MARKETING ASPECTS OF A BUSINESS PLAN

Prepared by:

PROF. ROMEO B. NUQUI, MBA- BUSINESS PLAN

COMMITTEE HEAD COORDINATOR FOR 2017
IABF- FEU : MARKETING MANAGEMENT DEPARTMENT

NOTE:
1. The Marketing aspects is a continuation of the economic plan
wherein the Demand and Supply gap ahs been establish by the
proponents.
2. Now its time to look at the consumer aspect and product in terms of
the industry and market situation.

I. Industry Analysis/Industry situation

The proponent aligned their product proposal base on the
industry category where it belong.
Support the industry situation with a pie chart showing the
current industry share of different business in the said category.
Pie chart should be supported with source
Industry analysis should interpret the pie chart
Porters framework can also be included in the industry
situation- these are the threats that affects the entire business in
that category such as threats of New entrants, tthreats of
Competition .threats on substitutes, bargaining power of
suppliers and buyers
II. Market situation- pertains to the analysis of current users of the
product
This part is supported by a market share pie chart of different players in the
industry and their respective size of the market share.

III. Market Segmentation

IV. Target Market Profile
V. Market Risk
VI. Marketing Mix Strategy
VII. Competitors Analysis
VIII. TOWS Analysis
IX. Marketing Plan and Objective
X. Marketing Strategy and tactics
XI. Sustainable Marketing Strategy
XII. Contingency Plan

FEATURED MARKETING PLAN SAMPLE:

MARKETING ASPECT FOR DEVELOPING BANQUET

WAGON- PASTA QUICK SERVICE RESTAURANT -2nd Level
Fisher Mall, Quezon City

INTRODUCTION:

Pasta is said to be household food for everybody aside from most

requested menu in every restaurant for people who feels like having a nice
dine out along metropolis.it caters to different flavors, sauce , meat and with
an exciting blend of the some popular healthy vegies that brings out the
savory taste that people loves to eat again and again. Pasta has been one of the
major meals in every menu of restaurants either in a fine dining eatery or a
fast food self service restaurant in the market. It was also considered as the
main course of every party and celebrations and signify longevity in
sustaining a happy life in the future.
Towards 2013 pasta in the Philippines enjoyed progressively stronger
demand not just in terms of birthdays and special occasions with spaghetti as
a mainstay, but also increasingly as a meal in itself. The success of pasta was
attributed largely by the increasing popularity of gourmet cooking and the
rising availability of ingredients for homemade pasta dishes. As per record of
the package food by Euromonitor International group in the Philippines, pasta
recorded as increase of slightly by over 4% in volume terms in 2013.

We the team behind banquet wagon realizes the feasibility and

potential of developing a simple restaurant operation that would sustain and
contribute to the growing industry of pasta in a restaurant venue for dine in
and out customer in the metro. The store will be specializing in package food
of different pasta menu with a healthy twist of side combination of veggies and
breads that will answer the need of those pasta enthusiast or pasta lovers. The
self service quick chain will be located along the fisher mall in Quezon city
area which has a very accessible to all public and private transport to
customers not to include the huge number of by passers and very close to
different terminal stations and highly commercialized environment. As we all
know fisher mall is fast becoming a prestige as one of the biggest central
business district location for many retailers.

INDUSTRY ANALYSIS:
The food industry is considered one of the fastest growing business in
Asia. In spite of the fluctuating economy, the food business is considered as
recession proof.The success of food business is brought by its being the basic
necessity for human survival. People loves to eat and food is their biggest share
in their total consumption. So in the aspect of product, food is something to offer
that will satisfy the consumer plus the value delivery services attached to the
product.
Restaurant is one of the biggest venue for food where people gather
together, bond and spend money just to satisfy their hunger for food. Basically,
Restaurant can be a fine dining like Gloria Maris or Via Mare, a fast food chain or
quick service restaurant , a small kisok or booth or a food packed in a styrofor
and deliver by a simple vendor in offices or eat all you can restaurant like
YAKIMIX AND VIKINGS. Successful restaurant comply the following basic
requirements such as:

1. Food with integrity- food business should stick to one concept in their
menu and avoid using more than one style of cuisine.
2. Fresh ingredients-
3. Organic, Naturality Raised Foods
4. Restaurant Environment- the location and the type of establishments
surrounding the the restaurant
5. Pricing should be equal to the value of what you offer.
6. Loyalty in adopting your value to customer
7. Social networking

The following chart shows an overview of a proposed restaurant to penetrate

in the local chain industry along with its surrounding threats such as the
suppliers, the target market, the primary and secondary players and including
the substitutes or optional food establishment against major competitors.
 MICHAEL PORTERS FRAMEWORK FOR BANQUET WAGON for 2015

NEW ENTRANTS:

BANQUET WAGON

PRIMARY
TARGETMARKET

MAJOR PLAYERS:
SUPPLIERS/SUPPLIES
LEADING FASTFOOD CHAIN
BURGER AND PIZZA CHAIN
AND CHICKEN CHAIN SECONDARY
RESTAURANT TARGET MARKET

SUBSTITUTES
DINING RESTAURANTS
ITALIAN RESTAURANTS
 MARKET OVERVIEW

The Pasta restaurant industry is almost 5billion industry as of

2010 and growing at a modest 3% per annum. The chart below shown that
Quick service Chained Restaurants in the Philippines are tapping the biggest
slice of the food service industry.
Figure 1. the fastfood chain industry:

Food chain

jollibee

mcDonalds 10 5
35
kfc 15

mang inasal
15
20
chowking

max's

Jollibee alone is 65% not to nclude chowking, Greenwich which comprises

a total of 75 % of the total industry market share in the foodchain category
which declares Jollibee Food corporation a market dominating brand. ( as
of 2008,jollibeepublication) last 2013 JFC bought the 75% stocks of Mang Inasal
declaring them as the owner of the said brand

Restaurants can be classified into independent and chained stores

depending on the type of ownership. Independent are normally located on a
single area or non store based in terms location in a particular trading area such
as Fire Lake Grill in Tagaytay city. While chained are more than ten outlets such
as Max, KFC, Shakeys and Jollibee which are in various locations and follow a
standard physical design and menus.
Restaurants can be fine dining and casual dining which vary in terms of
ambiance and quality of service rendered to customers. Fine dining is normally
expensive and elegant, casual restaurant are more cheerful or fun dining places.
Incidentally the said recorded top restaurants includes pasta as one of their
category killer in getting a frequent returning customer. Satisfaction through
superior service is not the only reason for this but due to the food taste itself.
Banquet Wagon belongs to operate as a newly independent restaurant
that will solely cater to pasta meals to customers along the third level of the fisher
mall. Looking closely at the market for pasta, people tend to consider pasta either
as a major meal in a day or in replacement to rice and can be taken in between
breakfast and lunch and dinner or anytime food for busy people. Usage and
frequency analysis is positive for any pasta restaurant since the said food is
flexible to take anytime of the day or in a regular or special occasion and events.

By trade channel, restaurants accounts for 47% nationwide, 20% goes for
licensed chain, 16% to independent and free standing location and 10% Italian
and pizza restaurants and the others remaining are allotted for market stalls,
booth, kiosk and informal carinderia.

Market Risk
Opening any new business is always a risk, and opening a Pasta Restaurant is
no different especially in todays business. Our business may come across
different risk or events that will affect the business itself and its capacity to grow
and develop and become successful. Business world is unpredictable and
unavoidable; it changes every day, that even the business has no control on it.
Market risk can be the result of many causes or reasons, such the risk in
the preferred location, because it can affect to the success of your business,
whether the business is growing, whether you are getting the right target market,
one factor also is the strong competition in the specific industry or in a Pasta
restaurant industry, in other words it is the condition of all the strong competitors
of our business, another factor is the possibility that the commodity price will
change, especially the raw material that the business is using (e.g. noodles, flour,
etc.) , increasing the cost of this raw materials could reduce the gross margin and
profitability could
MARKET RISK FOCUS MERELY ON THE CONSUMPTION RATE OF
CUSTOMERS OR YOUR DESIRED TARGET MARKET. FOR BANQUET
WAGON WE ASSUMES THE FOLLOWING RISH THAT WE MAY POSSIBLY
ENCOUNTER IN THE MARKET IN OUR OPERATIONS:
ECONOMIC RISK
FINANCIAL RISK
COMPETITION RISK NATURAL FACTOR RISK THAT ARE
UNCONTROLLABLE
TRENDS AND MARKETING RISK

EXPECTED COMPETITION FOR BANQUET WAGON FOR 2015

Competitors Analysis:
BANQUET WAGON will be locating inside fisher mall particularly on this specific
area (specify the actual location and its environment). As we study the
environment, we look at the following factors that would affect our store in terms
of competition:
1. The population characteristics in the said area is somehow( add: describe
how much people in terms of residentials, offices, bussinesses, schools,
government institutions, etc)
2. The availability of transportations and terminals and the kind of vehicles
who regularly passersby on weekend and weekdays and special days and
 holidays to determine the capacity of BANQUET WAGON to compete
among the stores available in the said area.
3. We determined the following brand of stores that would affect BANQUET
WAGON in whatever situation during the operation.

A. BRANDS THAT BANQUETWAGON NEED TO REACT

IMMEDIATELY BASED ON ITS CURRENT LOCATION: ( ENUMERATES
IN BULLET AND HIGHLIGHT THE CLOSEST RIVAL)
XXXX
XXXXCOFFEE
XXXCOFFEE

B. THE BRANDS THAT ARE FOR FURTHER OBSERVATION OR

STORES STILL ON A FAR DISTANT
XXX
XXXX
XXX

INSIGHT:
BASED FROM THE ABOVE ANALYSIS, WE IDENTIFY THE MAJOR PLAYERS
IN THE PASTA RESTAURANT INDUSTRY ALONG FISHER MALL AREA AND
WE REALIZED THE FOLLOWING EDGES OF OUR STORES AGAINST THE
COMPETITION SUCH ASAND WE DETERMINE OUR WEAKPOINTS
AGAINS THE COMPETITION SUCH AS

SWOT ANALYSIS OF BANQUET WAGON PASTA AGAINST COMPETITION:

STRENGHTS:
SWOT Analysis
Strength Weaknesses
PIONEER IN PERSONALIZED Low brand awareness
PASTA SERVINGS PASTA CAN BE HOMEMADE OR
FIRST TIME TO INCLUDE DIY EASY TO DUPLICATE
SERVICES IN A RESTAURANT POSSIBILITY OF DIFFICULTY IN
Offers extremely good quality BUILDING MARKET ON
products. PERSONALIZED PASTA
Offers broad variety of products. SERVICE
Provides strong relationship with RESISTANCE TO CHANGE
customers WITH OUR CRM SINCE CUSTOMER ARE USED
STRATEGY. TO SERVE THEM READY TO EAT
Quality of service is high PASTA.
Offers home-made pastries.
Affordability of products
 Opportunities Threats
EXPANSION OF BRANCH TO High number of competitors
AREAS OUTSIDE QUEZON CITY Rising prices of NOODLES and
Continuously expanding a wide INGREDIENTS products
range of NOODLE AND PASTA FOOD SATURATION
SUPPLY Increased competition from local
FILIPINOS ARE RECOGNIZED TO RESTAURANT and other
BE A PASTA EATING FRANCHISE FOOD chains
POPULATION
PASTA IS FAST BECOMING TO
BE KNOWN AS HEALTHY DUE
TO THE ABUNDANCE OF
VEGGIES COMBINED TO PASTA
FLAVORS.

MARKETING PLAN OBJECTIVES AND GOAL FOR BANQUET

WAGON QUICK PASTA RESTO IN MAY 2015-2016.(SUMMER)

SALES: TO GENERATE 30% SALES OR EQUIVALENT TO

CLOSE TO HUNDRED TRANSACTIONS ON WEEKDAYS AND
WEEKEND.

MARKET SHARE: TO CREATE A NICHE OF MARKET ALONG

FISHER MALL AREA AND BECOME A SIGNIFICANT MARKET
CHALLENGER AMONG COMPETITORS IN THE INDEPENDENT
RESTAURANT MARKET.
PROFIT: TO GENERATE AT LEAST 25% REASONABLE PROFIT
AT THE END OF THE 12TH MONTH OPERATION WITHIN THE FISCAL
YEAR OF 2016.

Target Marketing Strategy:

 Figure'1)8:'Target'market'selection'profile'

Stay%focused%on%your%target%market% Layering%of%the%market%
Total%population% The%need%that%you%are%offering%
Potential%market% People%who%want%the%need%
Available%market% Market%that%needs%you%
Qualified%market% Market%that%has%the%purchasing%power%
Target%market% The%specific%group%of%market%for%your%product%
Penetrated%market% Existing%market%served%deeply%by%your%product%
%

The%Above%figure%shows%how%general%market%can%be%group%in%different%layers%and%easily%profile%
segments%that%can%be%available%for%the%company.%

THE PROPOSED TARGET MARKET FOR BANQUET WAGON QUICK PASTA

RESTAURANT

Market Segmentation

Teenagers/College Young Adults Adults

Student AND KIDS
AgeS 3-12 Y/O AND 17- Age : 20-35 Age: 35-40
20 YEARS OLD
Class B and C Class B and C Class B and C
Location: Nearby Location : Nearby Nearby areas/Travelers
University and colleges Areas/Residences

Target Market profile:

Gen X, college students from private and exclusive university, yuppies,
TRAVELLERS OR PASSERSBY and those in the corporate world or in
practice.
PRIMARY Target Market:
BANQUET WAGON will tapped the following customers based from
identifying market in terms of the following:
The potential market- the people that needs our product
The qualified market- the people who have the desire and willingness
to try our product.
The available market or the people who have the ability or
purchasing power but needs our capability to create the need and
demand for DIFFERENT PASTA FLAVORS AND SAUCE type of
NOODLES.
And :

Also Have to be aware on the PENETRATED MARKET or the current

market existing at the time that BANQUET WAGON PASTA enters in
the market place.
Proposed Target Market Profile:
Students in their tertiary and senior years in college where they EAT
PASTA NOODLES while doing their papers works/school works for
them to feel YOUR STOMACH FULL EVEN WITHOUT RICE.
BYPASSING CUSTOMERS AND TRAVELLERS ALONG THE AREA
who MAY FEEL LIKE EATING AND in the mood to TASTE NEW TWIST
FOR PASTA MAY ENTICED THEM TO TRY THE MENUS OF BANQUET
WAGON.

Young Professional who has a weekly deadline from their respective

company may relieve themselves from stressful and toxic activity
may turn into taking PASTA INSTEAD OF RICE WHICH IS SO HEAVY
IN THE STOMACH.

OTHER MARKETS:

Travelers
We consider travelers as our special group of market, since they are
fond of going in many different places, and take in between meals
and merienda may consider pasta as something quick food to take
since our business is located along terminal stations.

TARGET MARKET PROFILE:

BANQUET WAGON IS A RESTAURANT OFFERING DIFFERENT
PASTA FLAVORS AND SAUCE IN A PERSONALIZED WAY OF
SERVICE OR THE DO IT YOURSELF PASTA MAY HAVE THE
FOLLOWING PROFILE OF CUSTOMERS.
 Pasta lovers or pasta enthusiast or adventurous to try new
taste or twist catering from kids to adults who are into taking
pasta as their replacement for rice or exchange for their major
meals, belonging to middle and upper middle class(C and
Cplus) from the students to the working class on metro area.

Banquet pasta resto PROPOSED MARKETING ACTION

PLAN FOR SUMMER 2015
1. PRE- LAUNCHING PROMOTION: TARPULINE AND SOCIAL MEDIA
ADS
TIME FRAME: MARCH TO APRIL 2015 ( PRIOR TO LAUNCHING DAY)
ACTIVITY: INTERACTIVE ADS ON TWITTER AND INSTAGRAM
LIFESTYLE CUSTOMER RESPONSE ACTIVITY WILL BE LAUNCHED ON -
LINE ASKING INSIGHTS TO PEOPLE HOW PASTA INFLUENCED AND
HBECOME PART OFTHEIR DAILY LIVES
TARGET GOAL: TO GENERATE FOLLOWERS AND ACQUAINTANCES
FROM PEOPLE AND EVENTUALLY CREATE PASTA LOVERS GROUPS ON
SOCIAL MEDIA .
TITLE: MONTH LONG IN STORE PROMOTION PRIOR TO LAUNCHING
DAY ( MARCH TO APRIL 2015):
CREATIVE TARPULINE AND FREE STANDING POSTERS WILL BE
PLACED ON STORE FRONT AND ALONG TFISHER MALL OR
LOCATION ON THE AWY TO THE BANQUET WAGON ( BE SPECIFIC
WITH THE STREETS AND SHOW SAMPLE OF THE MATERIALS)

TARGET GOAL: TO GENERATE AT LEAST 50% AWARENESS FROM

WALK IN BYPASSERS AND CARS NEARBY THE AREA OF THE STORE.
BUDGET: PRINTING OF TARPULINE AND POSTERS BASED ON
VOLUME PXXXX.00

2. TITLE: BW LOYALTY CARDS ( SHOW A SAMPLE OF THE CARD)

TIME CONTEXT: WEEKLONG LAUNCHING DAY IN MAY 2015
ACTIVITY: BW FREQUENT CUSTOMER CARD WILL BE GIVEN AWAY FOR
FREE FOR THE FIRST 100 CUSTOMERS ON ITS FIRST WEEK INITIAL
OPENING OF THE RESTAURANT.
TARGET GOAL: TO GENERATE TRIALS AND REPEAT CUSTOMER
VISITS FOR THE FIRST MONTH.
BUDGET: 500 PRINTS OF LOYALTY CARDS
3. FREEBIES AND PREMIUM: CHPSTICKS ,CAR STICKERS AND KEY
CHAINS , BALLPENS
TIME CONTEXT: MONTH LONG PROMOTION FROM MAY15 TO JUNE 2015
ACTIVITY: CAR STICKERS, PERSONALIZED KEY CHAINS WITH I LOVE
BW PASTA LOGO AND KEY CHAIN WILL BE GIVEN OUT FOR FREE
ESPECIALLY FOR FIRST TIME CUSTOMER.
TARGET GOAL: TO PENETRATE CLOSELY TO CUSTOMER THROUGH
ITS LITTLE MEMORABILLA AND ALSO AS A WALKING ADVERTISEMENT
FOR BANQUET WAGON RESTO.

4. THROWBACK THURSDAY AND WEEKEND SPECIAL

TIME CONTEXT: FOR THE FIRST SIX MONTHS OF OPERATION (

SEPTEMBER 2015 TO FEBRUARY 2016)
ACTIVITY: CELEBRATE INTIMATE MOMENT OF YOUR LIFE AT
BWRESTO
NOTE: SELFIE PICTURE CAN BE POSTED ON BANQUET WAGON MEMORY
WALL.
TARGET GOAL: TO DEVELOP INTIMATE BONDING MOMENT WITH THE
USTOMERS.

5. CUSTOMER RELATIONSHIPS MANAGEMENT ( CRM STRATEGY)

TIME CONTEXT: ONCE IN EVERY MONTH
ACTIVITY: UP CLOSE AND PERSONAL :HADDLE TIME WITH THE STORE
STAFF AND CREW OR TRAINING ON ETHICAL CUSTOMER SERVICE,
PERSONALITY AND COMMUNICATION ABILITY ENHANCEMENT.
TARGET GOAL: WE WANT TO IMPROVED HIGH RATING
PERFORMANCE IN ALL OUR BARISTAS IN THE WAY THEY DEAL EVERY
CUSTOMER AND ALLOW THEM TO HAVE A SHORT CHAT WITH
CUSTOMER IF NECESSARY, WE WANT TO GET AWAY TO THE
CONVENTIONAL STREOTYPE WAITER WAYIN SERVING CUSTOMER.

6. YEAR ROUND IN STORE EVENTS ON SPECIAL SEASON

TIME FRAME: October to December 23, 2015 ( The Ber Season)
STRATEGY : PASTA FEST ( CREATE YOUR OWN PERSONAL PASTA
MENU)
MECHANICS: -A BREAKTHROUGH PASTA CHALLENGE OPENS TO
ALL PASTA ENTHUSIAST FROM ALL WALKS OF LIFE.
- APPLICATION WILL BE DONE ON LINE AND
PRELIMINARY ROUND WILL BE HELD REGULARLY
ON WEEKEND BEFORE THE ACCOUSTIC SESSION.

TARGET GOAL: TO GENERATE LIFESTYLE ADVOCACY ON THE

DIFFERENT WAY OF TAKING PASTA IN A HEALTHY WAY BY IDENTIFYING
NEW TASTE OF PASTA FROM THE PEOPLE.
BUDGET: CASH PRIZE , TABLES ETC.
7. PASTA TO GO
TIME FRAME: THE BER MONTHS ( COLD SEASON)
STRATEGY : SPECIAL BOOTH WILL BE PLACE OUTSIDE THE
PREMISE TO SERVE TAKE OUT READY TO EAT PASTA ESPECIALLY ON
DAY TIME FOR WALK IN BYPASSERS OR STROLLING PEOPLE AND
TRAVELERS.
TARGET GOAL: TO TAPPED NEW SALES OPPORTUNITY FOR ON THE
GO CUSTOMERS AND TO EXPAND SERVICE OUTSIDE THE STORE.
BUDGET: EXPENSES FOR BOOTH

8. PACKAGE PASTA FOOD DELIVERY WITHIN OFFICES ALONG THE AREA.

TIME FRAME: ANYTIME
STRATEGY : PURCHASE PASTA AND PASTRIES ON DELIVERY FOR
SPECIAL MEETINGS, CONFERENCES , SPECIA;L EVENTS ETC.
MECHANICS: ADVANCE ORDERS AT LEAST 2 OR MORE HOURS
BEFORE THE ACTIVITY. PASTA FOOD CAN BE IN A READY TO EAT
PACKAGING OR A SPECIAL CONTAINER CAN BE MAINTAIN DURING THE
ACTIVITY.
TARGET GOALS: TO GENERATE MORE SALES AND ACCOMMODATE THE
CORPORATE MARKET.
BUDGET: DELIVERY MOTORBIKE

SUSTAINABLE FUTURE STRATEY PLANS FOR 2016, IF BUSINESS TURNS

OUT GOOD ON ITS FIRST YEAR OF OPERATION.
8. FUTURE STARTEGY- EXPANSION OF LOCATION
TIME FRAME : 2016
STRATEGY : MINI PASTA BOOTH OR KIOSK WILL BE ESTABLISHED
ON SELECTED MALLS IN MANILA , MAKATI, QUEZON CITY AND GLOBAL
CITY IN A SPECIAL TO GO PACKAGING CUP SMALLER THAN THOSE USES
IN THE STORE.
TARGET GOAL: SUSTAIN SALES AND EXPANDS THE MARKET SHARE.
BUDGET: ADDITIONAL BOOTH AND KIOSK
9. SUPPORTING STRATEGY: ADVERTORIALS ON PRINT MEDIA
TIME FRAME: ANYTIME AS NEEDS ARISES
STRATEGY : SPECIAL FEATURED ARTICLES ABOUT THE
COMPANYS PROFILE AND DIY PASTA STORY ON LIFESTYLE SECTION IN
SOME LEADING DAILIES, SUNDAY ISSUE FEATURING DIFFERENT TWIST
IN MAKING YOUR PASTA AND OTHER BENEFITS AND SIGNIFICANCE TO
PEOPLES LIVES.
TARGET GOAL: TO INFORM PEOPLE THAT IT IS GOOD TO TAKE PASTA
IS STILL HEALTHY.
TO INCREASE AWARENESS ON FACTS ABOUT PASTA
BUDGET: EXPENSES ON FULL PAGE ADS ON SUNDAY RATES.
10: EXHIBITS AND EXPO PARTICIPATION
BANQUET WAGON WILL CONSIDER JOINING EVENTS ON WORLD TRADE
EXHIBITS AND AFFILITIATIONS ON ASSOCIATION OF PASTA SUPPLIER TO
EXPANDS ITS NETWORK IN THE MARKET.

SAFETY NET AND BACK UP PLANS:

In case of failure the following will be our safety net to still
maintain the operations.
 Bullets your back up plan here