Marketing Plan - the Fountain on Main

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Political Environment- This is not only an issue economically but also politically. With the current government in office, taxes are expected to rise even more in the coming years. This also leaves less expendable money for people to spend on conveniences and luxuries, such as dining out for meals, especially for the population who rely on social security benefits or live on a fixed income. The Fountain on Main could see a decrease in customers but may potentially see an increase in their customer base due to their already low menu prices.

The current government is reviewing the laws for minimum wage as well as the requirements for hiring skilled and unskilled employees. This could affect the customer base for The Fountain on Main. If less people are employed due to companies reducing their employee numbers, this could have a negative impact on our restaurant; thus, impacting our customer base and sales.

The government is also currently in the process of reviewing laws that could adversely affect many small businesses. With increased costs of healthcare, insurance requirements, minimum wage, and stringent business regulations, many small businesses are not able to survive in the competitive market. The Fountain on Main could be impacted with new laws and regulations that could affect the sales and profits of the eatery.

Natural Environment- The Fountain on Main uses local area suppliers for fresh produce and ingredients. With the growing population gravitating toward cities and suburbs, farms and markets are becoming more uncommon. With less farms and markets, it would increase shipping expenses to have fresh produce and ingredients shipped to the restaurant.

Currently, the government is in the process of reviewing the minimum wage laws. If minimum wage is increased, this could adversely affect our expenses and profits. With the possible increased labor costs, many companies will pass on their costs with higher prices to their consumers. Supplier and vendor costs could also increase, thus impacting the profits of the eatery even more.

Technological Environment As young adults become more technology-oriented, they begin looking for environments that support this type of lifestyle. For example, a car that has a touch screen, can park itself, or connect to a Smartphone is much more appealing than the average car that has a radio and must be controlled by the driver. This would apply to our restaurant as well. With a 50’s themed atmosphere, there is not much support for a technology-oriented environment. In the coming years, the urge to sit in a leather booth, eat food, and listen to 50’s era music might cease to exist, which would negatively impact our business’s profits.

New inventions and advancement in technology have improved the efficiency in many companies and businesses. However, The Fountain on Main wishes to maintain a 50’s style diner. It faces the issue of whether to upgrade its machinery and utilities. It would be contradictory for there to be the newest high tech sound system or touch pad registers in a place that prides itself on its nostalgia. On the other hand, if the restaurant does not upgrade, it risks falling behind its competition in efficiency and costs. It could possibly be a “lose-lose” situation.

With the overwhelming population utilizing the internet and other modern technologies, more restaurants now offer internet and Wi-Fi service to bring in more customers. The Fountain on Main could integrate Wi-Fi service to increase the number of the younger population. This would positively increase traffic and sales in the restaurant while customers can socially interact with each other and enjoy the relaxing atmosphere.

Cultural Environment A trend in the United States that has been growing in the last few decades is the fast-paced lifestyle for working adults and teenagers. Everyone is always on-the-go, rushing to get to their next destination. Millions of people frequent fast food restaurants and eateries that are quick and inexpensive. The Fountain on Main has an advantage to its competition due to their quick lunch service and low menu prices. This allows customers a quick meal at a reasonable price in a unique atmosphere.

With the increased number of corporations and restaurant chains, larger restaurants can offer a broader variety and more menu choices. Many of the larger restaurants seem to have similar selections with no uniqueness or singularity. The Fountain on Main can use their nostalgic atmosphere to their advantage. Customers can come in to enjoy a meal or dessert while reminiscing the “good ole days” or visualizing the era by comparing them to some of the classic movies such as Grease and Rebel Without a Cause.

The style of clothing has also changed drastically since the ‘50s. To many young adults, it is beginning to seem as foreign as the long dresses and corsets of the 1850s. Due to changes in the culture, our company has another advantage because it allows our customers to take a step back into a time portal. The clothing, as well as other factors such as the music and decor, will intrigue younger patrons due to its interesting appearance and initial impression.

Demographic Environment

A main demographic change is the continued increase of people migrating toward cities or suburbs to decrease the commute to their places of employment due to the economic conditions of the U.S. With more people gravitating toward areas where job opportunities are higher, this could hinder sales and profits depending on the employment rate in the area. The Fountain on Main will need to create a niche in the restaurant industry to maintain and increase our customer base. Offering special daily or weekly deals may be a promotional strategy to entice customers to return or to gain to new loyal customers.

Baby boomers born between 1946 and 1964 are now in their fifties and grew up during the 50’s era. Almost 60% of the Springfield/Clark County population consist of people ages fifty or older. Many baby boomers are nearing retirement or live on a fixed income. With our everyday competitive and already low prices, our menu may appeal to many of the baby boomers within the Springfield area. They can get a nice meal at a low price, thus getting more for less

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Market

The Fountain on Main targets the nearby population of the Springfield and Clark County areas by showcasing the 50’s styled and family-like atmosphere of the restaurant. Due to its downtown location, the company is in a perfect area to target the business lunch