Gourmet Food Store

Abstract

Gourmet Market store is a prestigious international grocery and delicatessen with a separate menu that includes authentic, hard to find ingredients all over the country and the world. Facility will include a sixteen person capacity eating area, Delhi / kitchen with a counter and check the area, grocery / gift area, and a public toilet. Mission Market Gourmet is providing Moab, Utah residents and visitors to the combination of quality, strength, hard to find grocery products and convenience food, with good service and pleasant atmosphere, feeling warm Old World outdoor market. Our shop is the motto: "Eat and enjoy."

Gourmet Food Store Business Plan

Introduction

The gourmet and specialty foods market is booming across the country. Consumers are looking for quality food coupled with a quality shopping experience. Many large cities have entire sections dedicated to ethnic foods and culture. As rural America moves away from agriculture and natural resources, and towards tourism as its main economy source, more and more people are flocking to areas such as Moab. These new populations are starved for the fine ingredients they were able to purchase in big cities and are looking for a rural solution to this problem. Moab's residents and many visitors have expressed the desire for a local gourmet food store.

By making alliances with local farmers and restaurants, as well as international distributors, Gourmet Market will give customers a combination of "shopping local" and wide gourmet selection previously unavailable in this highly visited rural area. For residents, Gourmet offers a more convenient and appealing option than ordering online or lugging fancy groceries back from infrequent trips to the nearest cities (several hours away), especially in winter.

Communications Channels

Today when you go into a Gourmet you still can order a smoked or baked turkey, deli sandwiches, or any other side to complete your holiday meal. They believe that your holiday should be spent around family (Levy 2004). They want their customers to know and trust that they will do their best in ensuring that they have what they need to make their holiday meal a success. I believe they have been successful with their integrated marketing communication also known as I.M.C. for marketing its brands.

The Gourmet Store has blossomed into a well known and respected franchise. They use integrated marketing communication to deliver and promote products to their customers. According to Armstrong & Kotler 2005 page 402, Integrated Marketing Communications is a concept under which the store carefully integrates and coordinates its many communication channels to deliver a clear, consistent, and compelling message about the organization and its products (Armstrong and Kotler 2005). The five components to integrated marketing communication are as follows: advertising, sale promotions, public relations, personal selling, and direct marketing.

The campaign message will be accomplished by three communication tools in order to reinforce the level of awareness, maintaining clarity and consistency throughout. These tools will be comprised by posters, print media and exhibitions. While the posters will be raising the overall awareness of the new product range, the exhibitions will aim ...