Marketing Plan: Mia's Filipino Cuisine and Grocery

Marketing Plan: Mia's Filipino Cuisine and Grocery

Mia

March 03, 2011

Table of Contents

Page

1. Background 4

2. Strategic Focus and Plan 5

* Mission Statement 5

* Goals 5

* Competitive Advantage 5

3. Situation Analysis 6

* SWOT Analysis 6

* Competitor Analysis 6

* Company Analysis 7

* Customer Analysis 7

* Customer Analysis 8

4. Market-Product Focus 8

* Marketing and Product Objectives 8

* Market-Product Grid 9

* Target Markets 10

* Points of Difference 10

* Positioning 10

5. Marketing Program 10

* Product Strategy 10

* Price Strategy 11

* Promotion Strategy 12

* Place Strategy 12

6. Financial Projections 12

* Break-even Analysis 13

7. Organization 14

8. Implementation Plan 15

9. Evaluation and Control 15

* Possible Deviations 16

* Possible Solutions 16

10. Bibliography

11. Appendices

Mia's Filipino Cuisine and Grocery

* Appendix A: FLYER ..................................................................17

* Appendix B: Catering Package......................................................18

* Appendix C: Coupon ................................................................19

* Appendix D: Menu.....................................................................20

* Appendix E: Perceptual Map .......................................................21

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1. Background

Mia's Filipino Cuisine and Grocery is a new store and eating establishment located in Howell Township. After surveying the selection of Filipino restaurants and grocery store in the Monmouth County, John Doe Cruz and Pricilla Castro revealed the need for a grocery and restaurant option for Filipino Communities.

Filipino cuisine consists of the foods, preparation styles and eating customs found in the Philippines. The style of cooking and the foods associated with it have changed over several centuries from its Austronesia origins to a mixed cuisine with many Hispanic, Chinese, American, and other Asian influences modified to original ingredients and the local taste.

Howell Township is located on the main highway of Route 9, which is the busiest highway in Monmouth County. This township is home to about 5,500 people, majority of them commuters heading to Manhattan, who earn around $50,000- $95,000 a year. Howell Township is a suburban town who pride themselves as being a safe place to live and visit. Like many other small communities, they have built a strong community connection and are very helpful of one another.

2. Strategic Focus and Plan

Our marketing plan focuses on the strategic planning of Mia's Filipino

Cuisine and Grocery is to make it a successful business in the Howell Township. There are three main areas that we will concentrate: mission statement, financial and nonfinancial goals, and competitive advantage.

Mission Statement

In the Howell Township, New Jersey, Filipino's communities need a store and restaurant to provide their need and service. This service will provide groceries that are imported from Philippines and also will provide very good quality home cooked Filipino meals.

Goals

Financial:

1. Paid off all loans from store equipment and lease within first two years of business.

2. Raise benefits such as salary and health insurance to chefs and workers.

3. Within three years, obtain a 25% profit from sales and service.

4. Maintain financial stability and able to pay the building lease so that it can stay opens every year.

Nonfinancial:

1. Within five years, expand our services to catering for special events including holidays.

2. Online ordering and delivery to customers.

3. Employ seven more workers for better service.

4. Within ten years, add two stores into two locations, Freehold Township and Lakewood Township.

5. Sell groceries and high quality meals at lower price.

Competitive Advantage

Mia Filipino Cuisine and Grocery most positive competitive advantages are the chef home cook meals and groceries that are imported from the Philippines. The menu consists of healthy, less fat choices of different type of meals on vegetable, poultry, seafood, and meats. The imported groceries can only be purchase at the store. There no other restaurant that can service groceries on Filipino consumers. To ensure the exceptional product line, Mia Filipino Cuisine and Grocery focuses on using top-quality ingredients in its products. Customer service and satisfaction is also a high priority. Another competitive advantage is that Mia Filipino Cuisine