Marketing Proposal in Restaurant, Group Project, August. 2020

This project was my first time making a marketing plan with classmates as a group.

And it helped to encourage my teamwork experience while we were enjoying working closely as a team. Also, it helps me to make a marketing plan in a specific way such as what kinds of plans do we need to have for opening a grocery store.

My work part name (Jane)

Group Five

Noah Fenton, Devin Meyer, Jiyeong Mun,

Kylie O’Connell, & Kendal Talbott

1.0 EXECUTIVE SUMMARY: Jane

There exists a significant market gap in Florida’s greater Tallahassee area. There are many convenience stores serving different populations. However, the area does not have stores that offer a wide variety of goods from different product categories such as hot, cold, and alcoholic beverages, hot and cold dishes, clothing, household supplies, and electronics under one roof. Residents need a store that can provide them with all these at a convenient location with twenty-four-hour access. Stop & Chop will work towards closing this business gap by offering a wide array of relevant products under one roof.

Stop & Chop will be strategically located to serve the needs of students and faculty members of Florida State University. Although the university will provide the bulk of the targeted consumers, Stop & Chop will also serve other people within the area, including visitors and travelers. The business will utilize the supermarket model to appeal to its customers. Stop & Chop will tailor products according to customers’ needs and offer those at competitive prices.

The business will encounter competition from other established ones within the area. The expected competitors would be coffee shops, bars and pubs, hotels, and retail stores such as Walmart and Target. However, Stop & Chop will use its strengths and available opportunities to grow its market share. Competitive pricing, good customer service, 24-hour operations, and a diverse product inventory will attract potential customers. Besides, marketing the brand through events and advertising campaigns will help drive traffic to the store. Stop & Chop will be an excellent solution to the problems of consumers in the area.

Works Cited

Chang, H. H., & Meyerhoefer, C. D. (2018). Inter-brand Competition in the Convenience Store Industry, Store Accessibility and Healthcare Utilization (No. w24628). National Bureau of Economic Research.

CVS. (2015, May 13). Store brands. Retrieved from https://cvshealth.com/about/our-offerings/cvs-pharmacy/store-brands

Florida State's Economic Impact. Feb. 2020, economic-impact.fsu.edu/.

Graves, S. M. (2017). Convenience Stores: A Landscape Perspective. Yearbook of the Association of Pacific Coast Geographers, 79, 134-152.

Kalyani, Darshan. “Convenience Stores in the US.” IBIS World. Oct. 2019, https://my-ibisworld-com.proxy.lib.fsu.edu/us/en/industry/44512/about. Accessed 20 Apr. 2020.

Morrison, Ashley. The Roadmap to Marketing Any Business. Lulu.com, 2018

Office of Institutional Research. 2019 Fact Sheet. 2019, ir.fsu.edu/facts.aspx.

Stewart, Steve. Census Report Shows Leon County Population Growth Last Among Large Counties. 29 May 2019, tallahasseereports.com/2019/05/29/census-report-shows-leon-county-population-growth-last-among-large-counties/.

U.S. Census Bureau. QuickFacts: Leon County, Florida. www.census.gov/quickfacts/leoncountyflorida.

Unemployment Rate - Leon County, FL. data.tallahassee.com/unemployment/leon-county-fl/CN1207300000000/.

United States Unemployment Rate. Apr. 2020, tradingeconomics.com/united-states/unemployment-rate.

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Marketing Plan paper final draft .docx

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