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Candaroma, Hazel Agatha M. et.al. |
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2016 Strategic marketing plan: Aveneto Pizzeria Ristorante Inc / |
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Candaroma, Hazel Agatha M.; Lopez, John Ashley C.; Maglines, Felvie Mae E.; Manalaysay, Mierell Leichtenstein R.; Rosales, Ma. Evelind Joy D. and Zabala, Jerr Dane S. |
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February 2016.46 |
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| Dimensions |
28 cm. |
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76 pp. |
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Strategic Marketing Plan: (BSBA major in Marketing Management) - Pamantasan ng Lungsod ng Maynila, 2016. |
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56 |
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EXECUTIVE SUMMARY: Aveneto Pizzeria Ristorante is now in the industry for almost 17 years. They started in October of 1999 with their first branch in Visayas Avenue, Quezon City. It is owned by three persons namely Cricket Custodio who handles the over-all operation of the firm, Francisco Ignacio Jr. who handles the production, and Timoteo Ignacio who supervises the financial department of the firm. It has five other branches in SM Mall of Asia, SM Megamall, SM San Lazaro, Glorietta III Ayala Center and Trinoma Mall in Quezon City. The firm has a lot of things to learn because of the competitive market the previous and current generations have. At first, situational analysis attend to the societal and task environment of the Food Service Industry and analyze how different factors affect the said industry. According to research, Philippine Food Service Sector was valued at US9.7 billion in 2012 of 4.2% and is expected to continue expanding with a CACGR of 5.6% until 2017, reaching total sales of US12.7 billion. The top chained brands in the market include Jollibee, McDonald's, Chowking, Mang Inasal, and Greenwich. Aveneto Pizzeria Ristorante is considered in its growth stage from recovering in the decline stage. Prices of their products can remain high because the bargaining power of buyers is low. The company and competitors with regards to its marketing mix and competitiveness. After analyzing and defining the target market for Aveneto Pizzeria Ristorante, the Strategic Marketing Plan introduces its main objectives as well as the strategies whose implementation constitutes as integral part of the company's strategic planning and future success. This strategic marketing plan aims to increase sales by 5% within second and third quarter of the year, from April 1, 2016 to September 1, 2016 through the help of our promotional offers; group meals, combo meals - Avenifitely AffordaMeals, Loyalty Card and delivery services within Quezon City, to increase brand awareness and recognition by the use of advertisements - Print Ads; Magazine and Newspaper and through the use of other supporting marketing programs and to target expansion of APR by opening stalls/kiosks in malls and opening of new and bigger stores that can accommodate 60 to 70 persons. This Strategic Marketing Plan also came up with financial datas such as the Sales Forecast for the following year with Php20,640,000 and a net sale of PHP 1,529,933. It is also essential to have a marketing metrics in a marketing plan to monitor the sales and status of the business if it is doing well in the industry. Marketing Metrics is important for it tracks marketing performance and profits. And lastly, in this strategic marketing plan, we prepared a contingency plan as a back-up plan if ever our strategies would not give the desired results for this firm. |
| Uniform Resource Identifier |
<a href=""></a> |
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