Principles of Marketing Project

Principles of Marketing Project

Alex SzymanskiMackenzie Hussman

Zach MyersFrantz Francois

Alex SzymanskiMackenzie Hussman

Zach MyersFrantz Francois

Company NameCompany Name

ALEX’SSymbol- Bicentennial BikeTrade Name-Alex’s

ALEX’SSymbol- Bicentennial BikeTrade Name-Alex’s

Executive SummaryExecutive Summary

We are a up and coming restaurant servicing FPC students, and locals with a goal to expand our services to more colleges around the U.S. We hope to develop a social, psychological, and economic development of every student of various colleges. We stand for students, faculty, and others who need another option for dining, and entertainment.

We are a up and coming restaurant servicing FPC students, and locals with a goal to expand our services to more colleges around the U.S. We hope to develop a social, psychological, and economic development of every student of various colleges. We stand for students, faculty, and others who need another option for dining, and entertainment.

Our ServiceOur Service

Mission StatementTo contribute to the

development, joy, and enrichment of all students, and people.

Mission StatementTo contribute to the

development, joy, and enrichment of all students, and people.

Attributes Attributes

Welcoming atmosphereEntertainment/leisureSit down lunch/dinnerWider variety of foodsComplete bar

Welcoming atmosphereEntertainment/leisureSit down lunch/dinnerWider variety of foodsComplete bar

Target MarketTarget Market

Mainly college students/teachers

Locals

Mainly college students/teachers

Locals

NAICS CodesNAICS Codes722110 Full-Service Restaurants This industry

comprises establishments primarily engaged in providing food services to patrons who order and are served while seated (i.e. waiter/waitress service) and pay after eating. These establishments may provide this type of food services to patrons in combination with selling alcoholic beverages, providing carry out services, or presenting live nontheatrical entertainment.

722110 Full-Service Restaurants This industry comprises establishments primarily engaged in providing food services to patrons who order and are served while seated (i.e. waiter/waitress service) and pay after eating. These establishments may provide this type of food services to patrons in combination with selling alcoholic beverages, providing carry out services, or presenting live nontheatrical entertainment.

Demand for ProductDemand for Product

With FPC’s location, there is not many dining options that appeal to college students wants and needs.

With FPC’s location, there is not many dining options that appeal to college students wants and needs.

Market Size and Growth Rate

Market Size and Growth Rate

The food service business is the third largest industry in the country. It accounts for over $240 billion annually in sales. The independent restaurant accounts for 15% of that total. The average American spends 15% of his/her income on meals away from home. This number has been increasing for the past seven years. In the past five years the restaurant industry has out-performed the national GNP by 40%.

The food service business is the third largest industry in the country. It accounts for over $240 billion annually in sales. The independent restaurant accounts for 15% of that total. The average American spends 15% of his/her income on meals away from home. This number has been increasing for the past seven years. In the past five years the restaurant industry has out-performed the national GNP by 40%.

Product Life CycleProduct Life CycleProduct Development-After building expences

and entertainment costs, we will be in debt for at least 3 years

Introduction-When we first open we predict that Alex’s will be very popular, but we still won’t make a profit during this period

Growth-Over time we will be popular at FPC and hope that our reputation spreads to other towns

Maturity-Because of the small population and school vacations Alex’s could have a decline in profits

Decline-When school is out we will see the largest drop in sales

Product Development-After building expences and entertainment costs, we will be in debt for at least 3 years

Introduction-When we first open we predict that Alex’s will be very popular, but we still won’t make a profit during this period

Growth-Over time we will be popular at FPC and hope that our reputation spreads to other towns

Maturity-Because of the small population and school vacations Alex’s could have a decline in profits

Decline-When school is out we will see the largest drop in sales

CompetitorsCompetitors

SedexoTaco BellKFCSubwayMr. MikesLillysFranchise restaurants in Keene

EX: Applebees, 99

SedexoTaco BellKFCSubwayMr. MikesLillysFranchise restaurants in Keene

EX: Applebees, 99

Edge Over CompetitorsEdge Over Competitors

LocationPriceAtmosphereEntertainmentVariety of Food

LocationPriceAtmosphereEntertainmentVariety of Food

InvestmentsInvestments

$500,000 est. to start-upBuildingComputersFaculty/employee trainingSystem, and controlsAdvertisingFood/drink sourcesCooking materialsFurnitureEntertainment

$500,000 est. to start-upBuildingComputersFaculty/employee trainingSystem, and controlsAdvertisingFood/drink sourcesCooking materialsFurnitureEntertainment

FinancesFinances

Commercial LoanRestaurant LoanBusiness Financial Services

Commercial LoanRestaurant LoanBusiness Financial Services

Test Marketing PlanTest Marketing PlanProduct-Quality restaurant/loungePrice-Low prices for college studentsPlace-Rindge NH Rt. 119 (convenient

for students)Promotion-Gift cards, all day passes,

newspaper coupons, radio and commercials

Product-Quality restaurant/loungePrice-Low prices for college studentsPlace-Rindge NH Rt. 119 (convenient

for students)Promotion-Gift cards, all day passes,

newspaper coupons, radio and commercials

Test Marketing PlanTest Marketing Plan

Strengths-Variety of food, distance, low prices, atmosphere, entertainment

Weaknesses-Entertainment costs, low population

Opportunities-Expanding if successful, become a franchise

Threats-Local restaurants

Strengths-Variety of food, distance, low prices, atmosphere, entertainment

Weaknesses-Entertainment costs, low population

Opportunities-Expanding if successful, become a franchise

Threats-Local restaurants

Reference SheetReference Sheethttp://www.virtualrestaurant.com/sa

mple.htmwww.census.govwww.nasdaq.comhttp://www.foodreference.com/html/

smallbusinessloans.htmlhttp://www.allfoodbusiness.com

http://www.virtualrestaurant.com/sample.htm

www.census.govwww.nasdaq.comhttp://www.foodreference.com/html/

smallbusinessloans.htmlhttp://www.allfoodbusiness.com