Marketing Plan

The following marketing plan forms the basis of the setting-up of an innovative new Cuba Restaurant for students in TSU and other schools nearby. The analysis allows us to outline a one-year marketing plan for a restaurant, which is a traditional Cuba restaurant to provide the lunch on-the-way for the students in TSU and other schools (targeted). First step of our plan is to get the real information, which include passenger flow volume, consumption per passenger, the flavor of consumers around, average price of food, land rent expense and payroll expense and so on, from at least 4-5 Cuba restaurants, such as Ginza, Jumble that are relatively near to campus. After this step, we planed to take a survey on campus to students reachable as much as we can, since they are the target market for us, it is the information of most important to us. At last, we will combine the statistical data to set our new restaurant up. This marketing plan will enable us to reach a market size of an estimated 1,500-2,000 people (targeted) per month with forecasted sales around it. After the success reflected by this strategy, we are going to enlarge our restaurant in next year.Situation

1. Competitors: As we realized from the situation around, there is no Cuba restaurant, which can provide take-out authentic Cuba food for lunch and dinner on weekdays, in nearby five miles around TSU. So we reasonably assume that the competitor with similar types of food merely exists. Therefore, we can minimize the risk from the competitors that already got a stable market share, to get a promotion after the restaurant start.

2. The limited choices: Obviously, there are only three food-providers in cafeteria and one in bookstore on campus, since most of the students here are full-time students and they have to spend a lot of time on weekdays on campus, these four food-providers cannot provide enough food for them all the time. Besides, the types of these four restaurants on campus are too similar to provide unlimited choices of food for students to match their expedition. This becomes our basic motivation to set this restaurant up.

3. Target market: The overwhelming majority of international students in Biscayne Bay Campus is Cuba, most of them cannot be used to eat the fast food everyday. So they need the authentic Cuba food to reach their expectation of special flavor and health requirements. Consequently, they become the first target market to our traditional Cuba restaurant. What’s more, as the result from the Let’s Talk Mandarin Association, most of the international students here (except for Cuba students) are very interested in Cuba culture and food. For they want to know about Cuba culture, trying Cuba food is the most popular way for them to start. Depends on this analysis result, we can logically treat the international students who showed interest on Cuba as our target market as well. So, the number of our target market is considerable.

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