ence and an opportunity to make customized traditional Korean dishes will single the cafГ©-restaurant out of them.
2.4 Marketing plan
Marketing strategymajor 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. It will the following measures:
. Printing and distribution of advertising leaflets in offices, business and trade centers;
2. TV and radio commercials.
Dynamics of approximate advertisement expenditures for the first 4 years of the cafГ©-restaurant s operation is presente d below.
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outline of advertisement expenditures is provided below. <В
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%. addition a signboard will be ordered for the cafГ©-restaurant entrance, its price is 3160 rubles.
Pricing
Korean BBQ will be a medium price restaurant; production cost and intended profit constitute a base for the pricing.
№ 3 - Structure of production prime cost
Portion of the sale priceExpenditures2011201220132014raw materials29, 5% 27,1% 25,8% 25,6% labor expenditures3, 2% 2,5% 2,2% 2,1% operating expenditure11, 4 % 8,2% 5,7% 5,4% managerial expenditure29, 0% 15,7% 14,5% 14,8% depreciation3, 5% 2,2% 1,5% 1,8% commercial expenditure7, 2 % 2,2% 1,7% 1,9% taxes2, 4% 1,1% 0,8% 0,8% profits13, 7% 40,9% 47,8% 47,5%
3. PRODUCTION PLAN
3.1 Volume of sales
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. Monthly volume of sales forecast is presented on the graphs below:
В В В В
sales volume increases disproportionally due to commodities ciclicity laws.
.2 Prime cost of the output
estimation was conducted proceeding from average commodities pric...
