For Dr. Eric Marketing Project

Marketing 1200 – Term Project – Marketing Plan

Value: 20%

Due date:

Group: Self selected, 4 or 5 people – no pair or individual submissions

accepted

Project Objectives:

 To practice writing part of a marketing plan  To apply marketing concepts learned to a ‘real life’ situation  To perform research and relate findings in a logical, consistent and articulate manner to

product

 To work successfully as a team

Project Parameters:

Your company is thinking about opening a restaurant in the Durham Region (Pickering ,Whitby,

Brooklin, Oshawa, Bowmanville, Port Perry, Uxbridge etc.). You must pick a restaurant from

any one of the below mentioned chains and then pick an approximate location (i.e north Whitby,

Uxbridge etc.) where you will want to locate the restaurant. Your team have been asked to start a

marketing plan which will concentrate more on the rationale of the plan and focus less on the

strategies and tactics (the why and the who, rather than the what and the how).

Joey’s Seafood at www.joeys.ca – a family seafood restaurant out of Calgary

Firkin Pubs at www.firkinpubs.com - a chain of pubs in North America

Fresh Restaurants at www.freshrestaurants.ca - a chain of vegetarian restaurants in Toronto

Springrolls at www.springrolls.ca - a chain of popular Pan-Asian restaurants in Toronto

Coffee Culture www.coffeeculture.ca - a new chain of cozy coffee places in Ontario

Cora’s at www.chezcora.com a successful chain of breakfast restaurants that started in Quebec

Following are the elements that your marketing plan must address.

1. Situation Analysis – Through research you will identify and interpret environmental factors relevant to your product and potential target market. You will organize your findings by

doing a:

a. SWOT Analysis (10 Marks)

For this section, you need to complete the internal assessment from visiting the

website and possibly (if you can but not required) a visit to an existing restaurant.

There will be more information on the external environmental assessment

focusing on these external influences: Social/Demographic/Cultural,

Technological, Economic, and Regulatory

b. Competitor Analysis (10 Marks)

Provide a detailed competitor analysis. Identify the key direct and indirect

competitors for your restaurant and what you consider to be their major strengths

and weaknesses.

2. Target Market Selection (10 Marks)

Develop a detailed customer profile for 1 target market segment. Describe this target

market segment in terms of demographic, psychographic, geographic and behaviour

response segmentation variables. Explain why you have selected this target market and

justify your choice for each characteristic.

3. Positioning (10 Marks) (your research on the restaurant chain will assist you here)

a. Discuss the desired image and consumer perception you wish to create (or which

has already been created) for your facility. How might you create/continue this

image/perception? What will be (are) the point(s) of differentiation from your

competitors?

b. Prepare a perceptual map for your restaurant and include your major competitors

on the map.

4. Marketing Mix (10 Marks)

Briefly describe the marketing mix for your restaurant. You should include a

short description of product, price (this will be a description of your general price

points NOT a detailed price for each menu item), and marketing communication

suggestions.

Quality of Research (10 marks)

For this project, you must complete some secondary research. You may also use primary

research if you wish. Use a minimum of five different resources to support the plan you

have developed (the textbook is not a source). All sources must be properly cited(this

means in text citations as well); you may use any appropriate method of citing sources as

long as research is properly referenced. The campus library has a handbook on using the

MLA method of referencing sources.

Justify your conclusions and support them with facts where possible. The quality of

your analysis and reasoning will be evaluated in every part of your plan.

Report Professionalism and Organization (5 marks)

To be effective, your report needs to be well organized with ideas fully integrated (all parts

must make sense together which means as a group you must discuss findings and conclusions, so

you are all on the same page) and key conclusions properly justified and well communicated.

A report needs

 A title page, table of contents, works cited page, appendices (optional and where necessary)

 Headings, sub-headings  Correct spelling and grammar – marks will be deducted for errors (including typos) up to

a maximum of 10 mark penalty

 To be typed, double spaced, 12pt font (Times New Roman, Arial or Calibri)  To be approximately 10 -14 pages of text (not including any graphics, appendices, title

page, table of contents, works cited)

Group Contract and Peer Evaluation (5 marks)

Assignment Rubric

Criteria Poor 1-4 point

Fair 5-6 points

Good 7-8 points

Excellent 9 - 10 points

1. SWOT Does not show understanding of a SWOT analysis. Is unable to clearly identify and provide examples of strengths, weakness, opportunities and threats.

Identifies business strengths, weaknesses, opportunities and threats. No rational for response is provided.

Somewhat identifies the business strengths, weakness, opportunities and threats. Rational for response is not thorough or reasonable.

Clearly identifies the business strengths, weakness, opportunities and threats. Explanation for response is thorough and reasonable.

2. Competitor Analysis

Competitors not appropriately identified. Limited details provided to validate answer.

Identifies competitors. No rational for response is provided.

Information about competitors are, for the most part, thoroughly and clearly reported.

Clearly identifies and analyzes competitors. Explanation for competitor selection is response is thorough and reasonable.

3. Marketing Mix

Limited and inaccurate information provided on the marketing mix.

Identifies the marketing mix but does not consider all the key components.

Identifies the marketing mix with limited rational provided in the response.

Identifies the marketing mix and thoroughly reports on rational for responses.

4. Target Market & Positioning

Target market is not identified correctly with limited details provided to validate answer.

Target market is identified but does not seem appropriate given SWOT analysis and marketing mix provided.

Based on the marketing mix and SWOT analysis, the target market(s) is identified but not described in enough detail.

Based on the marketing mix and SWOT analysis, the target market(s) is appropriately identified, explained and appropriate.

5. Quality of Research

Very limited information and research is provided. Secondary research is not cited appropriately. Minimum resource count is not met.

Some secondary research sources are cited but there is a great deal of potentially important information missing.

Secondary research, for the most part, thoroughly and clearly reported. But some information that may be critical to the marketing plan is missing.

Secondary research is thoroughly and clearly reported, including type of product, relevant history, current marketing efforts, customers and competitors.

6. Spelling, Grammar and Format

There are a number of major errors in punctuation, grammar and/or spelling which make it difficult to read.

There are 1 or 2 major errors in punctuation, grammar and/or spelling which interrupt the flow for the reader. Format requirements were not considered.

There are 2 or 3 minor errors in punctuation, grammar and/or spelling which do not break the flow for the reader. Some format requirements have been met.

There are no grammatical, spelling or punctuation errors and all format requirements have been met.

7. Peer evaluation (5 marks)