Sample Moose Mountain Cafe Business Plan Page 4
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28Competitive Analysis
The Competition - The Competitor Matrix below shows the Moose Mountain Café in
comparison to its competitors:
Seats Meals
Pricing Hours
Other
Moose
20
Breakfast/Lunch *
6:30a.m.-
Mountain
2:30p.m
Café
Dunkin
20
Donuts/Soups
*
24 hours
no full meals
Donuts
Local
10
Donuts/Sandwich **
7:00a.m.-
no full breakfast
Donuts
3:00p.m.
Auntie Ems 30
3 meals/day
***
7:00a.m.-
Outdated menu/high
9:00p.m
priced/ other end of
Main Street
The
50
3 meals/day
**
7:00a.m.-
owners ready to
Pinecone
9:00p.m
retire/old building/ no
parking/slow service
Jiffy Stop,
none pastries/coffee
*
24 hours
no seating or full
Ervins,
meals
Shell
Marketing Strategy
In addition to an overall strategy, different actions and methods will be used for each of the
target markets.
Marketing Actions
Local Residents & Workers - Small ads will be placed weekly in the dining section of the
local newspaper. Specials will be promoted with an A-frame sign and during slow periods
coupons and ‘2-for-1 deals will be offered. Menus will be distributed to local businesses
and the faxing-in of orders will be encouraged. Take-out will be attractively boxed and
given equal priority to sit-down services.
Tourists - Menus will be distributed to the local lodging establishments to encourage their
guests to come to the Café. Advertisements and listings will be placed in state wide and
regional tourist guides and publications. Menus will also be placed at information booths
and other spots likely to have tourist traffic.
Other - Pricing will be competitive and customer service excellent. If anyone is not
satisfied, the item will be replaced or taken off the bill.
The
Café
will leverage the internet as part of its marketing presence. Its website is
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