Green Apple
Transcript: Political/legal: Health Scores/Sanitation Licenses and permits requirements Economy Cost of fresh produce First time business owner (family business) Societal Food/Health conscientious consumers Trend for fresh ingredients and fresh food Technology Industrial grade kitchen equipment Internet presence to deploy promotions (increase traffic/sales) Market Analysis & Strategies (STPs) Questionnaire • Initial investment: business purchase • Time commitment and time vested Fixed/Operations Cost: Rent and Utilities (water, electric, wifi) Insurance Restaurant Loans (investment) Marketing expenses Variable: Production Supplies, Raw products/ingredients Staff wages Credit Card Fees Situation Analysis (5Cs) There is a disturbing lack of social media presence, from the absence of a website to the inconsistencies on Facebook and Instagram. We advise to create a strong Integrated Marketing Communications plan based on consistency on Green Apple’s brand. We recommend investing in newspaper and radio ads, printed publicity, promotions, such as coupons and social media check in aps. Based on the products and services provided by Green Apple, we conclude that their main competitors are Siempre Natural and Jason’s Deli. However, after reviewing our data, we are sure that Siempre Natural is by far their biggest threat. Both, Siempre Natural and Jason’s Deli are chain restaurants, which makes it difficult to compete against because of their stronger financial backing and bigger market share. The best course of action to overcome these chains would be for Green Apple to focus on maximizing the benefits of a sole-proprietorship establishment, such as authenticity, flavor, promotion flexibility, menu items, price control, and different employee benefits. Hugo Ramos - Massiel Muñoz MARK 6310.02 – Spring 2016 Dr. Arturo Z. Vasquez-Parraga May 4th, 2016 Thank you for coming in! We hope to see you again soon Green Apple’s main target segment is primarily composed of Hispanic, bilingual, adult professionals with disposable income that surround the establishment on a 5 mile radius proximity and are more likely to dine out for lunch. The individuals on this segment are particularly interested in healthy, fast, and fresh lunch and dinner options. Our research revealed that 31 customer out of 56 drive less than 1 mile for lunch. Segmentation Context Comments! Questions? The targeting efforts include limited discount promotions and online advertisement, such as coupons and social media advertisement. A number of suggestions to increase targeting effectiveness are first of all to come up with a strong Integrated Marketing Communication plan. Which includes, the creation of a website to display menu, products, promotions, and contact information, build a strong social media presence, invest in newspaper and radio ads, participate in community based events in order to gain good faith and word of mouth. Green Apple should offer a carry out menu and provide a Carry-Out Parking Space for the convenience of the customer. Executive Summary Siempre Natural, Jackson Rd - Facebook Likes Data Conclusion Green Apple emphasizes on ready to order meals and fresh assortments of tossed, cold and pasta salads. The restaurant features a Daily Special, which offers the best value and variability within the menu for repeat guests. Collaborators Green Apple Salads and More is a family-owned restaurant. The menu includes made-to order juices and smoothies as well as an assortment of tossed, cold and pasta salads. The fast casual restaurant, focuses on Mexican staple foods (with a little of an American flair) and an emphasis on healthy food alternatives. Green Apple would like to expand its business by having more salad options for its guests, a bigger restaurant with a walk-in fridge, and open addition locations in the Rio Grande Valley. Some of its short-term goals include reaching and maintaining daily sales of $1,000. Currently most of Green Apple’s sales are based on repeat business; although, they have a very loyal customer base this is limiting to their growth as they are not servicing as many new guests. Tactical Plan (4Ps) Targeting 7days, 11:40a-1:40p, 56 participants Place The restaurant features a Daily Special, which offers the best value and variability by grouping an entrée, soup and drink at a reduced price. Company Executive Summary Product Positioning We conclude that in order to achieve higher profits, gain a bigger market share, and establish a strong brand, they must first prioritize their identity as a company. Green Apple must create and follow a strong service core in order to maximize profits and secure customer loyalty. Having integrated marketing communications is key to their future success. Time and Money Green Apple - Facebook Likes Data Total MEP Knowledge........................priceless Green Apple staff mentioned and compared itself to Corner Bakery. However, based on our observations, locations size, menu selection and entire