Shiela Hilton Marketing Plan

Shiela Hilton Marketing Plan

Shiela Hilton – Eatery has its modest beginnings back in September 1997. It was established by a man named Pepito Renante, a man from Cagayan De Oro together with his wife, Shiela. Having an initial investment of P 2.5 million, as well as the willingness to venture into a business that is very close to their hearts, Shiela Hilton was born. Hilton – in the province parlance does not mean the name of a famous hotel. It is a small eatery “Hila – Hila ng Kariton” which means “Pulled by the Cart”.

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The place is jampacked with people craving to be served with one of the best and tasty lugaw(rice porridge), goto(with beef tripe),and arroz caldo(with chicken) topped with brown garlic and green onion. Hilton eatery is the favorite of the tricycle drivers, of teens hungry after school, of drinkers who want to ease the effects of alcohol before coming home, and of all people who lives to stroll at night and have a midnight snack. There’s no denying that Shiela Hilton – Eatery can be considered a part of the city’s history in some Cabanatueo’s life. A visit to the city will not be complete without the taste of what Hilton could offer.

COMPANY MISSION, VISION AND GOALS
NOTE: As proposed by the researchers and is made in accordance with the facts and values obtained from the interview with the owners:

MISSION:
To provide a wholesome dining experience and continued customer satisfaction by maintaining value driven and positive attitude and to be the dining and entertainment venue of choice. The owners believe that the satisfaction of customer needs and wants more than anything else is the most important. They value customer satisfaction that’s why they are striving to meet all those every single day of their operations.

VISION:
To maintain a profitable operation that will continue the tradition of a quality family dining at a reasonable cost, in a comfortable atmosphere with an ample service. The owners believe and are confident and hopeful that the business will continue to be profitable and at the same time, the operation will be of greater service for the consumers.

GOALS:
To meet the customer’s needs
To be a very competitive entity in terms of market share
To be the leading “Lugaw-Restaurant” in Cabanatuan
To maintain a positive, steady growth each month
To be able to expand and establish more branches within the region To achieve brand equity/brand value

Just like any business organization, Shiela Hilton – Eatery is very particular in its goal of making its own name, making its customers satisfied, continue having profitable operations, stable growth and brand prefence as well as future expansion.

TARGET MARKET
Shiela Hilton’s target market are male inviduals especially those tricycle drivers, office as well as contractual workers working who have the purchasing power or the ability to buy the products Shiela Hilton could offer.

DEMOGRAPHICS AND PSYCHOGRAPHICS
Male and female
Ages 24-44 years old, this is the segment that makes 49% of the Hilton market based on the study conducted. Professionals who work close to the location
People whose income is ranging from P5000 – P 10000/month
Greater percentage of customers are single rather than married

Illustrations:…………………………