This project consists of designing a market arrange for soon to be opened up fast food chain known as The Salad Pub. The purpose of The Salad Pub is to provide pretty listed salads in an easy food restaurant. The benefits of the salads is within a bet to add in solving the existing challenges of excess weight which may have been associated with junk food, which as result have been considered detrimental. Despite work by some companies to introduce well balanced meals such as salads, the quality of their foods in conditions of tastes and attractiveness is still wanting.
The entry in to the market of a new healthy, fast foods company will move the market's attention to the services that have not been around before. Because of this, the market and demand for the new products will be expected because the products are new and the idea behind their launch is widely appreciated. In a quest to create customers for the merchandise or services, this paper will highlight the actions that help in the management of the marketing process.
Background and Rationale
The go up in obesity in the world and especially in america has been alarming in the modern times. The excess weight problem has led to debates on the types of food that needs to be eaten to be able to obtain good health and avoid obesity. Most researches conducted trace the source of this development to the surge in the intake of fast foods. A study conducted by Bowman et al (2009), figured consumption of fast foods among children in the United States appeared to have negative effect on the nutritional quality with techniques that plausibly could increase risk for weight problems (p. 112). The study implies that the eating factors associated with fast foods may lead to excessive putting on weight such as large section size, palatability. According to Bowman, Bryan and Vinyard (2004), the amount of men and women who frequently consumed fast food increased from early on 1990s to the middle- 1990s, and adds that the movements was projected to keep.
Most of people who consumed junk food were alert to the fact that junk food are high energy foods and can lead to overweight if frequently consumed. The research advises that customers should require nutritional information junk food should there no information nutritional information indicated. Young and Nestle (2002), indicate that regardless of the federal government need that fast food should have labels on them as dietary information; the marketplace place helpings of foods that will be the major contributors of energy to US diets have significantly increased. It's been revealed that excess weight accounts for a huge percentage of fatalities in the United States annually and the rates are on the upsurge in every 10 years. The surge is related to the increasing usage of junk food.
Chlosser (2001) implies that the additives that provide processed food items their preference are man-made and people are powered to buy mainly by their meticulous packaging. The article highlights that about 90% of the money that Americans spend on food is used to buy processed foods. He argues that the quality that individuals seek in food is the flavour, which is usually forms an almost negligible quantity as of the food. It is because of the aforementioned problems predicated on market analysis and books reviews that the idea of The Salad pub was considered. Instead of the use of additives and refined ingredients, The Salad Club will use natural food additives and will seek to get ready the salads with techniques that will preserve the best flavors, while keeping the natural nutrition intact. The empowering of the general public with the knowledge of the inherent great things about The Salads Pub salads because of this of their natural production will become the competitive border for company.
The salad pub is a superior quality and healthy salads business start-up that will deliver to its customer through fast food restaurant. While the eye-sight is 'Healthy Food for All'; The Salad Bar's quest is usually to be the leader in the provision of healthy, quality, nice tasting junk food salads at affordable prices. The salad club will establish its first restaurant in South California and seeks to determine close contact with customers and also to build excellent business human relationships, driven by want to delightfully meet its customers' needs.
The Salad Bar is a privately-held California organization and retains an office and a store found in a mixed-use area of San Jose, California. The salad club was started out with a view to providing a healthier place where people can eat. The actual fact that we now have few companies that concentrate either on salads or better base foods forms the idea for the establishment of the salad club. It is in this view in conjunction with the lack of limited competition in the fast food industry which the Salad Bar anticipates to exceed its financial forecasts. The purpose of the business enterprise is to create a place where people can enjoy well balanced meals with best service at affordable prices.
The objectives that are set out in the establishment on the Salad Pub are good company mission and vision. First of all, the business intends to provide salads that are tasty, contain the natural health elements and can be afforded by the clients. Secondly is to create a brand and children name in the fast foods industry as a string that delivers the best service. Thirdly, the company focuses on to grow and attain a nationwide position in about five years to increase access of quality foods by customers countrywide. The Salad pub, in its expansion aims anticipates increased possession of the business and when possible by as many customers as you possibly can to make a sense of belonging among customers and everyone.
In addition, the company will create consciousness through campaigns to sensitize the public on the problems associated with consuming junk food. This system will as well become a point for marketing the company products by offering them as safer alternatives. As a result, the company will enjoy sustained market for its products and therefore the realization of lasting competitive advantages. The Salad bar shall lay down several strategies relevant to its business to ensure suffered competitiveness in the market. Efforts will be placed in location to reduce customer defection; increase longevity of customer romance; enhance the expansion probable through cross-selling and up-selling and make low income customers more profitable.
With a view to gathering information for the purposes of assessing the marketplace and understand the customer replies and possible start-up troubles, a survey was conducted. Questionnaires were used and twelve respondents packed the questionnaires. The results of the survey will advise the examination that is performed before the start-up. Twelve people were surveyed. The following is the questionnaire found in the review:
Are you a salad eater? (I'd want to make sure I am speaking with a salad eater
How often a week or month do you take in salads?
Where would you go when you wish to buy a salad?
Are they good and good priced (maybe also ask how much they pay for a good one typically)?
What would you like to get if you good make your own selection of a salad?
If there is a fast food salad place, might you go there?
What do you think will be a fair price for a salad would be?
How often a week or month do you consider you would eat at one if it was good and reasonable priced?
Would you prefer to eat a salad of our liking over which ever fast food you normally favor?
What might you not need to see in a place like The Salad Club?
What would you want to see in a location just like the Salad Club?
The results of the review indicate that most of people eat salads due to the fact all the twelve respondents said that they eat salads and like salads. Some of the respondents reported that they make their salads at home plus some get them when they come along with food as area salads in restaurants. A lot of the respondents understood the necessity to eat healthy food, but their problem was where to find healthy food. The thought of The Side Pub thrilled the respondents and expected that it be considered a successful idea. The salads sold should be fresh and having a selection of well cooked meats. The respondents described they that they need to find the salad in ideally and affordably.
The Salad Pub will observe the In-n-Out Burgers' model: have a small but effective menu, with the main focus being on salads. By focusing totally on salads, The Salad Club will ensure that ease is kept and the menu is not unnecessarily overcrowded with foods. A decent assortment of toppings will be offered as they could be easy to store and cheap as well. Meats free from unwanted fat and grease shall form area of the salad to effect a result of variety. The addition of meats comes after the lot of customers who want it included in their salad as concluded by the review. Fast foods such as delicious chocolate or vanilla milkshakes will not be served at the The Salad Pub, given that they do not meet up with the The Salad Club conditions for healthy fast foods. Instead, The Salad Club will provide fresh real berry shakes. The berries can be used for milkshakes, toppings for salads, or for customers who do not like regular salads; a fruits salad made from a fruits or fruits of their own desire are dished up.
Planning to aggressively convert the content, the view and ramifications of junk food in society, The Salad Club seeks to introduce a healthy way to consume, although it remains in the fast food industry by distributing its products through fast food restaurants. To achieve these programs, inclusion of a sizable collection of salads and toppings for customers to increase their food, will offer a greater variety, in comparison to a selection of a few salads that rivals offer. In addition, more diverse ways to consume the salads will be devised to ensure that customers have a new and wonderful experience. Because of getting the best substances for the salads, establishment of a good romantic relationship with the suppliers is crucial.
In this connection, the Salad Bar will seek to identify reputable suppliers; whose products are regarded as fresh and of credible quality. Because of this the The Salad Pub will be enabled to avail fresh and scrumptious, organic and natural foods to the client that will havent bring negative repercussions with their health. Apart from strengthening the merchandise brand, the company targets to produce high quality products and to package the merchandise carefully to be able to charm to customers. Guarantees relating to maintenance of specifications should be given to the customers in order to market customer devotion.
The most strategic place for the salad club should have a big volume of people on daily basis, ideally a shopping centre. This is essential for convenience privately of the customer as they can easily repeated, and the realization of increased volume of sales for the proprietor. Sales are expected to be high basis credited to many people who are applied at the centre who will be interested to find healthier lunch selections. Sketching from experience and observation, it is clear that individuals many folks have made it a habit to eat salads throughout the day.
The strategy behind finding business in a shopping centre is that a lot of shopping areas have high traffic and most food places in these areas are costly. High population, coupled with the strategy of establishing prices comparatively lower than competition, prices, more sales than those of an average restaurant in a normal location can be produced. Businesses that are situated near commercial establishments need much good will as they leave the premises due to the advantages accrued ranging from access to customers to gain access to to resources by the company due to the convenience afforded by a competent communication infrastructure. The place will determine the distribution channels which may be direct, retail distributors and intermediaries. A competent conditions for vetting groceries that will act as outlets will be developed. Logistics of transport, warehousing and order fulfillment will be developed by the business to ensure efficiency in supply of materials. The company will also seek to encourage the market.
When looking for a good salad it could be hard to find one which is proficient at a reliable price. Considering that the besides flavour, price is one of the most crucial factors in the generating make of the success of The Salad Club, price determination for the product requires a consideration. The price collection should enable the company to make revenue and at exactly the same time remain competitive on the market. The goal of The Salad Bar is to have fresh delightful salads at the costs that almost compare to those of a standard junk food restaurant. The proposed price range for The Salad Pub would be from $6 to $12 depending on the size and the client choice in the salad. The expectation held would be that the combined aftereffect of quality food and the comparatively low prices for the products will lead to more sales and widened customer bottom part, which translates to increased profits and customer loyalty. Besides setting up a competitive price, the use of price in marketing can be gainful to the business. The costs strategy include creating a list price, offering savings, bundling, giving flexible payment conditions and financing options such as use of credit cards and leasing options.
Promotions are the main factor in the marketing mixture. This is what since it is the means through which the soon to be customers know the business and the merchandise to be offered. Without special offers, it will require long for the business enterprise to be known, a predicament that may improve the time the business can take before it is profitable. The actual fact that offers can be expensive Promotions can be quite costly necessitates a proprietor should have the right marketing plan. Good ways to start promoting are old standard ways such as coupons in the each week paper, or discount websites, door hangers with coupons, and commercials.
In opening the first Salad Club, commercials might be somewhat overboard. In planning the best marketing plan for this product, the cost effectiveness of the advertising method is crucial. The main activities that'll be involved in the promotion of the product include neon indications that'll be placed on the business enterprise premise for night time advertising and subscription to participate in another business exhibition shortly after the launch on the Salad Bar. Other promotion initiatives will include the purchase of a pc for on-line marketing, brochure printing and participating in training sessions by way of a human learning resource development company.
As the Salad Bar establishes itself on the market, there are a handful of advantages that act as impetus to starting a small business. First, the creation of a solid product with concentration being on quality, influence on the health of the customer, quick customer support and setting of affordable prices will arranged the company in addition to the rest. Secondly, predicated on the market review conducted, the results suggest the existence of demand for the products how the Salad club intends to bring to the marketplace.
Thirdly the expected demand for the merchandise will convert to increased sales, and therefore bulk purchases from suppliers will be needful. Bulk buying will ensure lowered purchase prices hence improved upon profits. Furthermore, the adoption of the already existing restaurant model for advertising the new products enables the business to easily fit into the market. Capability to capitalize on brand advertisement idea with the development through franchising and other market sections is also an edge to the business. Finally the specificity of the menu; give attention to salads will curve out market for The Salad Bar.
The main weaknesses that the business encounters are related to the product. Dependability of notion on a few of the food products, and since foods cannot be patented; this have to be addressed by building strong brand understanding and creating copyright on total quality system. Another weakness to the business is that the product may be vulnerable and will be weakened over time. This weakness can be minimized through manufactured goods technology and diversification. Furthermore, the restrictions in revenue will restricts The Salad Club to start in one location then build-up as it expands to occupy new locations. Marketing challenges can also be experienced anticipated to financial restrictions as the business builds income.
The marketing Budget
The marketing budget will allocate money for the many planned activities. Contained in the budget are the costs that'll be incurred in the process of marketing such as advertising. The cover The Salad Pub will be as shown below:
Budget for Annual marketing Efforts
Advertising in local business Magazine
Brochure Design and Copywriting
Advertising available Newspaper
Registration for Business exhibition
Computer for e-mail marketing
In order to keep tabs on effectiveness, evaluation shall be done at the center and by the end of the entire year; comparing the gross sales and the expenses. This is done by determining the measurable targets of the marketing agenda and traffic monitoring them through the budget period in order to determine their performance. Changes to the budget may be essential to the budget as time passes if performance is not as was anticipated. The constant analysis will point out the areas that need more attention as the business enterprise adjusts to the market conditions. Records should be achieved at every stage of the business whether revenue or losses are created to secure files for future referencing. This can act as an interior control to ensure that the business does not run at a loss without the knowledge of the management.