Marketing Plan For A Business Plan - 1445 Words

Marketing plan is very important and pretty much to the overall financial and business plan. This plan is the way to success, and it is breaks down into two components that will enable The Sub Shop to perform marketing activities to provide a solid return on investment. Plan is designed to complete the business plan, but is also a way for company officers to get a handle on the external and internal factors that will influence the company s success in the Ashland market. The following topics will help to define how the company plans to make difference to the business and to product offering from the competition, this strategy will let the business to success its goals. Opening a franchise company has its joys and perils. The†¦show more content†¦While the differentiation between QSR s and traditional fast food may be different to the most customers , there has been a conscious shift in purchasing towards and provide innovative menus and a selection of custom menu items. McDonald s is an example of the shift towards traditional, homemade-style menu items. The burger is much like what you would find at a traditional sit-down restaurant, yet for half the price. This has been a point of differentiation for Burger King in the past, yet has become less advantageous to them as other FFRs have promised product customization. Ashland is a young market which have left their mark on the town, the choices remain limited to the major national chains. The Sub Shop will bring new lunch choices to the market and the customers may have more opitions the choose from. Market Summary The market addressed mainly to the tourists, Over 362,000 tourists visit Ashland each year - 100,000 for the Shakespearean Festival and 262,000 for other recreational/shopping activities. Tourists make up the largest segment of our target market, at about 85% of the total market for our products. There are about 18,000 people living and working in Ashland. If just 15% of those people buy The Sub Shop sandwiches twice a month, the company will sell 65,000 sandwiches to that market alone in 2001. Add that amount to 20% of all tourists to the Ashland area, and those two segments alone will buy 138,000 meals. This is a massive