mkt restaurant project final final
TRANSCRIPT
´Etoiles Filantes Restaurant
“Eat Clean and Green. Eat at ´Etoiles Filantes”
By: Thiparpa Chainapasak (Net) Hsuan-Wen Huang (Sharon) Aye Myint
MKT 300Professor: Thomas Duffy
PreviewBusiness overview
Business ConceptSWOT Analysis
Situation analysisMarket Analysis Competitor AnalysisCustomer Analysis Environmental
Analysis
Marketing PlanTargetingProductPricingDistribution/
FulfillmentPromotion
P&L
Business Concept Mission
To provide the highest quality organic ingredients while ensuring that each guest receives the best dining experience
Vision To be a leading restaurant in organic restaurants
market within 5 years To expand and open a second restaurant in another
profitable location in 10 years Goals
Word-of-mouth Break-even in first year
SWOT AnalysisStrengths Providing organic items
menu
High qualified staffs
Good location
Weaknesses High capital investment
Expensive cost for raw materials
Market limitation
Opportunities A new market segment
Few competitions in high-end organic restaurants market
Threats Easy to entry to the market
Other restaurants provide more healthy food
Market Analysis Restaurant industry
Biggest marketplace in San Francisco: full-service restaurant (35%)
Large number of sales: about $684.4 billion in 2013
Increase growth rate: 2.6% per year from 2009-2014
3.0% expected to grow after 2014
Organic food Grow of organic sales: 20% per year since 1990 $0-25 billion from 1990 to 2010 Prefer organic food: 41% of parents from 2012 like to pay more on green food: 61% of people
Competitor Analysis
Scoma’s Sausalito
Buckeye Roadhouse
`Etoiles Filantes
✔ Pros ✗ Cons
✔ Good quality of food
✔ Well atmosphere
✗ Crowded reservation schedule
✔ good quality of food✔ Fast service ✔Affordable price
✗ Poor Atmosphere – let’s drink after work
✔ Health quality of food✔ Well atmosphere
✗ Expensive
Geographic/Segmentation: Marin County/ high-income level
46% of high income levelAverage income is around 100,000 to 200,000
per yearHighly willingness to go high-end restaurantLess price sensitivity
World wide/ Traveler At least a million visitors per yearAttractive for new experience on organic dishesRomantic night in different country
Customer Analysis
Geographic/Segmentation: San Francisco/ well-educated level (Health
conscious)Bachelor degree: 31.7%Graduate or professional degree: 20.3%Likely to explore new things/restaurantsEat once per 2-3 months and willing to
introduce for their friends
Customer Analysis
Environmental AnalysisSocial/Culture
Increase of organic purchaser: 38.83 million in 2010 to 40.47 million in 2013.
Economy Increase of economic situation: often
dining out Decrease of economic situation: often eat
at home High or low inflation rate affect the price
of meals
Target Markets
High-income households
Well-educated people (Health conscious)
Tourists
Value Proposition
Positioning
Customer Buying Behavior
Product Offering French menu with organic and fresh
locally grown ingredients. Poultry : free range meat/wild caught
seafood Produce: seasonal freshly picked
Service Offering Well-trained staff “Serving is caring”
Costs & Sales Forecast
Pricing Strategy Competitive Pricing
Distribution Strategy Channel of Distribution: Zero level channel Location Criteria:- Number of people passing by on an average day- Percentage of who enter- Percentage of those entering who buy- Average amount spent per sale Location Requirements & Attractiveness- 12 square ft./customer- Seat 80 people/day (80*12=960 square ft.)
excluding the bar area- Waterside outdoor tables
Web Site Sample
Promotion Strategy “Eat Clean and Green. Eat at ´Etoiles
Filantes” campaign- Fine dining at its healthiest - All natural organic menu Direct Marketing Strategy- Radio- Local Newspapers- Food and Wine Magazines - Website and all social media portals Budget- $5600 (2014)
Financial Plan Summary
2014 2015 2016Sales Forecast, Units 104,155 114,101 120,517
Revenue $4,686,987 $5,237,222$5,642,37
9
COGS $3,437,124 $3,437,124$3,437,12
4Gross Margin $1,249,863 $1,800,098
$2,205,255
Expenses $661,400 $674,628 $688,121
Profit (Loss) after Taxes(40%) $353,078 $675,282 $910,281
2014 2015 2016 2017 2018$0
$1,000,000
$2,000,000
$3,000,000
$4,000,000
$5,000,000
$6,000,000
$7,000,000
Figure 4.4.3Company Revenue, $
Mill
ion
s o
f D
olla
rs
2014 2015 2016 2017 2018$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
Profit & Loss
Conclusion
“Eat Clean and Green. Eat at ´Etoiles Filantes.”
Organic food restaurant in Sausalito area
Nice ambience and great services
Profitable plan for organic restaurant