Реферат: MicroBrewery Business Plan Essay Research Paper MicroBrewery
Fall 21.90%
The food concept and product image of the B k Ale House and Brewery will attract two different customer profiles:
+ The young adult and young adult student — more and more young people have developed taste for specialty brews.
+ Curious and open-minded — “if you try it, you will like it. Through marketing, publicity, and word-of-mouth, people will seek out a new experience and learn that specialty brews can be tasty, fun, convenient, and inexpensive.
Marketing Plan & Sales Strategy
Market Penetration
Entry into the market should not be a problem. The store has high visibility with heavy foot traffic all day long. The local residents and students always support new trendy spots and the tourists do not have fixed preferences. In addition, $25,000 has been budgeted for a pre-opening advertising and public relations campaign.
Marketing Strategy
Focusing on the unique aspect of the product theme (healthy, tasty foods) a mix of marketing vehicles will be created to convey our presence, our image, and our message:
+ Print media — local newspapers, magazines and billboards
+ Broadcast media — local programming and special interest shows
+ Point of sale A well-trained staff can increase the average check as well as enhancing the customer s overall experience.
A public relations firm has been retained to create special events and solicit print and broadcast coverage, especially at the start-up. The marketing effort will be split into three phases:
1) Opening — An advanced notice (press packet) sent out by the PR firm to all media and printed announcement ads in key places. Budget – $10,000. An additional $5,000 has been budgeted for a one-day Open House Extravaganza.
2) Ongoing — A flexible campaign (using the above media) assessed regularly for effectiveness. Budget – $10,000
3) Point of sale — A well-trained staff can increase the average check as well as enhancing the customer’s overall experience. Word-of-mouth referral is very important in building a customer base.
Future plans and Strategic Opportunities
Catering after-hours office parties for special occasions and holidays (even outside of our local area) may become a large part of gross sales. At that point, a sales agent would be hired to directly market our products for catered functions.
Operations
Facilities & Offices
The microbrewery, at 1001 Atlantic Boulevard, is a 2400 Square foot space. It was formerly a restaurant and needs on minor structural modifications. The licenses and codes’ issues are all in order. New equipment and bar furnishings will be purchased and installed by the general contractor. Offices of the corporation are presently at Daisy Duck s home but will be moved to the microbrewery after opening.
Hours of Operation
The microbrewery will be open 7 days a week. Service will begin at 5:00 PM and end at 2:00 AM. The microbrewery will be closed Christmas and Thanksgiving.
Employee Training & Education
Employees will be trained, not only in their specific operational duties, including proper sanitation methods, but also in the philosophy and applications of our concept. They will receive extensive information from the brew master and be kept informed of the latest information on microbrewing.
Systems & Controls
A big emphasis is being placed on extensive research into the quality and integrity of our products. Products will constantly be tested for our own high standards of purity. Costs and inventory control will be handled by our computer system and checked daily by management.
Food Production
All products will be prepared on the premises. The brewery will be designed for high standards of sanitary efficiency and cleaned daily. Ingredients will be purchased and stored in large coolers in the basement.