EXECUTIVE SUMMARY: Chicken express is a restaurant that specializes in providing its customers a fresher alternative to typical fried fast-food products with the convenience of fast-food with rapid response times. According to research data customers within this market segment are more attuned to the health benefits of their eating habits and are willing to pay more for a better fast-food choice when compared to the general population. My goal is to be the top choice for that market segment in this area. OBJECTIVE: To establish a presence as a successful local fast food outlets andFast food industry gain a market share in fast food industry. MISSION: My main goal is to be one of the most successful fast food outlets starting with one retail outlet located inside a major shopping mall as a market tester?. Keys to Success: Create a unique innovative entertaining menu that will differentiate us from the rest of the competition. Provide 100% satisfaction to our customers and maintaining the level of excellent services among other competitors. Get access to high-traffic shopping malls near the target market. Promote good values of company culture and business philosophy. PRODUCTS: We want to focus only on selling chicken and chicken related dishes. The products of my restaurant promote a healthy and positive lifestyle. COMPETITIVE COMPARISON: Unique fusion? concept of dipping sauce. Supporting merchandise items that support the company?s brand building. Our innovative packaging will be more entertaining than our competitors. MARKET ANALYSIS SUMMARY: Consumer expenditures for fast food are caused by the recovery of economy. The increasing number of new establishments such as fast food franchises fancy restaurants and gourmet bakeries has shown a significant growth in this sector. MARKET SEGMENTATION: We want everyone to feel welcome and entertained. Following groups as a target segments that contribute to our growth projection. Youth and teenagers Families People generally fall in between 15 to 50. Fig: Showing the segmentation of people belong to different age groups. MAIN COMPETITORS: The main competitors in this segment are any of the food outlets. PRICING STRATEGY: Pricing strategy is positioned as generic? meaning that everyone can easily buy our products. SALES STRATEGY: The sales strategy is to build and open new locations in order to increase revenue. Future Plan: I shall done my master programme in business administration (MBA) which also elaborate my skills to managing my business in well organized day and establishing the new branches in different areas.”
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