Download
1 / 23
230 likes | 236 Views
Persolino is an institute producing various types of high-quality wine in Emilia-Romagna. We aim to create a unique restaurant experience combining refined wine with authentic Italian food, offering customers the chance to indulge in a taste of Italy. Through market research, we have identified the demand for wine and the potential to attract customers with our offerings. Our SWOT analysis highlights our strengths, weaknesses, opportunities, and threats in this venture. Our objectives are to establish a well-known and unforgettable restaurant, change local perceptions, and spread awareness about our unique concept.
E N D
SWOT analysis Introduction Market Research Objectives Marketing mix Other Team “White”
MondaytoFriday from 5pm to 10.30pm Saturday and Sunday From 11am to 11pm Introduction • Persolino is an institute which produces several different types of wine. • It is located just outside of Faenza, in Emilia-Romagna, on the Persolino hill. • The wine is produced by students, overseen by experts with over twenty years experience. • The three wines we will sell in Derry are • - The Golden Touch • - Umberto • Vigna delle rose • It’s difficult selling wine here in Derry, because of local habits, so we have thought that combining refined wine with our typical Italian food is the best idea because doing that we offer people the possibility to have a unique experience. The wines, correctly combined, let you appreciate food more because it brings out the taste in the palate. • We would like to run an elegant restaurant in Italian style, with Italian music.
Market research • After primary and second research we can confirm that: • - 90% drink wine • 30% are concerned about the quality of the wine • 100% will come because they would like to try wine combined with authentic Italian food. • People like White (Chardonnay) and Red wine.. we have these wines. • In Derry if you sell very good food, hundreds of people will come for dinner • - During the week you have to give discounts and special offers to attract people, in the week end full price because everyone is out for lunch or dinner. • - The number of people who drink wine has increased 3% in the last year
SWOT analysis S W T O
Strengths • - We sell authentic Italian food that means quality • Less competition • Guerrilla marketing • - We will donate a percentage of our annual profit to a local charity, for example to the City Centre Initiative • At the closure one of the staff will go out and donate leftovers to poor and homeless people • - The wine produced by Persolino is more refined, due to the high level care in the production. - Persolino can increase its wine production without problems to satisfy the restaurant’s demand • - With a fixed price, people can choose the dish they prefer. They will have more freedom • - Our interior walls are amazing • -Based on the research everybody comes because when a new restaurant opens in Derry people tend to go to try it, then they decide if they want to come back or not; due to our advertising we think lots of people will come.
City CentreInitiative City Centre Initiative (CCI) was established in April 2000 The Company's key objective is to keep the city clean, safe and vibrant. One of their best social idea is the “Edible Landscapes”: These will be created and each one will have a guardian who will be responsible for maintenance and use of the crops. These crops will be cooked by a volunteers’ restaurant and served to poor people, http://cciderry-londonderry.com
Weaknesses • We have to find a reliable supplier for fresh Italian products(http://it-is-food.tumblr.com could be for us)- Persolino is not as well-known as some of the bigger brands • Local people don’t appreciate wine combined with food so we have to change their mind • Luigi Mancini, 29 years old, with his business ”It is food” exports Italian food in Europe and in Ireland.
Opportunities • - Londonderry is growing and expanding rapidly. The population is increasing and the habits are changing • - Tourists and people from other cities could come • - If we manage to introduce this cuisine and this experience we could be very popular and risk more • - Open Mic on Friday evening • The second year we could open a little covered terrace in which we can sell “Piadina Romagnola” at a less expensive price than fast foods so we will be busy also at lunch time and we can get more customers • - The second year we could get the Bar License (Which costs 60.000£).
Threats - Opening a restaurant could be expensive and difficult to maintain - Someone could open an Italian restaurant but it is unlikely that they will sell food combined with wine, in particular food from Emilia-Romagna. - A decline in demand could happen or we couldn’t achieve sales targets so we must provide additional or attract customers continuously or change the marketing strategy
Objectives • - We want to create a unique and well-known restaurant, an occasion which lets people know about the authentic Italian cuisine, experiencing a unique moment worth repeating, in a pleasant and relaxing place. • - We don’t have a target market as everyone can come to taste these proucts, from adults to children or elderly. • - We would like to change the mind and the opinion of the local inhabitants. • We want to spread the word about this special and revolutionary restaurant. • We will provide the highest quality product possible • We have to maximise sales • We would like to solve part of local problems (with CCI, charities, creation of jobs)
In the perfect marketing mix the product has the right design and quality, the price is competitive and attractive, the product is well promoted and it gets to the right place at the right time (where and when it is wanted) P P P P Marketing mix
Product • The product is explained also in the financial plan. • We consider “product” the two offers we give: the Basic for £15 and the Plus £20. • They will let the clients have an unusual, complete and tasty meal. • We sell three wines • - The Golden Touch • - Umberto • Vigna delle rose • The restaurant will be furnished in a way that most of our costumers will feel comfortable and welcome, that means in a modern and cosy style. • We will display our wines in an old fashioned window to catch the attention of our buyers.
The Golden Touch • Name of the wine: Golden Touch. • Name of the vine: Albanapassito DOCG. • Production area: Romagna. • Quantity produced: 1600 bottles Lt. 0,500. • Tasting temperature: 12⁰-14⁰ C. • Bottling period: takes place in April. • Accompanies: usually joined with dry bakery, in particular fruity tart or apple pie. • Characteristics: sweet fruity golden yellow still wine, aged in barriques.
Umberto • Name of the wine: Umberto. • Name of the vine: Sangiovese DOC. • Production area: Romagna. • Quantity produced: 2000 bottles Lt. 0,750. • Tasting temperature: 18˚C. • Bottling period: takes place in March. • Accompanies: usually joined withsecond dishes, in particular red meat. • Characteristics: full-bodied, ripe, red wine, aged in barriques.
Vigna delle rose • Name of the wine: Vignadelle rose. • Name of the vine: Chardonnay 10%, Sauvignon 10%, Tocai 80%. • Production area: Romagna. • Quantity produced: 700 bottles Lt. 0,750. • Tasting temperature: 12⁰-14⁰C. • Bottling period: takes place in March. • Accompanies: usually joined with starters, pasta or fish. • Characteristics: intense, fruity, dry, straw-coloured wine.
Price The price is set in order to cover costs and provide a reasonable profit. The pricing is explained in the financial plan. The price is very competitive because we offer a high quality service at an average price. We could give discounts during the week to attract clients, especially for children so we attract familes! We give loyalty cards so if you come three times, the third time you will receive a 25% discount, or more.
Place The distribution will be a direct channel with customers. The bottles of wine will be imported from Italy. We will buy authentic Italian ingredients from specialized wholesalers The restaurant will be in a strategic place (next to Tesco probably or other places with a car park)
We need an initial investment for £200,000 that a silent partner could give us, but in a year we will cover this investment Budget Success Plan – Do – Check - Act Every year at the end we will check the objectives and other aspects of the business, and if we have to, we’ll act. Declarationofdisclosuredisclaimer
Sites • https://www.facebook.com/LaTavIta • https://tavernaitaliana.wordpress.com • https://twitter.com/La_Taverna_ITA?lang=it • https://www.instagram.com/la_taverna_ita
