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Marketing Plan For Riverside Pizza Essay

9248 words - 37 pages

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Riverside Marketing Group2012-2013 marketing plan for riverside pizzaTable of ContentsExecutive SummaryCurrent Marketing SituationMarket DescriptionProduct ReviewCompetitive ReviewChannels and Logistics ReviewStrengths, Weaknesses, Opportunities, and Threat AnalysisStrengthsWeaknessesOpportunitiesThreatsObjectives and IssuesFirst-year ObjectivesSecond-year ObjectivesIssuesMarketing StrategyPositioningProduct StrategyPricing StrategyDistribution StrategyMarketing Communications StrategyMarketing ResearchMarketing OrganizationAction ProgramsBudgetsControlsExecutive SummaryThe pizza Industry is growing steadily and has been charted as a $30 billion a year industry (Lofstock 2009). Riverside Pizza, now with seven locations, was founded by Al and Sandy Thompson and their first store opened in Lawrenceville, Georgia in 1999. According to the 2010 U.S. Census, Georgia has the fourth largest population growth rate with a growth rate of 1.5 million people. Metro-Atlanta, which composes 54% of the entire population of Georgia, is ranked ninth in the United States in terms of population and has a growth rate of 24%; Atlanta has the 2nd largest growth rate of any city in the United States (Mackunand et al., pg. 4, 2011). Being entrenched within the metro area, Riverside Pizza is fortunate to be within such a large and quickly growing market and region.Georgia is a very diverse state with many different cultures and ethnicities throughout. Two of the largest non-European ethnicities, Blacks (30.5% of population) and Latinos (8.6% of the population), have respective population growths of 25.6% and 96.1% between 2000 and 2010 (Humes et al., pg. 22, 2011). Because of these facts, Riverside Marketing Group decided that one aspect of its marketing campaign would be to focus on capitalizing on population changes like age and ethnic composition changes throughout Atlanta.Studies show that 57% of Americans are making attempts at eating healthier (FMI, 2006). Riverside Pizza makes products that use real, fresh, and high-quality ingredients. A survey done by Pizza Quarterly Magazine found that 43% of retailers had most of business growth credited to take-out pizza (Lofstock 2009). 68% of American families try to eat meals together on a regular basis (FMI, 2006). Due in to a 6.3% decline, since 2007, in household income in the south (DeNavas-Walt et al., pg. 18, 2011), families will be looking for affordable and efficient ways to feed their families. Riverside Pizza offers ready-to-go take out $5.99 large cheese or pepperoni pizzas. Riverside Pizza also offers other high-quality products at reasonable prices. Riverside Marketing Group will emphasize Riverside Pizza's family orientation and its reasonably priced and high-quality products throughout the marketing campaign. Riverside Pizza is positioning itself as a community founded and based company which provides high-quality products at reasonable prices to families and young people through innovative means....

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