This paper is a marketing plan for P.F. Chang's China Bistro to add a new delivery service.
Written in 2005; 6,100 words; 9 sources; APA; $ 143.95
Paper Summary:
This paper defines a marketing plan for a new delivery service of gourmet Chinese food, at the door within 45 minutes, by the publicly-held P.F Chang's China Bistro, a successful restaurant serving Chinese food with a European twist, which enjoys a loyal and growing customer base. The author points out, in the SWOTT analysis, that a weakness of this new product may be P.F. Chang's inexperience in the delivery of food and the consideration that P.F. Chang's original atmosphere may not be projected in this delivery. The paper stresses that an attractive segment for this delivery service is that organizational buyers for "working lunches" of executives and white collar customers seeking options to greasy pizza or other fast food delivery.
Table of Contents
Organizational Overview
New Product Description
Product Mix
SWOTT Analysis of PF Chang's Home Delivery Service
Strengths
Weaknesses
Opportunities
Threats
Trends
Marketing Research
Segmentation
Differentiation and Positioning
Marketing Mix
Product/Service
Price
Place
Promotion
Direct Mail
TV Ads
Radio Ads
Internet Marketing
In-Store Advertising
Sales Promotion Schedule
Public Relations
The Web
Budget
Evaluation Process
From the Paper:
"The evaluation process is separated into two aspects; evaluating the decision itself and evaluating the decision process that has been used. Evaluating the decision involves monitoring the market place to determine if more action will be needed in the future. When evaluating the decision process that has been used you want to ask yourself if the marketing research and analysis that was used was effective, flawed or if it could be improved for use with similar situations in the future (Kervin p.226). The measure and control that you use for you marketing plan gives you something to rate your performance on as you develop your business. For instance, the money that you spend on advertising or PR, you can evaluate this against any increase - or decrease - in sales revenue, stock price or numbers of new customers contacting you. These practices will help you measure how effective your marketing activities are."
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