This plans main aim is to provide a strategy, which enables the start up and running of a successful catering firm. The value proposition for this project is customers will use this catering firm because all the food used to make meals will be organic offering the customer a healthy way of eating. People will use this service as it has been recognized in the media that eating organic foods is just one way of maintaining a healthy life style. This will give us a competitive advantage against rival catering firms, as many firms do not offer an entire organic range of meals. The advantage for this firm over substitute products is that customers would have to buy from food stores and make the food themselves, this firms aim is to target customers that do not have the time to do this. The target market for the business will be wealthy professionals who do not have time to cook their own food and live in and around Manchester City center.
At this stage the project is in the early stages of development.
[...] After the customer has been served they will receive a follow up letter thanking them for their service and offering a small discount for return business to boost sales. This will make the customer feel valued and will increase the chances of return business Physical Evidence: This feature of the service mix is not really needed for us as we have no premises were customers will come. Ellen will just need to be dressed well like I said before to create a relaxed atmosphere between her and the customer Porters 5 Force analysis: This method of measuring competition in an industry measures 5 competitive forces. [...]
[...] Possibly living away from home for the first time or still not having learnt to cook properly at university, young professionals may not be as good at producing high quality meals as more experienced and older people in society Strategy Ansoffs Matrix Figure Existing Products New Products Existing Markets Market Penetration Product Development New Markets Market Development Diversification Product Development: This will be the growth strategy for the firm as we are entering an existing market offering a new service. [...]
[...] (www.statistics.gov.uk) Figure 1 percentage of people eating 5 or more portions of fruit and vegetables a day P's Analysis Product: The service and products we provide are vital to the success of our business if we do not satisfy the customer with this then other elements of our marketing mix will be in vein. Our end product is the food served up to our customers there will be wide range of food available mainly cooked meals. The meals will all be organic as we aim to satisfy health conscious customers and we have an alternate menu of African cuisine as an alternate option for our customers. [...]
[...] As long as people are cash rich, want to eat well, and have little time then we can stem the threat of substitute products The Business Plan When first undertaking a business plan the question as to whether there is a market for the product needs to be asked. In this case from the analyses gathered I would have to say yes. Information like there is a trend for people eating out more as they have little time and consumers becoming more comfortable with the concept of home delivered food suggests there is a market for this service Objectives Sales- In the 1st year of trading the aim of the business will be too gain a steady flow of sales of which can be built on in following years. [...]
[...] By putting this sort of strategy in process the firm would be focusing in on the health benefits the firm provides and by focusing on this area business could be took from rival firms who are concentrating on their catering service as a whole rather than a part of it giving pure and simple a competitive advantage in the area of healthy and organic foods. Another factor enabling the business to focus on its target market is its close proximity to both suppliers and customers. [...]
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