I. Business Mission

Viking Café has a tranquil atmosphere structured around a busy on the go life. Viking Café exceeds a typical theme café by putting soul into by dedicating the quality of its food, service, people and profit, while taking care of its customers and staff. We will constantly strive to exceed our own accomplishment and be recognized as a leader in its community.

II. SWOT Analysis

A. Strengths
1. More than 20 years of experience in the restaurant industry
2. Rent space
3. Registered as an LLC and own liability insurance
4. Own all supplies and equipment
B. Weaknesses
1. The café’s food cost is below market value
2. Multiple trips out of town to purchase supplies
3. Employees works long hours
4. Employees have no benefits
C. Opportunities
1. Provides healthy meal options
2. Hire help when needed
3. Customer base is currently limited to students on campus
D. Threats
1. Loses business and profits when college holds events
2. Help is difficult to find
3. Off-campus eateries are direct competition and easily accessible
III. Objective

Vikings Café seeks to achieve the following goals:
A. Reevaluate food cost.
B. Provide full time employees benefits (e.g. health insurance, retirement plan, sick days...)
C. Offer catering services to SJR State College during their special events services.
D. Increase clientele.

IV. Marketing Strategy

Our marketing strategy focuses mainly on making our existence known to the students and faculty attending college at our location. It also depends on making our healthy meal option known to those same individuals. The café plans to use flyers posted throughout the college as one of the means for promotion.

We can focus on local marketing: our signage and flyers to local offices.

A. Target Marketing Strategy
For our main market we need to focus on students and faculty. For individuals we need the lever off word-of-mouth recommendations, depending mostly on students.

The consumer market has the potential of providing large volume sales to the company during the peak hours of 8 a.m. to 3 p.m., both through small groups of students and faculty visiting Vikings Café. Satisfaction of this group will provide a vital long-term revenue stream. For the consumer market, the company plans to do specific target marketing through flyers, and creating a record of fast service.

For the individual groups seeking breakfast or lunch, or take-home meals, it is necessary for the company to build an effective word-of-mouth marketing strategy. The company will do this slowly, realizing that much of this will grow from its consumer market. The company is also planning on doing a number of joint marketing efforts with other local companies such as the production and distribution of a referral book to be given to various individuals. This in turn would help to drive our word-of-mouth marketing efforts.

B. Marketing Mix:

1. Products:
The Vikings Café offers a breakfast and lunch menu, fresh cold cuts, drinks, and take-out prepared dishes.

Breakfast will include such items as eggs, bacon, sausage, tater