First review of marketing Plan

Manuel Felipe Malagon Andrs Franco Langthon Andrs Matamala Valeria Garzn Zully Alvarez

Universidad de la sabana Cha 2013

INTRODUCTION For this marketing plan we study a high class restaurant how calls Acacias, and have an important market in Bogota, Colombia. In this marketing plan we try to contextualize how involves this restaurant in the zone of Bogota and mention some micro and macroeconomics situations who affects the market, in consequence affect this medium company. We tried to analyse what happened with the product beginning from the description of the product and the different point of view to see what opportunity this restaurant have in the market to expand his product to other new customers and keep the customers that have now. From the point of view of the restaurant they want to expand his organization to new customers and try to know what is the opinion of the customers for change and have and important successful in market participation knowing about the competitors.

OBJECTIVES According to figures released by Acodres, during the last year Colombians consumed more than 22.55 billion pesos in the restaurant industry resets, a trend that continues to grow in 2013. According to a study by the Colombian Association of Foodservice Industry, Colombia is estimated that there are about 65 000 establishments owned restaurants sector, a factor that has caused people to increase their consumption outside the home. The Colombians investment made in the sector "is the third Colombian household expenditure after food preparation and purchasing rental costs and housing". Based on these data and encouraging growth in this sector, and In order to develop a correct and good strategic this seeks to achieve differentiation to generate some competitive advantages that we study and implement aspects of vision, mission and values of the restaurant Las Acacias", we present the following objectives in order to increase our participation in the Colombian market to 10% annually over the next two years. Objectives: Increase restaurant market position Overcome competitors. Competitive Costs Being a restaurant more renowned at home Achieving technological superiority Capture growth opportunities. Meeting the needs of the consumer Training internal customer. Form strategic alliances with our suppliers. Build a customer loyalty

Background Micro economy "Las Acacias" is within the third sector of the economy as it is a company providing services (food and drinks); this sector is considered as the sector that most contributes to the Colombian GDP and is a generator of employment. The sector of the services is the sector with more growth in Colombia in the last years, for what it has turned into one of the major commercial bets into the country. The National Government (Ministry of Commerce, Industry and Tourism -MCIT - in coordination with all entities of the national government) are looking to implement a Productive Transformation Program, with which they are looking to develop worldclass sectors through the formulation and implementation of sectorial business plans, by promoting economic growth. Inside the program there exist eight sectors that take part inside they are: the Sector of Electric power, Goods and Services. In conclusion this is a long term program, and seeks to create a dynamic in increasing productivity and creating more and better jobs. Generating huge competitive advantages and some of these can be: availability of skilled labour, more graduates in technical and professional careers related to the administration and engineering. " Las Acacias" as part of this sector seeks to generate services and value through their economic activity as the conversion of raw materials, a good equipment and machinery, labour and inputs and service to the customers. This restaurant has over 40 years in the market, identifies and unlike other restaurants not only for being one of the best traditional restaurants with more seniority in the city, but also for its excellent food This restaurant has more than 40 years in the market, is identified and differentiated from other restaurants not only for being one of the best traditional restaurants but also for its excellent service. Macro - environment. The macro environment involves all those agents or elements which are in a way beyond the micro environment of the business The main factors of the macro environment are:

1. 2. 3. 4.

Economic factors: Social factors Political Factors The technological factor.

The restaurant "The Acacias" is located in the city of Bogota, so it is necessary to evaluate and learn about the macro environment of the country, since this has a great influence on the development of economic activities. The country in recent years shown a sustained economic growth, although Colombia still have a high rate of poverty and unemployment; statistics have shown that there are more investors in the country in the last year, that means that Colombia is seen as a country of interest to huge amounts of foreign capital PRODUCT: THE GLOBAL MARKET OPPORTUNITY Services: (Portfolio) It was decided to separate into four different groups, such as: Starter Main course Desserts Beverages

Services: Home Delivery. Children's menu. Lunch. Dinner.

Products: Bandeja paisa El ajiaco Mondongo Sancocho Empanadas Sobre barriga criolla Chorizo

Meet Fish Chicken soup with yucca. Arepa Pltano verde Morcilla Arequipe Postre de natas Brevas Mazamorra

Average Price (main dish): between $ 16,000 and 30,000 Attributes of the dishes: 1. Amount and nutritional factors.

The amount of each recipe is one of the key attributes of the menu; the sum of the weight of each dish as well as the type of products will result in an amount and nutritional values of the total Menu. Three levels of quantity: Level 3- High Quantity: Recipes rations with excess of 150grs first course. 250 Grs the seconds making a total with the dessert and the bread of about 500 grams or more. Level 2- Average Amount: Recipes with rations around the 120grs first plate, and the 200 grs the seconds, making an approximate total of the menu about 400 grs. Level 1- Low Number: Recipes around the 100 grs the first course, and a few 180grs the seconds, making a total approximately 350 grams or less. Almost more important than the actual amount in grams of rations is the perception that the customer has of the quantity and therefore the size of the dish. 2. Quality and variety:

Is very important to know the level of quality of the restaurant and determine its level: - High quality (fresh products from 1st category and season - Level (combination of the above and frozen and second categories)

- Low level (frozen, and second categories mostly).

3. Presentation. The first is how the restaurant presents their dishes, the second is to place the meal on the plate and the decoration of the same, and the third is the preparation of the table and the level of all items (napkins, tablecloths, glassware) You can define the level of presentation as: - Level 3 - elegant presentation: True quality and design, with different parts for each type of recipe. - Level 2 - Average Presentation: Standard quality and in good condition, the table with a medium quality presentation. - Level 1- Presentation Low: low quality and without design. No presentation or decoration, and a table with the majority of the materials (except glasses and cutlery). Mission: Provide our customers quality products and the best service experience to accompany our delicious typical dishes, besides provide a gastronomic experience framed in our typical regional infrastructure, and also seeks to provide attention based on respect and a good service so that we can make your visit pleasant. We have a team highly committed whose function is to provide a service to the customer every time more efficient and adjusted to the needs and expectations of our customers and users. Vision: Position ourselves as the best restaurant of typical food in Colombia, distinguishing ourselves by the quality of our products, the friendly service and the ability of immediate response to the needs and expectations of our customers; improving our service every day, with a greater number of employees to achieve the quality that requires each new customer. Principles and values: Important for the organizational culture. 1. 2. Treat each other with dignity, respect and honestly. Service: each moment of truth with the client is unique.

3. Value long term investment in staff and customer satisfaction, rather than short term profitability. 4. Committed to continuous training and development.

5. Quality: As much as in the product as in the service and in each of the employees of the restaurant "Las Acacias" who are willing to meet the needs and to add value. 6. Maximize long term shareholder value.

7. Teamwork: challenge ourselves and each other to succeed through teamwork; in a restaurant and in all service is essential to get to work together and in harmony, although all jobs have to be guided and establish a process to ensure that the service and the final product are created with quality. 8. Responsibility: enforce the rules laid down in the restaurant and also fulfilling the organizational culture. Environmental analysis In the natural environment are natural resources or raw materials required by the company, being a restaurant clearly needs several natural products and in large quantities, such as water (which is perhaps the most important of all and is used in a very broad sense, including bathrooms, floors and food preparation), fruits, vegetables and meats. Among others. While there is great risk from global pollution and which affects everything clearly, so in the future nothing will be the same if we continue polluting the entire planet, which is affected in everyday life. Cultural analysis In the cultural sense Acacias restaurant is pretty strong as it is a Fonda paisa (Antioquia) and is what has been imposed on Colombian culture. Their principal dish is the bandeja paisa, which is a typical dish you could say that all the Colombians have eat it; the restaurant wants to give Antioquias principal dishes. The music and atmosphere give the restaurant an advantage that each entering feels comfortable and familiar and belonging to the environment, which is within the country's culture and is reflected also for the foreigners. In conclusion this restaurant is focused on all kinds of customer who wants to live a cultural experience regardless of age, race, country, gender, and wants to enjoy a rich cultural environment.

INVESTOR CONFIDENCE: In recent years has been growing foreign direct investment in Colombia, in 2011 reached 3,000 million dollars in investment and the majority of this was destined for the mining and quarrying sector. Bogota is consolidated as the main economic and business centre of the country. The Bogot chamber of commerce works to improve the business environment and the quality of life in Bogota.

Social analysis Being the capital city Bogota many people from other regions and other countries come to be established which provides more variety in every sense of the city, such as food, clothes or night live. So the restaurant is a good place to show and enjoy a little part of Colombian culture in the capital city and is something that people appreciate, being Colombian or foreign. Economic analysis On the economic front the restaurant is very good and the price of their dishes is between 16,000 and 30,000 pesos which are cheaper than many others restaurants in Bogota. But the competitors of the restaurant have similar so it is complicated. Sector: The Business process re-engineering organize the economy sectors based on six key indicators, considered important in the generation of the business such as

operating income, the net indebtedness portfolio turnover, inventory turnover and sales growth. Operating profit, net profit, portfolio rotation, rotation of inventories and sales growth. The entrepreneurship centre was created by Bogot City Hall and the Chamber of Commerce of Bogot with the idea of a culture of entrepreneurship to support entrepreneurs and businessmen in the creation, growth and consolidation of their businesses. Foreign investment has been growing in the last few years (will explain later each of the macro components) this growth of the foreign investment has produced that the economical, restaurant and hotels sector has grown by 17% in the last year, and this sector is the most important for our work since the restaurant " The Acacias " is in this sector.

Finding the results thrown by the Accords and the tourism promotion fund was able to evaluate some factors such as: 1. The volume of monthly sales of the restaurants: 4 groups

2.

According to their size:

3.

Behavior of sales:

4.

Behaviour of the expenses of operation:

We can also study the commercial activity of the sector to understand more about how is influenced the restaurant "Las Acacias" 1. 2. Studies show that 68.23 % of the restaurant costumers are national. The market segment that is more prevalent today is the family.

3.

The restaurants remain generally opened between 7 at 14 daily hours.

4. The restaurants use a way of commercialization, where 34,5% uses the telephonic directory, later 27,7 % in magazines, 17,7 % in newspapers and 16 % in direct mail. 5. In average a medium restaurant usually has 15 employees.

INFLATION: Since 1990 monetary policy in Colombia is governed by a system of flexible exchange inflation, and seeks to achieve the target set that is a rate of inflation between 3 %. The large increase in international commodity prices between 2006 to 2008 was a fact that increases inflation, so that in recent years monetary policy was designed to contain inflationary pressures and had to reduce the macroeconomic risks. In the box below you can see that the values are out of range.

2012:

2013:

GDP: Is the total value of goods and services produced by an economy in a given period, so GDP is the variable that allows us to measure the growth of an economy. In the year 2007 the economy grew a 7.5 % while in 2008 introduced 2.5 %; but in the second quarter of 2011 the Colombian economy grew by 5.2%, while in the first quarter of 2012 the GDP increased by 0.3 %.

TRADE: The balance of trade sales in Bogot obtained positive values from January 2006 to May 2005, but in the year 2008 and 2009 presented a low demand, smuggling and the rotation of portfolio. In 2012 the trade sector activities, repairs, restorations and hotels presented an increase in 7.2 %, resulting in an increase of hotel and restaurant services at 3.7 %. The monetary base grew in 2012 by 10.5%.

In the box below you can see that the trade sector, restaurants and hotels present the 13,27% of GDP and is also the fourth branch of economic activity.

Political Environment. The political environment is really important to learn about the laws that a service company such as a restaurant has to follow. The FAO and OMS creators of the codex alimentarius which looks into the food quality from a s cientific point with

rules and standards to follow from the main product to the food management, for protecting the customer from altered products or price rises caused by inflation. Legal Environment The legal environment has to be managed with care because there is a set of rules and quality standards that a restaurant has to follow for food management and storage, or the purchase of a foreign product, also there are some requests from the fire department like having extinguishers in strategic places and also have an escape route established. With none of this a restaurant or any service-based establishment could not receive the governmental authorization for opening to public. Technological Environment The technological environment is one of the most important aspects, because it defines the efficiency in the production process and in the restaurant environment it can determine the quality of the final product, regardless how good the chef might be the equipment involved in making the final product an excellent product that the customer can enjoy, also in the delivering process it can be the difference between a happy customer with a hot meal, or an angry customer with the wrong order. SWOT analysis Strengths Be able to achieve industry growth of about 10% annually. Increasing trend by eating Colombian food restaurants.

Consumers are not just looking things, places and different activities but it also seeks a delicious, healthy and a place that reminds you of Colombia (Antioquia in this case) A growth of tourism in Bogota 8%. The expense and consumption of Colombian families grows.

Weaknesses Restaurants strongly positioned on the market. Wide range of competence.

The prices are similar to its competitors so it is easy for customers to switch to another restaurant.

Political instability, monetary, and socio-economic. A multiple existence of substitute products in the market

Opportunities Lack of organized and detailed website services. Lack of promotion strategies Not having a website with all the features of the place. Lack of service-oriented organizational culture. Lack of market research system. Lack of good training and personnel training.

Threats Many franchises around Bogota. Excellent location of most of them.

Offering a service marked by something different as infrastructure and ambience of the place Quality raw material (fresh food) Specialization in Colombian cuisine service. Easy access to the restaurant and the parking Attractive decor and infrastructure of the place Characterized by traditional farm represent Antioquia Good atmosphere. Marketing research For this part of marketing research we use a Google tool when we made the questions and the page gave us a link to use and send to people to respond the questions, we tried to make a segmentation of market using people with better style of live and people between 20 and 50 years old but we need to take in count that this is a non-probabilistic questioner to analyses the possible opportunity in the market for Acacias restaurant; for this particular we can obtain 73 people who

respond the questioner. Those are the results of the marketing research and the table of the results: 1. How often do you usually eat out?

2. At that time of the week when do you visit a restaurant?

3. When do you think at lunchtime do you think in Colombian typical food?

4. What do you prefer in lunchtime speedy delivery or quality?

5. What kind of dishes preferred over size of the plates?

6. Do you think that in a restaurant customer service is the most important?

7. For you it is important the social environment of the restaurant?

8. What do you prefer in a restaurant that is cheap or it elegant?

9. Are important the lunch prices?

10. What range of price do you handle lunchtime?

As we can see in that results of the questioner we can probe that Acacias have an important opportunity in the market because the objective of the company have a lot of relation with the majority of those results, for that reason it is the best that the company tries to open and promote the brand on the weekends. Another important thing for the costumer is that the restaurant holds the organizational culture with a good customer service with a balance between the prices of the plates and the elegant environment inside the establishment. In terms of the size of plates the restaurant has a variation of plates this is an advantage and the CEO needs to take in count that the most important range in the size it is the medium size because the majority feels thats the perfect size for the lunchtime. When we state the typical Colombian food thats the principal promotion of the restaurant, in this aspect the better that Acacias can do is promote the typical Colombian food with promotions, commercials and publicity to increase the sales showing that important of quality in product with a reasonable price for the costumer.