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Marketing Management
A Customer-Oriented Approach
The working purpose and overall goal of the marketing project is to: (1) analyze
Marlin Caterings current situation; (2) determine strategies for reaching potential
The marketing project opens with an analysis of the company's current situation,
including a review of its internal and external environment, which yields information
regard current company strengths and weakness along with the opportunities and threats
present. Marlin Catering's primary strengths are in the areas of its staff and expertise. Its
weaknesses include consumer perceptions that firm only sells Mexican food, even for
catered events and the company is not well known in the area. The opportunities present
include a growing marketplace. The primary threat is a large number of competing firms
in the area.
The marketing goal for Marlin Catering is to become a viable company in the
catering business in the Fayetteville area serving both individuals and businesses with
high quality food and service. The marketing strategy will begin with offering high
quality food and high quality, on-time service. The distribution strategy will be to sell via
direct sales and to expand via word of mouth endorsements. In the future, indirect
should begin a targeted advertising campaign and develop a colorful brochure that
illustrates the company's services. Personal selling and a presence trade shows should be
used to enhance the image. It will be important to reach the three distinctive markets that
Current Situation
Jose Hernandez and Clay Shields own Marlin Catering. They combine their
Hernandez is also the co-owner/business manager of Marlin Catering Party Planning and
Marlin Caf. Clay Shields serves as the silent partner and is not involved in the daily
managerial activities of the business. The Marlin Catering business was established in
January 2008.
The owners of Marlin Catering would like to eventually concentrate on the caf
and catering business and discontinue the party planning business. Jose and Clay are in
the process of relocating the caf to another facility while expanding the services of the
catering business. This leaves the current caf as the only location to be used for the
catering business.
Presently, Marlin Catering carries out every aspect of the catering process. After
the initial meeting with the client, Jose Hernandez prepares a menu selection including
prices. The next meeting involves the contract signing and down payment. During the
catering event, Marlin Catering provides the food along with servers, linens, and china.
They set up the food display and clean up the venue at the conclusion of the event.
An analysis of the current situation for Marlin Catering includes examining the
mission statement was the first component examined in the internal environment. The
current statement reads, Marlin Catering is dedicated to providing service for their
customer base in the local catering market in the Fayetteville, Arkansas area. Marlin
Catering is committed to providing high quality and reliable services to existing and
potential customers.
Though Marlin Catering is a new business with little name recognition in the
catering market, the opportunity for exposure and interest is increasing. Catering is
widely used for many different occasions, and the demand for this service is continuously
increasing.
the current market and current trends for catering services. According to the 2009
Economic Census, the catering market for the Fayetteville area produced $2,723,918 in
sales. There are various events in need of a caterer including, but not limited to:
weddings, banquets, graduation parties, engagements, showers, and political rallies. The
market appears to be saturated with a wide variety of catering vendors. Despite this
saturation, the owners entered the market because they believed with the right business
The experiences of the owner and the operation of their current cafe creates a key
competitive advantage for Marlin Catering relative to competitors The experience in food
clientele list. Also, the extensive resume of the owner gives the company a competitive
edge.
condition. The current production capacity for Marlin Catering is ten major events per
month. The business concentrates on high-quality production method which means the
company has the opportunity to focus on the quality section of the market. Although the
business is able to outsource for employees, the dependability and resourcefulness of the
however, this was partly due to the owner managing the business and sharing a facility
with the caf. Income statements for the first two years of operation indicate growth and
profitability potential.
2008 2009
Gross sales revenue $76,219 $109,347
Cost of goods $29,143 $46,023
Gross margin $47,076 $63,324
vehicle dedicated to the catering service should be purchased. Supply costs went down
the second year, after the initial costs for purchasing serving equipment had been
absorbed. The new caf will soon be finished, which means the current facility will house
only the catering business. This will mean that the monthly payments on the building will
External Environment
Due to the recession and slow down in the United States economy, sales in
catering services actually declined in 2009 in the Fayetteville area. The growth of the
university and new businesses in the area should help the economy rebound quickly,
The cost of food increased in 2008 due to the rise in fuel costs, as did costs of
operating the catering vehicle. The costs remained relatively flat during 2009. Analysis of
economic data for the area and fro the United States indicates a slight increase costs in
The demand for catering services tends to fluctuate during the year, primarily
because catering services reach peak demand for special occasions. Demand increases
during holidays and during the spring and summer for weddings. The majority of
weddings are held from April through July of each year. During this past year,
parties and banquets, and private parties. Again, these tend to have higher concentrations
during the spring and summer, and around holidays. Catering for political parties
Catering services are culturally diversified in the types of food dishes it provides
in order to meet all of the customers tastes & preferences. The most common requests
are for:
Mexican-style food
Oriental-style food
Italian-style food
American-style food
Seafood
increase in dual income households creates greater discretionary funds for catering
private events. Tied closely to this is the lack of time and busy schedules. It is easier and
more convenient to hire a caterer to handle the food at an event than do it yourself. This is
also true for weddings. But, another opportunity is present in the wedding market.
Catering is the most socially thing accepted method of serving food and any type of
private preparation of food would be viewed less favorably. This includes the rehearsal
dinner, which is now catered for most weddings in addition to the wedding reception.
Although the economy has affected the number of catering events held by
businesses, the growth in the business sector in the Fayetteville area has created a greater
have 25 guests to major corporate events that will have attendance of 1,000 individuals.
Competitive Environment
Marlin Caterings main competitors are full service caterers, turnkey caterers, and
general caterers. According to the 2009 Economic Census, local catering sales totaled
The catering business consists of four levels of competitors. At the top level are
full service caterers who also are involved in event planning. They handle the entire
event, including the food. The second level of competitors is full-service caterers who do
not offer event planning services. They only care for the food and tables at the event. The
third level of competitors is restaurants that also offer catering services. These restaurants
tend to be limited by the types of foods served at the restaurant. The lowest, or fourth tier,
are restaurants, primarily fast food operations and grocery stores, that prepare catering
food trays that can be picked up by customers. Some restaurants also provide these food
The top tier catering services target large businesses and the high-income
residents of the area. Fayetteville Planning and Catering is the market leader in this sector
of the market and controls the largest market share of the catering business. Although
their prices tended to be high, the company has a loyal customer base and its owners are
It was the second tier of competitors that offer food, service, and prices that are
comparable to Marlin Catering. Fortunately, the location of the caf helped create a
restaurant that was engaged in catering. Most companies and individuals did not know it
was a full-service catering service and that it operated independent of the restaurant.
For most catering services awareness and recognition are the keys to success. Few
companies, except the large ones, spend money on marketing and advertising. This is
especially true for the bottom two tiers, restaurants and grocery stores. They simply post
All of the companies in the first two tiers have yellow page ads or listings. Some
of the higher-end restaurants also place a listing under catering to inform potential
customers they do provide catering as well. A few of the companies advertise in the
newspaper, especially in the spring and summer and around holidays. A select few have
agreements with other types of services to generate leads, such as bridal shops,
Customer Analysis
Marlin Catering maintains a full service operation. This service offers a menu
selection to customers. The customer then selects the exact menu for an event and
negotiates a price per person. The company provides the china, linens, crystal, and silver
for the event. Employees are responsible for the set-up and clean up of the event. Marlin
Catering is also responsible for replenishing empty trays during the event.
The catering service is currently operating out of the caf and most of the catering
business thus far has been generated through the caf. Sales have been made to individual
customers or businesses that have either dine at the caf or through customers of the caf
which means that most of the business has been for events featuring Mexican cuisine.
A review of sales for the last 2 years shows three primary types of customers or
events: individual consumer events, wedding receptions, and small business events. For
the individual consumer events, the average attendance was around 15 individuals and
the average charge was $280. For weddings, the average attendance was 60 with an
average ticket charge of $1300. The business segment varied widely with some events for
only 10 to 15 people, but others for as many as 150 and 200 individuals. The figure
below shows the percentage of sales generated from each of the market segments in
2009.
years of age with an income range of $75,000 to $125,000. For the wedding
receptions, the ages were a little older, from about 35 to 60, but similar incomes. The
customers. The figure below displays the ethnic breakdown of the customer base.
located within 20 blocks of the caf. Most of the businesses, 63%, employed between 10
and 30 individuals. The types of customers varied from insurance offices to a small
manufacturing facility. Most of the catering events for the businesses involved
recognition dinners. A few were for company picnics or similar company outings.
The final component of this customer analysis is to examine the types of food
being served. Marlin Catering is currently tied to the caf. The result is that the largest
demand is for Mexican-style food, which is served at 82% of the catering events. Second
was for American food, but that was served at only 36% of the events. Italian, seafood,
and oriental were all below 10%. The percentages add up to more than 100% because
some events wanted more than one type of food. The most common combination was for
both Mexican-style food and American style food for individuals who did not like
Mexican.
weaknesses. The opportunities and threats were taken from the environment in which
Marling Catering operated. Most of the material in this section has already been covered,
but it is beneficial to summarize it here. The figure below provides a table that highlights
STRENGTHS WEAKNESSES
food preparation as well as event planning. The firms other two businesses helped the
catering service to be sound financially. The company has money to invest in marketing
While being tied with the caf and planning business provides some experience
financial benefits, it also is currently a major weakness. The types of food served by the
catering service and the type of clients being served illustrate the catering service has an
image of being tied with the Mexican caf and as a result is a catering service that
specializes in Mexican food. In addition, there is a low awareness of the catering service
The growing local economy and changing cultural acceptance of catering services
provides Marlin Catering with an opportunity to expand the business, despite the threat of
a large number of competitors. If Marlin Catering can disassociate itself from the caf,
this will reduce competition from the low-end market providers and allow Marlin
Marketing goals outline the purpose of a company and then marketing objectives
act as a guide whereby the firm can evaluate its marketing decisions and performance.
Based on the analysis of Marlin Catering, the following marketing goal is set forth for
the catering business in the Fayetteville area serving both individuals and
Objectives are used to evaluate the performance of a business and the success of
the marketing plan. The following objectives of Marlin Catering set goals in sales, profit,
1. Sales: To generate revenues totaling $200,000 for the next calendar year.
2. Awareness: To have 15% of area businesses and organizations, and 20% of middle to
high-income individuals in the local target market aware of the product and
services offered by Marlin Catering during the year.
3. Image: To have 50% of the individuals and businesses who indicate they are aware of
Marlin Catering to also indicate they see it as a full-service catering service that
provides a full array of foods and services.
4. Image: To have 75% of the individuals and businesses who indicate they are aware of
Marlin Catering to also indicate they see it as a full-service catering service that
provides a full array of foods and services.
Target Market
The clientele of Marlin Catering can be divided into two segments. The first
segment is the individual who has a desire for social contact through social events and
celebrations. This group is made up of upper middle class married individuals who seek
social and cultural acceptance. They are very brand loyal because of their high-income
status. This group of individuals may also have certain family characteristics. They would
have the presence of children who will in the future engage in social and wedding
activities. Their activities would include social events, entertainment, and shopping. Their
interests include such subjects as family, home, and community. Opinions and views they
hold about themselves and the world around them are social issues, culture, products, and
the future.
The second segmentation of the target market includes area small to mid-size
businesses and organizations, both profit and nonprofit. This group consists of
organizations and businesses engage in community and corporate affairs. They spend
more money and offer more events than the previous segment. Their activities include
work, social events, and entertainment. Their interests include such items as jobs and the
community. The businesses and organizations opinions and views they hold are politics,
Marlin Catering offers great food and a unique catering service to businesses and
small to medium consumer groups. The overall strategy is a growth strategy with a
local market through an integrated marketing approach and then use the experience and
positive word of mouth to move into subsequent markets. In the case of Marlin Catering,
we suggest starting in the previously defined Fayetteville area. Once the market is
established, Marlin Catering can consider branching into other regional areas, such
Product Strategy
Marlin Catering offers top quality food and beverage catering with high quality
service. Marlin Catering guarantees on time delivery of goods and services, and assures
each customer that their satisfaction is top priority. Jose Hernandez is also one of only
caterers in the surrounding areas, Jose has yet to develop a strong reputation for his
catering company. There are approximately 40-50 advertised caterers in the surrounding
areas, all of which offer basically the same services, which include; a wide variety of
entrees to chose from, preparation of food and beverage, delivery of food and beverage,
and servers to serve the prepared meals. In addition to the basic catering services
provided by Marlin Catering, Jose is also skilled in the art of ice sculpturing. This could
the door, and enhance his reputation in this very competitive market.
to the basic catering service offered by most of the area caterers. We refer to this type of
caterer as a turnkey caterer or event planner. A turnkey catering service offers more than
just the basic food preparation, and can offer services such as providing stemware,
flatware and dinnerware for the meals, flowers, tablecloths and centerpieces for the
for the event can be included in the list of services offered. Joses experience with event
planning provides him with expertise in this area and yet does not involve planning for an
entire event.
Distribution Strategy
Marlin Catering is currently located on 6th Street. By using this location for the
catering service and moving the caf to a new location allows Marlin Catering to expand
the catering operation with minimal costs. The restaurant will still be located nearby so it
does provide the benefit of sharing some resources, especially human capital.
Marlin Catering, being a catering service, deals mainly in direct sales, and
promoting via word of mouth. Creating a website may allow large groups and
customers can go to the website to have access to the services offered, the unique items
and possibilities, and discover the "who, what, when, where, and how" information about
the business.
florists and banquet halls, more contacts can be made. Wedding chapels often provide
Promotion Strategy
To increase market share as well as gain profits, Marlin Catering should establish
considered during the spring and summer months when catering services peak.
Advertising during other times of the year can help increase brand name recognition.
We recommend that Marlin Catering develop a colorful brochure for the catering
business, including pictures and the distinctive characteristics of the catering business. It
should also highlight Joses ability to create ice sculptures that could fit in with the theme
of the event. These brochures should be designed for sales calls, tradeshows, and
inquiries.
Trade shows are an excellent venue for reaching consumers and businesses. The
owners should carefully choose tradeshows that will maximize the companys exposure.
For instance, a trade show dealing with weddings would be excellent for that market. A
trade show involving business attendees would be good to reach the business community.
businesses as well as networking with floral shops, wedding accessory shops, specialty
bakeries, and other interested establishments. This type of strategy should begin with
personal letters containing information about the company and its services. These letters
should be followed by phone calls in order to set up a sales appointment. These sales
The website will assist in creating better recognition and acquiring more
customers. It is important for the website to be linked with other services, especially
those that are connected to events such as weddings. Creating mutual link partnerships
with local wedding planners, florists, retail wedding stores, and photographers can benefit
both parties.
Pricing Strategy
the other caterers in the market. As Marlin Caterings market share grows, the company
should increase prices to relocate to the upper tier of catering services. Not only does this
increase revenue, but it also may enhance the prestige and image of the company.
awareness of campaign. Working with a local agency or a free lance creative, a series of
newspaper ads should be designed. Marlin Catering serves three distinctive markets.
helpful to design 2 or 3 ads for each market, so they can be rotated. Once these are
designed, Jose should negotiate with the local newspaper for regular advertising space
with a heavier emphasis during the spring and summer months. The ads designed to
solicit wedding business should be concentrated more in the winter and early spring when
development of a color brochure. The brochure should be high quality and created by a
professional agency or service. It should reflect the high quality service and food that
Marlin Catering offers. This brochure will be used for sales calls, tradeshows, and
the local newspaper and clip every engagement announcement. This employee should
then locate the mailing address of the bride-to-be. A direct mail offer letter should be
Working with the Chamber of Commerce and other local organizations, Marlin
Catering should make a list of all tradeshows in the area. An analysis of each trade show
should be conducted especially in terms of who attends and how well the attendees match
Catering should select a variety of shows that will allow the company maximum
exposure. To attract attention to the booth, Marling Catering should offer a contest or
sweepstakes offering free catering services as the prize. This goal is to generate interest
and collect names of individuals and businesses that can be entered into a database and
In conjunction with the design of the advertisements, brochure, and direct mail
offer, Marlin Catering should to retain a company or individual to redesign the companys
website. The site should be of high quality and the look, graphics, and feel need to match
the brochure and newspaper ads being designed. Everything will be integrated and offer
Once all of these advertising and marketing pieces have been created, Jose is
ready to start making sales calls. He should start with businesses that surround the
catering facility then move to businesses surrounding the new caf location. At the same
time, Jose should follow up business leads obtained from the trade shows.
development of a follow-up letter and survey to consumers and businesses that use
Marlin Caterings service. The letter should thank them for their business. The survey
should solicit information about the quality of the service and the customers experience.
The final component of the survey should ask for friends or business associates that Jose
can contact and provide information and a brochure. To encourage customers to complete
the survey and provide referrals, a voucher for two to Marlins caf should be sent to
significant other to enjoy a nice "thank you" meal at the Marlin caf.
Implementation
Before launching this marketing strategy, Jose should develop a calendar noting
when each component will be developed. In addition, Jose should estimate the costs of
each component. To ensure a successful completion of the marketing strategy, funds will
be earmarked for each component. By spreading the costs over a year, Joe can use monies
generated by the business to support the marketing effort. It may also be necessary to
borrow some cash from the caf or corporate business to ensure the marketing plan
timetable is followed. Based on our analysis, we recommend the following time table.
Costs are a very rough estimate based on limited knowledge and investigation into the
recommendations.
The companys performance will be evaluated in four key areas: sales, profits,
In sales performance, actual sales should be compared to the sales objective. This
can be completed at the end of each quarter. The owners Marlin Catering can look to see
whether the company is on target to reach the first year sales goal. In addition to
reviewing sales figures, the owners can examine the number of clients served to see if
any increase in sales was due to more clients and/or clients spending more per event.
Company sales should be compared to the industry average and that of competitors, if
this information can be obtained. Careful records and detailed reports on performance
For profit performance, the sales revenue and costs from the previous year should
be compared to that of the current year. Actual and estimated profits should also be
maintain costs that remain within the specified budget. This will help to control
profitability within the business. The investments in marketing during the year will make
it more difficult to turn a profit the first year. But, by year 2 and year 3 of this marketing
plan, a profit should be generated with the objective of earning a 10% net profit by the
end of year 3.
marketing research firm or an independent agency to ensure validity of the study. The
costs of retaining an outside company may be prohibitive until the end of each year.
Hopefully this will occur at the end of 6 months, so corrections can be made if the
company is not on target. The effects of advertising and the awareness campaign may be
somewhat delayed. It will take time to get word out about the company.
The image component of the plan can be measured along with awareness. It
should be measured at the end of each year to determine if the marketing campaign has