Marketing plan for a fast food restaurant in Greece with a particular reference to Dodo (Plantain chips)
Marketing Plan parts Executive Summary An individual report (3.000 words), in which students are required to research and prepare a Marketing Plan for a new fast food restaurant chain in Greece. Students should address the basic questions: What, Who, Why, When, Where, How that are involved in the development of this venture. The Marketing Plan should include; Market Analysis, Competition, Analysis of the new chain including SWOT Analysis, Brand creation, the actual Offering, Pricing policy, Promotion and selecting the number and location of stores. PESTLE Analysis (Situational Analysis) PESTLE. Competition The main competitors should be named along with a brief presentation about their activities. Also, indirect competition should also be stated. Target Market This section analyzes the target market. It is important to know your target customer thoroughly, including the market size and demographics, buyer motivation, expectations and marketing trends. Brief Analysis of your Company/ Brand Briefly describe what type of company you will start. Discuss the Brand, the logo, the name, analyze the concept. SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats) The SWOT analysis assesses the company’s strengths, weaknesses, opportunities, and threats. Marketing Goals and Objectives Set your marketing goals in the 4 P’s: Product, Price, Place and Promotion. Product: Type of restaurant, main dishes, in-store decoration etc. Price: Low or High-end prices. Place: Location of the stores. Promotion: Create the advertising campaign (visuals, texts etc) and the Media Plan (will you use outdoor, social media, tv etc). Conclusion Bibliography/ Sources Students should extensively research the existing players of the fast food industry and also identify the needs and wants of the modern day consumer. The resources the students should use are: corporate and brand websites, social media pages, journals, magazines etc. Report Format Students should structure the report to include: • Cover Page • Contents Page • Introduction to the Report • Main Body of the report , with distinct and clearly titled Chapters and sub-chapters • Summary and conclusions • Recommendations • References • Appendices (optional): o Here the student can include any tables/graphs/data/information that they feel is relevant to the report, yet are not essential to the discussion. And thus not included in the main body if the report Appendices should be fully referenced. Writing style STUDENTS REPORTS MUST BE TYPED AND PROPERLY PRESENTED • Word limit: 3,000 (+/- 10%). Note that Word count does not include Cover Page, Contents Page, References and Appendices • Font size 12 (Arial) • Line space 1.5. Harvard referencing: The reports must be appropriately referenced using Harvard referencing, and a full reference list included. Students should refer to the Harvard Referencing Guide.