Running Head: BUSINESS PLAN
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Business Plan
Cassandra Smith
Small Business
June 4, 2019
BUSINESS PLAN
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BUSINESS PLAN
Market Opportunity
Fresin Fries Restaurant
Fresin Fries targets the age group of youngsters, single, currently enrolled in college and
high school. The family unit will also be appealed to families (young families) with children.
The restaurant also will appeal to the medium income individuals and to all in the lower medium
income bracket (Smith, 2016). Fresin Fries concept will have very broad appeal with a goal to be
the hip destination for fast food cravings.
Market Segmentation
Fresin Fries targets young Americans as primary market. Due to heavy extra-curricular
activities among American's youth, it is common for high scholars to have lunch inside shopping
malls, and not at home. They tend to flock to fast food joints inside shopping malls across the
country. The other market segment is the working class with so many shopping malls in the
vicinity (Smith, 2016).
Price
Fresin Fries pricing strategy is positioned as "generic", meaning that $4.00 is the average
consumer spending for a snack or light lunch in US. Leveraging the volume of fries and
signature style sauces to be sold, we are serving the majority of Americans.
Promotion
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Promotion strategies are concerned with the planning, implementation, and control of
persuasive communication with customers. These strategies may be designed around advertising,
personal selling, sales promotion, or any combination of these (Dickson & Ginter, 2017).
Product
Every hotel has their own unique service that stands out from its competitors. Fresin Fries
is known of their entertainers, special cuisines, spas and many others. These are the unique
services that attract customers depending on what their needs are.
Place
There are quite a number of outlets in the Central Business District, where there are many
businesses situated thereby making it convenient for them to secure their services (Dickson &
Ginter, 2017). Fresin Fries outlets are situated in the central business district and near the airport
thereby convenient for clients and tourists enabling them not to stay on traffic for long hours.
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References
Dickson, P. R., & Ginter, J. L. (2017). Market segmentation, product differentiation, and
marketing strategy. Journal of marketing, 51(2), 1-10.
Smith, W. R. (2016). Product differentiation and market segmentation as alternative marketing
strategies. Journal of marketing, 21(1), 3-8.
Running Head: BUSINESS PLAN PART 4
Business Plan Part 4
Cassandra Smith
Albany State University
18/06/2019
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BUSINESS PLAN PART 4
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The products and/or services provided.
The restaurant has a plan to invest in fast food which is a larger industry in America. This
is because fast food is a pillar of most people’s diets due to its popularity. This follows the fact
that about 76 percent of the Americans accept that fast food is preferred in their daily
consumption.
The restaurant is based on the fact that the American fast food has become so popular in
the modern life. It has become easy to have many American fast food chains in most countries all
over the world. The restaurants appearance of the fast food will change the diet of many people,
especially children, and teenagers (Gowen et al, 2011). This means that we will open more
restaurants as the amount of fast food restaurants outlets is increasing dramatically in the coming
years there. This will there will be many various chains for our customers to choose.
The restaurant will offer different mesmerizing meals that will keep the customers
hooked to the restaurant due to our best efforts. The restaurant will have a list of the most
popular fast-food products and services that keep customers coming back for more. The
restaurant will have most popular fast-food menu choices. It is clear that the customers will be
looking for clean fast-food meal to have healthy fast food orders (Trienekens & Zuurbier, 2010).
The products that the restaurant will offer include chips, hot pies, sandwiches, burgers,
croissants, soups, kebabs, pizzas, pasties, chicken, and salads. There will also be drinks such as
milkshakes, and soft drinks. The burgers will be made-up of a piece of bread with a slice of meat
sandwiched between the bread and, cheese, eggs, tomato, burgers and hot dogs. Different brand
of burger will have its own cooking instructions microwave in its package with a chewy texture,
BUSINESS PLAN PART 4
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a brown color, and a grilled flavor. The soft drink will include carbonated, sweetened beverages
also known as soda or soda pop. The examples will include Pepsi, seven-up and Coca-Cola.
How products and/or services are competitive
The restaurants products will remain competitive due to their price, quality, durability
and dependability. There will be cleanliness of the highest standards to ensure safety. The
restaurant also plans to deliver to our clients such as in colleges. The food will be freshly
prepared in our specific outlets and packaged to suit the recommended standards. The price
will remain competitive as we will offer affordable products to suit our market niche. The
most important factor for our fast-food patrons will be high-quality, fresh food, and having fastfood concepts which will promote this healthy options (Grunert, 2009). The restaurant is geared
toward commitment to having quality ingredients with new antibiotic-free chicken. We will
prioritize quality over calories and need to emphasize on freshness and superior ingredients so as
to attract customers and drive sales.
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BUSINESS PLAN PART 4
References
Gowen, A. A., O'Donnell, C., Cullen, P. J., Downey, G., & Frias, J. M. (2011). Hyperspectral
imaging–an emerging process analytical tool for food quality and safety control. Trends
in food science & technology, 18(12), 590-598.
Grunert, K. G. (2009). Food quality and safety: consumer perception and demand. European
review of agricultural economics, 32(3), 369-391.
Trienekens, J., & Zuurbier, P. (2010). Quality and safety standards in the food industry,
developments and challenges. International Journal of Production Economics, 113(1),
107-122.
Running head: BUSINESS PLAN PART 5
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Business Plan Part 5
Cassandra Smith
Small Business
June 25, 2019
BUSINESS PLAN PART 5
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Marketing Strategy
The marketing plan focuses on utilizing technology to create awareness and attract
customers to the restaurant. The digital marketing strategy will be used to inform all potential
customers in targeted places on the products and unique factors about the restaurant. Digital
marketing strategy involves the use of the comprehensive document to provide the direction of
the product and market to adopt for a new business. The marketing strategy will include the use
of digital platforms such as social media, websites, videos, emails, applications and content
marketing. The different platforms will have the information regarding the restaurant business
such as goals, products and mode of transaction.
The marketing strategy will entail a comprehensive definition of the goals and objectives
of the business to create essential awareness of the potential customers and targeted population.
Social media accounts such as Instagram, Facebook and Twitter will be designed to advertise the
different type of foods to be cooked in the restaurant. The business will have a marketing
manager who will ensure that information is continuously posted in the accounts and respond to
the comments from the customers. The marketing strategy will have an application that will
allow online services to increase the number of customers. The app will have the type of food
and price and enable clients to order will a free delivery offer as a marketing point (Olson et al,
2018). Free delivery as customer service will attract customers and accommodate more people.
Most people working in offices barely have time to move out for lunch; thus, the restaurant
expects a potential market set. The application lists as one of the aspects that will attract
customers and help in service delivery over a large area.
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A website will be created as part of the digital marketing strategy to allow people from
different parts of the state to access information about the restaurant. Some of the information on
the web page will be mission, vision and values of the business towards healthy living and
affordable economy. The purpose and vision will guide and attract any willing shareholders to
participate in the expansion of the business. Some images of the types of food and workers in the
restaurant will be progressively added to the website to attract customers from different parts of
the country. The page address will allow access using different devices for massive customer
target (Feng et al, 2019). Some videos of the necessary procedures in the restaurant will be
created and posted on the accounts, application and website to show people the position of the
business in offering services. The videos will also show some of the unique products and
procedures in food preparation within the restaurant. Some videos of customers reviewing the
quality of services will be posted to attract other customers.
Content marketing will be used to target and involve customers in creating awareness and
promoting the business. The management will hire content creators to write articles about the
restaurant to make customers aware. The content in the articles will focus on informing the
potential customers of the business and the products. Content marketing will aid in marketing to
all people since print outs will be produced and issue to areas such as companies and schools.
The restaurant targets all customers, but most people were working in offices and college
students who barely have time to prepare meals (Key & Czaplewski, 2017). The different
marketing strategies analyzed in the plan will significantly aid in creating awareness about the
restaurant business.
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References
Key, T. M., & Czaplewski, A. J. (2017). Upstream social marketing strategy: An integrated
marketing communications approach. Business Horizons, 60(3), 325-333.
Morgan, N. A., Whitler, K. A., Feng, H., & Chari, S. (2019). Research in marketing
strategy. Journal of the Academy of Marketing Science, 47(1), 4-29.
Olson, E. M., Slater, S. F., Hult, G. T. M., & Olson, K. M. (2018). The application of human
resource management policies within the marketing organization: The impact on business
and marketing strategy implementation. Industrial Marketing Management, 69, 62-73.
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