I. Target market analysis

Target customers, that is, consumers.

For example, mainly middle and upper-class people and government officials, but many of them are private consumption, which requires hotels to take into account the personal interests of those private consumers on the basis of improving their grades.

Second, the pricing strategy

1) The original price of meals can basically be maintained, but the price of some meals related to holidays can be discounted (this method is recommended) or directly reduced.

2) For high-priced meals, it is suggested to combine reduction and reduction.

3) Holiday packages can be implemented, such as New Year's Eve dinner, Mid-Autumn Festival reunion dinner, and Valentine's Day package. The price should not be too high.

Per capita consumption is controlled at 25-50 yuan (excluding drinks).

4) The prices of other drinks and other services can be flexibly changed according to the actual situation of the hotel, reaching the lowest price around the festival (but it should be set according to the hotel's net profit).

Third, the marketing strategy

1) Make special holiday packages, which can be divided into three categories according to the actual situation, including meals for two and meals for three. The theme should reflect family reunion, and dishes, snacks and moon cakes can be given according to different festivals.

2) According to the valid certificate of birthday on the holiday day,

Enjoy special discounts and free meals, such as National Day, Mid-Autumn Festival, Dragon Boat Festival, Spring Festival, Lantern Festival, Chinese Valentine's Day, etc.

3) If the ending number of the mobile phone number is the corresponding number of the festival, you can enjoy a special discount for dinner in the hotel with valid documents (according to the actual decision of the hotel). It is recommended to recommend them a holiday package.

4) As there is no accommodation service in the restaurant, it can join hands with other large hotels that mainly provide accommodation to introduce customers to each other, which can increase the customer base and reduce some related expenses.

5) Give some small gifts related to festivals after meals.

The name, telephone number, address and website of the hotel should be printed on it.

6) The activity will be held 2-3 days before and 2-3 days after the festival.

Fourth, the promotion strategy

1) Place outdoor advertisements near the entrance of the hotel, railway stations and bus stations (outdoor advertisements are mainly in the form of inkjet and banners).

2) Combination of TV, street banners and newspaper advertisements.

3) Carry out SMS advertising, focusing on the old customers of the original hotel, paying attention to using appropriate language, mainly introducing the latest activities of the hotel.

4) Network marketing, network promotion, or make a pop-up box advertisement or a relatively large one on the corresponding website. The processing of web animation and pictures must be consistent with the marketing content.

5) DM flyers can also be used, but the quality of flyers must be high.

Note: You can choose several kinds of the above advertisements at the same time. The focus of promotion is 5km away from our hotel in Fiona Fang, and it can also be appropriately promoted to the surrounding areas. The minimum advertising audience should be150,000 people.

V. Other relevant strategies

Security guards must ensure the safety of the hotel; Designate some incentive policies for waiters and related staff to arouse their enthusiasm for work (this content can be refined in the future); Put some high-grade music in the hall; The speed of serving food must be fast; The layout of the hall does not need to be too luxurious, but it should be beautiful and generous, showing the characteristics of the hotel.

VI. Effect Prediction

If the promotion and related services are in place, the income will be at least 1.5 times of the usual income.

VII. Other suggestions

1) Set up a VIP membership card management system with a computer in the service hall, and keep the information of some key customers at any time.

2) Enter the customer's information into the database with the consent of the customer (the key is the customer's name and mobile phone number) to serve the future promotion (this content can be refined in the future).

Restaurant marketing plan (1)

1. Advertising strategy

A. Establish the restaurant's popularity and tell consumers about the products and special services provided by the restaurant. In view of the current situation of our restaurant and the fact that our main customer base is white-collar workers, we have launched a series of activities with the theme of nutrition and health, taking into account the work pressure of white-collar workers and other factors. Specific content of the activity: first, carry out guessing activities, the topic is about nutritious diet, such as what to eat to supplement vitamin C. What to eat is good for the eyes, and what food can make people feel happy and reduce stress.

B. Strengthen the image of the restaurant, and increase consumers' cognition and affirmation to designated purchase.

Specific content:

(1) to strengthen the advertising of the restaurant, irregularly cooperate with the staged promotion activities, grasp the appropriate time, and carry out the promotion activities in a timely and flexible manner, such as on certain festivals, or at times of great significance to the restaurant or the customer groups. The advertising content mainly introduces the restaurant culture and restaurant features, including the brand/business philosophy and slogan/features/environment/service/current promotion activities of the restaurant.

② Expand advertising channels, print special DM, leaflets, MSN/QQ and other network channels for promotion, and promote the places that must pass through when going to work, with coupons. C. Strengthen advertising and promotion activities for single products (single products) or new products. In view of a series of activities of healthy eating in this restaurant, we vigorously promoted it through various forms of advertising and promotion, and the publicity time lasted for three months. Make the concept of food health and nutrition in this restaurant deeply rooted in the body and mind. Create a good image of people-oriented restaurant.

2. Product strategy

(1) Improve the quality of catering and create special products.

(1) to ensure the hygiene and freshness of raw materials. Strictly control, especially the procurement and treatment of raw materials, and prohibit the use of unqualified raw materials or other ingredients.

② Make every dish in strict accordance with various production techniques and processes to improve the taste. Train chefs regularly to improve their cooking skills.

③ Increase the variety of products and develop a variety of new dishes.

(2) The purpose of attaching importance to product mix is to enhance the attractiveness of products and increase sales.

Reasonably plan the combination of catering products and holidays. Carefully make nutrition packages, couples packages, family packages, personal consumption packages, etc., to form their own characteristics. Specific ideas are as follows:

Product mix 1: Nutrition Package Since the target customers of this restaurant are white-collar workers, we have launched a nutrition package for the health problems of white-collar workers. According to relevant reports, poor lunch conditions are a very important factor causing poor health of white-collar workers. Moreover, people are paying more and more attention to healthy eating recently, so we should seize this opportunity.

Specific ideas: Through the previous advertising, the concept of nutrition package is deeply rooted in people's hearts, and it is conducive to creating a good image of "people-oriented" enterprises. The specific package combination can include vegetarian meal, fruit meal and so on, depending on the restaurant situation.

Product combination 2: Couples have relatively high requirements for dining environment: they generally choose places with elegant environment, romantic atmosphere and relatively high grade for dining. The restaurant is elegantly decorated, and the ambient colors are mainly bordeaux and light beige. The overall feeling is fashionable and simple, which provides a good scene for couples to date. This restaurant should give full play to its advantages in this respect. At the same time, when operating the market, we should pay attention to the consumption characteristics and requirements of couples, and take it as a starting point to form our own characteristic management mode.

The specific operation is as follows:

(1) the atmosphere and atmosphere to create a romantic and warm dining atmosphere, soft and warm lighting, relaxed and romantic music, and at the right time for couples to light a few candles, let them enjoy a candlelight dinner. These are excellent ways to attract customers.

② Additional services (special services) Give a rose to couples who spend a certain amount (such as 50 yuan or above)! Product portfolio 3: Weekend specials are offered during the three time periods of Friday night, Saturday and Sunday, offering preferential products or special services. Customers are mainly couples and small colleagues, but they should do a good job in publicity and other activities in advance.

(3) Don't let go of any possible festivals and constantly introduce new combinations. The activities launched by surrounding hotels should be collected for reference. On New Year's Day (1 month 1 day), Lantern Festival (the fifteenth day of the first lunar month), Western Valentine's Day (February 14), Valentine's Day on Qixi (the seventh day of the seventh lunar month), Mid-Autumn Festival (the fifteenth day of the eighth lunar month), Thanksgiving Day (1 1.

(4) Create a relaxed, warm and romantic atmosphere.

As the main customers of this restaurant are white-collar workers, many of them have just left school, left home and just joined this society. They may not be able to fully accept some social customs, and they are still attached to the warmth of school and home. Therefore, creating a relaxed, warm and romantic atmosphere can bring them a warm feeling and make them more impressed by this restaurant. The atmosphere is a combination of service attitude, service technology, image of waiters, architectural decoration of restaurants, layout of facilities and equipment, colors, background music and other factors, which also reflects a cultural taste. Therefore, this restaurant should fully create a relaxed, warm and romantic dining atmosphere under the advantage of the original elegant environment.

3. Sales channel strategy.

According to the characteristics of restaurants, direct sales and first-class sales channels should be adopted, with the former as the main form. Direct sales: try to satisfy new customers and old customers who eat in restaurants, form secondary and tertiary consumption, and form a part of stable customers.

First-class sales: select a company or a shopping mall, establish a relationship with it, use vouchers as prizes, etc., or other forms to increase passenger flow. In addition, we can also carry out online ordering business. Now white-collar workers are generally busy with their work. In addition, the weather is hot recently, and they may not want to go out for dinner. Online ordering service provides them with certain convenience.

The main idea: the restaurant publishes the detailed information of the products online, and customers can order food directly or choose to add ingredients through the online ordering service. In addition, we can also carry out telephone ordering business, but because we need to find the number for telephone ordering, we still don't understand the product, which is slightly inferior to online ordering. However, the premise of online ordering service is to ensure that meals can be delivered on time.

management strategy

1, employee recruitment

(1) Because the main customers of this restaurant are white-collar workers, mostly around 25 to 35 years old, we should choose some young and energetic employees in recruitment, so as to better attract consumers to spend here, and they can better communicate with customers so as to better understand their needs.

In addition to recruiting some young and energetic employees, the quality of employees also needs to be considered. When selecting employees, they should choose those with good ideological and moral qualities and professional ethics.

2. Staff management

Strengthen staff management specific content:

① Strengthening political and ideological education is necessary at any time. Only employees with good ideological literacy can do their jobs better.

② Strengthen professional skills training and improve service quality. Our restaurant has realized that the waiters are green and young, and their service awareness is weak. We should start to train our employees in professional skills from this aspect, and such training is regular. Caring for employees' life "people-oriented" means "taking employees as the core", and only loyal employees can bring customers' loyalty.

As a manager, you should care about the lives of employees, learn to respect employees, and let them have a meaning: the restaurant belongs to them, too. Eager to effectively improve the enthusiasm of employees. Computer-based content: improve the employee reward and punishment system, advocate smiling service, select smiling star, service star and best waiter every week, and give certain material or financial rewards.

3, restaurant service, improve service quality, advocate sunshine-like service, give guests sincere smiles, waiters should communicate with guests more, contact feelings, give people a sense of intimacy, and strive to create a warm atmosphere.

4. Send a comment card to the customer. The customer's opinion is the fertilizer for the growth of the restaurant, which can be given when the customer checks out after eating.

He sends a comment card on which he can write some questions: for example, what do you think are the shortcomings of the service in this restaurant and what needs to be corrected. With the completed opinion card, you can get XX discount and consumption vouchers, and take the initiative to leave customer contact information. Once a week, the top three are selected with certain prizes for their opinions.

Marketing budget (unit: yuan) Activity cost: It depends on the specific situation.

Print publicity: DM is the main advertising form, poster, Yi Labao, etc. The expenses are determined according to the specific situation.

Flyer on the ground: use 0.08 yuan/opinion card appropriately when new products are launched. Printing cost: Now the business card is a few dollars per box, and this should be similar. The above schemes can be selectively coordinated according to the actual situation and needs! Program risks and benefits.

risk

Every scheme implies risks, and how to strike a balance between risks and benefits is an important issue in decision-making.

Risk analysis can help us make the most sound decision-making plan. The following is our analysis of the possible risks of this plan: Market risk: At present, there are some similar restaurants and related foods on the market, and they may adopt some new marketing strategies at any time, which will affect the sales of restaurants. Risk of cost control: This restaurant wins with elegant environment and various products, so the biggest risk in cost control is to invest too much in market development and neglect service and product innovation. If the market effect of some product combinations of this scheme is lower than expected, the cost (including labor and products) generated by this scheme will be difficult to recover. The launch of product portfolio will face greater risks. Risk of disjointed internal links: If some product combinations in this scheme are disjointed within the restaurant, the restaurant will also be at risk.

profit

Market share: quickly occupy the white-collar market through a series of marketing activities. So that most white-collar workers who want an elegant dining environment can come to the restaurant for consumption. Overall marketing volume: on the basis of previous publicity and promotion, combined with the characteristics of various products, improve the overall marketing volume of this restaurant, and then increase sales.

Implementation and control of marketing plan

1. The implementation of the marketing plan requires the coordination and cooperation of all restaurant service personnel and participants. 2. Sales control: the performance evaluation of each market segment adopts the form of the following table, which is conducted once a month, and the reasons for the unfinished corresponding sales targets (products, services, promotion methods and price issues) are analyzed in time, and corresponding measures are put forward.

Restaurant marketing plan (2)

Analysis of Disadvantages: As we just started, the scale of the restaurant is not too large, such as the limited human resources services for dining. The most important thing is that the traffic around us is reduced due to the closure of the subway nearby, and we do not have an advantage in geographical location, so we will focus on harmony between the weather and the people, which is our special dishes and the strength of internal unity.

Opportunity analysis: According to market research and analysis, there is a market demand for the products of this restaurant. Because Chengdu people love to eat, they can better understand what products and services customers need. From these aspects, they should have a good chance to squeeze into the catering market.

Competition analysis: If our restaurant's positioning is not accurate or its taste is popular, it is difficult to have development potential because of our internal decoration. (For example, can we compare the popular taste with Daronghe and Red Apricot?) First of all, we are slightly inferior in decoration, and it is really difficult to open up the market without enough food culture and uniqueness.

Threat analysis: the quality of restaurant services and products is directly and inevitably related to the operating cost, so the product price will not be lower than that of competitors. Although the overall price is not too high, in contrast, the financial affordability of customers has become a big test, and the cost and profit are also directly linked, and the profit is a major determinant of whether they can survive in the competition. Moreover, different local customs and eating habits have created another problem, that is, whether the majority.

V. Promotion and market penetration

Pre-publicity: small-scale publicity (leaflets, major websites)

Post-publicity: large-scale, high-intensity, large investment, paying attention to the existing customer relationship management, so as to carry out word-of-mouth marketing, plan and organize specific activities on a regular basis, such as new tasting and Spring Festival reception, so as to publicize, remind customers of their consumption awareness from time to time through activities, and carry out targeted promotional activities (such as posters and leaflets) for holidays.

VI. Analysis of Financial Situation

1. The costs in the operation stage mainly include: staff salaries, materials procurement expenses, site rental expenses, taxes, water and electricity fuel expenses, miscellaneous expenses, etc.

2. Daily operating financial budget and analysis:

According to the budget analysis and investigation, it can be preliminarily determined that after 2-3 months, it is roughly estimated that the total daily turnover is about 2,000 yuan, with a yield of 15%. After half a year, the daily turnover is about 3,000 yuan, with a yield of 35%.

Seven, marketing mix strategy

Tangible marketing strategy:

Because our restaurant's economic strength is still weak, we will adopt the marketing strategy of avoiding reality and avoiding a lot of hard advertising marketing in the early stage, and adopt a set of effective "commitment marketing" to promote products, and publicize them to consumers through leaflets, posters and promotional activities.

Skilled marketing strategy:

Making continuous planning will determine that this restaurant has inherent advantages in avoiding the defect of low customer loyalty in ordinary restaurants. In order to make this restaurant establish a sense of authority and trust in the eyes of customers, this restaurant will establish a complete information feedback system to realize its marketing commitment.

1. Customer feedback form: In the service, the staff are strictly required to establish the concept of customer first and listen to customers' opinions carefully.

2. Carry out customer satisfaction to the end: establish the concept of "customers are satisfied with themselves" and always think about customers.

3. Establish a restaurant customer service questionnaire, and assign a special person to be responsible for customer service tracking on a regular basis.

Eight, pay attention to the series of corporate public relations activities.

Through a series of public relations activities, this restaurant will handle all aspects of relations and provide a relaxed and favorable business environment for the development of the restaurant.

1. Establish a cooperative relationship of unity and trust with employees, establish an equal and convenient communication mode among employees, and increase the cohesiveness and work enthusiasm of employees by providing material rewards, group dining and entertainment.

2. Community mass relations, in order to ensure adequate human resources, obtain a stable customer base, and obtain reliable logistics support, we should actively participate in maintaining the community environment. Respect the legitimate rights of customers, provide high-quality dishes and services, and correctly handle customers' requirements and suggestions.

3. Government relations: timely understand and abide by relevant government laws and regulations, strengthen contact with government departments, and establish and maintain extensive relations with the media to provide them with real information about the industry.

IX. Market Risk

The market is constantly changing, so we must consider the risks of the market.

1. In the development stage of our restaurant, similar restaurants may open in the market.

2. Risks in the production and operation stage of the project. The benefits after the project is put into production depend on the sales volume and other performances of its products in the market. For the project at this stage, the biggest market risk comes from the competitive risk of the catering industry in the market. If the benefits are good after the project is put into production, it is likely to bring about the birth of a series of restaurants with similar operations, thus intensifying the competitive pressure of this restaurant.

Internal management risk

The catering industry is a low-tech industry, but it needs strict management to win the trust of consumers. For most western restaurants in China, the internal management is loose and the quality of service personnel is low. How to establish a modern enterprise system, improve the enterprise management mechanism and strengthen the internal management of enterprises is related to the survival, success and failure of enterprises.

X. Countermeasures

1. Learn advanced production technology and experience, and develop your own special cuisine.

2. Strict management, regular training of personnel and establishment of customer service reports.

3. After entering the market, know the food market cycle, do not rest on its laurels, and actively develop and update products.

4. Establish and maintain long-term cooperation with raw material suppliers to ensure the supply of raw material resources.

Early stage (1-March)

The main products are aimed at three customer groups in the city, namely residents, enterprise executives and foreign guests. The marketing strategy is to occupy the market share of western-style catering through active and effective marketing strategies, establish a good brand image, enhance visibility and reputation, and actively carry out marketing promotion.

Mid-term (1 year)

Consolidate and expand the existing market share, further improve the management system of restaurants, improve the scientific management level of enterprises, and start to prepare for the construction of corporate image, unified distinctive dishes and unified management mode necessary for brand expansion.

Long-term (2 years)

By then, the restaurant operation has entered a stable and good state. With the strength and influence of enterprises, when the service scope can no longer meet the needs of potential customers, we will open up new market space and expand the radiation scope and influence of restaurants by franchising.