STUDY CASE

Structure and operation of turistics organizations

AGUILAR GRANADOS JULIO CESAR

CRUZ ALAMILLA MIRLEY ZURELY
GARCIA ALMEIDA MARIANA
KU UCAN MARIELA
MORALES GARCIA MODESTO DE JESUS
ROJAS AGULAR AMAIRANY
ZAPATA GOLIB LIBNI ITZEL

LGDT72

SWOT of each restaurant to clarify our strategies

1. James Restaurant
Strengths

Opportunities

Prestigious customers
They receive bus tour
Variety in the menu
Adaptable spaces
Good capacity
Weaknesses

Threats

Lower demand
Marketing is not good

Other similar restaurant

2. Lumberjack Restaurant
Strengths

Opportunities

Variety segment clients

Live music
Variety in the menu
A good marketing
Weaknesses

Threats

3. Chez James
Strengths

Opportunities

Good service
Good variety in their products
Weaknesses
Location
Bad marketing
Spend are higher

Threats

Principals strategies

Marketing plan for James restaurant and Chez James

Implementation of new trends
Redesign Chez James Restaurant

Plan of action for James restaurant and chez James

Objectives:

Diversify the key segments for James Restaurant but respecting the
gastronomic concept offer by it in a period of six months.
Create the new commercial alliances with others companies to increase
sales and profits for the two restaurants.
Apply the new gastronomic trend Performance in the haute cuisine, that
means, apply an efficient management of costs for the budget in the two
restaurants.
Apply the new gastronomic trend Actualization of haute cuisine in the
Chez James to offer a new Chic ambience for our clients.
Design a new publicity campaign to position the two restaurants.

Visualization of the objectives

Objective
Diversify the key segments for James
Restaurant
but
respecting
the
gastronomic concept offer by it in a
period of six months.

Responsibility
Marketing Manager

Execution time
Six month

Priorities
Baby boomers segment

Create the new commercial alliances

with others companies to increase
sales and profits for the two
restaurants.
Apply the new gastronomic trend
Performance in the haute cuisine,
that means, apply an efficient
management of costs for the budget
in the two restaurants.

Public-relations manager

One year

The most important corporation

in the area.

Chief of the purchases

department

One month

Search new provider with a best

rapport quality/price

Apply the new gastronomic trend

Actualization of haute cuisine in the
Chez James to offer a new Chic
ambience for our clients.
Design a new publicity campaign to
position the two restaurants.

General manager and an

external decoration
company

Six month

The best decoration

Marketing manager

Two month

Have loyal customers and

search others potentials
customers.

Clarification of actions

Objective

Actions

Responsibility

Diversify
the
key
segments
for
James
Restaurant but respecting
the gastronomic concept
offer by it in a period of
six months

Do a market research
Identify the best potentials
segments
Clarify their needs and the
exigencies
Adapt the restaurant for
their needs (Exam. the
menu)
Search the most important
companies in the area
Create new commercial
alliances with them

Marketing
Manager

Create
the
commercial alliances
others
companies
increase
sales
revenues for the
restaurants.

new
with
to
and
two

Apply
the
new Search new providers
gastronomic
trend Maintain the quality on
Performance in the haute
their products
cuisine,
that
means, Reduce
food
and
apply
an
efficient
beverage average spend
management of costs for
the budget in the two
restaurants.

Cost

Result
Diversify the clients for the
restaurant.
Increase the revenues

$ 3 000 us

Public-relations
manager

$ 1 500 us

Chief of the
purchases
department

$ 500 us

Diversify the events in each

restaurant to increase the
revenues
Increase the clients
Create new alliances and
the possibility to receive
more
publicity
and
recommendations
Reduce
the
cost
of
production
Increase
the
list
of
providers
for
the
restaurants
Optimize the use for the
budget

Apply
the
new Search
an
external
gastronomic
trend
company to redesign the
Actualization of haute
ambiance in the restaurant
cuisine in the Chez Hire the best external General manager
and an external
James to offer a new
company
decoration
Chic ambience for our Implement an substantial
company
clients.
budget
for
the
refurbishment

Attract a lot of public

Increase the ambiance in
the restaurant
Provide
another
perspective to the clients

Design a new publicity Create a marketing plan

campaign to position the
two restaurants.

Marketing
manager

Increase the clients

Increase the revenues
Increase the publicity
Diversify the clients

TIMELINE FOR IMPLEMENTATION OF THE MARKETING PLAN:

The schedule of activities comprises the implementation of the Marketing Plan to follow in the proposal; as well as the
time required for each of the activities.
Month
Weeks
Activity

Month I
December
1

1.- Presentation of the

marketing plan
2.- Start of
implementation
.
3.- Implementation
Process.
4.- Control and
monitoring of the
implementation of the
marketing plan.

5.- Evaluation of the

marketing plan.

Month II

Month III

January
4

Month IV

February
4

Month V

March
4

Month VI

April
3

May
3

References

Gastroeconomy, 10 tendencias de gestin gastronmica, recuperado de

http://www.gastroeconomy.com/2014/01/10-tendencias-de-gestiongastronomica-en-2014/ consultado el 14 de noviembre 2014.