I.

Executive Summary

Haven's Gourmet Pasta will be the leading gourmet pasta restaurant in Davao City

with a rapidly developing consumer brand and growing customer base. The signature

line of innovative, premium, pasta dishes include pesto with smoked salmon, pancetta

and peas linguini in an alfredo sauce, and fresh mussels and clams in a marinara sauce.

Haven's Gourmet Pasta also serves distinct salads, desserts, and beverages.

Haven's Gourmet Pasta will reinvent the pasta experience for individuals, families,

and take out customers with discretionary income by selling high quality, innovative

products at a reasonable price, designing tasteful, convenient locations, and providing

industry-benchmark customer service.

II. Market Situation

Haven's Gourmet Pasta is close to entering their first time of operation. The

restaurant will be well receiving, and marketing is now critical to its continued success

and future profitability. The store offers an extensive offering of gourmet pastas. The

basic market need is to offer individuals, families, and take out customers fresh, creative,

attractive, pasta dishes, salads and desserts. Haven’s uses homemade pasta, fresh

vegetables, and premium meats and cheeses.

Haven's Gourmet Pasta possess good information about the market and knows a great

deal about the common attributes of our most prized and loyal customers. Haven's

Gourmet Pasta will leverage this information to better understand who is served, their

specific needs, and how Haven's can better communicate with the customers.
III. Threats and Opportunity

Threats

Competition from local restaurants that respond to Sigmund's Gourmet Pasta's superior

offerings.

Gourmet pasta restaurant chains found in other markets coming to Eugene.

A slump in the economy reducing customer's disposable income spent on eating out.

Competition:

National Competition

Pastabilities: offers consumers their choice of noodles, sauces, and ingredients, allowing

the customer to assemble their dish as they wish. Food quality is average.

PastaFresh: has a limited selection but the dishes are assembled with high-quality

ingredients. The price point is high, but the food is quite good.

Pasta Works: offers pasta that is reasonably fresh, reasonably innovative and at a lower

price point. The company was sold a few years ago, and consequently the direction of

management has been stagnant lately and has resulted in excessive employee turnover.

Perfect Pasta: has medium-priced pasta dishes that use average ingredients, no

creativity, and less than average store atmosphere. Sigmund's is not sure how this

company has been able to grow in size as their whole product is mediocre at best.
Local Competition

Restaurant A: This is an upscale Italian restaurant that has a limited selection of pasta

dishes. Although the selection is limited and pricey, the dishes are quite good.

Restaurant B: An Italian restaurant with a decent pasta selection, however quality is

inconsistent.

Restaurant C: An upscale restaurant with a large wine selection and good salads.

Everything else is mediocre at best and over-priced. Service can often be poor.

Opportunity:

• Rapid growth of tourism in Davao City.

• Lack of competition in the QSR arena.

• Increasing popularity of fine dining restaurants.

IV. Issues and Objectivity

Its critical issues are:

• Continue to take a modest fiscal approach;

• expand at a reasonable rate, not for the sake of expansion in itself, but because it

is economically wise to.

• Continue to build brand awareness .

V. Strategies

Haven’s advertising budget is very limited, so the advertising program is simple.

Haven's will do direct mail, banner ads, and inserts, with inserts with ABS-CBN likely to

be the most successful of the campaigns.

Under go accreditation with whom

Haven’s pasta will go through an accreditation with the HACCP group in order

for us to make sure that the level of food safety and the quality of food and service we

render to our customers is at its utmost quality. Setting our standards as high as Gold

quality standards.

VI. Acton Plan

As a brand new restaurant in Davao City, we will make sure that our restaurant

will be visible to the customers in order for it to be recognized. Create advertisements to

show our target market that we will be opening a new restaurant in Davao City. And to be

able to serve Haven’s customers with memorable delightful dining, by consistently

providing them with the highest standards of food, service and cleanliness.
VII. Budget

Initial Investment: 691,000

Building Rental: 25,000

Renovation materials and expense: 225,000

Utensils and Equipment purchase: 375,000

Furniture and fixtures: 66,000

Sales forecast:

Sales 2012 2013 2014

Individuals 150,356 145,596 161,524

Families 165,253 159,290 161,457

Total sales: 315,609 304,886 322,181

Marketing Expense:

2012 2013 2014

Direct Mail 23,000 18,000 13,000

Banner Ads 29,000 17,000 11,000

Other: 3,500 2,000 1,800

Total: 55,000 37,000 25,800

VIII. Control
 The control environment will be a result of monthly employee meetings during

which we will discuss the current marketing activities, sales, promotional activities, and

ideas that will lead to improvement. Each person, whether a full-time or part-time

employee, owner, or manager will facilitate the meeting once a month on a rotation.

Minutes will not be necessary, but current facilitators will follow up on previous

topics and debate the value of current and future marketing programs.

Marketing ideas have little value until they are implemented, and they must be

implemented by individuals who believe in them 100%. Through these monthly

meetings everyone should feel vested in the decision making process, and in the long-

term success of the company.