Projet de gestion de marque : Fast bio, restauration rapide saine et bio

Étude de cas Marketing & marques Marketing produit

Date de publication :

28/05/2009

Langue :

Anglais

Format :

.pdf

Nombre de pages :

29 pages

Niveau :

grand public

Consulté :

5 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

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Sommaire :

Sommaire

Market study
1. Catering presentation
2. Bio products and trends
3. Bio fast food, example of a successful story
4. The competitors
Fast & Bio concept
1. Positioning statement
2. Swot analysis
Marketing policy and Brand promotion
1. Positioning map
2. Marketing mix
Financial part
1. Start-up expenses
2. Fixed and variable cost
3. Sales forecast and cash flow
4. Communication budget

Résumé :

Despite the increasing rate of unemployment, the company bankrupts and the lack of trust in the bank and credit companies, the food budget (outside the food bought for home) is growing. In the 80's, French consumers had 12.2 % of their meal outside home against 19% in 2008. With the 35 hours week of work, the generalization of the nonstop day of work and the increasing amount active women, the market is becoming bigger. A good value for money and a level of quality are the two main qualities that people are looking for. In the current catering industry, people are willing for diversity. This is the reason why we offer a new concept with innovation and respect of what we are all coming from: Nature. The catering place in the French culture is important. French people are used to go out to have lunch or dinner. It can be considered as a national tradition. In the business area we have seen that a good deal in France is going through a good business lunch. This is the reason why and due to a demand, fast&bio decided to develop in a mid‐term a 'company delivered service' of our products. This would allow business people to enjoy healthy food in companies' cafeteria. Since the 90's French people increase their budget for food, and the main reason is that they are willing to spend more money to avoid the 'junk food'. By proposing a new fast food, with only biological, natural, healthy products, and also providing advices about the feeding we answer to this demand of eating better. In this period of recession, we have seen that French consumers spend more time for entertainment. Going to a fast food is a type of entertainment, for kids it is a special moment, as they do not eat at home and eat something different than they are used to eat. The VAT is decreasing and promotes creation of new restaurants concept. On the other hand more and more competitors might penetrate the market.