Soup Plantation

p Proposal

Opening a Soap Plantation Restaurant in the UK [Author]

October 22 , 2008

Table of Contents

S .NO Pages

1 Executive Summary 2

2 Situational Analysis 3

3 Objectives of the Proposal 6

4 Marketing Plan 7

5 Recommendations 10

6 Bibliography 11 Executive Summary

Soup Plantation is a unique chain of restaurants in the United States with an attractive price card for the various delectable food items it serves . The chain has operated in the US only and is looking for expansion

into the European markets where the mode of operation is significantly different

With a high growth rate in the target market for Soup Plantation , the situation seems quite attractive for expansion . The target market defined by Soup Plantation can also be extended if there are sufficiently profitable groups visible in the UK market after entry

Internal and competitor information gathered suggests that there is a huge untapped potential in this segment which can be filled in by the entry of Soup Plantation . The hotels segment has been overly commercialized however , the chain restaurant market , especially the type represented by Soup Plantation

The chain has a great deal of homework to do before it can enter the UK market and actively challenge its competitors who are accustomed to working on different lines . Soup Plantation can use its experiences and working methodologies in the US to gain competitive advantage and eventual market share in the UK market

The analysis of the situation and the marketing program presented in...