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Prospective Marketing Plan of a Healthy Fast Food Franchise Chain-to-Be
SIMON SAYS -- EAT HEALTHY, EAT SMART
Vision
Today, the average American consumer has little time to prepare home cooked meals. This fact of modern daily living has driven even the most conscientious mother and father into the arms of fast-food chain stores. The result has been the national health disaster of the expanding American waistline and also the expanding American health care budget. Americans, our chain believes, want to eat easy, healthy meals that taste good. Americans, today, in an increasingly image conscious society care about their health and looks but desire a way to have a warm and tasty family meal in a warm family environment that is emotionally as well as physically supportive of such a lifestyle. In other words, no sprouts, but not just fried spuds
Core Values
The core values of our organization are that Americans have a right to eat healthfully, at a reasonable price, in a way that is convenient with their lifestyles but still provide the warmth and sense of community and care that come with mealtimes.
Our values at SIMON are: Simplicity -- simple food, but well prepared. Intimacy -- selling food that tastes good just like grandma used to cook, or perhaps grandpa used to bar-b-q. Mix -- A varied menu. Organic -- No GMOs. N -- Nothing you can't pronounce, nothing you don't know, no 'secret' sauce.
Hence, the company name -- SIMON SAYS BURGERS
Mission
We're not cranks, we're not all vegetarians (although some of us are and we do provide vegan and veggie options) but we make use of local producers to create a chain of small, intimate...
Still, our current target market tends to eat most of their meals outside of the household. These individuals lead busy lives, and often feel harried. They are primarily two-income families, middle class, with multiple children of school age.
Segmentation values are often defined as age, sex, race, income, occupation, education, household status, and geographic location. In this case, the most critical areas are those of household status (having children), geographic location (requiring fast meals, preferably picked up by car on the way home from work), income (affluent but not extremely so) and occupation (again, middle class). Education and a concern about diet tend to be interlinked variables, as the more educated an individual is, the more likely he or she is to be concerned about diet and exercise.
Geographic location is also a factor. The intimate nature of SIMON SAYS BURGERS requires that chain restaurants not spread to quickly, to ensure quality.…
Works Cited
Thorson, Esther. (1989) "Products, Positioning, and Market Segmentation." Advertising Age: The Principles of Advertising at Word. Lincolnwood, IL: NTC Business Books.
Harrell, Gilbert. Marketing: Connecting with Customers.
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