neha bhakta aramark dietetic internship
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Neha Bhakta Aramark Dietetic Internship . MANAGEMENT BUSINESS PLAN PROJECT St. Luke’s Medical Center Salmon & Cilantro Slaw Ciabatta. - PowerPoint PPT PresentationTRANSCRIPT
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