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) Meals can basically maintain the original pricing, but some holiday-related meals can be discounted (recommended) or directly reduced.

2) For high-priced meals, it is recommended to combine reduction with no reduction.

3) Holiday packages can be implemented, such as New Year's Eve dinner, Mid-Autumn Festival reunion dinner and Valentine's Day package. And 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 according to the hotel's net profit).

Third, marketing strategy.

1) Make special holiday packages, which are 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 birthday certificate on the day of the festival,

Enjoy special discounts and free meals, such as National Day, Mid-Autumn Festival, Dragon Boat Festival, Spring Festival, Lantern Festival and Qixi Festival.

3) If the mobile phone number ends with the corresponding holiday number, you can enjoy a special dinner discount at the hotel with valid certificates (subject to the actual decision of the hotel). Suggest recommending them a holiday package.

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

5) Send some small holiday-related gifts after dinner.

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

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

Fourth, promotion strategy.

1) Place outdoor advertisements at the entrance of the hotel, near the railway station and bus station (outdoor advertisements are mainly in the form of painting 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 the use of appropriate language, and mainly introducing the latest activities of the hotel.

4) network marketing, network promotion, or making a window frame advertisement on the corresponding website or a relatively large one. The processing of web animation and pictures must be consistent with the marketing content.

5) DM leaflets are also acceptable, but the quality of leaflets must be high.

Note: You can select the above advertisements at the same time. The focus of promotion is 5 kilometers away from our hotel in Fiona Fang, and it can also be appropriately extended to surrounding areas. The minimum advertising audience should be 6.5438+0.5 million.

Verb (abbreviation for verb) Other related strategies

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

Effect prediction of intransitive verbs

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

Seven. Other suggestions

1) Set up a VIP membership card management system in the service hall, and use the computer to save some key customer information at any time.

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

Restaurant marketing plan (1)

1. Advertising strategy

A establish the popularity of the restaurant and tell consumers about the products and special services provided by the restaurant. In view of the present situation of our restaurant and the fact that our main customers are 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 contents of the activity: 1. 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 to eat can make people feel happy and reduce stress.

B. Strengthen the image of the restaurant and increase consumers' awareness and affirmation of the designated purchase.

Specific content:

(1) Strengthen the advertising of restaurants, cooperate with periodic promotional activities irregularly, seize the appropriate opportunity, and carry out promotional activities in a timely and flexible manner, such as on certain festivals or when it is of great significance to restaurants or customer groups. The content of the advertisement mainly introduces the culture and characteristics of the restaurant, including the brand/business philosophy and slogan/characteristics/environment/service/current promotion activities of the restaurant.

② Expand advertising channels, print special DM, leaflets, MSN/QQ and other online channels for promotion, publicize the places where you must go to work, and distribute coupons. C. Strengthen the advertising and promotion activities of 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, which lasted for three months. Make the concept of healthy and nutritious food 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) 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 each dish in strict accordance with various production techniques and techniques 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. Elaborate nutrition packages, couples packages, family packages, personal consumption packages, etc. , to form their own characteristics. The 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 related reports, poor lunch conditions are a very important factor causing poor health of white-collar workers. Moreover, people pay more and more attention to healthy eating recently, so we should seize this opportunity.

Specific ideas: Through early advertising, the concept of nutrition package is deeply rooted in people's hearts, which is conducive to shaping a good image of a "people-oriented" enterprise. Specific package combinations can include vegetarian meals, fruit meals, etc., depending on the situation of the restaurant.

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 managing the market, we should pay attention to the consumption characteristics and requirements of couples, and take this as a starting point to form our own characteristic business model.

The specific operation is as follows:

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

② Couples who spend more than a certain amount (such as 50 yuan) on additional services (special services) will be given a rose! Product portfolio 3: Weekend specials are available on Friday night, Saturday and Sunday, offering preferential products or special services. Customers are mainly couples and small colleagues, but publicity and other activities should be done in advance.

(3) Don't miss any possible festivals, and constantly introduce new combinations. Activities launched by surrounding hotels should be collected for reference. On New Year's Day (65438+1 October1), Lantern Festival (the fifteenth day of the first lunar month), Western Valentine's Day (February 14), Qixi Valentine's Day (the seventh day of the seventh lunar month), Mid-Autumn Festival (the fifteenth day of the eighth lunar month) and Thanksgiving Day (165433)

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

Because the main customers of this restaurant are white-collar workers, many of them have just left school, left home and just joined the society. They may not fully accept some social customs and still cling to the warmth of school and home. So creating a relaxed, warm and romantic atmosphere can bring them a warm feeling and make them more impressed by this restaurant. Atmosphere is a combination of service attitude, service technology, waiter image, restaurant building decoration, facilities and equipment layout, color, background music and other factors, and 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 primary sales channels are adopted, with direct sales as the main form. Direct selling: Try to satisfy new and old customers who eat in restaurants, form secondary and tertiary consumption, and form a part of stable customers.

First-class sales: choose a company or shopping mall, establish a relationship with it, and use vouchers as prizes. , or other forms to increase passenger flow. In addition, we can also carry out online ordering business. White-collar workers are generally busy at work now. Besides, it's hot recently, so they may not want to go out for dinner. Online ordering service provides them with certain convenience.

Purpose: The restaurant publishes the detailed information of products online, so customers can order directly or choose to add ingredients through the online ordering service. In addition, we can also carry out telephone ordering business, but because telephone ordering needs to find the number, we still don't know about the products, which is slightly inferior to online ordering. But 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 aged around 25 to 35, we should choose some young and energetic employees when recruiting, 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 choosing employees, we should choose those with good ideological and moral quality and professional ethics.

2. Staff management

Specific contents of strengthening staff management:

It is necessary to strengthen political and ideological education at any time. Only employees with good ideological literacy can do their work better.

② Strengthen professional skills training and improve service quality. Our restaurant has realized that the waiters are young and have a weak sense of service. Employees should be trained 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 customer 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. Eager to effectively improve the enthusiasm of employees. Computerized 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 economic rewards.

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

4. Send comments cards to customers. The customer's opinion is that the fertilizer grown in the restaurant can be given when the customer finishes eating and checking out.

He sent a comment card, on which he could write some questions: For example, what shortcomings do you think the service of this restaurant has and what needs to be corrected? With the completed opinion card, you can get XX discounts and coupons, and take the initiative to leave customer contact information. Once a week, select the top three and give them some rewards for their views.

Marketing budget (unit: yuan) Activity expenses: depending on the specific situation.

Print publicity: The main advertising forms are DM, posters, Yi Labao, etc. The cost is determined according to the specific situation.

Leaflets on the ground: 0.08 yuan/opinion card should be used appropriately when new products are on the market. Printing cost: Now the business cards are a few dollars per box, and this should be similar. The above schemes can be selectively matched according to the actual situation and needs! Project risks and benefits.

danger

Every scheme contains 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 reasonable 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 diverse 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, then 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 connections: 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. Let most white-collar workers who want an elegant dining environment come to the restaurant for consumption. Overall marketing volume: on the basis of early 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 plan and the implementation of the marketing plan need the coordination and cooperation of all the service personnel in the restaurant and the people participating in the activities. 2. Sales control: The performance evaluation of each market segment is conducted once a month in the form of the following table, and the reasons for failing to complete the corresponding sales targets (products, services, promotion methods and price issues) are analyzed in time, and corresponding measures are put forward.

Restaurant Marketing Plan (2)

Disadvantages analysis: As we just started, the scale of the restaurant is not too large, for example, the human resources service of catering is limited. The most important thing is that the traffic around us is reduced because of the closure of the nearby subway, and we are not in an advantageous geographical position, so we will pay attention to the right place and the right time, which is our specialty and the strength of internal unity.

Opportunity analysis: According to the market investigation and analysis, the products of this restaurant have market demand. 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 is not positioned correctly or tastes popular, it is difficult to have development potential because of our internal decoration. (for example, can you compare the taste of the public with that of Darong and Apricot? First of all, we are slightly inferior in decoration, and it is really difficult to open the market without enough food culture and uniqueness.

Threat analysis: The quality of restaurant services and products has a direct and inevitable relationship with operating costs, so the price of products will not be lower than that of competitors. Although the overall price is not too high, in contrast, the financial endurance of customers has become a big test, and the cost and profit are also directly linked. Profit is a major determinant of whether they can survive in the competition. Moreover, the differences in local customs and eating habits have created another problem, that is, whether it is the majority.

Verb (abbreviation of verb) popularization and market penetration

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

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

An analysis of the financial situation of intransitive verbs

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

2. Daily operation financial budget and analysis:

According to the budget analysis and investigation, it can be preliminarily determined that after 2-3 months, the total daily turnover is roughly estimated to be about 2,000 yuan, and the yield is 15%. After half a year, the daily turnover is about 3000 yuan, and the yield is 35%.

Seven, marketing mix strategy

Tangible marketing strategy:

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

Skilled marketing strategy:

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 service, employees 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 of customers.

3. Establish a restaurant customer service questionnaire, designate a person to be responsible for it, and conduct customer service tracking regularly.

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

Through a series of public relations activities, the restaurant will handle all aspects of the relationship 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 meals, entertainment, etc.

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, establish and maintain extensive relations with the media, and provide them with real industry information.

Nine. market risk

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

1. At the development stage of our restaurant, there may be similar restaurants in the market.

2. Risks in the production and operation stage of the project. The benefit after the project is put into production depends on the sales volume and other performance of its products in the market. For the current project, the biggest market risk comes from the competitive risk of the catering industry in the market. If the project is put into production with good benefits, 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 modern enterprise system, improve enterprise management mechanism and strengthen internal management of enterprises is related to the survival and success 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, understand 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.

Initial period (1-March)

The main products are aimed at the three major customer groups in the city, namely residents, corporate executives and foreign guests. Marketing strategy is to occupy the market share of western-style catering through active and effective marketing strategy, 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 begin to prepare for the corporate image building, unified specialty 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 the enterprise, 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 through franchising.