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TXAKOLI TXAKOLI LARRINAGATXULARRINAGATXU
Ianire Gomez de SeguraIanire Gomez de SeguraSonia AntxustegiSonia Antxustegi
Eider GarciaEider GarciaIzaskun MendizabalIzaskun Mendizabal
INDEXINDEX
ABOUT LARRINAGATXUABOUT LARRINAGATXU
SWOT ANALYSYSSWOT ANALYSYS
MARKETING MIXMARKETING MIX
ACTION PLANACTION PLAN
INTRODUCTIONINTRODUCTION
It´s located in Durango.It´s located in Durango. STAFF: 9 ( 3 Cookers, 3 waiters and 2 assistants).STAFF: 9 ( 3 Cookers, 3 waiters and 2 assistants). It´s a familiar restaurant.It´s a familiar restaurant.
PRODUCTS
DRINKS FOODS
DRINKSDRINKS
SOFT DRINKSOFT DRINK BEERSBEERS LIQUORSLIQUORS
AnisettesAnisettes BrandiesBrandies CoñacCoñac WhiskiesWhiskies
WINESWINES White wineWhite wine Red wineRed wine Black wineBlack wine
FOODSFOODS
STARTERSTARTER Cold plateCold plate Hot plateHot plate
FISHESFISHES White fishesWhite fishes Blue fishesBlue fishes Seasonal fishSeasonal fish
MEATSMEATS DESSERTSDESSERTS
HOW DOES IT WORK?HOW DOES IT WORK? The operation is not the same on weekdays and The operation is not the same on weekdays and
weekends. weekends. It has an economical menu every day:It has an economical menu every day:
During the week: During the week: - First plate: pasta or salads- First plate: pasta or salads- Second plate: 2 type of meat and fish- Second plate: 2 type of meat and fish- Dessert- Dessert
On weekends: special menuOn weekends: special menu- Starter or first plate: 4 cold plates and 4 hot plates.- Starter or first plate: 4 cold plates and 4 hot plates.- Second plate: 2 type of meat and fish- Second plate: 2 type of meat and fish- Dessert- Dessert
+ bread + wine + water.+ bread + wine + water.
MICROENVIROMENTMICROENVIROMENT
CUSTOMERS:CUSTOMERS: Weekdays: Workers ( between 20-60 years old)Weekdays: Workers ( between 20-60 years old) Weekends: Families, friends and couples.Weekends: Families, friends and couples.
COMPETITION:COMPETITION: Durango: Gran Hotel, Kobika and Kukutze.Durango: Gran Hotel, Kobika and Kukutze. Berriz: EreñaBerriz: Ereña Atxondo: Etxebarri Asador,Atxondo: Etxebarri Asador,
SWOT ANALYSISSWOT ANALYSIS
STRENGTHS
• Good value for money
• Location: Ideal for children
• Parking
• Familiar restaurant
• Promotes: basque culture and food
WEAKNESSES
• Technologically weak organization • No company spirit, no spirit of business
OPPORTUNITIES
• Located in natural enviroment
• New enterprises and industrial areas • Great connections to the cities
THREATS
• Competitors
• Financial crisis
• No advertising
• Weakness of touristic sector Other stronger zones
• The AHT works
MARKETING MIXMARKETING MIX
MARKETING OBJECTIVESMARKETING OBJECTIVES
QUALITATIVE QUALITATIVE OBJECTIVEOBJECTIVE
““Boosting basque food Boosting basque food
and cultureand culture””
QUANTITATIVE QUANTITATIVE OBJECTIVEOBJECTIVE
““Increase 20% the Increase 20% the
number of customersnumber of customers” ”
MARKETING STRATEGIESMARKETING STRATEGIES
““Boosting basque food Boosting basque food and culture”and culture”
Deepen marketDeepen market
““Increase 20% the Increase 20% the number of customers” number of customers”
Strengthen both Strengthen both product and marketproduct and market
ACTION PLANACTION PLAN
Marketing MixMarketing Mix
The most important two objectives are:The most important two objectives are:To promote the Basque cutlure and cuisineTo promote the Basque cutlure and cuisine Increase the number of clients by 20%Increase the number of clients by 20%
To achieve it, we´ve prepared a Marketing To achieve it, we´ve prepared a Marketing Mix, taking into account these factors:Mix, taking into account these factors:ProductProduct- Distribution- DistributionPricePrice - Communication- Communication
11st st objetive:To promote the Basque objetive:To promote the Basque
culture and cuisineculture and cuisine StrategyStrategy: organize : organize
different eventsdifferent events ActionAction: organize : organize
product tastings + product tastings + traditional musictraditional music
* * Distribution isn´t Distribution isn´t included because we´re included because we´re offering services.offering services.
Product
-Basque products-Agreements (Eusko Label)-Music: trikitilaris
Price- Special promotion: 10% cheaper
Communication
-Tourist offices-Local magazines-Durango TV
22nd nd objetive:Increase the number of objetive:Increase the number of
clients by 20%clients by 20% StrategyStrategy: maintain : maintain
relationship with tourist relationship with tourist officesoffices
ActionAction:Special activity for :Special activity for the old age pensionersthe old age pensioners
* Distribution isn´t * Distribution isn´t included because we´re included because we´re offering services. offering services.
Product
-Visit Durango & Lunch in Larrinagatxu- Special menu
Price
- Agreement with the Association of the Elderly
Communication- Brochures on tourist offices
CONCLUSIONSCONCLUSIONS
• ABOUT LARRINAGATXU
Good organization in spite of being so familiar
•ABOUT THE WORK
Harder to collect information, but easier to learn