Tgi Fridays Marketing Plan

4980 Words Aug 12th, 2011 20 Pages
TGI FRIDAYS MARKETING PLAN
Marketing BUS319
DeVry University Online

Table of Contents Page Executive Summary 3 * Company History 4 Strategic Focus and Plan……………………………………………………………………………………………………………………………4 Mission Statement 5 Goals 5 Competitive Advantage 5 Situation Analysis 6 SWOT Analysis 6 * Industry Analysis……………………………………………………………………………………………………………………6 Competitor Analysis 7 Company Analysis 7 Customer Analysis 8 Market-Product Focus 9 Marketing and Product Objectives 9 Market-Product Grid 9 Target Markets 10 Points of Difference & Positioning 10 Marketing Program 11 Product Strategy 11 Price Strategy 12 Promotion Strategy
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We will introduce new play zones and portable TV’s where kids can have fun while waiting for there meal, while there parents unwind after a long day at work. Fridays will introduce meal deals which will allow an entire family to dine for one set low price. In today economic times families are looking to save every where they can, and Fridays will help them do that. TGI Fridays has not forgotten about how it got its start as a singles hot spot. In order to spice up the night life we will be offering promotions for free appetizer and various drink specials after 9pm. Fridays plan is to boost bar sales and customer volume with there new promotional offerings. “TGI Fridays is a leader in the industry in innovation with menu items such as Fridays Jack Daniels Grill and Drink like there “smoothie and flings”(Carlson Resturants Worldwide, 2009). We will continue to improve our menu and come up with exciting new ideas. Fridays will also offer more variety targeting there vegetarian and health conscience customers. Fridays plan is to use 3.3 percent of there profit to market and promoting there new offerings. They also plan on opening up restaurants in more locations covering the entire United States. Fridays plan is to not only be the longest running chain restaurant, but one of the top ten in the world.

Company History
TGI Fridays is one of the largest restaurant chains in the United States. Fridays is owned and operated by the Carlson

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