Marketing Plan for The Cheesecake Factory

MARKETING PLAN

Running Head : Marketing Plan

MARKETING PLAN

In APA style (name (university

2007

Marketing Plan

Situation Analysis

I .1 . Internal Environment

As the ninth largest restaurants in the United States by market capitalization , The Cheesecake Factory has one of the best staff and crew trained to satisfy customer . Managers simply stated that `we never forget who pay the bills . Together with the old-fashioned and elegant style restaurant design , the quality of the people working in these restaurants generates one of the best working environments in the

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Observers reveal that the company deliberately search for the best talents in the industry and mix them is the most constructive manner to develop the best working atmosphere . These recruited people are also given one of the highest salaries in the restaurant industry . Some reports indicated that some of the se people are made millionaires by the company through a six figure salary (`The Cheesecake Factory 2004 I .2 . External Environment

Externally , the Cheesecake Factory is living under a very supportive environment . The company chooses its locations carefully and performs a cost and benefit analysis before it invest into any location . The company chooses premium location in an urban or suburban area with dense population

Economically , the restaurant industry in America is already at its own a very lucrative business activity . Nevertheless , due to the lucrative nature of the industry , competition is also harsh , and the Cheesecake Company has managed to tackle the issue of competitiveness by creating a unique and classy image of itself I .3 . SWOT Analysis

The strength of the company comes from the depth and the breadth of its recipes and its reputation . The Cheesecake Factory has approximately 200 menu items plus 50 different cheesecakes and deserts . The company has a reputation for being one of the best restaurants with mid-price meals in America and gained thousands of loyal customers . Corporate weakness is in the way it manages the business . Despite its medium price level meals , there are a lot of people who see the restaurant as a classy place to eat and they expect a classy service as well . Nevertheless , the company refuses to take reservations and insist in positioning itself in the casual dinner format restaurants (`Corporate Overview , 2007

Opportunities come from the possibilities to expand in many more states . I believe that the unique image of the restaurant will survive a considerable expansion to more locations in the United States furthermore , outside the United States , like European countries . Threats however , comes from the presence of competitive restaurants which is abundant in large cities in the United States

Set Marketing Objectives

A further objective of any future marketing activity should be consistent with corporate vision and mission , which is to create an environment where guest satisfaction is the highest priority through delivering romising quality of food and services (`Corporate Mission and Vision , 2007 . The marketing objective should be as follows

Expand to more states in North American continent

Develop the classy image of the restaurant throughout...