Macarronada Italiana Marketing Plan

Macarronada Italiana

A paper submitted to Webber International University

in partial fulfillment for the

Bachelor Science Degree in Business Administration

By: Jessica Tedesco

Date: April 29, 2012

Semester: Spring

Professor: Mr. Webber

Table of Contents

Overview ................................................................Page 3

Company Analysis .....................................................Page 3

S.W.O.T Analysis of "Macarronada Italiana" .....................Page 3

Competitive Advantage ...............................................Page 4

Mission Statement ..................................................... Page 4

Economic/Social Trends ............................................. Page 5

The Market ............................................................ Page 5

Products and Services ................................................ Page 6

Sales and Marketing Personnel ..................................... Page 11

Promotion Strategy ................................................... Page 12

SEO Optimized Website or Blog ................................... Page 12

Optimized Local Search Profiles .................................. Page 13

Marketing Channels: International Drive ........................ Page 14

Branding Strategies .................................................. Page16

Pricing Strategies .................................................... Page 17

Overview

The food industry is considered as one of the biggest in The United States. Consumers spend approximately US$1 trillion annually on food - nearly 10 percent of the GDP (Gross Domestic Product) - and over 16.5 million people are employed in this industry. Even though these numbers may represent a supersaturated sector, implementing a new concept of Italian food in Orlando seems to be a good idea. The concept is based on homemade pasta. "Macarronada Italiana" is a family business that started in 1979, and will differentiate from other Italian restaurants because of this cozy family conception.

Company Analysis

"Macarronada Italiana" will principally sell a great variety of pasta, drinks, a good selection of wines, and desserts and its new location would be Orlando - International Drive. Because Orlando welcomes a great variety of families from all over the world to visit Sea World, Disney World and Universal Studios, the concept of a family restaurant fits perfectly. The fact that the pasta is made in the restaurant, and people can see it been done in front of them will also attract customers. For those who do not have the time to come to the restaurant, customers will be able to order all the meals from the Internet website or by phone order. Macarronada Italiana will essentially hire American and Brazilian employees, since the company belongs to an Italian family that lives in Brazil. The goals of the company are obviously to make profit, but also to create a new concept of restaurant, so seen in Brazil, which is the family restaurant.

S.W.O.T Analysis of "Macarronada Italiana"

In order to profitably satisfy customer needs, the firm first must understand its external and internal situation, including the customer, the market environment, and the firm's own capabilities. In this section we will analyze the Strengths, Weaknesess, Opportunities and Threats for this business.

* Strengths

Macarronada Italiana's homemade pasta will be an attractive for customers. The fact that is a Brazilian restaurant will also be appealing, since the number of Brazilian tourists in Orlando increases every year, and so does the amount of money they spend (In 2010, Brazilians spent $5.91 billion dollars in the US).

* Weaknesses

The fact that Macarronada Italiana is not a known franchise can make people choose somewhere else to eat.

* Opportunities

Since Orlando is a touristic area, and we have faced success of other Italian restaurants, this can be a sign that the business will succeed. Another opportunity that Orlando offers is also because of being a touristic place. People often go there with their family; couples with their kids, parents, grandparents, and that's exactly Macarronada Italiana's target market.

* Threats

Since Americans really trust the American franchises, such as Olive Garden, Applebee's, and Macaroni Grill, it can be hard for us to get into the food industry when we have such huge names to compete with.

Competitive Advantage

Our main competitors will be Olive Garden, Applebee's, Outback and Macaroni Grill. Since those giants have been in the market for long years, and have strong names, it can be hard for Macarronada Italiana to penetrate in the food market, but we believe that our biggest weakness is also our biggest advantage. The fact that our restaurant is not a big franchise, but a family restaurant, which produces its own pasta, can - with good advertisement - attract a big number of clients.

Mission Statement

"Macarronada Italiana" is committed to provide a comfortable, family environment perfectly combine with amazing food and service.

Goals

* Be a reference of Italian Restaurant in Orlando

* Open other branches in Florida

The Business