EXECUTI

VESUMMARY

Vanessa Rest
aurantis a monochromat i
c 2D themed r estaurantlocated i
n
Mahar l
ikaHighwaycorDal ahi
canRoad Ibabang Dupay,LucenaCi ty,Quezon.This
restaurantwillprov
ideacombi nat
ionofexcell
entfoodatv aluepr i
cing,uniqueand
rel
axi ngatmosphereandgoodcost umerservi
ce.I
twi l
loff
ersav ari
etyofsnackand
drinkst hatcansatisfythecravi
ngsofeverycostumers. Thisr est
aurantalsohasa
i
nst ragramablevi
ewt hatwil
latt
ract
scost
umer swhousessocial mediainthei
rdailyl
i
fe.

Withregardstoit
'shi
ghnumberofcompet i
tor
s, VanessaRestaur
antaimsto
becomeal eadingr
est
aur
antinLucenaCi
ty.I
talsoaimstohav earapidl
ydevel
opi
ng
consumerbrandandgr
owingcust
omerbaseinthefoodi
ndustr
y.

I
.Int
roduct
ion

 Cur
rentsi
tuat
ionoft
hecompany

Vanessa Rest aurantwil

lentertheiroper at
ions on Janaury 2021.Thi
s
restaurantwillhaveanextensi
veoffer
ingofsnacksanddr i
nks.Thebasi
c
mar ketneedi stoof f
eri
ndivi
dual
s,famil
i
es,andt akeoutcustomersfr
esh,
creativ
e,attr
activ
e,anddel
ici
oussnacksanddr i
nks.Itwillal
sooff
eragood
ambi ancethroughtit
smonochromati
c2dt hemedi nter
iordesi
gn.

 Env
ironment
alFact
ors

VanessaRest auranthasagoodl ocat

ionbecausei tisl ocatednearSM
Lucena.SM Lucenahav eagr eatnumberofcustomers.Itisalsoneartothe
thechurchnamedSt .Isidor
ePar i
shChur chwherei
nev erysundayt her
eare
l
otsofpeoplegoingtomass.I naddit
ion,
thelocat
ionofthisrestaur
antisver
y
accessi
blebecauseitislocatednearthehighwayofDalahicanRoad.

 Compet
it
iveAnal
ysi
s

VanessaRest
aur
anthasmanyexi
sti
ngcompet
it
ors.Thesear
ethef
oll
owi
ng:

 Dadbod

-itisknownforthei
rsnaksand dri
nksoff
eri
ng.Itislocated in67
Her
manaFaust
aSt,
LucenaCit
ythati
sneart
otheVanessaRestaurant.
  SM LucenaCi
ty'
srest
uar
ant
s

-Ther ear
emanyr estaur
antsandf astfoodchaini nsi
deSM Lucena.
TheseareMcdo,
Joli
bee,MaxRestaur
ant,Cabalen,
PizzaHut,
MangInasal
,
Buddysandmanyt oment i
on.Theyal soofferssnacksanddri
nkt hat
VanessaRest
aur
antwil
loff
er.

 Mar
ket
ingTr
ends

Themar kettrendforrest
aur
ant
sisheadedt
owardamoresophi
sti
cat
ed
customer . Customer
snowadaysaremoresophi
sti
cat
edi
nanumberof
dif
ferentways:

 Foodqual
i
ty

-Theprefer
enceforhi
gh-
qual
i
tyingr
edi
entsisincr
easi
ngascust
omer
s
ar
elear
ningtoappr
eci
atet
hequal
i
tati
vedi
ff
erences.

 Pr
esent
ati
on/
appear
ance

-Aspresentat
ionofanelementoftheculi
nar
yexperiencebecomesmor e
perv
asive,pat
ronsar
elearni
ngtoappreci
atet
hisaspectofthei
ndust
ry.

 Heal
thconsci
ousness

-Somecustomersar
ev er
yconciousaboutt
hei
rheal
th.Theyl
ookf
ora
heal
thybutt
ast
yanddel
i
cioussnacks.

 Sel
ect
ion

-Peoplearedemandi
ngalar
gersel
ect
ionoff
oods,t
heyar
enol
onger
accept
ingali
mit
edmenu.

 Vi
ew/Ambi
ance

-Manycustomer
sar el
ooki
ngf
oragoodspott
oeatandt
otakeagood
i
nst
agramablepi
ctur
es.

Thereasonfort
histrendisthatwit
hinthel
astcoupleofyearstherest
aur
ant
off
eri
ngshaveincreased,pr
ovidi
ngcustomerswithnewchoi ces.Cust
omers
nowadaysarenol ongeracceptali
mitednumberofoptions.Wi t
hmore
choi
ces,cust
omershav ebecomemor esophi
sti
cated.
I
I.SWOTAnal
ysi
s

Thefol
l
owingSWOTanalysi
scapt
uresthekeystr
engthsandweaknesseswi
thi
nthe
company,
anddescr
ibest
heopport
unit
iesandthr
eatsfaci
ngSi
gmund'sGourmetPast
a.

 St
rengt
hs
 Strongrelat
ionshi
pswit
hv endorsthatof
ferhi
gh-
qual
i
tyi
ngr
edi
ent
sand
fast/f
requentdeli
ver
yschedules.
 Excel
l
entst
affwhoar
ehi
ghl
ytr
ainedandv
erycust
omerat
tent
ive.
 Hav
eai
nst
agr
amabl
e2Dmonochr
omat
ici
nter
iordesi
gn

 Hi
ghcust
omerl
oyal
tyamongr
epeatcust
omer
s.
 Hi
gh-qual
ityf
oodofferi
ngst
hatexceedcompet
it
orsof
fer
ingsi
nqual
i
ty,
pr
esentat
ion,andpr
ice.

 Weaknesses

 Vanessa'sRestaur
antnamelacksonbrandequi
ty.
 Ali
mitedmar keti
ngbudgett
odev el
opbrandawareness.
 Thestruggl
etocont i
nual
l
yappeartobecutti
ngedge.

 Oppor
tuni
ti
es

 Growingmarketwit
hasignifi
cantpercentageofthetar
getmarketst
il
lnot
awarethatVanessaRest
aurantexists.
 Incr
easi
ngsalesopport
uniti
esintakeoutbusiness.
 Theabil
it
ytospreadoverheadovermul t
ipler
evenuecenter
s.

 Thr
eat
s

 Compet i
ti
onfrom l
ocal
restaur
ant
sthatrespondtoVanessaRest
aurant
's
superi
oroffer
ings.
 Aslumpi ntheeconomyreduci
ngcustomer'
sdisposabl
eincomespenton
eati
ngout.

I
II
.Obj
ect
ives

VanessaRest
aur
antsoughtt
oachi
evet
hef
oll
owi
ng:

 Bui
l
dCust
omerLoy
alt
y

VanessaRest
aur
antai
mtobui
l
dloy
alcust
omer
s.Sot
hisr
est
aur
antwi
l
lal
way
s
 provi
degoodcust omerser vi
ce,acl eanandcomf ort
abl
eeatingenvir
onmentand
hi
gh-quali
tyfood.Thi
sr est
aurantwi llal
soi mplementcust
omerl oy
altyprograms,
suchasbi rt
hdayclubs,loyalcustomerdi scountandcoupon.therestaurantwi
ll
al
way srespondt oallcustomercompl aintsinat i
melymannerandper i
odical
l
y
surv
eyingcustomerst ofi
ndoutt hingsthatneedt obeimproved.

 I
ncr
easet
heFr
equencyofCust
omerVi
sit
s

VanessaRestaurantaimt ohav ehi

gnfr
equencyofcust omers.Sot hisrestaur
ant
willoff
erbounce-backcouponsf ordi
scount
sonf ut
urevisi
ts,enti
cecust omers
tocomebackbyi mplementingseasonalorrotatingmenui temsorof ferabuy-
one-get-
one-
half
-pricecampai gnwhenloyalcustomer sbri
ngf ri
endst odinewith
them.Thisrest
aur antwil
lalsousewebsi t
etocol lectemailaddresses,andsend
periodi
c email
st ot he cust omersto keep t hem t hi
nking aboutVanessa
restaur
ant.

 Beat
rendi
ngr
est
aur
ant
sduet
oit
smonochr
omat
ici
nter
iordesi
gns

VanessaRestaur
antaimt obeat optrendinginst
agramableplacetov isi
tin
LucenaCity
.Ther estaur
antwil
lal
soinvit
esocialmediainfl
ienceri
nor derto
boostpeopl
eawarenessaboutt
heuni
quebeaut yofVanessaRestaur
ant.

 Mai
ntai
nposi
ti
veandst
eadygr
owt
heachmont
h.

VanessaRestaur
antai
mt ohav
east abl
ef i
nanci
algrowtheverymonth.Thi
s
rest
aurantwi
l
lconst
ant
lyr
evi
ewthei
rrevenuesandotherfi
nanci
alpr
ogr
amsand
bugdet.

I
V.Tar
getMar
ket

 Demogr
aphi
cs

 Maleandfemal e
 Ages13andabov e.
 Employeesandwor kerswhowor kcl
osetothelocati
on.
 Coll
egeandhi ghschoolstudentswhostudyinLucenaCi t
y .
 Peoplewholov estoeatoutsev er
alt
imesaweek.
 Peoplewhot endtopat r
onizegoodquali
tysnacksrestaurants.
 Peoplel
ookingf orainstagramabl
eplacetoeatandtakepi ctur
es.
  Psy
chogr
aphi
cs

 Enjoyahighqual i
tymealwi
thoutthemessofmaki ngitthemselves.
 Whenor dering,
thequali
tyi
nregardtofoodsaretakenintoaccount.
 Ther ei
svalueattr
ibut
edtotheappearanceorpresent
ationoffood.
 Ther ei
svalueattr
ibut
edtotheint
eri
ordesign,
viewandambi anceoft he
restaur
ant.

V.Mar
ket
ingSt
rat
egi
es

 Pr
oductSt
rat
egy

VannessaRestaur
antwilloff
ersdel
icioussnacksli
kefr
ies,
burger
, pizza,
chi
cken
ri
cemeal sandnatur
aljuicedri
nks.Thosear ethecommonof fer
ingofVanessa
Restaurant
.However,VanessaRest aurantwil
lhavespecial
ti
es,t hesearethe
fol
lowing:

 Of
fer
ingdi
ff
erentki
ndofBur
ri
to

1.Spi
cyBeefBur
ri
tos

-Thesespi
cybeefbur
ri
toscombi
ner
efr
iedbeansandseasonedgr
oundbeef
wit
hfreshpepper
s.

2.Sal
saChi
ckenBur
ri
toFi
l
li
ng

-This standard bur

rit
of i
ll
i
ng f
eatur
es shredded chicken si
mmered with
tomatosauce,salsa,
andseasoni
ngs.I
tservewithtort
il
las,shr
eddedCheddar
cheese,
andl i
tt
lesourcream.

3.Del
i
ciousBl
ackBeanBur
ri
tos

-Blackbeansandcilantr
ocombi
newi
thoni
ons,bel
lpepper
sandj
alapenos
andcubesofcream cheese.

4.Bur
ri
toPi
e

-Groundbeef,refr
iedbeans,
andtomatoesareseasonedwit
hchil
esandtaco
sauce,t
henlayeredinacasserol
ewit
htort
il
lasandcheese."
Thi
sisalotl
ikea
l
asagna,itwi
llserveli
keapieandgarni
shwi t
hsourcream,sal
sa,
let
tuceand
tomato.
  Of
fer
ingdi
ff
erentki
ndsofmi
l
ktea

1.Mat
chaTi
rami
suMi
l
kTea

2.PeanutBubbl
eTea

3.Wi
nter
mel
onMi
l
kTea

4.Br
ownSugarMi
l
kTea

 Pr
ici
ngSt
rat
egy

VanessaRestaurantwil
lhav ear easonabl
epri
cingi
nev erymenuof feri
ng.
Theywi l
lmakei tmor eaffor
dableandhav eagoodqual i
tyatthesamet i
me.
VanessaRestaurantwil
lasogivediscountandcouponsonthierl
oyalcustoners
aswel lasbi
rthdaydiscount.Theywi l
lalsogi
vesomet r
eatsifthecostumer s
orderalar
gescale.

 Pr
omot
ional
Mix

Vanessarestaur
antwill
givewaversandbr ochurestoal
lpotent
ial
scust omers.
They wil
lal so use socialmedi ai n order to promotet heir uni
que 2D
monochromat i
cdesign.Vanessarestaurantwil
linvit
esomel ocalsocialmedia
i
nfl
uencertohav esomephotoshootandsnacks.I nthisway,Vanessarestaur
ant
wil
lboostt
heirpopular
it
yinfoodindustry
.

 Br
andi
ng

Thepi
ctur
eabov
eshowstheLogoofVanessaRestaur
ant.Theacr
ony
m"VR"
st
andfort
henameoftherest
aur
antwhi
chis"VanessaRestaurant
".Asy
oucan
 seetherearepictur
esofsnacksi
nthelogo,t
hesear
e somesnackst
hatar
e
i
ncludedinVanessaRest
aur
antmenuoff
eri
ng.

VI
.Ti
met
abl
e

VanessaRest
aur
andoughtt
odosomespeci
fi
cev
ent
s.Thesear
ethef
oll
owi
ng:

 Januar
y2,
2021

-GrandopeningofVanessaRet
aurant
.Thiswil
lincludet
her i
bboncut
ti
ngand
blessi
ngofthepl
ace.I
talsoi
ncl
udesgi
vingofwaversandbrochur
es

 Januar
y30,
2021

-
Fir
stMont
hlyr
evenuechecki
ng.

 Febr
uar
y1,
2021

-I
nvi
tati
onofsomel ocalsoci
almediainfl
uencertohaveaphot
oshooti
nt he
monochromat
ici
nter
iordesi
gnofVanessaRestaur
antandt
ohavesomesnacks.

 Febr
uar
y5,
2021

-Phot
oshoot
ingofsomel
ocal
soci
almedi
ainf
luenceri
nVanessaRest
aur
ant
.

 Febr
uar
y14,
2021

-Of
fer
ingdi
scountandcouponst
oal
lcoupl
esdi
ningi
nVanessaRest
aur
ant
.

 June1,
2021

-VanessaRest
aur
antwi
l
lhav
eanendor
sementt
othel
ocalr
adi
opr
ogr
am i
nthe
prov
ince.

 August1,
2021

-Theexpansi
onoft
hef
aci
l
ityofVanessaRest
aur
ant
.

 Sept
ember1,
2021

-Openi
ngofnewsmal
lbr
anchesi
nGumaca,
Quezon.

 Januar
y2,
2022

-Fir
stanniver
sarycel
ebrat
ionofVanessaRest
aur
ant
.Theywi
l
loffer
sspeci
al
t
reats,
discountandcouponforev
erycust
omert
hatwi
l
ldi
neont
hisday.
VI
I.Budget

The foll
owing ar
ethe al
l
ott
ed budgeti
n ev
ery mar
ket
ing act
ivi
es t
he Vanessa
Rest
aurantoughtt
odo:

Speci
fi
cmar
ket
ingAct
ivi
ti
es Est
imat
edBudget
s

Espensesont
hegr
andopeni
ng 10,
000.
00

Wav
ersandBr
ochur
es 8,
000.
00

Tal
entf
eef
ort
hesoci
almedi
ainf
luencer
s 20,
000.00

Feef
ort
hel
ocal
radi
oendor
sing 30,
000.00

Const
ruct
ionofthenew smal
lbr
anchi
n 500,
000.00
Gumaca,Quezon

VI
II
.Concl
usi
on

Throughall
themarket
ingplanandspeci
ficmarket
ingacti
vi
ti
esthatwil
lbeconducted,
VanessaRestaur
antwil
lgainit
spopulari
tyintheFoodIndustr
y.VanessaRestaur
ants
hasit
suniqueint
eri
ordesi
gnsandhighqual i
tyf
oodthatcanexceedit
shighnumberof
competi
tor
sinLucenaCity
.