EVANGELICAL PRESBYTERIAN UNIVERSITY COLLEGE, HO

DEPARTMENT OF MARKETING STRATEGIC MARKETING PLANNING

AND CONTROL ASSIGNMENT

SUBMITTED BY

NUNYUIE GEORGE EPU/3BMT/140/10

Executive summary This marketing plan aims at continuing to compete vigorously with other competitors in the restaurant business. As well as overcoming some possible challenges in the selling of cosmetics and to overcome the market leader by winning the heart of most customers by 10%. Improving on the quality of products sold, increase in profit by 15% within five years and creating customer awareness of our new products. This can be achieved by improvement in the quality of service, human resource, facilities, and increased customer awareness of new products at Cornie Cosmetics, Ho. The required budget will be about GHc 20,000. Current Market situation In Ho, there are a number of chop bars. Currently, Shampoo House leads the market with about 46%, followed by Cornie Cosmetics with 30%, and California House 12%. Other Chop Bars 7% and street Sellers 5%, Profit is expected to decline in the coming year by about 5%. Due to changes in individual life styles and busy work schedules propel young and corporate employees to adopt and patronise chop bars and fast food jontsfor their delicious meals of different kinds. These have raised the demand for cooked foods such as fufu; banku, akple with okro palm nut soup and other meals.These have presented great opportunity for businesses to enter the business ofoperating chop bars. Competitive situation The major competitors are Da Abra, California House and Other small chop bars. Da Abra was the first to be established and thus makes it well known. Its monopoly then has given them more customers giving it the highest patronage, followed by Agbenorxevi and California House respectively. Currently we all have common prices. Opportunity and Issue Analysis Main opportunity a. Customers are attracted by the quality of foods and other type of drinks we serve them. b. Customers want to spend more on cooked foods and drinks. c. Customers usually consider local diets as the most nutritious meals and home madeas comppare to continental dishes therefore present the greatest opportunity for the chop bar industry. Main threats

Infux of major restaurants pose as a main threat to the operation of the business. The springing up of small food fastfood joints and selling local dishes by the road side. High prices of local food stuffs couple with high prices of meat and fish products. High cost of transportation

Strengths and Weaknesses Strengths Agbenorxevi chop bar offers the best quality local dishes and services in a clean and siren environment in the Town. Agbenorxevi chop bar ensures customer satisfaction to maintain patronage and loyalty. In-service training is organized routinely to better handle different dishes. Special professional advice is giving to our customers before selecting their diets. Our service providers are trained, responsible, trustworthy and decorous. This targets customer confidence. Main weaknesses Inability to find credit facilities to finance our operations High utility tariffs from the service providers. There is no sufficient human resource when it comes to professionals in the catering industry. we spend too much time of the customers when they come for buy There is no enough space for expanding our business.

Issue Analysis Having considered the opportunities and threats, and also the strengths and weaknesses of the car washing business there are more opportunities and successes for the future for the cosmetic business hence its opportunities can be easily managed to enable us achieve our goals and objectives. The strengths and weaknesses of the business on the other hand are not difficult to handle, it can be avoided, limited and corrected if possible improving on the weakness leading to better satisfaction of our customers. Therefore I recommend that investment into this plan should be continued. Objectives Financial objectives/Marketing objectives To achieve a profit margin of 5% this first year and 7% next year 8% in the third year,10% in the fouth year and the rest in the fifth year we need GHc 20,000 investment To compete vigorously with its competitors, market leaders overcoming them by 5% in market positioning within the first year and 7% yearly

Improve in the quality of service and facilities provide within the first year To introduce self service this year to match our competitors

Marketing strategy To be able to achieve our objectives, there is a need to restructure the whole store, overcoming some challenges and finding solutions to customer satisfaction. In the first place we need to invest in acquisition of new land for the setting up of an ultra modern chop bar including drinking bar, a very good alternative power supply system. By so doing we hope to get space and added services to outwit our competitors. Customers will switch to Agbenorxevi chop bar when other competitors have shortage of local dishes and rendering services. During that moment we are creating awareness for our new services. Secondly, there will be a massive search for human resource through advertisement and personal contacts to add to the existing workforce so that customers will spend less time when they come to buy. Focus will be on reducing waiting time or queuing between 30 and one hour at the store to buy by 50%, i.e. half of the normal waiting and queuing period. With this strategy more customers will get to know of our time-saving. And with radio advertisement on this strategy more customers will come along and profit will increase. We then will be able to overcome our competitors and achieve our market position . Quality of service will also be looked at by employing a supervisor to inspect meals served to customers before they eat to ensure quality meal. Our prices will remain the same as our competitors. The store attendants remuneration will also increase by 25% . Action programmes A building contractor will be contacted to construct an ultra modern chop bar at a siren spacious environment in Ho. Some of the things to embark on are; The company will be allowed to procure theirown building materials at the cost of GH 8,000. The second action program will be building two single-rooms at the site with enough bed space to accommodate workers who do not have sleeping places or travel from far places to work. This is estimated a cost of GH 1,500. The new chop bar will have to be furnished when we realize that our strategies are working. Already we one chop bar which cater for our range of services. Therefore the new chop bar needs to be constructed with a drinking bar with its accompanying staffs. The chop bar will cost about GH 2,500 and the drinking bar will cost GH 1,500. We need to purchase tables at a cost of about GH 1,000 as well as billboards to be mounted at vantage roadside points in town. Employing a supervisor to inspect services before customers live the bar.

Projected Profit and loss Statement In all, the marketing plan is estimated at GH 22,000. Revenue generated is also expected to increase by 50% per month with a gradual increase to about 80% per month after one year and above Budget for the project Activity Construction of new new chop bar. Purchase of Drinking bar Billboard production Building two rooms to finishing Furnishing of the new chop bar and drinking bar Cost of recruitment and training A supervisor salary Total time frame December, 2011 January, 2012 January, 2012 February, 2012 July, 2012 officer responsible Manager Manager Manager Manager Manager estimated cost GH 8,000 1,500 1,500 1,700 4,000 source of fund Loan IGF IGF Personal investment Loan

July, 2012 March, 2012 August, 2012

Manager Manager

600 1,200 18,500

IGF IGF

Control In this marketing plan, the goals are to overcome some possible challenges, overtaking our market leader, improving in the quality of services and at last to increase profit with a required budget of GHc 20,000. With the required budget, proper allocation of fund is made to various development areas in achieving our goals so that we do not exceed the required budget but rather be within budget. After the first 6 month assessment on the goals will be conducted to see whether we are on truck and also at the end of first year we expect to meet our yearly target after our yearly performance evaluation.

Profit margin should be measured quarterly in order to determine whether the marketing plan strategies are working well in the fulfillment of the goals and/or there is a need for adjustment (change in strategies).