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The Study on the Marketing Analysis of the Curbside Restaurant of Rice Balls. John William

Marketing Finial Examination: Take Home Final Exam. Student name: John William Service Unite: Department of Biomedical Engineering of Yuanpei University Student number: 941064 Date: 2008/06/05. The Study on the Marketing Analysis of the Curbside Restaurant of Rice Balls. John William

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The Study on the Marketing Analysis of the Curbside Restaurant of Rice Balls. John William

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  1. Marketing Finial Examination: Take Home Final Exam.Student name: John William Service Unite: Department of Biomedical Engineering of Yuanpei UniversityStudent number: 941064Date: 2008/06/05 The Study on the Marketing Analysis of the Curbside Restaurant of Rice Balls. John William Student number: 941064 Department of Biomedical Engineering of Yuanpei University

  2. Agenda • Introduction • Marketing Plan Method • Products—“Rice balls and Drink” Manufacture processes • Marketing Plan of the Study Case • Pricing Analysis and a Break-Even Calculation • Conclusion

  3. Marketing Plan Method • Executive summary • Current marketing situation • Market description • Benefits and product features • Product review (Write down the table of Segment Needs and Features/ Benefits of products as shown in Table 1) • Competitive review(Write down the table of “Selected Competing Products and Pricing as shown in Table 2) • Distribution review • Strengths, Weaknesses, Opportunities, and Threat Analysis (SWOT Analysis) • (Write down “SWOT Analysis Table” as shown in Table 3) • Objectives and issues

  4. Marketing Plan Method • First-Year Objectives • Second-Year Objectives • Issues • Marketing Strategy– Marketing Mix • a. The primary consumer target • b. The Secondary consumer target • c. This segment can be described • demographically by age(__ to __) and • some status. • Positioning • Product Strategy • Pricing Strategy • Distribution Strategy • Marketing Communication Strategy • Marketing Research • Marketing Organization ( Drawing down the Marketing Organization)

  5. Marketing Plan Method • Action Programs [Scheduling] • Budgets [break-even calculation] • Controls

  6. Marketing Core

  7. Products—“Rice balls and Drink” Manufacture processes

  8. Product Review • Fresh and Pure • Hygiene • Special Tasting • Famous materials of Co-branding • Strong Smell • Distinctive Fragrance • Good looking Packing Cup • Give some Nice Tissue • Keep Warm/Hot Drink • The Manufacture Processes have been post to know • Using Auto-machine to make Rice Balls

  9. SWOT Analysis • S1: We have management experience and market plan to support us. (Methods) • S2: We have transparent manufacture process to give customers to know. (Manufacture process) • S3. We have co-branding material to make good foods and drinks—co-branding with quality products. (Materials) • S4.We have good auto machine to make rice balls and drinks (Machine) • S5. We have a good consultant for plan dynamic variance environment and market. (People) • S6. We have higher levels of sanitation. • S7. We have better service—good response, keep warm drinks, and nice tissue, etc.

  10. SWOT Analysis • W1: The cost of products is not cheaper than competitors’ products. (Price) • W2: We haven’t other promotion path. (Promotion) • W3: Uniformity in delivery --business process. (Process) • W4: We control all manufacture processes of foods, but it spend a lot of time. (Time Cost) • W5: The material cost of products is more expensive, because co-branding. ( Co-branding) • W6: The cups of drink surface have advertisement for our brand, but it cause cost become higher than competitor’s cups. (Advertisement Cost)

  11. SWOT Analysis • O1: Oil price become higher than before, so more motorcycle customers will pass through our stand. People buying chance will be promoted. (Customers) • O2: Yo-Yo! Breakfast Curbside Restaurant has a good quality breakfast and drink, so student will know it. (Good response) • O3: Sanitation Laws and certain limits will have been attention. (Laws) • O4: On Guang-Fu road we have enough customers to run business. (Customer Resource)

  12. SWOT Analysis • T1: Traditional breakfast restaurants have cheaper price at the same products. (Price) • T2: 7-11 convenient stores have brand products at same products, and they have strong promotion and supporters. (Supporter) • T3: Business entrance gap is not high. (Threshold) • T4: Traditional breakfast restaurants’ equipments are simple than us. (Machine)

  13. Competing Products and Pricing

  14. Pricing Analysis and a Break-Even Calculation

  15. Pricing Analysis and a Break-Even Calculation

  16. Pricing Analysis and a Break-Even Calculation

  17. Pricing Analysis and a Break-Even Calculation

  18. Conclusion • In the study the description of business processes is very important to assist the small curbside retailer differentiates the store. I deeply appreciate Dr. Trappey Charles V. to give us this chance to make report for figure out marketing plan method. • In the study, we give some assumption in the cost of pricing analysis, and the result is shown: If Yo-Yo! Breakfast Curbside Restaurant wants to balance in break-even point, then the boss need to sell 87 sets in every day.

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