Marketing Plan

Executive Summary

        Only a block off the Queens University campus, JJs Café represents a halcyon mine of unrealized opportunity. Currently, the establishment is characterized by dark colors, express hours of operation and poor menu selection. Thousands of students pass by a day and yet only 31% of those surveyed had ever been within the place.

        Approaching JJs management revealed an unwillingness to co-operate with efforts to improve their current service. With this in mind, the marketing plan before you seeks to gain maximal subjoin in revenues while keeping the costs at an mesmeric level. Areas of improvement include minor renovations inside to accommodate speedy take-out service, extended hours of operation to include breakfast items and late shadow service, expansion of the current menu to offer more mannequin and an emphasis on the quality aspect of the service. The various decisions relate in making these changes were based on a serial publication of surveys, experiments and observations, as well as data collected by the Mackenzie Management Group.

        The proposal as it currently stands would require roughly $5 087 to get it started and the two year return would be $10 360.

        

Situation Analysis

Internal Assessment

        The internal analysis of J.J.s consisted of two parts. Due to the unwillingness of the current management of J.J.



s to cooperate in this study, we were unable to all assess all internal data. Therefore, we choose to rely on primary and secondary data.

The first part included cautious observation of the business. We analyzed J.J.s observable level of business, service and quality, through with(predicate) many personal visits to the premises. We were also able to assess the corporeal attributes of the restaurant.

We obtained a copy of J.J.s current menu (exhibit 1.4), and were able to put possible problems with it. Unfortunately, we were not able to...

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