insurance 250 250 250 250 250 250 250

Power 500 500 500 500 500 500 500

(ele!one 150 150 150 150 150 150 150

d$ertising 100 100 100 100 100 100 100

ccountant/solicitor ,ees 300 300 300 300 300 300 300

(ra$elling 50 50 50 50 50 50 50+an Carges/ Interest !a"ments 50 50 50 50 50 50 50

1+


19/27

oan re!a"ments 250 250 250 250 250 250 250

Ca!ital ex!enditure

(otal costs 22*150 22*150 22*150 23*150 23*150 23*150 23*550

Income less costs 78*150 1%*850 1%*850 16*850 850 850 16*#50

dd ban balance start o, mont #%*2&0 3&*1#0 56*&&0 %#*8#0 &1*6&0 &2*5#0 &3*3&0

Cumulati$e ban balance at end o, mont 3&*1#0 56*&&0 %#*8#0 &1*6&0 &2*5#0 &3*3&0 10&*8#0

3.7 &,S '$ +, 2nd 820139:

tart!up

costs Apr May +un +ul Au ep

ales

2,$00

2!,)00

)1,000

)0,!00

25,-00

25,100

Ca!ital em!lo"ed

Total income

2,$00

2!,)00

)1,000

)0,!00

25,-00

25,100

toc/materials !urcased 3000 8200 8200 8200 8200 8200 8200ta,, wages 8*500

1-


20/27

'wn drawings 1#00 1#00 1550 1500 1600 1625 1300

Rent 1200 1300 1300 1300 1300 1300 1300

Rates 800 880 880 880 880 880 880

Insurance 250 260 260 260 260 260 260

Power 500 52# 52# 52# 52# 52# 52#

(ele!one 150 155 155 155 155 155 155

d$ertising 100 150 150 150 150 150 150

ccountant/solicitor ,ees 300 320 320 320 320 320 320

(ra$elling 50 50 50 50 50 50 50

+an Carges/ Interest!a"ments 50 55 55 55 55 55 55

loan re!a"ments 250 220 23% 268 1&8 22# 288

Ca!ital ex!enditure

Total costs 22# 23111 230&2 23122 231%3 22&12

Income less costs 3356 #28& 1%&08 1%5%8 262% 2188

dd ban balance start o,mont 10&*8#0 113*1&6 11%*#85 135*3&3 152*&%1 155*5&8

&umulati%e "ank "alance atend of month 113*1&6 11%*#85 135*3&3 152*&%1 155*5&8 15%*%86

&,S '$ +, 2013 &56+D ;

$ct ,o% -ec +an #e" Mar

ales

)2,200

)2,00

)),000

25,-00

25,500

)0,100

Ca!ital em!lo"ed

Total income #2200 #2600 ##000 25800 25500 #0100

toc/materials !urcased 8200 8200 8200 8200 8200 8200ta,, wages

20


21/27

'wn drawings 1#55 1800 2200 2300 1600 1#00

Rent 1300 1300 1300 1300 1300 1300

Rates 880 880 880 880 880 880

Insurance 260 260 260 260 260 260

Power 52# 52# 52# 52# 52# 52#

(ele!one 155 155 155 155 155 155

d$ertising 150 150 150 150 150 150

ccountant/solicitor ,ees 320 320 320 320 320 320

(ra$elling 50 50 50 50 50 50

+an Carges/ Interest!a"ments 55 55 55 55 55 55

loan re!a"ments 233 305 23% 1&& 268 28&

Ca!ital ex!enditure

Total costs 23012 23#2& 23%61 23823 231&2 23013

Income less costs 1&188 1&1%1 2023& 1&%% 2308 1%08%

dd ban balance start o,mont 15%*%86 1%6*&%# 1&6*1#5 216*38# 218*361 220*66&

&umulati%e "ank "alance atend of month 1%6*&%# 1&6*1#5 216*38# 218*361 220*66& 23%*%56

3.< Profit and $oss ,ccount for t"e year 1820129 = year 2820139:

sing t*e !as* flo figures for year 1 an) year 2: a %rofit an) loss a!!ount *as been

!reate) *i!* s*os t*e %rofit le,els for bot* t*e years.

Profit an) 'oss !!ount G

For t*e year 2012

' '

ales 3%#*000

ess cost o, sales &&*000

9ross !ro,it 2%5*000

21


22/27


23/27

Insurance 3120

+an carges 660

(ele!one 1860

d$ertising 1800

undr" ex!enses #200

(otal ex!enses 15%*2#8

,et profit 1#%*852

9ross !ro,it margin ; %505<

=et !ro,it margin ; 363%<

4.0 &onclusion:

ear Stella:

7 ent t*roug* your business %ro%osal an) foun) it ,ery !on,in!ing. s 7 *a,e s%ent

many years at 6ilmerton so t*is is one of t*e %la!es *i!* 7 oul) like to see

groing. 7 *a,e alays been %assionate toar)s t*e estaurant 7n)ustry an) t*is one

is at my fa,orite %la!e in S!otlan). Iour marketing strategy is ne an) base) on

!urrent tren) *i!* is ,ery interesting. Iour o%erating an) finan!ial %lans s*os t*at

e ill )efinitely make a %rofit of t*is business an) it ill kee% in!reasing as time

%asses by.

t t*e en) 7 oul) like to !onfirm my %artners*i% it* an in,estment of Q200:000

in o%ening a fine )ining 7n)ian estaurant at t*e *eart of 6ilmerton.

7 am sure eJll *a,e a great time orking toget*er.

23


24/27

'ooking for your %ositi,e res%onse

?in) egar)s:

#.0 eferences:

Business 6ateay:


25/27

M!6rail: .:


26/27

(usiness costs #ixed or%aria"le cost

Monthly Yearly

toc/materials !urcased F 8*000 &6*000

m!lo"ees wages/salaries F 8*500 102*000

'wn drawings > 1*500 26*000

Rent/lease/mortgage F 1*200 1#*#00

Rates F 800 &*600

Power > 500 6*000

(ele!one > 150 1*800

d$ertising > 100 1*200

+an carges/interest!a"ments

> 50 600

oan re!a"ments F 250 3*000

(ra$elling ex!enses > 50 600

Insurance F 250 3*000

olicitor/accountant ,ees F 300 3*600

(otal business costs 21*650 26%*800

.

2&


27/27

marketing plan - business strategy

Documents