Lmfao Burger Marketing Plan

Table of Contents

Page

1. Background 3

2. Strategic Focus and Plan 3

* Mission Statement 3

* Goals 3

* Competitive Advantage 4

3. Situation Analysis 4

* SWOT Analysis 4

* Competitor Analysis 5

* Company Analysis 5

* Customer Analysis..............................................................................6

* Industry Analysis 8

4. Market-Product Focus 9

* Marketing and Product Objectives 9

* Market-Product Grid 10

* Target Markets 10

* Points of Difference 11

* Positioning 11

5. Marketing Program 11

* Product Strategy 11

* Price Strategy 12

* Promotion Strategy 13

* Place Strategy 13

6. Financial Projections 12

* Break-even Analysis 13

7. Organization 13

8. Implementation Plan 13

9. Evaluation and Control 14

* Possible Problems 14

* Possible Solutions 14

1. Background

LMFAO Burgers is a new concept restaurant to give the teenage community in the Cibolo/Schertz area a place to come, relax, and be themselves away from home while enjoying the foods they love to eat; burgers made fresh to order. Burgers will be seasoned and cooked on an open flame to perfection, with fresh all natural ingredients that will leave them wanting more. The first restaurant is to be built near Steele High School on FM 1103 in Cibolo, Texas.

Cibolo is located to the northeast of San Antonio. It is currently home to 15,686 residents who earn an average of $78,933 a year in 2009. With the opening of the local high school several years ago, pride in community has had new meaning, culminating in a State 5A - Division II State Championship in 2010, and a runner-up in 2011. Cibolo is a safe place to live and visit, and the residents are very welcoming to those who come and visit, or make it their home.

One problem that persists for the growing number of teenagers in the area, is that there is no real safe place for them to hang out, without traveling a great distance for entertainment or to socialize with friends. We aim to fulfill those needs, and give parents a better peace of mind.

2. Strategic Focus and Plan

The following information focuses on the strategic planning of LMFAO Burgers to make it a successful restaurant. The three areas of focus will be mission statement, financial and nonfinancial goals, and competitive advantage.

Mission Statement

We are in the business of selling burgers. Not just any burger, an LMFAO burger that is better and far superior to any other burgers on the market. To do anything less, you might as well close the door and throw away the key, because you are just another burger and fry joint.

Goals

Financial:

1. To be able to break-even in profits vs losses within the first two years of opening

2. Within five years, obtain an 18% profit from sales.

3. To maintain financial stability so that we can remodel every 5 years in order to

stay on top of current trends and fashions the teenagers will enjoy.

Nonfinancial:

1. Provide a pleasurable atmosphere for younger crowds to enjoy with friends.

2. Provide the best tasting burgers all while giving world class service.

3. Cleanest fast food restaurant you will ever find.

Competitive Advantage

Our competitive advantage is that the Cibolo market is a fast growing community with very little competition. There is a Sonic located further up FM 1103, but other than that, the other restaurants in the area are BBQ, Italian, pizza and Mexican cuisine. The other advantage is location, and the availability of a readily available cheap labor force. The first restaurant will be built next to Steele High School, and in the middle of 5 sub-divisions that have no other businesses nearby. When school lets out, many of those same students will be employed by us to take care of their peers.

3. Situational Analysis

SWOT Analysis

Strengths

Only fresh ground beef 93/7 and ground sirloin is used

There are no freezers, you will only find coolers; nothing is ever frozen

Menu is trans-fat free

A regular burger has two patties; a small burger has one patty.

Extra fries served with a regular order.

Free refills at soda fountain

Weaknesses

No current healthy option on the menu

Lack of advertising/Consumer awareness

Standard order of fries equals almost 1,500 calories

Bacon Cheeseburger is 920 calories

No drive-thru plans at this time

Opportunities

Healthier options/vegan options for vegetarians

Survey patrons to see what type of toppings they want