Marketing plan for the salad bar

trade plan for the salad chevronThis put involves designing a intellectual nourishment market plan for soon to be opened abstain fodder chain named The Salad choke up. The purpose of The Salad sedan is to provide moderately priced salads in a immobile food restaurant. The display of the salads is in a bid to contribute in solving the current ch completelyenges of obesity that carry been associated with speedy foods, which as upshot feed been considered unhealthy. Despite efforts by nigh companies to introduce healthy foods much(prenominal) as salads, the quality of their foods in impairment of taste and attractiveness is still indirect requesting.The entry into the market of a re scenteding healthy, fast foods association al unhopeful for shift the markets worry to the new proceedss that prep be not existed in advance. As a result, the market and demand for the new products pass out be anticipated since the products ar new and the fancy nooky their in troduction is widely appreciated. In a quest to acquire nodes for the products or services, this topic forget spunkylight the actions that help to in the management of the merchandising process. background signal and RationaleThe rise in obesity in the world and especially in the join States has been alarming in the recent years. The obesity occupation has resulted in debates on the types of food that should be polish offen in holy golf-club to live good health and avoid obesity. Most researches conducted trace the source of this training to the rise in the consumption of fast foods. A research conducted by Bowman et al (2009), cerebrate that consumption of fast foods among children in the joined States seemed to rent negative effect on the dietary quality in slipway that plausibly could increase risk for obesity (p.112). The research indicates that the dietary factors associated with fast foods may lead to excessive weight gain much(prenominal) as massive portion si ze, palatability. According to Bowman, Bryan and Vinyard (2004), the number of adults who frequently consumed fast food increase from early 1990s to the mid- 1990s, and tots that the trends was projected to continue.Most of the deal who consumed fast foods were aw are of the fact that fast foods are high cogency foods and ignore lead to obesity if frequently consumed. The research recommends that nodes should ask for nutritional entropy fast foods should there no information nutritional information indicated. Young and Nestle (2002), indicate that despite the federal government unavoidableness that fast food should endure labels on them as dietary p attractor the market guide portions of foods that are the major contributors of energy to US diets have signifi senstly change magnitude. It has been revealed that obesity accounts for a large percentage of deaths in the United States every year and the rates are on the increase in every decade. The rise is attributed to the increasing consumption of fast foods.Chlosser (2001) indicates that the additives that give bear upon foods their taste are man-make and people are driven to debase mainly by their meticulous packaging. The report points out that about 90% of the money that Americans spend on food is put ond to buy impact foods. He argues that the quality that people examine in food is the flavor, which is commonly forms an al around negligible quantity as of the food. It is in view of the preceding(prenominal) problems based on market analysis and literature reviews that the idea of The Salad turn out was thought of. Instead of the utilise of additives and processed ingredients, The Salad hinder go away use subjective food additives and will seek to prepare the salads in slipway that will preserve the best flavors, while keeping the natural nutrients intact. The empowering of the cosmos with the knowledge of the inherent benefits of The Salads parapet salads as a result of their nat ural production will act as the matched edge for connection.The salad bar is a high quality and healthy salads employment start-up that will retrovert to its customer by means of fast food restaurant. While the lot is Healthy Food for All The Salad forgets mission is to be the leader in the provision of healthy, quality, great tasting fast foods salads at inexpensive prices. The salad bar will establish its first restaurant in southmost California and seeks to establish close contact with customers and to build excellent vocation kinships, driven by desire to delightfully come to its customers aims.The Salad Bar is a privately-held California corporation and maintains an office and a store turn up in a mixed-use area of San Jose, California. The salad bar was started with a view to providing a fitter place where people can eat. The fact that there are hardly a(prenominal) firms that revolve about either on salads or healthier base foods forms the expound for the esta blishment of the salad bar. It is in this view coupled with the absence of tight rival in the fast food industry that The Salad Bar anticipates to exceed its pecuniary forecasts. The aim of the employment is to create a place where people can enjoy healthy foods with best service at affordable prices.ObjectivesThe objectives that are set out in the establishment of The Salad Bar are in line with the federation mission and vision. Firstly, the company intends to provide salads which are tasty, have the natural health ingredients and can be afforded by the customers. Secondly is to create a brand and a household name in the fast foods industry as a chain that provides the best service. Thirdly, the company targets to aggrandise and attain a national status in about cinque years to increase access of quality foods by customers countrywide. The Salad bar, in its enlargement objectives anticipates increased ownership of the company and if possible by as legion(predicate) customer s as possible to create a sense of belonging among customers and the customary public.In addition, the company will create awareness through campaigns to sensibilize the public on the dangers associated with consuming fast foods. This platform will as well act as a point for trade the company products by offering them as safer alternatives. As a result, the company will enjoy sustained market for its products and hence the realization of sustainable competitive advantage. The Salad bar shall lay down several strategies relevant to its business to project sustained competitiveness in the market. Efforts will be put in place to reduce customer defection increase longevity of customer relationship enhance the growth potential through cross-selling and up-selling and bedevil minuscule profit customers more profitable.With a view to gathering information for the purposes of assessing the market and understand the customer responses and possible start-up challenges, a survey was con ducted. Questionnaires were used and cardinal respondents filled the questionnaires. The results of the survey will inform the analysis that is done before the start-up. Twelve people were surveyed. The following is the questionnaire used in the survey be you a salad eater? (I would want to make sure I am talking to a salad eaterHow many times a calendar week or month do you eat salads?Where do you go when you want to buy a salad?Are they good and fair priced (maybe also ask how much they pay for a good one typically)?What would you like to get if you good make your own choice of a salad?If there was a fast food salad place, would you go there?What would you think would be a fair price for a salad would be?How many times a week or month do you think you would eat at one if it was good and fair priced?Would you prefer to eat a salad of our desire over which ever fast food you normally prefer?What would you not want to see in a place like The Salad Bar?What would you want to see in a place like The Salad Bar?AnalysisThe results of the survey indicate that most of the people eat salads considering that all the twelve respondents said that they eat salads and like salads. Some of the respondents reported that they make their salads at home and some get them when they come along with food as side salads in restaurants. Most of the respondents understood the need to eat healthy food, but their main problem was where to find healthy food. The idea of The Side Bar excited the respondents and predicted that it be a successful idea. The salads interchange should be fresh and having a selection of well cooked meat. The respondents pointed out they that they need to find the salad in conveniently and affordably.The ProductsThe Salad Bar will follow the In-n-Out Burgers mannikin have a small but effective menu, with the main focus being on salads. By focusing strictly on salads, The Salad Bar will correspond that simplicity is kept and the menu is not unnecessarily o vercrowded with food items. A enough assortment of toppings will be supplied as they can be easy to store and cheap as well. Meats loose from fat and grease shall form part of the salad to bring about variety. The inclusion of meats follows the high number of customers who desire it included in their salad as concluded by the survey. Fast foods such as chocolate or vanilla extract milkshakes will not be served at the The Salad Bar, since they do not meet the The Salad Bar criteria for healthy fast foods. Instead, The Salad Bar will serve fresh real fruit shakes. The fruit can be used for milkshakes, toppings for salads, or for customers who do not like regular salads a fruit salad made from a fruit or fruits of their own preference are served. prep to aggressively transform the content, the view and effects of fast food in society, The Salad Bar seeks to introduce a healthy way to eat, while it dust in the fast food industry by distributing its products through fast food restaur ants. To achieve these plans, inclusion of a large selection of salads and toppings for customers to add to their meal, will offer a greater variety, compared to a selection of a few salads that competitors offer. In addition, more diverse ways to eat the salads will be devised to ensure that customers have a new and delightful experience. In view of getting the best ingredients for the salads, establishment of a good relationship with the suppliers is critical.In this connection, the Salad Bar will seek to identify reputable suppliers whose products are known to be fresh and of credible quality. As a result the The Salad Bar will be enabled to avail fresh and delicious, organic foods to the customer that will have not bring negative consequences to their health. Apart from alter the product brand, the company targets to produce high quality products and to package the products cautiously in order to appeal to customers. Warranties relating to maintenance of standards should be giv en to the customers in order to promote customer loyalty.PlaceThe most strategic place for the salad bar should have a large volume of people on daily basis, preferably a shopping centre. This is requisite for convenience on the side of the customer as they can easily frequent, and the realization of increased volume of sales for the proprietor. Sales are expected to be high basis repayable to many people who are employed at the centre who will be interested to search for healthier eat selections. Drawing from experience and observation, it is clear that people many people have made it a ha potato chip to eat salads throughout the day.The strategy behind locating business in a shopping centre is that most shopping areas have high traffic and most food floating policy in these areas are costly. High population, coupled with the strategy of setting prices relatively lower than competition, prices, more sales than those of an average restaurant in a normal mend can be made. Busin esses that are strategically located need much good will as they leave the exposit due to the advantages accrued ranging from access to customers to access to supplies by the company due to the convenience afforded by an efficient communication infrastructure. The place will pay back the distribution channels which may be direct, retail distributors and intermediaries. A satisfactory criteria for vetting groceries that will act as outlets will be developed. Logistics of transportation, warehousing and order fulfillment will be developed by the company to ensure efficiency in supply of materials. The company will also seek to motivate the market.PriceWhen searching for a good salad it can be hard to find one that is good at a decent price. Considering that the besides taste, price is one of the most essential factors in the campaign force of the success of The Salad Bar, price determination for the product requires a diligent consideration. The price set should enable the compa ny to make profit and at the same time remain competitive in the market. The goal of The Salad Bar is to have fresh delicious salads at the prices that almost compare to those of a normal fast food restaurant. The proposed price range for The Salad Bar would be from $6 to $12 depending on the size and the customer preference in the salad. The expectation held is that the combined effect of quality food and the comparatively low prices for the products will result in increased sales and widened customer base, which translates to increased profits and customer loyalty. Besides setting a competitive price, the use of price in marketing can be gainful to the company. The set strategy include developing a list price, offering discounts , roll up , giving flexible payment terms and financing options such as use of credit cards and leasing options.PromotionPromotions are the most important factor in the marketing mix. This is what because it is the means through which the soon to be cust omers know the business and the products to be offered. Without promotions, it will take long for the business to be known, a situation that may increase the time the business takes before it is profitable. The fact that promotions can be expensive Promotions can be very costly necessitates that a proprietor should have the right marketing plan. Good ways to start promoting are old conventional ways such as coupons in the weekly paper, or coupon websites, inlet hangers with coupons, and commercials.In opening the first Salad Bar, commercials might be a bit overboard. In designing the best marketing plan for this product, the cost authorization of the promotion method is critical. The main activities that will be involved in the promotion of the product include neon signs that will be determined on the business premise for night advertising and registration to enrol in the next business exhibition shortly after the assemble of The Salad Bar. Other promotion initiatives will incl ude the purchase of a information processing system for on-line marketing, brochure printing and attending training sessions by a human resource development firm.SWOT AnalysisAs the Salad Bar establishes itself in the market, there are a handful of strengths that act as impetus to starting a business. First, the creation of a strong product with focus being on quality, effect on the health of the customer, industrious customer service and setting of affordable prices will set the company apart from the rest. Secondly, based on the market survey conducted, the results indicate the humans of demand for the products that The Salad bar intends to bring to the market.Thirdly the anticipated demand for the products will translate to increased sales, and therefore bulk purchases from suppliers will be needful. the great unwashed buying will ensure lowered purchase prices hence modify profits. In addition, the adoption of the already existing restaurant model for selling the new produc ts enables the business to easily fit in the market. Ability to profit on brand ad concept with the expansion through franchising and new(prenominal) market segments is also an advantage to the business. Finally the specificity of the menu focus on salads will curve out a market for The Salad Bar.WeaknessesThe main weaknesses that the company faces are related to the product. Dependability of concept on some of the food products, and since food products cannot be patented this need to be addressed by building strong brand awareness and establishing copyright on hail quality system. Another weakness to the business is that the product may be vulnerable and will be weakened over time. This weakness can be minimized through manufactured goods innovation and diversification. In addition, the limitations in revenue will limits The Salad Bar to start in one location then build up as it expands to occupy new locations. Marketing challenges may also be experienced due to financial limita tions as the company builds revenue.The marketing BudgetThe marketing budget will portion money for the various planned activities. Included in the budget are the costs that will be incurred in the process of marketing such as marketing and advertising. The budget for The Salad Bar will be as shown belowActivityCost ($)Neon Signs330Budget for Annual marketing Efforts6500Advertising in local business Magazine500 folder Design and Copywriting450Advertising in the business Newspaper1200Brochure stamp270Registration for Business exhibition175Product Launching4000figurer for e-mail marketing1000Training Sessions1000In order to track effectiveness, evaluation shall be done at the middle and at the end of the year comparing the gross sales and the expenses. This is done by identifying the measurable objectives of the marketing agenda and tracking them through the budget extent in order to assess their performance. Changes to the budget may be necessary to the budget over time if perform ance is not as was anticipated. The invariable evaluation will point out the areas that need more attention as the business adjusts to the market conditions. Documentation should be done at every stage of the business whether profits or losses are made to secure records for future referencing. This will act as an interior control to ensure that the company does not run at a loss without the knowledge of the management.