Jennifer Miller
Jonathan Landaw
Julie Kline
Lucas Mengelkoch
Table of Contents
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Executive Summary………………………………………..
Situation analysis……………………………………………
Organizational Strategy…………………………………..
Market Size…………………………………………………….
Market Share………………………………………………….
Growth Potential…………………………………………….
Product Positioning…………………………………………
Tactical Marketing
Plan…………………………………………………………………
 Conclusion………………………………………………………..
Executive Summary
 Start up company in our first year of operation.
 Offering healthy, carefree dining solutions for
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individuals, families and elderly people.
Affordable alternatives to dining out.
Delicious and nutritious meals.
Professional and courteous staff.
A choice you can feel good about!
Situational Analysis / Market
Summary
 Target Market
 Market Needs and Trends
 Market Growth
 SWOT Analysis
 Competitive Analysis
 Service Offerings
 Success Strategies/Differentiators
Target Market Demographics
 Geographic Location
 Area to be targeted is Rochester, Minnesota and
surrounding areas within 20 miles.
 Ideal Clients
 Busy professionals (Mayo Clinic Residents and Doctors).
 Dual career families.
 Individuals who do not have a desire to cook.
 Individuals seeking weight loss.
 Elderly people living alone.
Market Trends and Needs
 Trends
 Increasingly busy lifestyles make it harder to enjoy
healthy meals at home.
 Eating more fast food.
 People of all ages gaining unwanted weight.
 Needs
 Quick and convenient ways to eat and live a healthy
lifestyle.
 Healthy, nutritionally balanced meals.
Market Growth
 Our services will continue to be in demand as lifestyles
remain busy.
 Potential to generate substantial revenue as demand
increases.
 Potential to double revenues in a short period of time.
 Existing client referrals will drive growth.
SWOT Analysis
 Strengths
 Experienced, dedicated management team.
 Professional, hardworking employees.
 Solid financial resources.
 Weaknesses
 No established client list.
 Reliance upon client resources in their kitchens could
affect quality of meals.
SWOT Analysis cont.
 Opportunities
 Limited amount of competition in the area for chef
services.
 Proximity to the largest integrated medical center in the
world.
 Threats
 Conservative community.
 Retaining quality employees.
 Competition from local restaurants that provide
catering services.
Competitive Analysis
 Pre-made Meals
 Dish It Up!
 Seattle Sutton
 Catering Services
 Local restaurants and grocery stores
 Chef Services
 None
Service Offerings
 In home preparation of quality, healthy meals by a
professional chef.
 Catering services for dinner parties or special events.
 Delivery or store pick up of freshly prepared meals.
Success Strategies / Differentiators
 Employees are fully screened and formal background
checks done.
 Clients are able to interview the chef or catering staff
before they hire them.
 Donating services to local non-profit organizations.
 Strong focus on exceeding clients needs will ensure
growth through referrals.
Organizational Strategy
Meals Made Easy
Product Life Cycle
Introduction
Product/Service
• Professional Catering Service
Price - penetration stategy - low
prices to gain market share
Distribution - scattered until a firm
plan is in place
Promotion - building brand
awareness
Growth
Product/Service - improve product
qualithy with new features
Price demand - maintained at high
level in demand , reduce to
capture additional customers
Service becomes more intense
Promotion - increased advertising
to build preference
Maturity - Most profitable
Product - modifications are made
due to competitors
Price - price reduction
Distribution - new channels and
incentives
Promotion - get customers to
switch; brand loyalty
Decline -sales decline as market becomes saturated
Maintain the product in hopes that competitors
will exit. Reduce costs and new use for
products/service
Harvest it, reducing market support and
coasting along until no more profit can be made
Discontinue the product when no more profit
can be made or there is a successor product.
Organizational Strategy – Cont.
Introduction
• High-quality food and service at low and affordable costs.
• Introduce the product and service to expand and build
awareness.
• Sales and revenue may be lower and advertising costs may be
higher.
• The price of the catering service will be initially low to
encourage a wide spread market penetration.
• Incentives and/or trial offers will be directed to early adopters.
Organizational Strategy – Cont.
Growth
• Promotional Activities - expanding the market.
• Advertising will stay at a constant pace to stay competitive.
• Competitors will begin to enter the market.
• New menu items and/or service options.
• Bulk buys, purchase incentives, and frequent buyer reward
programs.
• Offer discounts incentives for customer loyalty.
• Continue to build customer loyalty.
Organizational Strategy – Cont.
Maturity
 Sales of services will continue to increase.
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Profitability is Strong.
Brand Awareness is Strong.
 Advertising expenditures will be reduced.
 Modifications will be made in order to differentiate the
product from competing products .
 Loyalty programs will be introduced.
 Price promotions will be advertised to attract new
customers.
 Emphasis on differentiation and incentives; to get
competitors’ customers to switch.
Organizational Strategy – Cont.
Decline
Market Saturation:
• Sales will begin to decline market becomes saturated.
• Menu items will become
obsolete, or customers’
attitudes change.
• Profitability will be
maintained longer with loyal
customers.
• Hope competitors will exit
out of the market.
Extend Product Life Cycle:
• Reduce costs and/or find new
uses for the services.
• Prices may be lowered to stay
competitive.
Market Size
Rochester Minnesota community and within a twenty
mile radius
 Active professional business people
 Active dual income family
Market Share
 Penetrate 10% of the Rochester downtown
professional.
 5% of the active citizens of Rochester and the
surrounding communities.
 Long-term goal - 20 – 30% of the complete targeted
population.
Product Positioning
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Service Targets:
Elderly
Single Families
Busy Professionals
Services Provided:
Home delivery of pre-cooked meals
‘Rent - a - Chef’ program
Service Costs
Financial Objectives:
Achieve break even point
A double digit growth rate for each future year
Strategic Summary (year end goals):
Establish a solid foundation for the business
Obtain a steadily increasing client base
Tactical Marketing Plan
 Advertising
 Local newspapers
 Flyers in grocery stores, Hospitals, Nursing homes and
on car windshields within a 3 block radius
 Online
Distribution Strategies
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Samples, Free Trials
Benefit Meals
Wedding Conventions
Cooking Conventions
Coupons, buy one get one, buy one get one ½ off
Business Expos
Meal give away – prepared, delivered and served for 12
people
Outward Image
 Clean, bright store interiors
 French Interior design – the look of professional chefs
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and superb training
Professional staff
Khaki and dress shirt uniforms – store staff
Traditional chef wear – hat, white coat and black pants
Casual chef wear – khakis and dress shirt
Conclusion
 Prepared Meals, Catering, Special Occasions
 Ready to eat, ready to cook
 Target area
 20 mile radius of Rochester
 Market share
 10% after the first year
 Very adaptable to changing market conditions
References
 Dish It Up. (n.d.). Retrieved May 26, 2010, from Dish It
Up: http://www.dishituprochester.com/contact.html
 Mayo Clinic Rochester Minnesota. (n.d.). Mayo Clinic.
Retrieved May 28, 2010, from Mayo Clinic:
http://www.mayoclinic.org/about/rochester.html
 Ronald McDonald House. (2008). Ronald McDonald
House. Retrieved May 26, 2010, from Ronald
McDonald House: http://www.rmhmn.org/
References cont.
 Seattle Sutton. (2008). Seattle Sutton's Healthy Living.
Retrieved May 26, 2010, from Seattle Sutton's Healthy
Living: http://www.seattlesutton.com/
 U.S. Census Bureau, Housing and Household Economic
Statistics Division, Education & Social Stratification
Branch. (n.d.). U.S. Census Bureau, American FactFinder.
Retrieved May 03, 2010, from U.S. Census Bureau:
http://factfinder.census.gov/servlet/QTTable?_bm=y&qr_name=DEC_2000_SF3_U_DP3&ds_name=DEC_2000_SF3_U&-_lang=en&-_sse=on&geo_id=16000US2754880