Tomas Claudio Colleges

Morong Rizal
GRADUATE STUDIES PROGRAM

MBA
MARKETING
FOR PLAN PROPOSAL
The
Waffle Bar
MGT 206

Submitted by:
Submitted to:
1 | Page

TABLE OF CONTENTS

Page
EXECUTIVE SUMMARY

INTRODUCTION

TARGET MARKET

CURRENT MARKETING SITUATION

MARKETING OBJECTIVES

MARKETING STRATEGY AND ACTION PROGRAM

REFERENCES

CURRICULUM VITAE

APPENDIX

1. Executive Summary

This section is an abstract or summary of the company’s present status and

future direction. This may be the most important part of your entire plan. This section
should stand-alone. That is, the reader should be able to read this section and know,
in general terms, the purpose of the business overview, the objectives of the
marketing plan, and the marketing mix strategy.
This may be the most important part of the entire plan. Executive Summary
should be no more than 2 double-spaced pages or one single-spaced page.
Topics that should be included in the Executive Summary are:

✔ Name of the company and product;

✔ Description of the product and why it is better than what the competition
offers;
✔ Primary target market, why they will embrace the product and how they be
reached;
✔ Short-and long-term objectives in terms of sales growth, market share or
any other objective measurable goal;
✔ In-House Management team and what each member brings to the firm;
2 | Page

✔ Marketing goals;

✔ Conclusion.
3 | Page

✔
2. Introduction

What is the name of the company? Its purpose? Describe the product in detail.
What is its purpose and to whom should it appeal? Why? Be sure to name the
product and indicate the types of container(s) or packaging that will be used. A
drawing of the label of the package would be helpful.
The Waffle Bar is a small shop located in Morong, Rizal dedicated to provide a
unique and delectable “meryenda” experience to its customers. Established in 2022,
it aims to provide a blend of comfort and convenience with its quick, delicious options
for those on the move and its welcoming cozy space perfect for relaxation and spot
to hang out with family and friends.
Known for its “Waffle Burger”, The Waffle Bar puts on a creative twist on the
classic burger, substituting the traditional buns with a golden crispy waffle. These
waffles are slightly sweet with a light crunch on the outside with a soft and fluffy
interior. Inside, you’ll find a juicy, grilled beef patty with fresh lettuce and cucumber
that adds to its crisp texture, and a creamy sauce to complement the sweet-savory
combination. This small shop also offers a selection of freshly made waffles, from
classic sweet waffles like maple, chocolate and strawberry to inventive savory
combinations like waffle tuna, hotdog and bacon - perfect for all ages.

Take a break and enjoy a refreshing sip from The Waffle Bar, which also offers
Special fruity floats with flavors such as Green Apple, Lychee, and Blueberry. There
is a Fruity Soda version with the same flavors and can be added with pearls, and ice
cream. All you need is food, and it will not hurt you by trying new things. Especially
when The Waffle Bar added a rice meal menu, Yangnyeom, a Korean dish seasoned
with sweet and spicy sauce. Teriyaki is a Japanese cuisine, a food that is grilled with
flavored glaze of soy sauce and a little bit of sweet wine, and Buffalo Wings Sauce, a
deep-fried chicken wing coated with a spicy sauce.

3. Target Market(s)
▪ Describe the potential market in terms of different bases of
segmentation, such as demographics, psychographics, geographic or
use, or some combination of variable(s).
4 | Page

▪ Identify the most logical and most promising market segments to

target.
a. Are the segments you selected:
o Measurable?
o Accessible?
o Substantial?
o Actionable?
o Justify the recommendations based on primary data and
secondary research.

Note: Do not just say they do or do not meet the requirements, but rather, indicate
how they do or don’t. Why were these segments and not the other ones selected?
● The potential target market of this study are the students, employees
and passers-by around the municipality of Morong, Rizal and nearby
municipalities within the province of Rizal who prefer fast food serving
yet healthy and affordable food.
● The most logical and most promising market segments to target are
students within and near the municipality of Morong, Rizal.
● The segments are measurable through campus population, accessible
since the target market is within the vicinity, sustainable and actionable
on the grounds that there is no foreseeable end to educational need
which is directly related to the number of students.

4. Current Marketing Situation

This section presents relevant background data on the market, product,

competition and distribution systems by providing the reader with a “snapshot” of the
company by briefly commenting on all of the following areas:

▪ The Situational Environment

a. Social and Cultural Factors: what social/cultural factors affect the acceptance
or rejection of the product? For example, do reference groups, opinion
leaders, family and/or business associates have anything to do with the
acceptance or rejection of this product? Explain. Do values in our culture or
subcultures support or retard the acceptance of the product? Explain. (Find
secondary data to support the conclusions.)
b. Demographics Forces: What demographic forces affect the acceptance or
rejection of the product? Will the population shift into or out of the target
market? (again, find secondary data to support conclusions.)
c. Economic and business conditions: What are the economic
indicators/conditions in the region in which this product will be distributed?
Specify the geqqqographic target area and indicate how the business
5 | Page

conditions in that area will affect the acceptance or rejection of the product.
Use secondary data as basis for these projections.
d. State of technology: is this product high-tech state of the art? Are newer
products succeeding older ones frequently? Does technology affect the
production of this product, packaging, or distribution? In short, how is
technology affecting this product?
e. Law and Regulations: what current or pending laws or regulations affect the
marketing of this product? Consider laws that might affect the product, the
packaging mix. Do not simply list the laws and regulations related to the
product. Indicate how these laws may affect the company and what the team
is doing to prevent violations of the laws or regulations.
f. Financial Climate: what is the financial climate of the company related to
marketing activities? This section should address break-even analysis, sales
forecasts, expense forecast, and indicate how the activities link to the
marketing strategy.

▪ The competition
a. Describe direct and indirect competitors and their products. How do products
compare? Are there any differential advantages over the completion, and vice
versa? Describe.
b. (Secondary research on the competition would be helpful here.)
▪ Strengths, Weaknesses, Opportunity and Threats Analysis (SWOT)
This section identifies the main external threats and opportunities that
might impact the product. Its purpose is to make the manager
anticipate important developments that can have an impact on the firm.
List as many threats and opportunities as can be imagined.

STRENGTHS – does the team possess any special skills or

experience that will foster the development, marketing, or management
of this product? Explain.

WEAKNESSES- does the team possess any significant weaknesses

especially those that will impede the development, marketing, or
management of this product? Explain.

OPPORTUNITIES – are areas of buyer needs in which a company can

perform profitably. Opportunities can be classified according to their
attractiveness and their success probability. The company’s success
probability depends on whether its business strengths not only match
the key success requirements for operating in the target market but
also constitute a competitive advantage. The best performing company
6 | Page

will be the one that can generate the greatest customer value and
sustain it over time.

THREATS - are challenges posed by an unfavorable trend or

development that, in the absence of defensive marketing action, would
lead to a decline in sales or profits. Threats should be classified
according to their seriousness and probability of occurrence.
- Major threats can seriously hurt the firm and have a high
probability of occurrence. To deal with these threats, the
company needs to prepare contingency plans that spell
out what changes the company can make before or
during the threat’s occurrence.
- Minor threats are those that are not serious and do not
have a high probability of occurrences. These can be
ignored.
- Real threats are those either serious or have a high
probability of occurring, but not both. This category of
threat does not need contingency plans but does need to
be monitored in case they grow into major threats.

5. Marketing Objectives
▪ State marketing objectives in terms of sales volume, market share, return
on investment goals, etc. Most businesses pursue many objectives
simultaneously, including profitability goals, sales growth goals, market
share improvements, risk containment, etc. Objectives should be
quantitative and objective and clearly stated.
▪ Objective should be:
o Arranged hierarchically from the most to the least important, form
broad objectives to specific objectives for specific departments or
individuals.
o Stated quantitatively whenever possible. For example, instead of
saying the objective is to increase rate of return on investment,
state the objective as “increase rate return on investment from 5%
to 10% within 2 years”.
o Realistic, arising from an analysis of the business’s strengths and
weaknesses, not from wishful thinking.
o Consistent. It is very unlikely that sales and profits will both increase
simultaneously.
6. Marketing Strategy & Action Programs
▪ “Game Plan”
7 | Page

1. Describe the logic for attaining the objectives stated earlier.

A marketing strategy is an overall, company-wide program
for selecting a target market and then satisfying customers
in that market through careful balancing of the elements of
the marketing mix (product, price, place, promotion) with
represent subsets of the overall marketing strategy.
2. Remember: the marketing mix strategy should relate back
to the secondary and primary data that have been
collected. The purpose for all of that research was to
provide a sound basis from which to generate a specific
strategy. If for example, the situation analysis predicted that
opinion leaders and reference groups could have a big
effect on the product’s acceptance in the marketplace,
indicate how the promotion strategy will work with these
factors. Similarly, if the financial status indicates that only
Php 100,000 (just an example) can be budgeted for
advertising, make sure the advertising plan stays within
those limits.
3. All recommendations should be specific and detailed. This
should be the longest section and include all subsections
and sub-subsections detailed below. This is the “game
plan”. It must be workable and realistic – something that
can be implemented. Additionally, recommendations must
be justified.
▪ Positioning Strategy: Recommend an appropriate positioning
strategy based on the market identified to target. The positioning
section should address the following questions:
1. How will product differentiation lead to “owning” a clear,
distinctive, and desirable place in the minds of target
customers?
2. What specific steps need to be taken to reduce the clutter
and communicate to the target market?
- Condense the recommended positioning strategy into a
specific but concise statement. A company who truly
“owns” a unique and desirable position in the minds of
target customers can usually express the position as a
single phrase or even as a single word. The single phrase
or word focuses and guides the company’ marketing
strategy and is consistently communicated to customers.
For example, Charman toilet tissue is positioned as “soft”
and Volvo is strongly identified with “safety”, FedEx is
positioned on “overnight”, Xerox is “the document
company”, and Dominos Pizza is positioned on “delivery”.
8 | Page

- Condensing a desired position into a single meaningful

phrase or word is not easy. Even if initial efforts are not
completely satisfactory, all efforts will help identify and
focus on what the product does (or can do) the best.
3. The marketing mix: Given the target market and positioning
strategy recommendations, plan detailed strategy for each
element of marketing mix (product, price, place and
promotion). Be very specific in this section. Present
detailed, thoroughly developed actionable plans and justify
why they have been recommend (explain why).

PRODUCT STRATEGY includes recommendations regarding product modification

and improvements, product augmentation, branding and protecting brand equity,
packaging, the product/company name, customer service, etc. Be as specific and
detailed as possible. Even though the product is determined, the product strategy is
not.

PRICING STRATEGY includes an overall pricing strategy (consistent with the

recommended target market and positioning) as well as specific price. Define the
strategy first; then discuss tactics (selecting a price point, providing discounts and
allowances, promotional pricing, etc.). Analyze competitive pricing, estimated costs,
and customers perceptions and recommend a specific price or range of prices. (This
should refer back to primary and secondary data collection.) A specific price, based
on all the information and strategies available, is needed. Justify this price!

PLACE (DISTRIBUTION) STRATEGY includes appropriate distribution coverage

(intensive, selective, or exclusive distribution) and the most appropriate distribution
channels (e.g., wholesalers and retailers, direct marketing, vertical marketing
systems, franchising, etc.) Provide detailed planning and justify the
recommendations

PROMOTION STRATEGY includes an appropriate promotional mix (using some

combination of advertising, sales promotion, trade sales promotion, publicity, and/or
personal selling) and plan detailed strategies for each element of the recommended
mix.
- Be very specific and detailed in this section.
- For example, if advertising is recommended, offer specific
and detailed recommendations regarding the media plan,
message, and format. That is, if magazine advertising is to
be used, recommend specific magazine by name; if
television advertising is to be used, discuss the time of day,
type of show or cable station, etc. where the ad will run.
9 | Page

- Be specific regarding the massage format, how the product

should be portrayed, and the execution style to be used. In
other words, the plan should detail specific recommendations
about how the ads should look, what they should say, and
when and where they should appear.
- If publicly is recommended, provide detailed planning as to
how you should go about obtaining publicity. This might
include plans for sending press releases to specific media,
specifying what the releases should say, specifying events
you should sponsor, etc.

7. References

8. Appendix
a. Copy of Informed Consent Form
10 | Page

b. Copies of questionnaires used in primary research are included here.

c. Tables and/or figures supporting forecasted sales and accounting pro-formas
are included here.
d. Information regarding how primary research was conducted as well as results
and conclusions of this research are included here.
e. Documentation (Pictures during the conduct of marketing research)

9. Curriculum Vitae