A Three - Year Business Plan For Mealkey
A Three - Year Business Plan For Mealkey
A Three - Year Business Plan For Mealkey
Presented to
LEO GREGANA
ELYKA V. BAYLA
GHIE-ANN M. QUIRANTE
HANS MATHONNY LUAGUE
KRYSHIA MHAYE MACARSE
MARIANNE DEANNE L. HUELVA
April 2020
ANNEX I: MARKETING PLAN
Product/Services
1. Description
We are selling Filipino dishes, delicacies, desserts, appetizers
and drinks. Since our restaurant promote sustainability of the
significant Filipino Foods in our country and an eco-friendly we assure
that the features of our foods and other viand will be eye catching and
pleasant in the eyes and with innovation/twist. The customers’ wants
and needs are being addressed in our Restaurant such as having
good/delicious foods in our menu, comfortable place to eat, good
ambiance/atmosphere and excellent customer service were we can
meet their satisfactions. There are a lot of benefits that our customer
can get to our Foods aside that it is delicious we assure that it has a
whole range benefits of health and it is not an ordinary Filipino foods
but with a little innovation and twist that can satisfy their hunger and
cravings. The things that we can guarantees to our customer are that
our restaurant is a budget friendly were it is affordable and yet
healthy, a total package restaurant were things that is unexpected will
be expected, the place, food and employee will serve at its best. Rest
assured that our food is well cooked without any secret ingredients
that may cause our customers discomfort or sickness. The goods are
still in good shape and new. Cleanliness is strictly practiced in our
kitchen. Perhaps there are moments when there is a fortuitous
occurrence. When such a case happens, because our products are
perishable, there would be no assurance available. However, we will do
our best to avoid such circumstance.
2. Market Readiness
There is an existing market to be served but we will have a
different vibes that other restaurant doesn’t have, that make our
business ready to launched in the market place because we ensure
that our business meets the wants/needs and satisfaction of our
target customer aside of that our product and services are relevant in
the market, we just need a little adjustment to encompass and have
an advantage to our possible competitors, and also when theirs a
change in the market we are flexible enough to cope up with this
changes, lastly we are always open to market opportunities for our
business continue to grow.
3. Proprietary Position
We will make sure that there will be exclusivity, a patent to our
foods and all of the dishes so that we have the sole right to exclude
others from making, using, or selling our invention/innovation.
4. Comparative Position
Price
60 - 500 100 - 500 60 - 600 30 - 300
1. Macro-Environment Analysis
In terms of political, we need to comply with all the permits and
other business regulations including sanitation permit since we are in
food industry. As our business progresses, we can also contribute in
solving the unemployment problem of our country and at the same
time we can provide our workers the benefit they deserve. In economic,
since our business is new, we will start our business by borrowing a
money from financing company for our expansion and other concerns,
we can look a company who can offer us a lower interest rate. But of
course it does not exempt us from facing other economic forces such
as changes in inflation rates and other forces so if it will come we
should adjust and solve it quickly. In social, we are now living in the
world of modern and advance technology. With internet trend on social
media, it is now very easy for all business to introduce their product
and services. We can do as well our marketing and promotion through
social media. We can ask our families, friends, classmates and others
to share our page so that our business will be known and it can get
market expansions. After that, we will focus on costumer feedbacks
and satisfaction about our business. In technological, the changes of
technology is fast it can affect the business. Our business need a high-
tech machineries so that the production will be fast. We will make sure
that we will have that so that our customers will don’t have to wait to
the food that they ordered. In environmental, we will make sure that
our business don’t harm the environment. Since our business is eco-
friendly instead of using plastic products we are using biodegradable
waste to lessen the problem in our environment so that we can live in
a clean and healthy place. And lastly in legal, legalities is one thing
that we should consider in putting up our business. We will comply all
the documents needed and pay the necessary amount as fees in order
to have a permit to start our business.
2. Industry Analysis
2.1. Description of the Industry
According to the Philippine Standard Industrial
Classification (PSIC) prepared by the National Statistical Coordination
Board (NSCB) Our Industry classification is the Major changes
adopted in the 2009 PSIC, it was patterned after the United Nations]
International Standard Classification (ISIC) the following is our
Industry classification:
In section E- Water supply; sewerage, management and remediation
activities
It is created and it includes the “sanitation” activities the water
collection and distribution activities and recycling
In section Q- Human health and social work activities
More details were created under section Q, resulting in the creation of
three (1) Human health activities (2) Residential care activities (3)
Social work activities without accommodation.
2.2. Market Force Analysis
Threat of new
entrants
-Product
differentiation
-innovation
-fast market growth
Bargaining Power of
Bargaining power
Supplier Rivalry among of buyers
-lower the supply existing competitors
-more choices of
costs -a lot of competitors product
- Supplier controls the -low production cost -a lot of choices due
market
-high strategic stake to the number of
-increase of coffee competitors
beans prices
-more availability
Threat from
substitutes
-tea
-juices
-smoothies
-soft drinks
-Liquor
3. Competitive Analysis
2. Communication Plan
Advertising:
Creative strategy
“Meal is the key to feel yummy to full your tummy” is our
philosophy statement. Where we want our target audience to put in
their minds the tagline and the name of our business which is
‘Mealkey’. We need to know our target audience so that we can market
to them better, and to help us get inside their minds to create a
creative strategy that connects to them, for us to do it we will be
positioning our product to their heads and minds by providing them a
quality service which they could remember anywhere they go. We will
treat them better to catch their loyalty. We believe that we can satisfy
their wants and needs by doing our best to serve them.
Creative plan
Now a days many people are using social media not just only the
youth and children but also the oldies, where they tend to put much of
their time and they can live without it. So, we will use social media as
an instrument to reach our target audience, we will post on social
media about our restaurant, its unique features, what can we offer to
them, the things they can get or the benefits of the product were
offering and also how affordable and the accommodation are perfect.
The thing that we will do is to post anything related to our business on
Instagram, Facebook, Twitter, youtube and other social media.
Media strategy
We are living in a world where social media is a trend, it is used by
many people younger or even the older ones, so we decided to use our
advertising budget to social media to market our product. In that case,
we will reach the maximum number of people and also our target
audience in an effective way. What separates successful social media
campaigns from unsuccessful ones is persistence and consistency. We
must regularly post about our business to increase our exposure to
new clients.
Media plan
We will use any kinds of ads in social media as a way to promote our
restaurant. It can be seen one week before the grand opening and also
one week after the grand opening. It is one-minute ads. The ads
contain the about or dishes and the restaurant itself but the most
important the benefits you can get and it is friendly budget or
affordable to everyone. Of course, our business is new to people.
Therefore in that way to inform them and grab their attention.
Sales promotion
These days, the food fest is a trend, so we take it as an
opportunity to showcase our product. Also, we think to give an award
coupon on special events. We also have a price-offs in special events
like anniversaries, maybe we will be having 50% or if the prize of their
order reaches the amount of 500 we will have a 5% discount.
Public relation plan/ Action plan
Our restaurant will have community relations by supporting
programs of people who have cancer patients in the House of Hopes,
and we will also use social media to promote and engage the public in
a way that reflects well on your reputation and product.
3. Research Plan
Objective 2