.Put yourself in the position of marketing manager for the restaurant organization. ◦You will need to gather some information before writing. You should also look into the secondary literature regarding current information in restaurant sales. ■Identify competitors by divisions, product lines and markets. ■Identify and compare your company’s and your competitors’ strengths and weaknesses. ■Compare your marketing techniques with those of your competitors. ■Describe potential advertising program – discuss the following:
◦Possible use of ad agency and/or in-house ad department ◦Media choices, how selected and target audience ◦Project expenditures for each medium and product/service ■Describe potential public relations/publicity activities – i.e. business opening.
Sales Forecasting •Review sales history of competitors through secondary research. •Show recent sales trends in industry. •Make any seasonal adjustments. •Project sales and income for next four quarters
Before you start writing—read all of the material for this week’s assignment. As you read, highlight the areas of the text that align to this week’s paper.
Next, take a few minutes to write an outline. This will save you a lot of time if you do this before starting to write. Here is an example of a sample outline for this paper. Your outline will look different—it will have the specifics that you intend to include in your paper.
Sample Paper Outline
Title: Promotion & Public Relations
Introductory Paragraph (Write your thesis first…the rest of the paper will flow from your thesis.)
Possible thesis statement: See example Week 1
Paragraph 1: Objectives of Sales Promotions
Paragraph 2: Tools for Consumer Sales Promotion •Include a discussion on consumerism and environmentalism
Paragraph 3: Trade Sales Promotion
Paragraph 4: Description of detailed sales promotion (created by you!)
Paragraph 5: Sales Forecasting and project sales and income for next four quarters.
Conclusion Paragraph: which links back to thesis…do not introduce new ideas here.
