TITLE PAGE (Name of the company/organization – marketing plan) 1.0 Executive Summary Sales Forecast Industry Information Summary Analysis 2.0 Situation Analysis 2.1 Market Summary 2.1.1 Market Demographics 2.1.2 Market Needs 2.1.3 Market Trends 2.1.4 Market Growth 2.2 SWOT Analysis 2.2.1 Strengths 2.2.2 Weaknesses 2.2.3 Opportunities 2.2.4 Threats 2.3 Competition 2.4 Services 2.5 Keys to Success 2.6 Critical Issues 3.0 Marketing Strategies 3.1 Mission 3.2 Marketing Objectives 3.3 Financial Objectives 3.4 Target Marketing 3.5 Positioning 3.6 Strategy Pyramids 3.7 Marketing Mix 3.7.1 Services and Service Marketing 3.7.2 Pricing 3.7.3 Promotion 3.7.4 Customer Service 3.7.5 Channels of Distribution 3.8 Marketing Research 3.9 Web Strategies 4.0 Financials, Budgets, and Forecasts 4.1 Break-Even Analysis 4.2 Sales Forecast 4.3 Expense Forecast 5.0 Controls 5.1 Implementation Milestones 5.2 Marketing Organization 5.3 Contingency Planning 1.0 Executive Summary The Drunken Bear will be a college-aimed bar that will open on August 15th, 2016. It will be located near universities in Chicago, home to the Chicago Bears. It will be a sports-themed bar for the younger crowd, primarily for fraternities and sororities because of their high night-life activity. The business will have a profit over the first three years due to high activity being near college campuses. 2.0 Situation Analysis Since The Drunken Bear is entering their first year of operation in the third quarter of 2016, a comprehensive marketing strategy will be key to the success of the business. It offers a two-story building, allowing for groups to host parties in the upper level. This will allow for large groups of people to come in which brings in large sums of money at once. 2.1 Market Summary The Drunken Bear knows a great deal of information about the night-life that goes on around college campuses in Chicago. This information will better understand who is served, their specific needs, and how they can better communicate with their customers. 2.1.1 Market Demographics The profile for The Drunken Bear customers consists of the following geographic and demographic factors: Geographic- The immediate geographic area is the city of Chicago, IL with a population well over 2.5 million people. A 5 mile radius is in need of our services; however, 79% of the business will be from a 2 mile radius with over 120,000 people attending Chicago colleges. Demographic- 51% male and 49% female in all of the Chicago college campuses. Over 27% of those colleges are students that are active in fraternities and sororities. They are more likely to have large groups of people to attend The Drunken Bear and have a very active night-life. 2.1.2 Market Needs The Drunken Bear is providing the market with a well-themed bar that provides great customer service to encourage loyal customers. They seek to fulfill the following benefits that are important to the customers: Selection- Have a wide variety of drinks, from cheap to higher-end brands to fulfill everyone’s needs. Customer Service- Providing great customer service will increase loyal customers and will feel comfortable in the environment. Relative Price- Having prices relative to the fact that most college students do not have full-time jobs and cannot spend mass amounts of money on booze. 2.1.3 Market Trends The market trend for students participating in Greek life has slightly increased over the past few years. This trend can help the bar by attracting those high-activity night life students to make the business successful. Signs like this give The Drunken Bear confidence that the market will be trending upward in the Greek life for many years to come. 2.1.4 Market Growth The night-life has slowly increasing over the past couple years and is projected to increase 3% in the next 3 years. 2.2 SWOT Analysis The following SWOT analysis captures the key strength and weaknesses within the company, and describes the opportunities and threats facing The Drunken Bear: 2.2.1 Strengths - Good relationships with customers, producing loyal customers. - Strong sport-related name of the company since it’s the home of the Ch