WILD WHEAT
MARKET STRATEGY PLAN

TABLE OF CONTENTS

A. SITUATION ANALYSIS, pg. 2
a. PRODUCTS, pg. 2
b. PRICE, pg. 3
c. PROMOTIONS pg. 4
d. SALES, pg. 5
e. DISTRIBUTION, pg. 6
f. COMPETITIVE ANALYSIS, pg. 8
g. THE CURRENT MARKET, pg. 9
h. ENVIRONMENTAL FORCES IN THE MARKET, pg. 13
i. MARKETING STRATEGY GRID, pg. 14
j. THE MARKETING INFORMATIONS SYSTEMS, pg. 14

B. MARKETING STRATEGIES, pg. 15
a. MAJOR STRATEGY STATEMENT, pg. 15
b. OBJECTIVES, pg. 16
c. BASIC SELLING IDEA , pg. 16
d. THE MARKET: SOURCE OF BUSINESS, pg. 17
e. PRODUCT STRATEGY, pg. 18
f. DISTRUBUTIONS STRATEGY, pg. 21
g. PROMOTIONS STRATEGY, pg. 26
h. PRICE STRATEGY, pg. 30

C. ACTION PLAN
a. ESTABLISHING THE MARKETING BUDGET, pg. 32
b. EVALUATING THE ACTION PLAN, pg. 35

APPENDIX, pg. 38

A. SITUATION ANALYSIS
Wild Wheat is an Artisan Restaurant that was founded in 1990. The restaurant is located in Kent downtown at 202 1st Ave S, Kent, WA 98032-5954. It is organized as a limited liability partnership (LLP). All of the baked goods are made daily, from scratch in the café’s very own Wild Wheat Bakery. The daily fresh baked bread, daily brewed coffee and prepared foods are an integral part of the restaurant’s competitive edge. Wild Wheat serves breakfast and lunch daily, using only local suppliers and when possible, organic ingredients. Further, they make their own Cold Smoked Locks and their own Corned Beef Pastrami. Each pastry item is baked on location. This adds to the quality of the food. Wild Wheat has won many best breakfast awards around the Puget Sound. Wild Wheat likes to be creative, while maintaining a friendly and relaxed environment for people to come and enjoy themselves and professionals can conduct business meetings here. The dining area includes a vast space holding twenty wooden tables and numerous chairs. Three of the walls have floor to ceiling windows that are highly transparent and allow great amounts of light into the café. There is also a European style patio for seating outside in the warmer weather.

PRODUCTS
Specifically, the Breakfast Menu includes nine versions of eggs and omelets as well as a “make your own” options for customers. There are seven vegetables and three meats from which a customer could create their own omelet. This variety plays a critical role in satisfying customers because now they have more options to choose from. It also helps cater to the needs of customers who don’t eat certain types of meats due to allergies or personal preference as they can substitute. The lunch menu includes three appetizers, a soup of the day, seven salads and nine sandwiches. Each of these choices are served with a side of French fries, soup, house salad or pasta salad. The coffee selection includes various espresso drinks and teas. This extensive menu serves to display the café’s commitment to quality and variety. Currently Wild Wheat does not offer wedding cakes or birthday cakes for carry out purchases. They do however offer other pastries and breads for carry out service.

PRICE
The prices at Wild Wheat are higher than Panera and Starbucks. The average price for a Panini or Breakfast Sandwich at Starbucks is $5.14[1] and the average price of sandwiches and Panini’s at Panera Bread[2] are $6.49. The average price at Wild Wheat is $10.58 for lunch items. Free bread and butter are offered with each meal. The current status quo for the café is related to quality and high end foods. Wild Wheat is mainly quality oriented and not volume oriented.
Large targets are attractive but highly competitive, especially owing to the fact that a Starbucks store and a Panera Bread restaurant are located within a one-mile radius of Wild Wheat café. Therefore, this café has two major competitors: Panera Bread and Starbucks. A contribution margin analysis was conducted by counting the number of customers entering each of the three restaurants during a one hour