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Taste of Thailand

Taste of Thailand. ARAMARK Dietetic Internship- Management Business Plan Project. Presented By: Jane Cook. Purpose. Opportunity to develop a business plan Exploration of ARAMARK & the client

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Taste of Thailand

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  1. Taste of Thailand ARAMARK Dietetic Internship- Management Business Plan Project Presented By: Jane Cook

  2. Purpose • Opportunity to develop a business plan • Exploration of ARAMARK & the client • Services provided, market analysis, marketing strategy, financial plan, & resources required • Be involved in every aspect of implementation of a new retail menu item

  3. ARAMARK’s Business Purpose • “Professional services organization dedicated to excellence” • Develop leadership position by engaging & supporting their people • Develop “world-class experiences” with clients by developing relationships • Enable clients to realize their core mission • Create long-term value for clients

  4. Mission of St. Francis Medical Center • Based on 5 Vincentian values: • Respect • Compassionate Service • Simplicity • Advocacy for the Poor • Inventiveness to Infinity

  5. Goals for Retail Theme Day • Increase sales of exhibition salads by 10% • Compared to previous 3 week average • Increase sales of Wednesday exhibition item by 10% • Compared to previous week • Receive positive feedback in the timeliness of the exhibition station

  6. Company Summary • ARAMARK • Account in place since September 21, 2009 ( 5 year contract) • Retail & Patient Services • 5 managerial positions • 4 full-time dietitians • Food-service associates • St. Francis Medical Center( SFMC) • 384 bed facility • Trauma, maternity, neonatal ICU, emergency • Hospital associates heavily unionized • Serves South East communities of Los Angeles

  7. SWOT External Analysis Opportunities • Customers desire for grab & go items • Customers desire for healthy options • Customers desire for easy to find vegetarian, vegan, gluten free items • Diverse staff looking for diverse food • Offer pre-made popular items on the grill • Train cashiers Threats • Hospital lay-offs • Restaurant turn-over • High volume of competitors • JACO/CMS visit has the possibility of poor findings • Poor EVS department at the hospital • Rise in food cost • Weather

  8. SWOT Internal Analysis Strengths • In-house location • Variety • Associate discount- 30%, free • Payroll deduction • Positive safety & sanitation reputation • Resources available with ARAMARK • Large facility & equipment for operation • Strong management team Weaknesses • Cafeteria hours • Improper quantity of foods • Understaffed • Lack of adherence to recipes • Cleanliness in the cafeteria • Location far from Emergency Room which is full of visitors • Long lines at Exhibition & Grill stations

  9. Most Direct Competition • Two block radius, over 20 restaurants • All Saint’s Café • Delivery & extensive specialty coffee • Priced lower than Starbuck’s • Carl’s Jr. • Fast-food • Green Burrito • Fast-food • Value Meals $5.00-8.00

  10. Market Segmentation Main area SFMC serves

  11. Market Segmentation- SFMC Staff

  12. Customer Close Up 2010

  13. Target Market • Diverse staff at SFMC • Customers that come frequently • Looking for variety • Customers who want to sample something small those who want to commit to whole meal

  14. Marketing Strategy • Distribute electronic flyer • Post flyers in cafeteria

  15. Marketing Strategy • Special signage to highlight items Thai Butternut Squash Bisque 12 oz. $1.59 16 oz. $2.09 Soup Combo 16 oz. Soup, Noodle Salad, & Specialty Cookie $ 4. 29

  16. Marketing Plan

  17. Product • Thai Exhibition Salad • Thai Chicken Pizza • That Butternut Squash Bisque • Coconut, Chocolate Chip, & Macadamia Nut Cookie • Peanut Noodle Salad

  18. Price

  19. Place • SFMC Cafeteria • Located in the main tower of the hospital • Outdoor & indoor seating area

  20. Promotion • Thai Peanut Noodle Salad put in specialty containers • Special signage used Thai Peanut Noodle Salad* $2.79 *This item contains peanut products

  21. Promotion

  22. Equipment Resources

  23. Food Resources

  24. Food Resources Continued

  25. Breakeven Analysis

  26. Sales Forecast/Goals • Increase sales of exhibition salads by 10% on October 17th, 2012 • 93 Salad • Actual Sold • 85 • 119 Made

  27. Sales Forecast/Goals • Increase Wednesday exhibition sales by 10% on October 17th, 2012. • 62 • Actual Sold • 85 • 119 Made

  28. Sales Forecast/Goals • Receive positive feedback in the timeliness of preparation of the exhibition salads

  29. Feedback

  30. Feedback Continued

  31. Feedback Continued

  32. Implications • Market differently • Taste test everything prior to service • Training on measurement of ingredients • Ounce(weight) vs. ounce(volume) • Simple changes  substantial increase in sales • Cookie

  33. Questions?

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