04/15/2012
NIGHTS IN COLOMBIA
Marketing Plan
By: Vanessa Gonzalez
Marketing Essentials
TABLE OF CONTENTS
Executive Summary……………………………………… 3
Situation Analysis……………………………………….. 5
Company analysis ……….……………………………………………..5
Customer analysis…………………………………………15
Competitive market analysis …………………………….22
External market environments ………………………….24
Marketing plan objectives ………………………………..28
differentiation and positioning…………………………..29
Marketing strategy………………………………………….30
Implementation and Control ……………………………..39
Executive Summary
Nights in Colombia is a restaurant located in Fairview, New Jersey that
focuses in Colombian cuisine. The restaurant has a full staff of waiters and
chefs that focus on giving the customer the best experience possible. The
restaurant has been in business for two years, with success becoming larger
each day. It does have plans of expanding in about 5 years to Edgewater,
New Jersey. The restaurant focuses on providing each and every customer
with the best meal, and customer service.
The plan focuses on a two year time period the following objectives were
set.
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In two years we will increase sales by 15 percent
oWe will encourage customers to bring their
friends by giving them a free dessert for four
friends that they refer to our restaurant.
Within a year Nights in Colombia should be known in our
community as a restaurant that not only cares about pro’t but
about our community by having the following.
In the following months we will donate funds to local
schools
In 5 years we will renovate the restaurant with the newest state
of the art kitchen equipment, tables, silver ware, and
decorations.
In a year at least 20 percent of our clients will be regulars at the
restaurant.
The marketing plan is focused on two target markets the ‘rst is centered
on those customers that already come to the restaurant. We want to
make their visits more regular. The second is based on those customers
that do not yet come to the restaurant. These customers include people
that have recently moved to the area, and those individuals that are not
aware f the restaurants existence.
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Situation Analysis
This marketing plan starts with an analysis of the market facing Nights in
Colombia. 2.1 Company Analysis
Nights in Colombia is a restaurant specialized in traditional
Colombian food. The restaurant is located in Fairview, New Jersey a
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small city of about 13835 residents. Most importantly, it is about 15
minutes away from the George Washington Bridge bringing traffic
from both New Jersey and New York residents.
The restaurant has been in the same location for two years, with
success becoming greater each day. Consuelo Ortiz opened it a
businesswomen from Colombia that decided to bring Colombian
cuisine to the United States. The restaurant focuses on clients that
enjoy an appetizing meal at an affordable price. No matter what their
nationality is they will not be able to resist the savory smell of every
meal.
Company Objectives
Mission statement:
To make each and every one of our customers feel as if they are at
home with our great customer service experience, and provide them
with an appetizing yet affordable meal.
Objectives:
In two years we will increase sales by 15 percent
oWe will encourage customers to bring their
friends by giving them a free dessert for four
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friends that they refer to our restaurant.
–Within a year Nights in Colombia should be known in our
community as a restaurant that not only cares about pro’t but
about our community by having the following.
o-In the following months we will donate funds to
local schools and after school programs.
In 5 years we will renovate the restaurant with the newest state
of the art kitchen equipment, tables, silver ware, and
decorations.
Present Marketing Strategy
Target Market:
The target market includes anyone from kids to senior citizens who enjoy a
mouth watering Colombian dish.
Marketing Mix:
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Product: An irresistible menu with a plate to satisfy everyone from
small kids to senior citizens from early in the morning to late at night.
