April Proctor Aramark Dietetic Intern 20142015 Purpose To help the intern explore the company services provided market analysis marketing strategy financial plan and resources required for successful ID: 205860
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Slide1
Management Business Plan
April Proctor, Aramark Dietetic Intern 2014-2015Slide2
Purpose
To help the intern explore the company, services provided, market analysis, marketing strategy, financial plan, and resources required for successful
implementation of a retail promotion. Slide3
Mission Statement
Susquehanna Health
“
To extend God’s healing love by improving the health of those we serve.”
Aramark
“Deliver Experiences that Enrich and Nourish Lives.” Slide4
Business Objectives
Goal: To increase sales for a St. Patrick’s Day menu item.
Objective #1
: Increased corned beef and cabbage sales by 10% compared to total corn beef and cabbage sales from last year.
Objective #2
: Increase total gross sales from St. Patrick’s Day last year by 2%. Slide5
Company Summary
1994 Divine Providence Hospital, Muncy Valley Hospital, and the Williamsport Regional M
edical Center merged to form Susquehanna Health
Aramark service partner since 1987, operates 11 different lines of service
Aramark named World’s Most Ethical Company, Top 10 Veteran Friendly Employers, Fortunes 2014’s “World’s Most Admirable Companies”
Fee-for-service contract Slide6
Company Summary Cont.
Heritage Café
Four-week cyclic menu with a grill and home station
Grab and Go meals, deli and salad bar, pizza, snacks
Tower Coffee
Proudly serves Starbucks coffee and flavored beverages
Grab and Go sandwiches, salads
Subway
Subs, salads, soups, snacksSlide7
Market Analysis
Two Major Competitors: Cracker Barrel and The Brickyard Restaurant and Ale House
Cracker Barrel
offers southern home style cooking, and prides itself on cooking with high quality ingredients and genuine hospitality
Breakfast, lunch, dinner
C
orned
beef and cabbage with carrots and potatoes, served with Gulden’s® Spicy Brown Mustard was offered from March 9, 2015 through March 17,
2015 for $9.99
Traditional Price Ranges $10.00-$20.00Slide8
Market Analysis Cont.
The Brickyard Restaurant and Ale House T
raditional
“pub” food
Lunch and dinner
C
orned
beef and cabbage with carrots and cheddar mashed
potatoes during the week of St. Patrick’s Day for $12.99
Alcoholic beverages including specialty beers
Traditional Price Ranges $7.00-$30.00Slide9
Market Analysis Cont.
Both Cracker Barrel and The Brickyard operate off of a static menu Holiday meals and soup du jour
Greater brand/marketing powerSlide10Slide11
Market Segmentation
Voice of the Consumer
S
urvey (2010)
96% hospital employees, largest percent from support staff, nursing, and administration
37% ages 35-49
80% female
80% Caucasian
32% of respondents eat in the Café at least 2-3 times per weekSlide12
Target Market
Caucasian female hospital employees working first shift between the ages of 35-49
Slide13
Marketing Strategy
Product: Corned beef and cabbage with steamed red potatoes and carrots Price: $3.99
Place: Heritage Café from 11:00 am to 1:30 pm
Promotion: fliers, word of mouth Slide14
Sales Forecast
10% increase in total corned beef and cabbage sales from last
year
Last
year 22 servings of corned beef and cabbage were
sold, 24 or more this year to meet goal
I
ncrease
total gross sales by 2
%
Sales from March 17, 2014 totaled $
2,909.36 $
2,967.55 or greater
this year to meet goal Slide15
Resources
Equipment: Slicer, hotel pans, knife, cutting glove, hotel sized perforated pans, steamer, refrigerator, blast chiller, cutting board and board mate, large serving plate, steam jacket kettle, tongs, ½ cup spoodle, heat lamp
Food: beef brisket, corned; heads of cabbage, red bliss potatoes, baby carrots, spice pickling, yellow onion*, celery*, salt*, pepper*
*Indicates items already on handSlide16
Resources Cont.
Financial: Fixed and variable costs Fixed costs: 15
fliers as marketing
materials at $0.14 per flier and employee
insurance
costs at $6.27 per day.
Variable costs: labor
at $4.17 per
hour
(cut by 1/3)
for
the lead cook multiplied by six
hours
and raw food
cost per serving from the Aramark’s e-recipes website. Slide17
Financial Data
Calculations
Sales price per meal: $3.99
Number of meals sold: 32
Total sales: 3.99 X 32= $127.68
Labor cost per serving: $4.17 X 6 hours= $25.02/42 servings= $0.60
Raw food cost per serving (from e-recipes):
Corn beef- $1.40
Carrots- $0.09
Cabbage- $0.11
Potatoes-
$0.45
$2.05
Marketing materials: $0.14 X 15 copies= $2.10
Insurance: $23,500 per month/30 days=$783.33/125 employees= $6.27Slide18
Financial Data
Sales
Sales price per meal
$3.99
Number of meals sold
32
Total
$127.68
Variable Costs
Labor cost per serving
$0.60
Raw food cost per serving
$2.05
Total
$2.65
Fixed Costs
Marketing Materials (ink and colored paper to produce fliers)
$2.10
Insurance
$6.27
Total
$8.37
Breakeven number of units sold = FC/(SP-VC)
$8.37/($3.99-$2.65)= 6.25
Slide19
Evaluation
Total corned beef and cabbage meals sold: 32Exceeded goal of a 10% increase by 8 units
Total gross sales $2,722.72
Did not meet goal of 2% increase
Explanations? Subway, Pt. census
Slide20
Conclusion
Although objective #1 was surpassed by eight meals providing a total of $127.68 in revenue, objective #2 was not met and total gross sales actually decreased by $186.64 from the previous
year.
Suggestions for increased revenue for next year
Irish soda bread combo meal at slightly greater retail price Slide21
References
1. Susquehanna Health. Our Mission, Vision, and Values. http://
www.susquehannahealth.org
/about-us/introduction/our-mission-vision-and-values/
page.aspx?id
=23. Accessed on March 16, 2015.
2. Aramark Healthcare. Case Studies (Susquehanna Health). http://
www.aramarkhealthcare.com
/main-pages/
aramark
-in-action/case-studies/
susquehanna
-health-(
williamsport-pennsylvania
)Accessed on March 18, 2015.
3. Aramark. About Aramark.
http://www.aramark.com/AboutAramark
. Accessed on March 18, 2015.
4. National Restaurant Association. 2015 Restaurant Industry Forecast (Video).
https://www.youtube.com/watch?v=3mZLjToejy0
. Accessed on March 17, 2015.
5. Cracker Barrel. Wholesome
Fixin’s
Menu.
http://www.crackerbarrel.com/wholesome-fixins
. Accessed on March 15, 2015.
6. The Brickyard Restaurant and Ale House. Menu.
http://www.thebrickyard.net/our_menu
. Accessed on March 16, 2015.
7. Susquehanna Health. Voice of the Customer (
Powerpoint
). Williamsport, PA: Susquehanna Health Voice of the Consumer Report; 2010.
8. United States Census Bureau. State and County Quick Facts Williamsport, PA.
http://quickfacts.census.gov/qfd/states/42/4285312.html
. Accessed on March 18, 2015.
9. IBIS World. Serving Up Diversity: Major Trends in the Foodservices Sector.
http://media.ibisworld.com/2014/07/02/serving-diversity-major-trends-food-services-sector. Accessed on March 14, 2015. 10. History. St. Patrick’s Day. http://www.history.com/topics/st-patricks-day. Accessed on March 16, 2015.