MANAGEMENT BUSINESS PLAN PROJECTST. LUKE’S MEDICAL CENTERSALMON & CILANTRO SLAW CIABATTA

Neha Bhakta Aramark Dietetic Internship

PURPOSE

Provides the intern an opportunity to develop a business plan aimed at the implementation of in a retail setting.

Includes: Exploration of company Market analysis Promotional event concept Financial planning Strategy and implementation

MISSION STATEMENTST. LUKE’S MEDICAL CENTER

OUR VALUESWe operate on these principles: Integrity. Being completely honest in everything we do is the

basis of our actions. Valuing People. Taking care of people, including patients and

employees, is the reason we exist. Excellence. Striving to enhance high quality is our constant

pursuit. Goal Orientation. Focusing on what we want to achieve helps us

design the best way to realize our vision. Stewardship. Caring for St. Luke’s on behalf of the Episcopal

Diocese of Texas.

Caring for the whole person - mind, body, and spirit

MISSION STATEMENT ARAMARK HEALTH CARE SYSTEMS

“Our mission is to Deliver Experiences that Enrich and Nourish Lives” As a company Aramark has five focus

areas: Consumers Clients Employees Shareholders Communities in which we work and live.         

COMPANY SUMMARY

Aramark has been partnered with St. Luke’s Medical Center for past 3 years.

Aramark delivers innovative services in food, facilities, management and uniforms while providing award-winning services to healthcare institutions, universities, school districts, stadiums, arenas, and businesses in 22 countries around the world.

Aramark is a leader in a large and growing market and provides high-quality services with safety, quality and services excellence as core values.

Aramark was recognized in FORTUNE magazine as one of the “World’s Most Admired Companies” in 2013.

Aramark has consistently been ranked as one of the top 3 most admired companies in the industry.

ST. LUKE’S MEDICAL CENTER

Dedicated "to the glory of God and the service of mankind," St. Luke’s Episcopal Hospital opened in 1954

St. Luke’s soon made headlines with such milestones as the first successful heart transplantation in 1968 and the first artificial heart implantation in 1969

Currently St. Luke's Episcopal Hospital is a 711-bed general medical and surgical facility

SALMON & CILANTRO SLAW CIABATTA

GOAL & OBJECTIVES

Primary Goal : Increase sales of the $6.49 promotional meal by 10% compared to the sales of the previous Thursday and Friday sales

Objectives: Increase average customer check by 5% from

previous week. Thursday from $5.54 to $5.82 and Friday from $5.85 to $6.15

Increase the average net sales of the previous week by 5%. Thursday from $14,388.84 to $15,1082.82 and Friday from $13,714.51 to $14,399.90

MARKET

Competitive local business include: McDonalds Methodist Cafeteria Chipotle Mexican Grill Salada Extravaganza Subway Chick-Fil-A Wan Fu Pizza Hut Trevisio

CUSTOMER SURVEY

Price: 44% of respondents state they spend $8.00 or more

at off- site establishments.

$5.00-6.00$7.00 > $8.00

SWOT ANALYSIS- BERTNER CAFÉ

Positive Negative

Extern

al

Factor

s

Strengths Offers variety (choices of hot entrees, soups,

salads, burgers, wraps, and sandwiches) Location (within the hospital) Pricing (lower than competitors) Good management Customer loyalty Fresh home made meals Payment system (offers credit/debit cards, and

payroll deductable) Large seating area Friendly staff Technological efficiency (use of computer systems)

Offer portable packaging and bags for take out Hospital employee discount

Weaknesses Poor visibility/location (located on level B1-basement) Access to café (small signs with multiple hallways- confusing if

not familiar with hospital) Competitive susceptibility Same cycle menu each week on hot line Customer retention (potential customers leave without finding

anything)

Intern

al

Factor

s

Opportunities Improvement in marketing Changing customer tastes (survey customers and

respond to it by making changes) Additional station (BBQ station)

Threats Competition serving food at lower cost Financial resources may become limited Decreasing profit- raw food prices increase Hospital employees bringing meals from home Changes in Economy New restaurants within walking distance from hospital

MARKET SEGMENTATION CUSTOMER SURVEY

Hospital Patients

Students

Visitors of Hospital

Other Medical Center Employees

St. Luke Employees

0 10 20 30 40 50 60 70 80

Customer Population

68 %

20%

7%

4%

1%

MARKET SEGMENTATION CUSTOMER SURVEY

Executive

Researcher

Director/Manager

Physician

Patient Services

Student/Visitor

Technical

Nursing

Administrative/Clerical

Support Staff

0 5 10 15 20 25 30

Customer Occupation

25 %

17%

17 %

14 %

10 %

6 %

5 %

2%

1 %

1 %

TARGET MARKET

According to the Customer Survey 64% of the customers are between ages

34-59 years old Medical professionals or administrative

staff members Customers are craving healthy but fast and

convenient meals 65 % of customers report 30 minute lunch

breaks

PROMOTIONAL CONCEPT

Today’s customers: More mindful of health Expect high quality meals as well as a

good value More daring- try new or different food. Convenient

MARKETING PLAN

Product

• Ready to go “Grab & Go” • 30 minute lunch break• Healthy• Flavorful and different

Place

• Bertner Café • Grab & Go meals locations: entrance of café • Convenience: located next to drinks and register for easy check out

Price

• Grab & Go meal priced at $6.46 • Good price for freshly prepared meal• Considered a low priced meal according to Customer Survey (March, 2014)

Promotion

• Flyers: elevators, Nurses lounge, & volunteer services • Table tents in Bertner Café• Word of mouth

SALES FORECAST

Analyzed sales of promotional item for previous week

Meals sold: 23 Goal:

Increase sales by 10% on March 20th & 21st Sell at least 26 meals Generate $168.74 from meals

RESOURCES

Production Retail

Production manager: Peter

Montalvo

Purchasing: Gordon Law

Prepared by: Carla Richards

Retail Manager: Terri Maino

Retail staff

Cashiers

EQUIPMENT RESOURCES

Refrigerator Conventional oven Hotel pans Serving spoons/spoodles Knives & Spatula To-go plastic containers

FOOD RESOURCES

1 ciabatta roll 4 oz spoodle grilled salmon 1 oz spoodle cilantro slaw 2 oz spoodle cucumber slices 2 tablespoons caper mayonnaise 4 grinds of black pepper

FINANCIAL RESOURCES

$172.50 (cost of 50 meals) Additional labor or marketing costs

were not added for this event since the promotional event was accounted for into the monthly budget for Bertner Café retail

No additional costs were incurred for promotion other than the normal budget

BREAKEVEN ANALYSIS

Sales

Sales price per meal $6.49

Number of meals sold 50

Variable Cost (VC)

Labor per

unit

$0.84

(4 hours, $10.50/hr, 50

units sold)

Raw food

cost

$3.45

Total: $4.29

Fixed Cost (FC)

Marketing $3.00

Insurance and

misc.

$12.45

Total: $15.45

Breakeven Analysis

FC/ (SP-VC) = $15.45/ ($6.49-$4.29) = 7.02

EVALUATION

23 Meals sold previous week

50 Meals sold during promotion

+ 27 Meals sold

Primary Goal (met): Sell at least 26 meals

EVALUATION CONT.

Increase average customer check by 5 percent from previous week: (unmet)

Thursday Goal: $5.54 $5.82 Actual: $5.54 $5.62

Friday Goal: $5.85 $6.15 Actual: $5.85 $5.66

EVALUATION CONT.

Average net sales: (unmet) Thursday

Goal: $14,388.84 $15,1082.82 Actual: $14,388.84 $14,561.54

Friday Goal: $13,714.51 $14,399.90 Actual: $13,714.51 $13,196.61

QUESTIONS