StrengthsWeaknessesOpportunitiesThreatsBagels by the BaySTUDENT MARKETING PLAN FOR “BAGELS BY THE BAY”A Marketing Plan Presented by:Jamie JohnsonAnd Amy SmithTable of ContentsPage1. Background.......................................................................................................................12. Strategic Focus and Plan.................................................................................................1- Mission Statement........................................................................................................1- Goals.............................................................................................................................1- Competitive Advantage................................................................................................23. Situation Analysis.............................................................................................................2- SWOT Analysis............................................................................................................2- Competitor Analysis.....................................................................................................3- Company Analysis........................................................................................................3- Customer Analysis........................................................................................................4- Customer Analysis........................................................................................................44. Market-Product Focus.....................................................................................................4- Marketing and Product Objectives...............................................................................4- Market-Product Grid....................................................................................................5- Target Markets..............................................................................................................6- Points of Difference......................................................................................................6- Positioning....................................................................................................................65. Marketing Program..........................................................................................................7- Product Strategy...........................................................................................................7- Price Strategy...............................................................................................................7- Promotion Strategy.......................................................................................................8- Place Strategy...............................................................................................................86. Financial Projections........................................................................................................9- Break-even Analysis.....................................................................................................97. Organization.....................................................................................................................98. Implementation Plan........................................................................................................99. Evaluation and Control..................................................................................................10- Possible Deviations....................................................................................................10- Possible Solutions.......................................................................................................10Appendices- Appendix A: Bagels by the Bay Menu.......................................................................11- Appendix B: Bagels by the Bay Flyer........................................................................13- Appendix C: Bagels by the Bay Coupon....................................................................14- Appendix D: Bagels by the Bay Survey.....................................................................151. BackgroundBagels by the Bay is a new eating establishment located in Three Harbors, Michigan. After surveying the selection of fast food restaurants in the Three Harbors area, Jamie Johnson and Amy Smith discovered the need for a healthier eating option.Three Harbors is located on the northern shore of Lake Superior. As you may have guessed, there are actually Three Harbors surrounding the town. Currently, it is the home to about 3,500 people who earn around $30,000- $35,000 a year. As a general rule, they enjoy taking advantage of their beautiful location by engaging in many outdoor activities. They pride themselves on being a safe place to live and visit. Like many other small communities, they have formed a strong community bond and are very supportive of one another.The inhabitants of Three Harbors are not the only ones who like to enjoy their beautiful scenery. Every year thousands of people make the trip to Northern Michigan on and their way they cross right through Three Harbors. During any given summer day a sea of cars fill the streets of the town. Everyone of these people has a similar characteristic- they need to eat and drink. Bagels by the Bay will work to fulfill these needs.2. Strategic Focus and PlanThis aspect of our marketing plan focuses on the strategic planning of Bagels by the Bay to make it a successful business. There are three areas that we will discuss: mission statement, financial and nonfinancial goals, and competitive advantage.Mission StatementTo provide tourists and local citizens with a low-fat, healthy meal alternative with high quality products and service.GoalsFinancial:1. To break-even in profits versus losses within the first two years of business.2. Within five years, obtain a 15% profit from sales.3. To maintain financial stability so that we can stay open year-round unlike many other businesses in our area which are only open during the tourist season.Nonfinancial:1. Within five years, expand our services to catering for special events.2. To create a demand for business outside the tourist season.3. Employ seven to ten workers on average.4. Within ten years, expand Bagels By the Bay to two locations, such as 7th Avenue in Three