OPPapers.com

Marketing Plan For Restaurant

Executive Summary

Company
The Rams Head Pub & Eatery is an Irish style pub which is located at 1337 Main Street West, Hamilton, Ontario
Problem
Rams head is currently facing stagnant revenue, a lack of recognition in the area and a decrease in customers in the summer months.
Marketing Audit
Rams head is located across the street from McMaster University in a plaza. It offers pub style food and alcoholic and non alcoholic beverages. Occasionally advertise with flyers and have daily specials. The target market is McMaster students and residents in the area.
Marketing Objectives/Goals
With respect to the problem facing Rams Head, it should aim for an increase is sales revenue during the upcoming summer months, establish a marketing budget and increase customer awareness.
Competitive Advantages and Disadvantages
Strengths are its location which is in close proximity to McMaster and is situated on a main road (Main St. W) and the experience of the manager Deon Williams.
Weaknesses include its small size and unconventional layout, lack of awareness, lack of active promotion and advertisement and lack of parking.
Environmental Analysis
There is demand present from McMaster students however it is lacking in the summer months.
The bar industry is constantly changing (ie. change in smoking bylaws) and Rams Head needs to aptly react to these changes. Hamilton is also experiencing a decrease in growth and this will negatively affect the pub however the McMaster student population is on the rise.
The primary competitors are Snooty Fox, West End Pub, Boston Pizza and Hess Village. Secondary competitors include Quarters, Phoneix, East Side Marios, Players and Billy Bobs.
Alternative Strategies
Strategy A is to increase the number of promotions regarding sports. Currently Rams Head offers sports related themed events such as ¡°Monday Night Football¡± in which NFL football is playing on the televisions and 39 cent wings are available. Another...