Marketing plan for a particular fast food restaurant in Greece Name Professor Course Institution Date Introduction The fast food market in Greece has been operating well based on the details from the research which has been conducted. Statistics indicates that operators in this market have been earning better profits due to advancement which have taken place in the recent years. Certain evaluations are key in the establishment of a fast food restaurant in Greece. They include the state of competition especially the performance and market share of major operators their prices locations among others factors. This marketing plan is for a new restaurant in Greece which seeks to expand its operations through the analysis of the state of market in the fast food sector. It is important to note that there are different types of fast foods. This section seeks to focus on Dodo chips which the restaurant is food preparations from Greece: the prehistory and modern survival of traditional Mediterranean ‘fast foods’." Archaeological and Anthropological Sciences 3.1 (2011): 19-39. Papadaki Angeliki et al. "Eating habits of university students living at or away from home in Greece." Appetite 49.1 (2007): 169-176. Kelly Bridget et al. "Television food advertising to children: a global perspective." American journal of public health 100.9 (2010): 1730-1736. Robertson Gordon L. Food packaging: principles and practice. CRC press 2016. Wren Stephen Corey. "System for marketing foods and services utilizing computerized centraland remote facilities." U.S. Patent No. 6 055 514. 25 Apr. 2000. Nestle Marion. "Food marketing and childhood obesity—a matter of policy." New England Journal of Medicine 354.24 (2006): 2527-2529. Fuller Gordon W. New food product development: from concept to marketplace. CRC Press 2016. Harris Jennifer L. Marlene B. Schwartz and Kelly D. Brownell. "Marketing foods to children and adolescents: licensed characters and other promotions on packaged foods in the supermarket." Public health nutrition 13.3 (2010): 409-417. [...]
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.