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Unformatted text preview: Peterson 1 ShortStop Deli, Inc. Marketing Plan Executive Summary ShortStop Deli, Inc. is well known in the Ithaca area for its highest quality and great variety of selection of its sub sandwiches. Other products it offers include gourmet coffee, soups, grocery items, platters, and travel meals for sports teams. It is a walk-in restaurant with high quality service, and meals are typically made to-go as there is limited seating outside of ShortStop. The target markets for ShortStop includes local Ithacans, who exhibit a strong sense of brand loyalty, newcomers to the Ithaca are, who do not necessarily recognize the local name, but only those of large franchises, and also college age students, who have difficulty with the location of ShortStop in downtown Ithaca. ShortStop fulfills the needs and wants of its target markets by being a centrally located business and continuing to offer healthy alternatives next to the local flavor the restaurant exhibits to the newcomers. In addition, many college age students desire a more convenient way to access ShortStop. In the past, ShortStop has relied on its commitment to quality of its products and service to retain customers in the Ithaca area, as well as a strong sense of brand loyalty within the local Ithacans. However, it struggles to capture the college student market, and one major downfall of the business is that there is no option for a delivery service. Most college students do not have transportation to reach the deli, and if they do, the students are less likely to take valuable time out of their days to drive all the way downtown with the fast-paced lifestyles that they lead. In addition, ShortStop does not offer an environment to stay and dine at the deli as to attract new customers from the area for a sit-down meal, or even locals who like to catch up with friends. Also, ShortStop has a hard time competing with cafes that sell specialty coffees. Therefore, the three most important opportunities that ShortStop has to expand and bring in more business include offering a delivery service geared towards college students, to put in seating in the restaurant and lessen the grocery-style of the deli and instead focus on a carry-out restaurant Peterson 2 experience, and then to develop a specialty drink station where dessert drinks are made of all different types, and therefore gain a share of the market in the coffee business. Table of Contents Executive Summary..1 Company Description...3 Introduction Market Summary Market Needs Strategic Focus and Plan..7 Situation Analysis..7 Summary of SWOT Analysis Product-Market Classifications Industry Analysis Competitors...
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- Winter '07