Foundations of management ( MUST BE POWER POINT SLIDES )

Laurentian University Bachelor of Business Administration (St. Lawrence College, Kingston) Foundations of Management (ADMN 1016), Fall 2016 Marketing Planning Exercise

Scenario: Darden Restaurants Inc. is “is a premier full-service restaurant company featuring a portfolio of category-leading brands that include Olive Garden, LongHorn Steakhouse, Bahama Breeze, Seasons 52, The Capital Grille, Eddie V’s and Yard House that together generate $6.8 billion in annual sales across more than 1,500 company-owned and operated locations.” For the purposes of this assignment, assume that Darden has decided to test the Canadian market by opening an Olive Garden restaurant in Kingston, Ontario in May 2017. Olive Garden is an Italian-inspired eatery that is by far the most important brand in the Darden portfolio. The launch therefore, has to go well and that is why they have come to you. As a recognized marketing expert from the Laurentian University BBA program, they have every confidence that you can develop an appropriate plan to support their ambitions. Specifically, they are looking for guidance on:

Objectives:

Target segment(s):

Positioning:

Strategies:

Price

Product

Place

Promotion:

Advertising

Sales Promotion

Publicity/Public Relations

Personal Sales

Direct Marketing

Your submission should take the form of a Powerpoint slide deck. The deck should comprise no less than 5 slides and no more than 10 slides and should be posted to the ADMN 1016 page on Blackboard no later than 12:00 (Noon) on Friday, November 25, 2016. The title slide must include the full names of all team members. There will be a prize awarded at the next class session for the “best” plan for the Kingston Olive Garden launch. Good luck!