Tgi Fridays Marketing Plan

4960 words 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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It was rated number 17 in a list of the top 400 Chain Restaurants in the US(Reed Business Information, 2008).
The History of TGI Fridays goes back to a Perfume Salesman named Alan Stillman who purchased and Jazzed up a broken down bar in hopes to attract and meet the young ladies from around the neighborhood. In 1965 the very first TGI Fridays Restaurant was open in Manhattan’s Upper East Side, and it was a big success and became a meeting place for the areas single adult’s. The First TGI Fridays totaled 1 million dollars in Revenue it its first year of business. (Carlson Resturants Worldwide, 2009) TGI Fridays is known for its casual dining experience with good food and cocktails and at a reasonable price. TGI Fridays has worked very hard to keep Stillman’s vision alive with everything from there decorations, Music, Lighting fixtures and lively staff. To this day TGI Fridays is known for its lively and engaging atmosphere and great food. Strategic Focus and Plan
This aspect of our marketing plan focuses on the strategic planning of TGI Fridays and how to continue to make it a success and grow. There are three areas that we will discuss: mission statement, financial and nonfinancial goals, and competitive advantage.

Mission Statement In order to build the best relationship, a more concerted effort has been aimed at implementing a strategic approach to diversity and truly representing the communities that

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