Strategic Marketing Plan: Mexico City Franchise |
TABLE OF CONTENTS
EXECUTIVE SUMMARY 3
SITUATIONAL ANALYSIS 4
Market Geography 5
Consumer Behaviour 8
KEY OBJECTIVES 10
MARKETING STRATEGIES 11
Promotional Strategies 14
RECOMMENDATIONS AND CONCLUSION 19
APPENDIX 1 20
This report provides the context and knowledge for the correct planning and implementation of Salad Creations’ competitive position, operating conditions and general state of internal and external affairs regarding the selected location: the VQ plaza located within the Santa Fe Ward in Mexico City.Following the company’s successful business model, the new franchise will continue offering the same two main services that are offered throughout the company’s locations in America: a restaurant service and a catering service.
Furthermore, this report presents several key objectives which the company would need to take into consideration in order to establish itself as a competitive offering inthe Market. In summary these objectives establish the company’s need to exploit the unique opportunities presented by the intrinsic characteristics of the selected Market geography as well as overcome the weaknesses of being a new entrant in the Market.
In order to do so, this report outlines two major target segments: Individual clients and business clients. Each segment represents adifferent opportunity for Salad Creations to pursue a different objective – i.e. brand awareness and revenue streams generation.
Consequently, this report analyzes several promotional strategies such as a glocal online presence as well as the possibility of establishing strategic partnerships with local non-competing businesses.
Finally, this report summarizes the research findings and proposesseveral recommendations regarding, primarily, the business opportunities inherited by the location as well as by the demographic profile of the selected Market.
This report concludes by establishing that this Marketing Proposal has been assembled in order to measure the commercial viability of a Salad Creation’s company-owned franchise in Mexico City’s Santa Fe Ward. Nevertheless, it is vital tohighlight that, even when the selected location plays a crucial role in the commercial viability of this proposal, there are other options available within the Mexican overall Market.
In order to measure the commercial availability of Salad Creations entering the selected market it is necessary to understand the market itself. Thus, it is of the outmostimportance to understand the combination of internal and external circumstances which define the state of the market.
Furthermore, the following situational analysis has been prepared taking into consideration two of the most critical elements any company faces when penetrating a new market: the consumer and the competition.
Based on the company’s expansion strategy as well as its uniqueoffering, this report proposes that Salad Creation’s new company-owned franchise would need to be situated within VQ Plaza located at: 3,880 Vasco de Quiroga Av., Santa Fe, Mexico City, Mexico.
Based on primary research conducted over the phone, the proposed location has a maximum dining capacity of 75 customers. Nevertheless, its optimal configuration is as follows: 6 customers per table x 8medium tables; 4 customers per table x 3 small tables; and a “single seating” bar for up to 7 people.
Figure 1: Santa Fe VQ Plaza – Location - Map
Adapted from: Google, 2011a
In order to understand the rationale behind the location’s selection it is necessary to understand that Mexico – as any other country – is divided into geo-political regions. The following diagram illustrates VQ Plaza’s...