Cover page (each submission)
HOS 245 – W01
Title of your project
Embolden all topic titles in the paper
Outline page (for each submission)
Spelling, grammar, & punctuation (-5 points for each infraction)
The paper should include:
1) a minimum of six typed pages (not to include the Cover Page and “Work Cited” page)
2) typed, double spaced
3) “Work Cited” page (six minimum) noting the source of the information (company menu, web
site, howto.com,). Do not use sources from Wikipedia.com
1. Cover page
2. Table of contents
3. Executive Summary – write this last after you’ve collected all info in part three. One
paragraph is fine that summarizes your plan.
4. Key Focus
a. Products offered
c. Place (location factors- sold at the site? Online?)
d. Promotion (advertising/marketing strategy) Web site? Road sign reader board? Sign?
Menu? Table Tent? Uniform? Special Board? Menu insert? Direct mail? Facebook
post? Facebook ads? Youtube video? Google page? Ads over the toilets?
5. Target Market Review –
You will need to use the Demographics Now! Software link below to complete the following data:
The directions for this website are on the Contents tab (Contents/Project/Target Market Info/Data
– a. Map/Maps- need to be used for each geographic group that you are targeting:
Locals? (city, and/or Tri-county area)
Tourists? Research where they come from. Unless we agree on other locations, you
should plan on the Lowcountry’s tourists coming from Atlanta, Charlotte, Greenville, and
Columbia. You will need maps and demographic/psychographic data for each location.
– b. Demographics:
Specific demographic target markets – use the data mining software to show specifics:
Map of five-mile radius or a geographic metropolitan area
Demographics: use the data mining report (“Complete Demographic
Summary Report”) to show estimated specifics of the estimated demographic
Demographic age groups you think the business targets:
25 to 82?
23 to 35?
Household income of those groups that would allow them to dine out
Traffic count of closest road
c. Psycho-graphics- what is the lifestyle of the customers, or how much do they spend per
household on food & bev outside of the house? Use the data mining report (“Consumer
Expenditure Food Beverage Grocery Detail Summary” or see me to find similar relevant
data for your business)
d. Summarize the groups:
For the Nexton-located restaurant, Hall’s Chophouse, they would likely promote to
demographic groups with certain characteristics located in Summerville, Ladson,
Lincolnville, Goose Creek. They would also promote to businesses who want meeting
space. (Data mining report: “Business Summary Report”)
Use the appropriate snippets of the reports to support your findings. Do not swamp me
with unneeded data.
e. Traffic counts- must be done unless approved by BH. If so, include the main street as well
as another well-known street to be enable the reader to compare traffic on your targeted
street. When including tourists in your Target Market, you do not need traffic counts for
them, only the exact location of the business.
You will likely have more than one target market, so plan to provide multiple maps,
demographics stats, and psychographic details that pertain to each of the target
My restaurant in Myrtle Beach focused on: local families, Baby Boomer couples,
Happy Hour patrons, business workers in the strip malls, all within a four-mile radius.
Tourists came from SC, NC, Virginia, Ohio, Eastern Canada, & the other states from
above the Mason Dixon Line.
In season, we also targeted tourists staying in nearby hotels & condos. We targeted the
older bikers during “Bike Week,” but not the younger bikers as they are typically the
ones to come to have loud and boisterous examples of fun that does not mix well with
families. In addition, there are different mediums used to reach the different groups
(Families= main newspaper, certain radio stations, hotel, car rental staff at the airport
Tripadvisor. Bikers? Same, but also Biker Rally Magazine).
5. The Marketing Environment
a. Economic environment- What is the local economy like? When making a statement,
back it up with facts relating to 2020 & 2021. When determining the economic
environment where you will operate your business, consider using the documents in
our D2L class drop box. Listed in Course Materials, Contents, Class Examples
Information. See "US & SC Economic Report," and "State, County, City Demographic
Sites." You should also consider reviewing links in the city, county and state where
you plan to operate your business. Google “Charleston economy” or something similar
& you’ll get lots of data.
b. Social environment – what does society think of your product? Pizza? – Carb heavy,
but acceptable in a vacation environment (not so much in a hospital canteen). Stripper
bar? Likely not well received (by everyone) in downtown Summerville.
c. Competitive environment – you will likely have many, often 5-0 to 100.
List all within a four-mile radius for food establishments, or an area
discussed with me for non-food businesses. Google Earth (free download) lets
you map roads (tools, ruler).
List direct and indirect competition. For a semi-casual restaurant, McDonalds
& the deli section in the next door Bi-Lo would be indirect competition. For a
hotel, B&B's and www.airbnb.com are indirect competition. For a childcare
operation, nannies & a baby sitter association would be indirect competition.
d. Legal environment – what licenses do you need to operate? City, county & state
license? DHEC approval? Alcohol? Servesafe certificate?
e. Political environment – is there any political focus that may affect your
business/idea? Many local governments do not like food trucks as they compete with
brick & mortar tax paying restaurants. This environment may not be an issue for your
product or service.
f. Technical environment – what tools do you need to sell the product/service that your
business does not currently possess? POS system? Excel? Cube app for your phone?
6. Goals and Objectives Must be specific, measurable, attainable, realistic and timely.
a. The financial objective (ex: we plan to increase sales by 12%, or we plan to
make x amount of sales.) – justify this #. A past student wanting to sell coffee in the Relish
Dining Room found that the Relish Cafe sold approximately $200.00 a day in food sales,
two days a week. He then: estimated that they would sell 5% more a day in coffee. 5%
more is $10.00 a day, for a total sales of $20.00 a week. After reviewing the numbers of
staff & faculty, at TTC & CIC, the number of students in our CIC programs, the amount of
coffee sold at Starbucks on Rivers, Ave, & being open five days a week, we then estimated
that they would sell $3.00 to $4.50 coffees & gross $400.00 a day, five days in a row. I
would expect that you would have this level of justification.
b. Our pricing strategy is …
c. The marketing objective – New customers? More sales? New market? New item
d. How you would train the staff to be able to sell the item?
e. We plan to implement our Marketing Plan (use a time line calendar)-
Assign staff roles to jobs- for the coffee sales example, we would:
1. Draco – run 103.5FM commercials from _____ to ______ om Tues, Wed
Fri – 4pm to 7pm
2. Gellert- book airplane banner on Saturdays over beach from _____ to
_____, from 11am to 2pm.
3. Neville- update the website in December, before school reopens
4. Peter – gets menu info to TTC’s IT staff by December 14 to allow them to
update our website, Facebook, CIC Blog & Twitter sites
5. Rita- uses publisher to update our Table tents by first day of class
6. Ginny – in charge of dropping off Publisher posters to all TTC classrooms
7. Percy – in charge of all samples to CIC faculty by first week of class–
served when in class with other students.
8. Ron- free samples to each Student Association, two a month, by the end of
9. Dobby – free samples to all VP office staff by 1/31
10. Aragog – free drawing on campus each week?
f. List and total promotion costs. Include cost of gas & labor to promote if applicable.
g. We will measure our success by …revenue? Media exposure? More customers?
7. The SWOT Analysis
Our strengths (internal & external) are …
Our weakness (internal & external) are …
Our opportunities (long term) are…
Threats to our plan are (long term)…
9. Works Cited (minimum of six).
Do not use sources from Wikipedia.com
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