Food Services Marketing Plan by PaloAltoSoftware

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                               Table Of Contents


1.0   Executive Summary       . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1

2.0   Situation Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
         2.1    Market Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
                    2.1.1 Market Demographics . . . . . . . . . . . . . . . . . . . . 4
                    2.1.2 Market Needs . . . . . . . . . . . . . . . . . . . . . . . . 4
                    2.1.3 Market Trends . . . . . . . . . . . . . . . . . . . . . . . . 5
                    2.1.4 Market Growth . . . . . . . . . . . . . . . . . . . . . . . . 5
         2.2    Industry Analysis and Distribution . . . . . . . . . . . . . . . . . . . . 6
         2.3    Market Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
         2.4    SWOT Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
                    2.4.1 Strengths . . . . . . . . . . . . . . . . . . . . . . . . . . 7
                    2.4.2 Weaknesses . . . . . . . . . . . . . . . . . . . . . . . . . 8
                    2.4.3 Opportunities . . . . . . . . . . . . . . . . . . . . . . . . 8
                    2.4.4 Threats . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
         2.5    Competition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
         2.6    Products Offered . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
         2.7    Keys to Success . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
         2.8    Critical Issues . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

3.0   Marketing Strategy . . . . .       .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   . 10
        3.1    Mission . . . . . . .    .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   . 10
        3.2    Marketing Objectives     .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   . 10
        3.3    Financial Objectives .   .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   . 11
        3.4    Target Markets . . .     .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   . 11
        3.5    Positioning . . . . .    .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   . 11
        3.6    Strategies . . . . .     .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   . 12
        3.7    Marketing Mix . . .      .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   . 12
        3.8    Marketing Research .     .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   . 12

4.0   Financials                                                                       13
         4.1    Break-even Analysis . . . . . . . . . . . . . . . . . . . . . . . . . 13
         4.2    Sales Forecast . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
         4.3    Expense Forecast . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

5.0   Controls                                                                        15
         5.1   Implementation . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
         5.2   Marketing Organization . . . . . . . . . . . . . . . . . . . . . . . . 16
         5.3   Contingency Planning . . . . . . . . . . . . . . . . . . . . . . . . . 17
                                         Chef Vending


1.0 Executive Summary

  Introduction
  Chef Vending, LLC (Chef) is a family start-up business that specializes in importing vending
  machines and commercial food and beverage equipment from Spain. Chef will penetrate the
  vending industry with innovative, first to market, high-quality vending machines. Chef will
  establish its own vending routes in the Southern and Central Florida region. With the
  establishment of one strategic alliance with a national brand name in either of its vending lines,
  Chef expects to easily exceed the financial forecasts.

  The Company
  Chef Vending's mission is to be the leader in introducing innovative, quality vending machines and
  restaurant equipment to the market. Through close customer contact and excellent relationships,
  Chef will meet the needs of the customers.

  Chef Vending, LLC, is a privately-held Florida corporation and maintains an office and a small
  warehouse in a mixed-use area of North Miami Beach, Florida.

  Three of the four investors in the company have full operational responsibility. Mauricio Ordonez
  and Javier Palmera, the co-founders, have both entrepreneurial and industry experience. Charles
  Mulligan brings operational management, marketing, and financial skills to the operation.

  The Products
  Chef Vending will have two product lines, for the markets it serves. The vending products line will
  include the unique Sandwich Express machine, a fresh orange juice machine and the multi-line
  dispenser. The restaurant equipment products will be toasters, espresso makers, and fresh juice
  squeezers.

  Most of the products, such as the Sandwich Express are innovative machines that have functions
  and advantages not found in today's common vending machines, thus providing Chef Vending a
  competitive advantage over more established competitors.

  Chef plans to aggressively enhance the existing line in the future. The immediate plans are to
  include a larger model of Sandwich Express that will offer a greater variety of sandwiches, and a
  more diverse product line, such as pizza. Other products are in the exploratory phase.

  Chef is also pursuing supplier relationships with large nationally-branded juice and sandwich
  manufacturers, to customize the machines to their products. This would enable Chef Vending to
  supply machines to national companies and allow them to brand the machines with their product
  lines.

  The Market
  Revenue from U.S. vending consumable merchandise was $24.5 billion in 2002, an increase of
  4.9% over 1998, according to the Automatic Merchandiser magazine's State of the Vending
  Industry Report in August 2000. Small companies, with sales of less than $1 million, accounted
  for 5.8% of the market and had projected sales for 1999 of $1.35 billion. Three quarters of all
  vending operators are classified in the small category.

  Within the industry, snacks and cold beverages are the largest product segments and these two
  categories are the driving force of the industry. The food category grew at a rate of 7% last year,
  according to the Automatic Merchandiser. Cold storage machines grew at an even more
  impressive 42% in 2001, with this growth coming at the expense of shelf-stable products.

  According to the National Restaurant Association, revenues from restaurants are expected to
  reach $321 billion in 2001. This is a large and healthy industry in our economy, and suppliers are
  expected to benefit from this growth.

  All of this indicates that a fast moving, innovative company that can introduce enhanced products


                                                                                                Page 1
                                          Chef Vending


to vending machine/restaurant equipment customers stand to gain significant market share in a
relatively short time span.

Chef Vending will market its machines to three distinct market segments including: distributors,
branded sandwich and juice manufacturers, and end users. For the restaurant equipment
business Chef will focus on restaurants, hotels and equipment supply companies.

Financial Considerations
The company has an initial start-up cost of approximately $157,000 of which $125,000 will come
from a ten year SBA loan. Short-term borrowing will provide Chef with an additional $2,500 and
the rest will be provided by investment capital.




                                    Annual Sales Forecast


 $3,000,000


 $2,500,000


 $2,000,000

                                                                                End users
 $1,500,000
                                                                                Distributors
 $1,000,000


   $500,000


          $0
                             2003       2004            2005




   Table 1.0: Sales Forecast

    Sales Forecast
    Sales                                    2003         2004          2005
    End users                          $1,098,780   $1,543,221    $1,934,887
    Distributors                         $439,512     $617,288      $773,955
    Total Sales                        $1,538,292   $2,160,509    $2,708,842

    Direct Cost of Sales                    2003         2004           2005
    End users                           $439,512     $617,288       $773,955
    Distributors                        $175,805     $246,915       $309,582
    Subtotal Cost of Sales              $615,317     $864,204     $1,083,537




                                                                                               Page 2
                                                     Chef Vending


2.0 Situation Analysis

   Chef Vending is in its first year of operation. Its products have been in strong demand from initial
   contacts with end users and distributors. Marketing will be critical to continue to generate
   significant demand for the products. The basic market need is for high quality, innovative vending
   machines, as well as restaurant equipment.



2.1 Market Summary

   Chef has captured good information about the market and knows a great deal about the common
   attributes of the target customers. This information will be leveraged to better understand who is
   served, their 
								
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