Marketing plan For a TGI Friday's in Morocco.

University Degree Business and Administrative studies

Anas Chokairy

Understanding markets

BM1

SIST/UWIC

MARKETING PLAN

INTRODUCTION :

The following marketing plan is simply the analysis that will provide a clear definition of what are the firm capabilities, what markets are possible, and how to achieve a share of those target markets,it will also help analyze the environment of the area in which we wish to work, help set prices for your services and goods, So basically, The analysis allows you to outline the best strategies to follow for the achievement of the company’s goals(Christine M. Piotrowski,1992). In our case here our marketing plan is based on T.G.I Friday’s “(often shortened to "Friday's" in most countries, and stylized "FRiDAY'S", or "T.G.I.'s" in the United Kingdom) and it’s an American focusing on , with over 1000 in over 51 countries. The company is a unit of the . Its name is taken from the expression . The company asserts that it stands for "Thank Goodness It's Friday"”(T.G.I Friday’s)

And it takes as A mission the following:

“Our Credo

A culture of inclusion through respect, caring, fairness, and understanding by Leadership that deserves responsible, committed, positive, and trustworthy Team Members.

Our Promise

Every Guest Leaves Happy

Our Guiding Principles

Whatever we do, we do with Integrity” (TGI FRIDAY’S MISSION)

Our goal is to become the only choice in the restaurant market, while the "man" is the key to Our success, including Our customers, employees, vendors, neighbors and investors. TGI Friday's commitment is to treat these people with respect, empathy, care. Our goal is to become the world's top full service catering business. To achieve this goal, we insist in Our work: to do the best and seek to exceed the expectations of each others.

2. Macro Environnement (SLEPT)

Social Environment

The customers comes to T.G.I Friday’s restaurants already having an expectation of what their dining experience will be like. We plan to continue to meet and exceed those expectations. As the costumers only ask for the quality of the restaurant the professionalism of the waiter, the restaurant will have the same novel look and it will feel as any other T.G.I Friday’s restaurant in the world that will continue to offer that amazing and worm “American” atmosphere .

Legal Environment

There are several requirements to open a restaurant in morocco. Like for exemple, The Department of Health has to be contacted to obtain the necessary Food Service Licenses. The licenses will only be issued by the government after the restaurant has been fully inspected and all that requirements for a restaurant are met.

Another example is Liquor service licenses, they also have to be obtained from the government. And since Morocco does not allow restaurant to serve beer, wine and liquor to Muslims, that should be a little bit difficult ( 2011).

Economic Environment

As we all ...

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Legal Environment

Another example is Liquor service licenses, they also have to be obtained from the government. And since Morocco does not allow restaurant to serve beer, wine and liquor to Muslims, that should be a little bit difficult ( 2011).

Economic Environment

As we all know, that since after the economic’s downturn the country’s leading economic indicators has been getting better, that only shows that with the economy recovering, more and more people dare to go out and spend money.

We should not forget that the restauration sectore has a big role in the growth of the economy as well, as it helps the local economic situation by creating more and more local jobs by bringing more job opportunities into the local area.

Technological Environment

Ordering system
Friday’s promoted ordering equipment, and no longer have to manually write a single order . Ordering systems in the shop are very useful. Ordering system for food and beverage industry is the emergence of a blessing, not only we can control the accuracy of records. Be it is also very convenient as the order goes straith to the kitchen and immediately after a short waiting time, the meals and/or bevarages are served.

Internet
In the present time, networks are an essential tools. There are powerful social networking sites such as: community sites, food networks, dating sites. these are essential tools for a powerful marketing, it can be good idea to pass through these internet tools so that all people in Morocco know more about TGI Friday's since the information on the net tend to spread quickly.

3. SWOT ANALYSIS

Strengths

The restaurant features American leisure and decoration, customers can enjoy the relaxed “American” like weekend in the restaurant atmosphere. The restaurant have high visibility since the brand is highly known.TGI Friday’s also have a wide range of meals which give the costumer a huge choice of meals and cocktails since TGI Friday’s staff consict of trained people. In addition to all that our TGI Friday’s restaurant are perfectly situated in strategic location.

Weaknesses

The branch is currently limited because of TGI’s lack of advertising, unlike other restaurants with TV ads and flyers to help raise awareness and let the public know what the restaurant has to offer. There are only few TGI restaurant in morocco compared with other competitors in the same industry, in addition to that the restaurant does not have any type of delivery or drive-thru services, we are one of the few full-service restaurants that are able to implement these services and therefore, we are losing revenue to fast food restaurants that do offer these services.

Opportunities

We are one of the few full-service restaurants that has the resources and capabilities to provide a drive-thru service and one of the few that would also gain profit from a delivery service. With the advance in technology now, Friday's also should use the Internet marketing techniques, advertising through the Internet, taking advantage of the behavioral advertising side of it.

Threats

In recent years, the global financial crises, resulted in an economic downturn in morocco’s environment, so the consumer behavior changed. making a number of high-priced restaurants loose money such as TGI Friday's. in additon to fast food restaurant that offer a cheaper and quicker service.

4. MARKETING OBJECTIVES

TARGET MARKETS

Friends and Teenagers party: TGI Friday’s, provides a very fun and comfortable place to go for dinner between friends, ages 18 to 35 years in the majority.

Family Dinner segment over 30 years, the restaurant offers more than one occasion to get familly members together (eg: Mother's Day, father’s day) to attract consumers

Birthday PARTY: birthday partys for the age between 18 and 35 years, in an atmosphere full of joy.

Sports nights: for every active person out there, TGI Friday’s offers a night out to watch games with friends, a big flat screen, drinks and meals at a glance, every sports fan’s dream.

4.2. positioning and perpetual mapping

TGI Friday's, a restaurant with an american interior design where customers can get a fun dinner in a Amrican like atmosphere, the quality services of a very warm staff.

Product perceptual map

Quality VS price

High quality

Low price High price

Low quality

MARKETING STRATEGY

MARKETING MIX

Product

TGI Friday’s offers a variety of delicious and healthy meals and dishes, with the joyful “American” dining atmosphere, a clean dining environment, professional and attentive service, in addition that the restaurant will be decorated differently in order to create a festive atmosphere of the dining environment, such as: Valentine's Day, Christmas, new year’s eve.

Price

TGI Friday's is a high-priced restaurant ranging between 200-1000dhs or above, but we will introduce promotional meals for customers to be satisfied, also some price discounts with the coming of festivals or new seasons, We feel that these prices will be extremely competitive with those offered by other local restaurants. So that we attract customers, and enhance the probability of the customer visiting our site.

Place

TGI Friday’s people and fans know where to go to when they want to get the American dinning satisfaction, they will simply go to TGI Friday’s restaurant downtown or near the shore where most people go to take a walk or meet each others. A strategic location is what makes demand go up.

Promotion

The promotional ideas that we consider using include TV advertising and Internet marketing as well as magazines and yellow pages advertising, we are also planning on advertising on highways and airports billboards. In addition to the social networking site such as Facebook ( be a fan and enjoy “25% off-menu” coupons) for example, and through these ways of publicity we will raise awareness for the restaurant therefore creating demand;

CONCLUSION

Through the latter marketing plan we now know much about the company, the marketing strategies we are going to be using in order to attract customers, and the tools we are going to be advantage of to increase the demand, as well as some aspect of the market than can affect the restaurant’s profitability.

Refences

Christine M. Piotrowski, (1992) Interior Design Management: A Handbook for Owners and Managers. 1st Ed, John Wiley & Sons Inc.

Ouvrir un restaurant au maroc [Internet], Available from: < http://www.casawaves.com/2007/06/20/ouvrir-un-restaurant-au-maroc/> [Accessed 27 May 2011].

T.G.I Friday’s [Internet], Available from: < http://en.wikipedia.org/wiki/T.G.I._Friday's> [Accessed 27 May 2011].

TGI Friday’s Mission [Internet], Available from: < http://global.tgifridays.com/index.php/tgi-fridays-brand/tgi-fridays-mission> [Accessed 27 May 2011].