Marketing Plan Presenation1

transcript

Project in IE343 – Marketing Systems

ExecutiveSummary

Executive SummaryExecutive Summary

In the year 2006 we plan to establish that will incorporate both a Sports Bar and Restaurant. We plan to locate our store along Makati due to the financial capability of the people around there. Jerico’s stadium will be divided into two floors; the first floor will be for the people who just want to have a nice lunch or dinner while the second floor is the sports bar where customers can watch their favorite sports, customers can also play billiards and foosball. The bar will be surrounded with sports memorabilia and for the viewing pleasure of our customers an 84 inch Jumbotron and that will make our customers feel like they are actually there where the sporting event is actually happening.

Jerico’s Stadium main goal is to be Bar and Restaurant of choice in our industry segment with a strong reputation for quality products and customer oriented service. Jerico’s Stadium main objective is to branch out by consistently fulfilling these high standards, Jerico’s Stadium will optimize thereby produce greater value for our customers and employees. Most of Jerico’s Stadium competitors come in variety and they could be a Music Bar, Karaoke Bar, Café Bar, Dance and Disco, and Live Performers and Music Bar and Restaurants. As long they provide entertainment and they offer food we consider them as competitors but we did not consider fast food as competitors due to its target market and type of service they provide.

Jerico’s Stadium will serve a variety of cuisines that includes American, Filipino, Italian and Grills. Jerico’s Stadium will show a variety of sports that includes boxing, basketball, billiards, soccer, wrestling and many more to attract many types of sports enthusiast. Jerico’s Stadium wants to create an ambience that this is the place where they can relax and hangout by watching their favorite sports while eating the best meal in town. Jerico’s Stadium market will be mostly male and who is into sports and that belongs to class A, B and C. Jerico’s Stadium will try to attract customers especially female and those who are not a sports addict and enthusiast by providing them a high quality service and product. Also Jerico’s stadium will make sure that customers will come back.

Jerico’s Stadium will promote its product through different media, putting up its own website and sponsoring to major sporting events in the country. We will consider on the media of television, this is because that television is still the best way to promote your product We will build a website so customers can check on what we sport we will show on the bar, also they can send us E-mail for comments and suggestions so we will know always what the customers want.

INTRODUCTION

IntroductionIntroduction

Today in most cities you can find different kinds of recreational bars and other entertainment centers but others would prefer to hang-out with friends, others would just like to relax and others just want to have a nice meal. Live Sporting events is now becoming a hit in the Philippines so our group proposes to put up a business that will incorporate live sporting events in a bar and restaurant. We want to be known that will blend dining and sports together. Our plan is to put up a sports bar and restaurant at the center of Makati or just along Makati because people nowadays are very into sports especially when there is live sporting events. Basically, we don’t often see sports bar in Makati. All we see are bars like “6 Underground, Saguijo, Gilligan’s Isle and other bars which are for teens, young professionals and others

This type of business is not new but most of the bars and restaurants that incorporate sporting events cannot be compared to us because when you come inside you will feel that you are actually there where the live sporting event is happening because our store will be surrounded by sports memorabilia both international and local stars creating a sports museum ambience and for the viewing pleasure of our customers, the 84 inch Jumbotron and these will make our customers feel like they are actually inside a stadium where the sport is actually happening.

Jerico’s Stadium will be the place for sports enthusiast and fanatics because we will cover all live and classic Sporting Events like all matches of our beloved Filipino and international boxers, we will also cover for Billiards , we will cover also for the soccer enthusiast the World Cup, for those who prefer American Sports Jerico’s stadium will show also the NBA and NFL and that includes that every American is waiting the Superbowl and for wrestling fans we will show also the WWE and its live Pay-Per-View Events and we will also show documentaries of your favorite players.

But Jerico’s Stadium is is not all sports because not everyone especially in the Philippines are sports junkies so in the first floor will be a restaurant and it will be just a place for people who want to have a nice meal and Jerico’s Stadium served the assortment of both Filipino dishes and American cuisines. Our plan is put up a bar at the same time a restaurant for the whole family to enjoy even the kids would have a great time. Not only to focus on the older ones but also for the next generation. Now is the time to enlighten to see how sports activities are fun.

Jerico’s stadium will make sure customers will come back and attract new customers even if they are not sport enthusiast because we offer product and service at the highest quality.

Situational Analysis

SITUATIONAL ANALYSISSITUATIONAL ANALYSIS

A. Situational Environment

Demand and Supply Analysis

Makati is known to be the financial center and the business capital of the Philippines. Makati is a part of National Capital Region with a population of 471,379. Jerico’s Stadium will be located somewhere Makati, because most people in Makati can be a potential market.

Our group considered that Jerico’s Stadium competitors will come in all type not just sports bar and restaurant, our group considered anyone that offer service especially if they are aligns their business to entertainment and food. So our group considers all types of bars and that includes Karaoke Bars, Café Bar, Music Bar, Dance and Disco

16%7%14%5%

Restaurants

Music Bar

Videoke Bar

Café Bar

Dance and Disco

Sports Bar andGame Bar

Live Performersand Music Bar

The pie chart shows the percentage of restaurants and all types of bar in Makati.

As you can observe only few establishments in Makati offer the service of Sports Bar and Restaurant so this 10% also motivates our group so start a business of Sports Bar and Restaurant because most of the establishments in Makati are either Music Bar and Live Performers and Restaurants.

ENVIRONMENTAL ENVIRONMENTAL ANALYSISANALYSISEconomic Environment $ 1.00 = Php 50.540 Unemployment Rate = 7.7% Underemployment = 20.5%Political Environment Unsteadiness of the political Philippine

Government due to political rivalry among public officials and their alleged involvement in illegal acts prolongs the growth of the country and industry as well and it results to decrease in the confidence of customers and it could have a negative effect on income

Socio Cultural Makati is known to be the Business

Capital of the Philippines due to concentration to business, finance and commercial establishments.

Technological Basically, putting this of business in a

place where commercialization and business is centered is a good move for us to see if we can compete with those bars which do not have these facilities we have in our proposed plan.

ENVIRONMENTAL ENVIRONMENTAL ANALYSISANALYSIS

NEUTRAL NEUTRAL ENVIRONMENTENVIRONMENT

Media Environment Television is still the best way to

promote your product. Also if you want to really make your product known you should advertise at prime time where most people watch television, typically around 7:00PM to 11:00PM.

Government Environment

In order so start a business you need the following:

Business permit Mayor’s Permit Tax Declaration Business Name Registration Barangay Clearance

Financial Environment

Today all Banks around the world will lend you money if you are qualified. First the bank will know if you or your company has the capacity to pay, like if you have a stable job that is earning every month. Most people today don’t carry cash either they carry credit cards or ATM cards, most banks in the Philippines give an interest rate of 3% per month.

Competitor’s Environment

COMPETITOR’S COMPETITOR’S ENVIRONMENTENVIRONMENTDue to the number of competitors we

have selected a few bars and restaurant located along Makati.

Sbarro: Restaurant, Italian Based Restaurant product

Product: Italian cuisinePlace: Glorietta, 2nd Level and

Glorietta, Ayala Center

Promotion: Billboard

Price:

Pizza - P80 above/slice

Pasta - P80 above/slice

Drinks - P35 above

COMPETITOR’S COMPETITOR’S ENVIRONMENTENVIRONMENT

GILLIGAN’S ISLE-RESTO BAR Product: variety of beverages, foods and

music Place: Back of Glorietta Price: Varieties of drinks range from 35

pesos (P35) and above. Foods - P80 above Promotion: Flyers

COMPETITOR’S COMPETITOR’S ENVIRONMENTENVIRONMENT

Company’s Environment

Company EnvironmentCompany Environment

Jerico’s stadium is an upgraded sports bar and restaurant because of the new and improve services compare to other sports bar. Jerico’s stadium will have 2 floors. In the first floor will be a typical restaurant while the second level is the sports bar. In the first level is a restaurant where customers can eat their lunch or dinner with first class service and ambiance. The second level is for the sports fanatics and enthusiast, where they can enjoy and watch their favorite sports while eating the best meal in town.

Jerico’s stadium first branch will be located along Makati due to the lifestyle and buying power of people live there. Jerico’s stadium will offer a variety of Filipino dishes and American food. Jerico’s stadium will also offer billiards and foosball as an additional entertainment for customers who just want to have a goodtime and hangout.

Company EnvironmentCompany Environment

TargetMarket

TARGET MARKETTARGET MARKET

Jerico’s stadium target market is usually will be the male whose age ranges from 18 and above because usually men are the one who is watching and interested in sports but Jerico’s stadium will target the female market also because Jerico’ stadium will not be all live sporting events,

Jerico’ stadium target market is the people who is in living in Makati and we all know that the majority people live there belongs to class A, B and C. In addition Jerico’s stadium target market will not be all yuppies, young professionals, sports fanatics, people who want to have a good time but we will target also the entire family because Jerico’s stadium will offer a Restaurant where the entire family can get together and eat the best meal in town.

TARGET MARKETTARGET MARKET

PROBLEMS

PROBLEMSPROBLEMS

The main problem of Jerico’s stadium is its price due to the type of product and service that Jerico’s stadium offer corresponds to higher cost so market will be limited to specific class of people

The problem of being new in the market. People might tend to go to well-known sports bars since it has been in the market for some time and they are already familiar with those bars.

Accepted and positioning in the market is one of the major problems that every company has gone through especially if they are new and it is just in the introductory stage

There is not always major sporting event and most Filipinos are only interested in boxing, basketball and sometimes billiards so some major sporting events that is hit to other countries is not a hit in the Philippines like the FIFA, Superbowl and World Series due to lack of media exposure and familiarity to the game itself.

PROBLEMSPROBLEMS

Opportunities

OpportunitiesOpportunities

Jerico’s stadium can increase the number of branches and it can branch out through most cities in the country

Jerico’s stadium can expand its product line by means of selling sports memorabilia, accessories and gear.

Increase in the number of working population or young professionals every year. This would mean bigger market for Jerico’s stadium.

Adding of VIP rooms, this would give customers the privacy they want and at the same time they can enjoy having a good meal while watching their favorite games.

Increasing number of call centers in Makati. Call center employees will look for a place to hangout after work. Jerico’s stadium could open its bar and restaurant as early as 9:00 AM

OpportunitiesOpportunities

SWOT Analysis

SWOT AnalysisSWOT Analysis

Strengths Offers highest standards of customer

service and delivering its mission of providing the "sports fans" the best sports entertainment, food, beverage and an all-star service.

Jerico’s stadium concept of a bar and restaurant is not new but only in Jerico’s stadium where customers will feel like they were actually inside a stadium where the live sporting event is happening also Jerico’s stadium decoration of sports memorabilia is a plus

Weaknesses The main weakness of Jerico’s stadium is

its price due to the economic conditions of the country and the type of product and service that Jerico’s stadium corresponds to higer cost.

Being new in the market. People might tend to go to well-known sports bars since it has been in the market for some time and they are already familiar with those bars.

Weaknesses Another weakness of Jerico’s stadium is

the number of branches because Jerico’s stadium is still new and it is just starting.

There is not always a major sports event and some major live sporting events like FIFA and Superbowl is not appreciated by most Filipinos due to lack of familiarity and media coverage and most Filipino just like to watch boxing, basketball and sometimes billiards.

Opportunities Jerico’s stadium can increase the number

of branches and it can branch out through most cities in the country

Jerico’s stadium can expand its product line by means of selling sports memorabilia, accessories and gear.

Increase in the number of working population or young professionals every year. This would mean bigger market for Jerico’s stadium.

Opportunities Adding of VIP rooms, this would give

customers the privacy they want and at the same time they can enjoy having a good meal while watching their favorite games.

Increasing number of call centers in Makati. Call center employees will look for a place to hangout after work. Jerico’s stadium could open its bar and restaurant as early as 9:00 AM

Threats Economic is always one of the threats of

most businesses in the Philippines like the weak currency and it tends to consumer’s buying power will be low and it really affects the sales of most companies.

Political problem is always been one of the nuisance type of problem that every company in the Philippines is suffering back then up to now due to the unsteadiness of the Philippine Government due to political rivalry among public officials and it tends to prolong the growth of the country and the industry.

Presence of Market Challengers

Marketing Objectives

Marketing ObjectivesMarketing Objectives

To make sure that our customers is happy and satisfied as soon as they enter Jerico’s stadium and as they leave Jerico’s stadium, by providing customers the highest quality service and product.

To be always updated by learning to anticipate and respond on customer’s needs and wants

Marketing ObjectivesMarketing Objectives

To make sure customers will come back by offering them product and service at affordable prices

To continuously improve by training employees and staff

To be known and position in the market through continuous promoting and advertising

Marketing Goals

Marketing GoalsMarketing Goals

To be the Bar and Restaurant of choice in our industry segment with a strong reputation for quality products and customer oriented service.

To branch out by consistently fulfilling these high standards, Jerico’s Stadium will optimize thereby produce greater value for our customers and employees.

Marketing Strategy

Marketing StrategyMarketing Strategy

Promote and Advertise on different types of media like television, magazines and internet. In the website of Jerico’s stadium customers can vote on what sporting events that they want to be shown and seen live in the bar.

To attract female customers, Jerico’s stadium will have free drinks and discount to other products and services for the Ladies when Major sporting events is happening.

To make customers comeback and crave for more Jerico’s stadium will give free sports apparel to customers who have eat to Jerico’s stadium like jerseys, jackets, mugs, hats and many more

To make sports enthusiast and fanatics feel home, Jerico’s stadium bar will be surrounded by sports memorabilia

To further promote Jerico’s stadium will sponsor sporting events in the country.

MarketingTactics

Marketing TacticsMarketing Tactics

ProductJerico’s stadium will be divided into two floors. The first floor is a typical restaurant while the second floor is the sports bar. In the first floor is a restaurant where customers can enjoy the best meal in town with exceptional service and ambiance. In the second floor will be for the sports enthusiasts where they can watch and enjoy their favorite sports while eating the best meal in town.

ProductJerico’s stadium is equipped with an 84 inch jumbotron where customers will feel like they were actually where the sporting event is happening. Jerico’s stadium will also offer billiards and foosball as an additional entertainment for our customers. Jerico’s stadium menu features a wide assortment of Filipino and American food

Jerico’ stadium will be located somewhere in Makati due to the financial capability of the people around there. Makati is identified to be the Business Capital of the Philippines due to focus to business, finance and commercial establishments.

PriceJerico’s stadium Sports bar will have an entrance fee of Php 100.00 while the restaurant doesn’t have any entrance fee. Jerico’s stadium offers additional entertainment for the rental of a pool table it will cost Php 150 per hour and table setter is free of charge. For the regular food products should not exceed 60% of raw price while for specialties are limited to 65% to 75% based on raw price.

PromotionTelevisionJerico’s stadium will advertise in

television networks that is inclined with sports or shows in television that mostly male is the target viewer. Jerico’s stadium will promote its services and product at midnight because of its lower advertisement cost

Promotion

InternetJerico’s stadium will have its own website where customers can check on what product and services that we offer. Also they can check out the schedule of upcoming major sporting events that will be shown in the sports bar. Also customers can browse on what is on the menu of Jerico’ stadium and they can send us comments and suggestions on through email.

Promotion

Magazines Jerico’s stadium will advertise in

some men’s magazine and sports magazine in the country

Implementation and Control

Implementation and Implementation and ControlControl

Jerico’s stadium will implement rules and regulation that should be followed by the employees and will value customers, this rules and regulation must be justify and not be abuse its concern is not only in the part of the customer but also the management and the employees. Anyone who will violate any rules will be penalized; the management will regularly conduct inspection on the employees’ activities and performance to avoid conflicts and problem.

Summary

SummarySummary

Our group proposes to put up a business plan that will mix Sports bar and a Restaurant and called it “Jerico’s stadium”. We plan to locate our store somewhere in Makati. Jerico’s stadium target market will ranges from the class A to class C. Jerico’s stadium will have two floors, the first floor will be a typical restaurant and the second floor will be the sports bar. The main objective of Jerico’s stadium is to make sure that our customers is happy and satisfied as soon as they enter Jerico’s stadium and as they leave Jerico’s stadium, by providing customers the highest quality service and product.

SummarySummary

The main goal of Jerico’s stadium is to be the Bar and Restaurant of choice in our industry segment with a strong reputation for quality products and customer oriented service .Jerico’s stadium is in the introductory stage so information dissemination is a must to let customers know that we are here and ready to serve. Jerico’s stadium will advertise and promote to different forms of media like the television, magazines and the internet.

Appendices

AppendicesAppendices

The revenue generated by the city Government of Makati for the past 17 years showed an increasing trend despite the economic setback in the country as well as some Asian cities. For this year, the city earned a total income of Php 6.61 billion, an increase of 13% from previous year’s income of Php 5.85 billion.

Makati City has the highest average annual per capita income in Metro Manila of Php 140.275 or an average family income of Php 534,058. More than half of families in Makati belong to the income bracket of Php 250,000 and over. More than half of the city’s families are dependent on wages and salaries with 32.5% earning Php 250,000 and over a year.

Source: www.makati.gov.ph

Sports MemorabiliaIt usually refers to anything that can be directly connected to a sports or personality. Many people collect these items. Sports memorabilia can either have a sentimental or monetary value to the collector. Many items used by famous or at a famous event have been sold for many dollars

JumbotronIt is a huge, huge light-emitting diode (LED) display device. For all intents and purposes, it's a gargantuan television. Most commonly they are used at sporting events, both indoor and out. Jumbotron has become the generic name for all huge display devices. However, Jumbotron is a trademark of the Sony Corporation.

Marketing Plan Presenation1

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