Marketing Essay Example | Topics and Well Written Essays - 3500 words

Marketing - Essay Example Financial Data and Projections 9 Executive summary Our business will be situated in New York. It will focus on fast foods, with the unique selling point drawn from the offer of dazzling food products in a fulfilling atmosphere that will make customers enjoy their stay in our premises. Our business will target people doing shopping or students from schools, universities, and colleges from the neighborhood. Dizzy seeks to produce merchandise ranging from pre-packaged sauces and coffee to branded T-shirts (Armstrong & Kotler, 2011). The business will need a capital of $20,000 to start, whereby $15,000 will come from my personal savings and the remaining $5,000 will be obtained from a short-term loan. The business is expected to make revenues of $10,000 during the first year and $100,000 in the fifth year. The projected operating loss for the first year is -$1,500, while the projected operating profits for the fifth year is projected at $ 60,000. Evaluation and control If I will not achi eve the marketing goals that I have set, I will increase the marketing budget so that I can include more aggressive strategies such as roadshow promotions. In addition, I will drastically lower my prices and give incentives to my staff to improve their service to customers. If after marketing efforts I do not achieve my goals, I will try to apply alternative marketing campaigns until I realize my goals. I will especially try to apply al the marketing startgeies that are used by our major competitors such as AFC and Mcdonad. 2. Company description My business will be a New York-based Fast food restaurant, which will go by the name Dizzy Restaurant. Dizzy will offer a recipe of outstanding foods products in a fulfilling ambiance that will offer customers value for their money. This idea was hatched in response to the growing demand for high quality snack-based Fast food, especially by people doing shopping or students from schools, universities, and colleges from the neighborhood. I w ill start the business as a sole proprietor, but with the intentions of expanding the business into a partnership from the second year and into a limited company from the third year. The business will need a capital of $20,000 to start, whereby $15,000 will come from my personal savings and the remaining $5,000 will be sources as a short-term loan. 3. Strategic focus and plan a. Mission/vision statements Mission Dizzy comprises of a dedicated group of professionals who have a powerful devotion and zeal of providing high quality fast-foods, as well as an aspiration to pull their efforts together to deliver a great value to the customers. Vision We strive for broad appeal. We aspire to be the restaurant of preference for everyone, including young and old, families and singles, as well as male or female (Armstrong & Kotler, 2011). b. Goals Company Objectives 1 To establish a first class restaurant that will attract Fast food lovers and gain a substantial market share in New Yorkâ€℠¢s Fast food industry. 2 To make Dizzy an attractive destination for New York shoppers and students. 3 To open at-least 2 new outlets by the end of the third year. Operational financial Objectives 1. To generate up to $100,000 profits by the end of the third year 2. To generate up to $30,000 gross margin by the end of the first fiscal year c. Core Competency and Sustainable Competitive Advantage We shall rely on variety of marketing programs to