Date post: | 17-Jul-2015 |
Category: |
Marketing |
Upload: | karley-adrion |
View: | 84 times |
Download: | 1 times |
SITUATION ANALYSIS
Strengths• Unique Dining Experience
• Target Audience fits well
• Location
• Value
• Loyal customer base
• 35 years in food business this January
• Extensive menu
• Highly involved in the community
Weaknesses• Little connection and minimal reach
with the Millennial Generation
• Outdated TV & magazine ads
• Smaller budget
• Highly dependent on word-of-mouth
Opportunities• Patio will drive traffic and appeal to
younger audience
• The unique atmospheres allow for
different dining experiences.
• Large familiarity will allow for
successful targeted marketing
Threats• Many local competitors
• Younger audience loyal to other
brands
• Well established with current
audience, which may result in isolation
of new audience(s)
COMPETITION
RESTAURANT PRODUCT PRICE
Lytle Land & Cattle 12 oz. Rib-Eye
Burger
$29.99
$7.49
Perini’s Steakhouse 12 oz. Rib-Eye
Burger
$48.00
$7.99
Joe Allen’s BBQ Pit Burger $6.99
The Beehive 12 oz. Rib-Eye
Burger
$39.99
$7.99
Logan’s Roadhouse 12 oz. Rib-Eye
Burger
$25.00
$6.99
Texas Roadhouse 12 oz. Rib-Eye
Burger
$26.99
$7.99
OUR OBJECTIVES
1. To generate regional publicity and
awareness of the newly built patio to
current audiences prior to the grand
opening.
2. To differentiate the brand from local
competitors and gain 10% more of the
market share in Abilene.
3. To re-engage the brand with the Millennial
Generation and increase positive
interactions by 30% within the next year.
4. To refine the brand’s image utilizing
strategic promotion of the unique
atmosphere, quality menu, and special
events.
OUR STRATEGIES
1 2 3Develop current business
presence on social media
networks and utilize the channel
to reach specified audiences,
distribute all promotional items,
and increase brand recognition.
Implement special events,
promoted through currently
used, high traffic media
channels that further branding,
demonstrate the extent of
benefits sought, and establish
relations with individuals and
community.
Demonstrate characteristics
unique to Sharon Riley
businesses through targeted
promotions, intentional relations
with and representation of the
local community, and creation or
refinement of services or goods.
OUR TACTICS
Sharon’s Catered
Christmas
Sharon’s BBQ Tailgate
Patio Grand Opening
Signature Alcoholic
Drink
Social Media
Flyers
Website Pages