Format:

Working in teams of 3 or 4 students, you will make a written report summarizing the opportunity, the market, and your recommended marketing activities. The written report should be done in a professional manner using sentence format, and point form information as needed to emphasize key issues or facts. Your report should be no more than ten pages long, including the cover page. All external sources of information must be referenced, and a bibliography included at the end of your report. Your report should include the following information:

Situation Background - 18 marks total

Summarize the opportunity and the key benefits to the intended customer base. (6 marks)

Provide a high-level overview of the restaurant market in Canada. Include key firmographic information and any existing segmentation criteria/data. (6 marks)

Based on your research, select the province/region with the most potential and explain your choice. (6 marks)

Marketing Plan - 42 marks total

Detail the objectives to be achieved for this product - at least two. (6 marks)

Be SMART! (each objective to be one sentence only - see examples)

Identify at least three key customer target groups and any related segments (10 marks)

Using your research, select at least one key customer segment within each group to target to achieve your objectives

Describe each segment using firmographics, and other relevant information

Quantify your segments (ie. stats, how big are they in size and revenues)

Competitive Overview (6 marks)

Identify at least two other direct competitors in this market

Summarize their offerings (4 P's) as compared to Touch Bistro

Describe three to five different campaigns or tactics to launch and drive sales of this product (at least two of these tactics must be non-digital). Consider your segments and how each might need a different approach, or if you can create an integrated campaign. (12 marks)

Clearly outline objective(s) to be achieved by each campaign or tactic

Identify which channel(s) will be used to execute each of these campaigns/tactics

Explain how each of these tactics/campaigns will be evaluated

Explain how this company will deliver and support this product to the new customer segment(s) to ensure its success is ongoing. (ie. What channels they will use) (8 marks)

What channels will they use to fulfill and service this product

Think about what kind of product this is and how it's functionality can be used to provide customer support