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Management Business Plan
Chicken Wrap with Mango Chutney at Central DuPage Hospital
&
Statement of Purpose The purpose of this Management Business Plan is to
promote a retail menu or menu item based on Aramark’s retail category cycle menu
The goal of this business plan is to increase awareness and sales of the healthy proprietary meal options made available by the National Brand Licensing Guide between Aramark and Cooking Light.
The promotion focused on the Chicken Wrap with Mango Chutney
Mission Statement – Cadence Health
CDH is part of
whose culture is defined by a deep commitment to provide
compassionate care to every patient, every day
Mission Statement – Cadence Health
The mission of is:
"To provide excellent, compassionate care for
patients and their families, and to promote community
health and wellness."
Mission Statement – Cadence Health
Cadence Health operates by the ICARE values: Integrity. We do what's right. Compassion. We are caring and kind to our
patients, their families and each other. Accountability. We take ownership for our actions
and commitments. Respect. We show consideration and treat
everyone with dignity. Excellence. We are dedicated to providing
outstanding, equitable care every time, with the highest standard of safety and quality.1
Mission Statement – Aramark
The mission statement of
“Deliver Experiences that Enrich and Nourish
Lives."
Business Objective #1 Goal: Increase the sandwich recognition and
health awareness of customers in the Café by providing samples of Cooking Light's proprietary sandwich recipe and displaying the Cooking Light promotional materials and nutritional information.
Objective: 50 customers will sample the Chicken Wrap with Mango Chutney on October 21st, 2014 and be aware the recipe is healthy and sourced from Cooking Light magazine, a long-established health, nutrition and fitness authority.
Business Objective #2 Goal: Increase sales by promoting Aramark's
National Brand Licensing Agreement with Cooking Light, which provides access to proprietary recipes and promotional materials.
Objective: Increase the sales of the Chicken Wrap with Mango Chutney by 100 percent or to a total of six sandwiches as compared to the historical average daily sales figure on October 21, 2014.
Company Summary Ownership structure of CDH
changed twice in the past three years
In 2011, CDH merged with Delnor Hospital located in Geneva, IL, to form Cadence Health
In Sept 2014, Cadence Health merged with Northwestern Memorial HealthCare and will operate as Northwestern Medicine
Company SummaryAt CDH, Aramark provides:
Retail Food Service Patient Tray Service Catering Environmental Services
Cost Plus Contract 5-year contract Expires: August 31, 2018 Partnered for 15 years
Company Summary Aramark Local Presence:
130 client partners 4,500 employees Edwards, Advocate, NorthShore & University of
Chicago Medicine Ararmark’s National Presence:
1,000 hospitals worldwide FORTUNE Magazine’s “World’s Most Admired
Outsourcing Companies” Ethisphere Institute’s “World Most Ethical
Companies”
Market Analysis CDH is located in western suburbs of
Chicago Metro Area
Winfield, Illinois 2013 population: 9,400 Adjacent to Metra Union Pacific West
line Provides access to 19 communities
from Chicago to Elburn
Market AnalysisPrimary service area located in
DuPage County: Winfield West Chicago Carol Stream Glen Ellyn
Competition - Caliendo’s
Caliendo's Restaurant and Bar SWC Winfield and High Lake Road directly across
from CDH Locally owned Serves: specialty sandwiches, burgers, wraps,
Panini’s, Italian, pizza and desserts Open: 11:00 - 2:00 am, seven days a week $6.00 lunch and dinner specials (dine-in only)
offered Monday thru Friday from 11 am to 11 pm. Price range: $7.00 to $15.00
Competition – Caliendo’s
CDH
Calando's
Competition - Giagnorio’s Deli
Giagnorio's Deli
Located 0.2 miles south of CDH along Winfield Road
Open: 11 am to 3 pm, Monday - Friday
Offers: soups, salads, sandwiches and desserts, heat and eat later menu
Prices: $4.95 to $6.95 for a sandwich, $3.25 to $4.50 for soup and $6.50 for a salad.
Offers three daily soup/salad and sandwich combinations.
Competition – Giagnorio’s Deli
CDH
Giagnorio’s
Competition - John’s Tavern
John's Restaurant and Tavern
Located at the southeast corner of Winfield and High Lake Road, just south of CDH
Provides an extensive menu: appetizers, deli sandwiches, burgers, entrees, soups, salads, Friday and Saturday night specials and a full service bar
Tradition in Winfield since 1921
Sandwiches and burgers range from $7.95 to $10.95, soup from $2.95 to $3.95, salads from $8.95 to $12.95 and entrees from $10.95 to $15.95
Open: 9:00 am to 1:00 am
Competition – John’s Tavern
CDH
John’s Tavern
Competition Pricing
SWOT Analysis
S: StrengthsW: WeaknessesO: Opportunities
T: Threats
S
Strength
Offers variety
Strength
Convenient location
Strength
Limited competition
Strength
Lower Pricing
Strength
Strong managem
ent
Strength
Pleasant dining
environment
W
Weaknesses
Location on NW Side of
Hospital
Weaknesses
Access to café could be
confusing
Weaknesses
Number of employees
Weaknesses
Same 4-week cycle menu each month
Weaknesses
Temperature
Weaknesses
Minimal Garbage
O
Opportunities
Improved use of marketing
materials
Opportunities
Changing customer
tastes
Opportunities
Expand Cooking
Light options
Opportunities
Opportunities
Opportunities
T
Threats
Limited Financial resources
Threats
Decreasing margins from raw food price increases or
product shortages
Threats
Changes in economy which…
Threats Threats
New competition
within walking distance of
CDH
Threatscause more CDH
employees to bring meals
from home or dine at
competitive food
establishments
Market Segmentation
Hospital Employee
Non-Hospital Employee
Male
Female
Medical Staff
Non-Medical Staff
0 10 20 30 40 50 60 70 80 90
77
23
30
70
49
51
Informal Customer Demographic Survey at the Cafe at CDH
Percent
Cla
ssifi
cati
on o
f C
afe
P
atr
ons
Target Market
70% Female Average Age: 40 yrs old 80% Employees of CDH
Consistent with Cooking Light’s Consumers:83% Female25 to 54 years old
Marketing Strategy
Merchandising StrategyFocus on quality & freshnessSampling to create impulse buys
Marketing Mix
Product, Price, Place & Promotion
Product: Chicken Wrap with Mango
Chutney
Marketing Mix
Price: $4.95 Place: The Café at CDH
Marketing Mix
Promotion Promotional Materials
Display Plate Sampling during Promotional Event
Marketing Mix
Marketing Mix
Resources Employee Resources
Julie Brown, Retail Manager Rich Jirsa, Purchasing Manager Assembly Chef Dietetic Intern
Equipment Resources Refrigerator, hotel pans, kitchen scale, #20
scoop, 4 oz spoodle, knife, spatula, cello wrappers and Cooking Light stickers
Resources
Food Resources 5.5 x 8” naan bread 2.5-oz grilled chicken breast, sliced #20 scoop of mango chutney sauce 4-oz spoodle of spring lettuce salad
mix
Resources
Break Even Analysis for Chicken Wrap
Sales Price per Wrap $4.95
Variable Costs Raw Food Cost Additional Associated Operating Costs Based on Total Food Cost Percentage of 30% {($4.95 * 0.30) - $1.29}Total Variable Costs
$1.29
$0.20$1.49
Indicated Profit per Wrap $3.46
Fixed CostsSample Packaging 50 2-oz cups at $0.013/each 50 2-oz lids at $0.011/each Cost of Sample Wraps = (6 @ $1.29)Additional Labor for Sample Wraps and Excess Production above Par Levels = 30 minutes @ $10.50/hr Labor for Employee Passing Samples = 30 minutes at $10.50/hr Additional Promotional Materials
$0.65$0.55$7.74
$5.25$5.25$1.00
Total Fixed Costs $20.44
Break Even Point: ($20.44/$3.46) = 5.91
Wraps
Evaluation Goal/Objective #1: Accomplished
Greater than 50 samples of the Chicken Wrap with Mango Chutney were distributed during the lunch hour on October 21, 2014
Goal/Objective #2: Accomplished Sales of the Chicken Wrap with Mango Chutney were
increased by 400 percent as compared to the daily historical sales figure on October 21, 2014
Promotional Event was successful and well received Expanding the daily Cooking Light meal options is
concluded to be reasonable and achievable