A service plan for Cafe Via Mare and Oyster Bar Alabang

Date of Publication

2003

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Leonardo Garcia, Jr.

Defense Panel Chair

Carlos D. Maglutac

Abstract/Summary

Through the past several years, there has been an increase in sales in the restaurant and beverage industry. This is due to a faster paced lifestyle and increased income all resulting in a boost in family spending. Although there has been a decrease in the proportion of expenditure on food consumed outside the home against total family expenditure, it is also important to point out that those from the upper income bracket posted the lowest decrease, dipping by only 1.5%. Based on research, it is safe to say that despite decrease in food expenditures (consumed outside of home), higher-income families still manage to eat a lot in restaurants.

Café Via Mare and Oyster Bar was inaugurated on October 14, 2000 at the Alabang Town Center aimed at targeting higher-income consumers. It was the first franchise issued by the Via Mare Corporation. Currently, the primary target market of the restaurant is the higher-income consumer, male or female, from the AB socio-economic class, aged 35 and above, and professionals or business owners. However, based on the study conducted by the researchers, it is also necessary to try to tap a secondary target market. This new target market would be composed of the young professionals or the yuppies, which have disposable income. This new market would not only help increase the company's revenue but also help the company's image and reputation as an upscale yet affordable restaurant.

The researchers based Via Mare's competitors on their proximity from the restaurant and the target markets served. Thus, these competitors also serve the AB socioeconomic class whose average price per head ranges from P200-500. All competitors are located within the vicinity of the Alabang Center. These 8 competitors are: Outback Steakhouse, Red Crab, Cibo, Italiannis, California Pizza Kitchen, Triple V group (Dads, Kamayan, Saisaki), Gloria Maris, and TGI Fridays.

The company's goal is to continue providing value-added service to loyal and potential customers by continuing to pursue excellence in providing quality service in both internal and external resources. The objectives proposed by the group are as follows: short term goal is to increase sales and foot traffic by 25%, medium term goal is to increase sales further by 10% more, while the long term goal is to further increase sales by another 10%. The researchers conducted an in depth study, a service quality survey and consumer behavior surveys to help them in knowing the behavior of its target markets. The information gathered from these surveys and researches would be the basis in proposing programs that would achieve the goals and objectives set for Via Mare Alabang. For the internal service development program, the group proposed the following programs: Employee of the month, Email service, a database program, customer evaluation survey, and sound trip in Via Mare. For the external service development programs, the following are proposed: kiddie menu, tie-ups with credit card companies, a website, and expanded catering services. Several promotions are also proposed in order to attract customers to go to the restaurant. These promotions are primarily aimed at increasing awareness of Via Mare's location and promotions. They would be made known to the public through advertisements such as posters, flyers, better signage, and through tent cards. Print ads and television ads would not be used due to high costs. The objective of these advertisements is to make at least 80% of the people who go to the Alabang Town Center aware of Via Mare. As for the pricing strategy, the researchers chose to retain the restaurants current prices since according to their study, they are reasonably and competitively priced for the target market (AB target Market is less price sensitive compared to other segments). Also, too much lowering of prices may project a negative image on Via Mare as an upscale but affordable specialty

Costs and profits of the proposed service development plans, advertising, and promotions are specified in the investment plan. Also specified are profitability estimates for the years 2003-2006. By this, Via Mare Alabang would have recovered from its current losses through the application of the said marketing programs. All programs are to be evaluated on a monthly basis and include the monitoring of projected sales.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU16406

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

2v. ill. (some col.)

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