first marketing plan

8/13/2019 First Marketing Plan

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First review of marketing Plan

Manuel Felipe Malagon

Andrs Franco Langthon

Andrs Matamala

Valeria Garzn

Zully Alvarez

Universidad de la sabana

Cha

2013


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INTRODUCTION

For this marketing plan we study a high class restaurant how calls Acacias, andhave an important market in Bogota, Colombia. In this marketing plan we try tocontextualize how involves this restaurant in the zone of Bogota and mention some

micro and macroeconomics situations who affects the market, in consequenceaffect this medium company. We tried to analyse what happened with the productbeginning from the description of the product and the different point of view to seewhat opportunity this restaurant have in the market to expand his product to othernew customers and keep the customers that have now.

From the point of view of the restaurant they want to expand his organization tonew customers and try to know what is the opinion of the customers for changeand have and important successful in market participation knowing about thecompetitors.


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OBJECTIVES

According to figures released by Acodres, during the last year Colombiansconsumed more than 22.55 billion pesos in the restaurant industry resets, a trendthat continues to grow in 2013.

According to a study by the Colombian Association of Foodservice Industry,Colombia is estimated that there are about 65 000 establishments ownedrestaurants sector, a factor that has caused people to increase their consumptionoutside the home. The Colombians investment made in the sector "is the thirdColombian household expenditure after food preparation and purchasing rentalcosts and housing".

Based on these data and encouraging growth in this sector, and In order todevelop a correct and good strategic this seeks to achieve differentiation togenerate some competitive advantages that we study and implement aspects ofvision, mission and values of the restaurant Las Acacias", we present the followingobjectives in order to increase our participation in the Colombian market to 10%annually over the next two years.

Objectives:

Increase restaurant market position Overcome competitors. Competitive Costs Being a restaurant more renowned at home Achieving technological superiority Capture growth opportunities. Meeting the needs of the consumer Training internal customer. Form strategic alliances with our suppliers. Build a customer loyalty


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Background

Micro economy

"Las Acacias" is within the third sector of the economy as it is a company providingservices (food and drinks); this sector is considered as the sector that mostcontributes to the Colombian GDP and is a generator of employment.

The sector of the services is the sector with more growth in Colombia in the lastyears, for what it has turned into one of the major commercial bets into the country.

The National Government (Ministry of Commerce, Industry and Tourism -MCIT - incoordination with all entities of the national government) are looking to implement aProductive Transformation Program, with which they are looking to develop world-class sectors through the formulation and implementation of sectorial businessplans, by promoting economic growth.

Inside the program there exist eight sectors that take part inside they are: theSector of Electric power, Goods and Services.

In conclusion this is a long term program, and seeks to create a dynamic inincreasing productivity and creating more and better jobs.

Generating huge competitive advantages and some of these can be: availability ofskilled labour, more graduates in technical and professional careers related to theadministration and engineering.

" Las Acacias" as part of this sector seeks to generate services and value throughtheir economic activity as the conversion of raw materials, a good equipment andmachinery, labour and inputs and service to the customers.

This restaurant has over 40 years in the market, identifies and unlike otherrestaurants not only for being one of the best traditional restaurants with moreseniority in the city, but also for its excellent food

This restaurant has more than 40 years in the market, is identified anddifferentiated from other restaurants not only for being one of the best traditional

restaurants but also for its excellent service.Macro - environment.

The macro environment involves all those agents or elements which are in a waybeyond the micro environment of the business

The main factors of the macro environment are:


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1. Economic factors:

2. Social factors

3. Political Factors

4. The technological factor.

The restaurant "The Acacias" is located in the city of Bogota, so it is necessary toevaluate and learn about the macro environment of the country, since this has agreat influence on the development of economic activities.

The country in recent years shown a sustained economic growth, althoughColombia still have a high rate of poverty and unemployment; statistics haveshown that there are more investors in the country in the last year, that means thatColombia is seen as a country of interest to huge amounts of foreign capital

PRODUCT:

THE GLOBAL MARKET OPPORTUNITY

Services: (Portfolio)

It was decided to separate into four different groups, such as:

Starter Main course Desserts Beverages

Services:

Home Delivery. Children's menu. Lunch. Dinner.

Products:

Bandeja paisa El ajiaco Mondongo Sancocho Empanadas Sobre barriga criolla Chorizo


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Meet Fish Chicken soup with yucca. Arepa Pltano verde Morcilla Arequipe Postre de natas Brevas Mazamorra

Average Price (main dish): between $ 16,000 and 30,000

Attributes of the dishes:

1. Amount and nutritional factors.

The amount of each recipe is one of the key attributes of the menu; the sum of theweight of each dish as well as the type of products will result in an amount andnutritional values of the total Menu.

Three levels of quantity:

- Level 3- High Quantity: Recipes rations with excess of 150grs first course.250 Grs the seconds making a total with the dessert and the bread of about 500grams or more.

- Level 2- Average Amount: Recipes with rations around the 120grs first plate,and the 200 grs the seconds, making an approximate total of the menu about 400grs.

- Level 1- Low Number: Recipes around the 100 grs the first course, and afew 180grs the seconds, making a total approximately 350 grams or less.

Almost more important than the actual amount in grams of rations is the perceptionthat the customer has of the quantity and therefore the size of the dish.

2. Quality and variety:Is very important to know the level of quality of the restaurant and determine itslevel:

- High quality (fresh products from 1st category and season

- Level (combination of the above and frozen and second categories)


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- Low level (frozen, and second categories mostly).

3. Presentation.

The first is how the restaurant presents their dishes, the second is to place themeal on the plate and the decoration of the same, and the third is the preparationof the table and the level of all items (napkins, tablecloths, glassware)

You can define the level of presentation as:

- Level 3 - elegant presentation: True quality and design, with different parts foreach type of recipe.

- Level 2 - Average Presentation: Standard quality and in good condition, the tablewith a medium quality presentation.

- Level 1- Presentation Low: low quality and without design. No presentation ordecoration, and a table with the majority of the materials (except glasses andcutlery).

Mission:

Provide our customers quality products and the best service experience toaccompany our delicious typical dishes, besides provide a gastronomic experienceframed in our typical regional infrastructure, and also seeks to provide attention

based on respect and a good service so that we can make your visit pleasant. Wehave a team highly committed whose function is to provide a service to thecustomer every time more efficient and adjusted to the needs and expectations ofour customers and users.

Vision:

Position ourselves as the best restaurant of typical food in Colombia, distinguishingourselves by the quality of our products, the friendly service and the ability ofimmediate response to the needs and expectations of our customers; improvingour service every day, with a greater number of employees to achieve the qualitythat requires each new customer.

Principles and values: Important for the organizational culture.

1. Treat each other with dignity, respect and honestly.

2. Service: each moment of truth with the client is unique.


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3. Value long term investment in staff and customer satisfaction, rather thanshort term profitability.

4. Committed to continuous training and development.

5. Quality: As much as in the product as in the service and in each of theemployees of the restaurant "Las Acacias" who are willing to meet the needs andto add value.

6. Maximize long term shareholder value.

7. Teamwork: challenge ourselves and each other to succeed throughteamwork; in a restaurant and in all service is essential to get to work together andin harmony, although all jobs have to be guided and establish a process to ensurethat the service and the final product are created with quality.

8. Responsibility: enforce the rules laid down in the restaurant and also fulfillingthe organizational culture.

Environmental analysis

In the natural environment are natural resources or raw materials required by thecompany, being a restaurant clearly needs several natural products and in largequantities, such as water (which is perhaps the most important of all and is used ina very broad sense, including bathrooms, floors and food preparation), fruits,vegetables and meats. Among others. While there is great risk from global pollutionand which affects everything clearly, so in the future nothing will be the same if wecontinue polluting the entire planet, which is affected in everyday life.

Cultural analysis

In the cultural sense Acacias restaurant is pretty strong as it is a Fonda paisa(Antioquia) and is what has been imposed on Colombian culture. Their principaldish is the bandeja paisa, which is a typical dish you could say that all theColombians have eat it; the restaurant wants to give Antioquias principal dishes.The music and atmosphere give the restaurant an advantage that each enteringfeels comfortable and familiar and belonging to the environment, which is within the

country's culture and is reflected also for the foreigners. In conclusion thisrestaurant is focused on all kinds of customer who wants to live a culturalexperience regardless of age, race, country, gender, and wants to enjoy a richcultural environment.


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INVESTOR CONFIDENCE:

In recent years has been growing foreign direct investment in Colombia, in 2011reached 3,000 million dollars in investment and the majority of this was destined forthe mining and quarrying sector.

Bogota is consolidated as the main economic and business centre of the country.

The Bogot chamber of commerce works to improve the business environmentand the quality of life in Bogota.

Social analysisBeing the capital city Bogota many people from other regions and other countriescome to be established which provides more variety in every sense of the city,such as food, clothes or night live. So the restaurant is a good place to show andenjoy a little part of Colombian culture in the capital city and is something thatpeople appreciate, being Colombian or foreign.

Economic analysis

On the economic front the restaurant is very good and the price of their dishes is

between 16,000 and 30,000 pesos which are cheaper than many othersrestaurants in Bogota. But the competitors of the restaurant have similar so it iscomplicated.

Sector:

The Business process re-engineering organize the economy sectors based on sixkey indicators, considered important in the generation of the business such as


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operating income, the net indebtedness portfolio turnover, inventory turnover andsales growth.

Operating profit, net profit, portfolio rotation, rotation of inventories and salesgrowth.

The entrepreneurship centre was created by Bogot City Hall and the Chamber ofCommerce of Bogot with the idea of a culture of entrepreneurship to supportentrepreneurs and businessmen in the creation, growth and consolidation of theirbusinesses.

Foreign investment has been growing in the last few years (will explain later eachof the macro components) this growth of the foreign investment has produced thatthe economical, restaurant and hotels sector has grown by 17% in the last year,and this sector is the most important for our work since the restaurant " The

Acacias " is in this sector.


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Finding the results thrown by the Accords and the tourism promotion fund was able

to evaluate some factors such as:1. The volume of monthly sales of the restaurants: 4 groups


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2. According to their size:

3. Behavior of sales:

4. Behaviour of the expenses of operation:

We can also study the commercial activity of the sector to understand more abouthow is influenced the restaurant "Las Acacias"

1. Studies show that 68.23 % of the restaurant costumers are national.

2. The market segment that is more prevalent today is the family.


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3. The restaurants remain generally opened between 7 at 14 daily hours.

4. The restaurants use a way of commercialization, where 34,5% uses thetelephonic directory, later 27,7 % in magazines, 17,7 % in newspapers and 16 % indirect mail.

5. In average a medium restaurant usually has 15 employees.

INFLATION:

Since 1990 monetary policy in Colombia is governed by a system of flexibleexchange inflation, and seeks to achieve the target set that is a rate of inflationbetween 3 %.

The large increase in international commodity prices between 2006 to 2008 was afact that increases inflation, so that in recent years monetary policy was designed

to contain inflationary pressures and had to reduce the macroeconomic risks. Inthe box below you can see that the values are out of range.


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2012:

2013:

GDP:

Is the total value of goods and services produced by an economy in a given period,so GDP is the variable that allows us to measure the growth of an economy.

In the year 2007 the economy grew a 7.5 % while in 2008 introduced 2.5 %; but inthe second quarter of 2011 the Colombian economy grew by 5.2%, while in the firstquarter of 2012 the GDP increased by 0.3 %.


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TRADE:

The balance of trade sales in Bogot obtained positive values from January 2006to May 2005, but in the year 2008 and 2009 presented a low demand, smugglingand the rotation of portfolio.

In 2012 the trade sector activities, repairs, restorations and hotels presented anincrease in 7.2 %, resulting in an increase of hotel and restaurant services at 3.7%. The monetary base grew in 2012 by 10.5%.


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In the box below you can see that the trade sector, restaurants and hotels presentthe 13,27% of GDP and is also the fourth branch of economic activity.

Political Environment.

The political environment is really important to learn about the laws that a servicecompany such as a restaurant has to follow. The FAO and OMS creators of thecodex alimentarius which looks into the food quality from a s cientific point with


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rules and standards to follow from the main product to the food management, forprotecting the customer from altered products or price rises caused by inflation.

Legal Environment

The legal environment has to be managed with care because there is a set of rulesand quality standards that a restaurant has to follow for food management andstorage, or the purchase of a foreign product, also there are some requests fromthe fire department like having extinguishers in strategic places and also have anescape route established. With none of this a restaurant or any service-basedestablishment could not receive the governmental authorization for opening topublic.

Technological Environment

The technological environment is one of the most important aspects, because itdefines the efficiency in the production process and in the restaurant environment itcan determine the quality of the final product, regardless how good the chef mightbe the equipment involved in making the final product an excellent product that thecustomer can enjoy, also in the delivering process it can be the difference betweena happy customer with a hot meal, or an angry customer with the wrong order.

SWOT analysis

Strengths

- Be able to achieve industry growth of about 10% annually.

- Increasing trend by eating Colombian food restaurants.

- Consumers are not just looking things, places and different activities but italso seeks a delicious, healthy and a place that reminds you of Colombia(Antioquia in this case)

- A growth of tourism in Bogota 8%.

- The expense and consumption of Colombian families grows.

Weaknesses

- Restaurants strongly positioned on the market.

- Wide range of competence.

- The prices are similar to its competitors so it is easy for customers to switchto another restaurant.


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- Political instability, monetary, and socio-economic.

- A multiple existence of substitute products in the market

Opportunities

- Lack of organized and detailed website services.

- Lack of promotion strategies

- Not having a website with all the features of the place.

- Lack of service-oriented organizational culture.

- Lack of market research system.

- Lack of good training and personnel training.

Threats

- Many franchises around Bogota.

- Excellent location of most of them.

- Offering a service marked by something different as infrastructure andambience of the place

- Quality raw material (fresh food)

- Specialization in Colombian cuisine service.- Easy access to the restaurant and the parking

- Attractive decor and infrastructure of the place

- Characterized by traditional farm represent Antioquia

- Good atmosphere.

Marketing research

For this part of marketing research we use a Google tool when we made thequestions and the page gave us a link to use and send to people to respond thequestions, we tried to make a segmentation of market using people with betterstyle of live and people between 20 and 50 years old but we need to take in countthat this is a non-probabilistic questioner to analyses the possible opportunity in themarket for Acacias restaurant; for this particular we can obtain 73 people who


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respond the questioner. Those are the results of the marketing research and thetable of the results:

1. How often do you usually eat out?

2. At that time of the week when do you visit a restaurant?

3. When do you think at lunchtime do you think in Colombian typical food?

4. What do you prefer in lunchtime speedy delivery or quality?

5. What kind of dishes preferred over size of the plates?


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6. Do you think that in a restaurant customer service is the most important?

7. For you it is important the social environment of the restaurant?

8. What do you prefer in a restaurant that is cheap or it elegant?

9. Are important the lunch prices?


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first marketing plan

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