Strategy and major stages of project’s fruition. Production of Korean cuisine dishes. Analysis of the industry sector, of produce’s market, of business rivals. Marketing plan, volume of sales, personnel and company management. Cost of the project.
The major goal of the project at the current stage is entering the market and subsequent promotion of its market position. Consequently, marketing strategy will contain augmenting of demand through increasing of sales volume, price policy, nonprice competition, and creation of enviable reputation. During the first year of company’s operation the expenditures on marketing measures will require 7 % of the gains, in the posterior periods this number will not transcend 3 %. In addition a signboard will be ordered for the cafй-restaurant entrance, its price is 3160 rubles. “Korean BBQ” will be a medium price restaurant; production cost and intended profit constitute a base for the pricing.The forecast was elaborated with a reference to public catering market’s capacity and the size of “Korean BBQ” (44 seats, distributed among 4 tables for 6 persons and 5 tables for 4 persons).Volume of sales is estimated according to loading of the restaurant, average bill and seasonality. Table №4 - Prime cost output Prime cost (sum of variable costs) pork, 100 g (with seasoning and lettuce) beef, 100 g (with seasoning and lettuce) soup 1 (“ghuk i tkhan”) soup 2 (“yukkedyan”) Salad 3(soybean meat and champignons) selection of vegetables boiled rice (“bap”) fried rice with vegetables “Korean BBQ” will be registered in the form of private entrepreneur (PE) in order to simplify registration process and taxation system.The cost of the project is estimated as 8300 thousand rubles, comprising 8000 thousand rubles loan and 300 thousand rubles of equity. 7050 thousand rubles will be spent on purchasing and refurbishing of the premises, 385.6 thousand on manufacturing equipment, 82.08 thousand on other equipment, and 358 thousand of rubles on raw materials. A loan will be acquired for the purpose of project’s fruition, minimum preparatory period will take 1 month and the interest rate set by the bank-loaner is 18 %. Disbursement of the major debt will be launched after two years. The greatest portion of investments (7549323,31 rubles) will be directed to fixed assets and repairing works.
План
2.4 Marketing plan
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