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 restaurant chain focusing on casual dining, with over 1000 restaurants in over 51 countries. The company is a unit of the Carlson Companies. Its name is taken from the expression TGIF. 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.
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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 (Ouvrir un restaurant au Maroc, 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.
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