Executive summary

BUSINESS PLAN
Alzahraa Kamshad
MKT110
11494623
BUSINESS PLAN 2
Executive summary
The business plan has been prepared for setting up a local multi- cuisine restaurant, Vue de
Carta, in Brisbane, Australia. Brisbane is a very famous city for its food and visitors. Global
restaurant industry has tried to contribute positively towards development of nation.
Similarly, in Australia this particular industry has added revenue to welfare of the country by
identifying the tastes and preferences of the population. The taste of Brisbane people is
unique and they prefer to consume varieties of food, which are made up of different spices
that are outsourced from other countries. With the increase in disposable income of greater
part of the Brisbane population, the demand for restaurants and delicious food has increased.
The business plan includes various steps that are considered during set-up of the business
such as marketing strategies, financial analysis and external environment analysis. The details
of the strategies undertaken for setting up the business are discussed in the following report. 
BUSINESS PLAN 3
Table of Contents
Introduction..............................................................................................................................4
Company Profile ....................................................................................................................4
Mission Statement ..................................................................................................................4
Services..................................................................................................................................5
Process in Service Marketing ................................................................................................5
Issue in Service Marketing.....................................................................................................5
Strategic Planning (Strategic Positioning).............................................................................6
Competitors............................................................................................................................6
Statement of Strategic Objectives ..........................................................................................7
Activity Map...........................................................................................................................8
Strategic Planning (Environmental Analysis).......................................................................8
PESTEL Analysis...................................................................................................................8
Porter’s Five Force Forces .................................................................................................10
SWOT Analysis.....................................................................................................................10
Market segments profile........................................................................................................11
Target Market Profile............................................................................................................12
Marketing Mix......................................................................................................................14
Product............................................................................................................................14
Price.................................................................................................................................14
Place ................................................................................................................................14
Promotion .......................................................................................................................15
Marketing Strategy................................................................................................................15
Cultural promotion ..............................................................................................................15
Inlimitedentry.......................................................................................................................15
Promotional Mix Activities..................................................................................................15
Place ....................................................................................................................................16
Distribution Channel .....................................................................................................16
Staffing Requirements...........................................................................................................16
Financial Analysis........................................................................................................ 


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