Reference no: EM13839971

Marketing Plan for Café Paradise

Café Paradise is a company that process and sell healthy and fresh meals. It is a small scale company based in Texas. The company is owned by four members who decided to join efforts and open a food processing and distribution firm. The company is owned by the partners who are all specialized in food processing and marketing. At present, the organizational structure for Café Paradise is still simple. The management team comprises of the four owners, who are managers of respective departments. For example, Johnny English is specialized in operation department. He is talented in the area and his goals is to ensure that any activity related to the company is carried out successfully. English did food processing and catering and hence is equipped with skills for preparing different food products. Laura Foster, on the other, would be in charge of the human resource. She has a masters degree in human resource management and has worked in different companies. The experience she has will allow her ensure that all employees are motivated to work towards meeting the goals of the company. Glement Sieve acts as general manager who oversee all management activities and ensure that every department has the needed resource.

The Café Paradise is striving hard to get hold of the market and lure many customers despite the stiff competition from companies such as McDonald and Walmart. The company therefore operates in a very competitive market and has a lot to do in order to attract the customers who are otherwise loyal to the well-established companies such as McDonald and Walmart. One way of becoming competitive is by having a marketing plan. A marketing plan will act as a framework through which the Café Paradise will ensure that its marketing and advertising strategies are persuasive and convincing in the market.

The Café Paradise, as mentioned earlier, in concerned with the processing and selling of the homemade food. The company's products ranges from organic to processed food. The key products include the fast food such as fries and the natural organic food such as Pizza. Currently, the company's performance has improved due to the rising demand for the natural organic food. In fact the company plans to introduce Paradise Frozen Pizza. This is a natural, organic food product meant to propel the Café Paradise to higher level. It should be noted that by branching out into the frozen food category, Café Paradise is likely to not only get good market, but also face tough competition from companies such as McDonald, Digiorno and Tombstone.

The mission of the business is to fulfil customers' needs and wants for high quality, delicious nutritious meals and excellent service. The main point of differentiation from competitors is that one of the business partners is an internationally trained chef who will be able to produce fresh, light and healthy meals each day as well as develop new menu items to meet the changing needs and tastes of people who care about what they eat.

Marketing goals

The first goal of the Café Paradise is to a before tax net margin of 15% for the next two years by eliminating high cost purchases, improving stock control and improving cost control.

The second goal is to maintain and increase the market share by 10% within 18 months by increasing the average sale size, increasing the repeat trade from customers, and undertaking more aggressive marketing and promotion.

Customers will comprise of health conscious customers who value their healthy and prefer natural and fresh food over the processed food.