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Word Count: 3,155
Marketing PlanOnly a block off the Queen s University campus JJ s Caf represents a gold mine of unrealized opportunity Currently the establishment is characterized by dark colors limited hours of operation and poor menu selection Thousands of students pass by a day and yet only 31 of those surveyed had ever been inside the place Approaching JJ s management revealed an unwillingness to co-operate with efforts to improve their current service With this in mind the marketing plan before you seeks to gain maximal increase in revenues while keeping the costs at an attractive level Areas of improvement include minor renovations inside to accommodate swift take-out service extended hours of operation to include breakfast items and late night service expansion of the current menu to offer more variety and an emphasis on the quality aspect of the service The various decisions involved in making these changes were based on a series of surveys experiments and observations as well as data collected by the Mackenzie Management Group The proposal as it currently stands would require approximately 5 087 to get it started and the two year return would be 10 360 Situation AnalysisInternal AssessmentThe internal analysis of JJ s consisted of two parts Due to the unwillingness of the current management of JJ s to cooperate in this study we were unable to totally assess all internal data Therefore we choose to rely on primary and secondary data The first part included careful observation of the business We analyzed JJ s observable level of business service and quality through many personal visits to the premises We were also able to assess the physical attributes of the restaurant We obtained a copy of JJ s current menu exhibit 14 and were able to identify possible problems with it Unfortunately we were not able to identify current sales statistics for each menu item but were able to judge the items popularity in contrast to current trends
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