La Vegetariana Marketing plan

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The Vegetarian.



1. Introduction.

The Vegetarian is a restaurant that offers a type of food ovo - I suckle vegetarian, that it is food prepared on the basis of vegetables, cereals, lacteal and eggs, excluding the meats




The company was founded eighteen years ago by a local only one in the street Yí 14, and since then he(she) has accompanied the trend of eaten frivolous(lewd) and healthy, and has offered quality and flavor in the type of nourishment that offers. Nowadays The Vegetarian possesses eight places.

The vegetarian diets are increasingly frequent in the times that run, already be to contribute(pay) with the care of some pathology, to anticipate(prepare) diseases, for aesthetics or for philosophical, spiritual reasons, etc.

In Uruguay, according to an investigation realized in 1 by a group of nutricionistas as a whole with The Vegetarian, it thinks that seven per cent (7 %) of the population who resides in Montevideo In practically all the gastronomic places, from the big chains of supermarkets, up to the most unknown bar of any neighborhood, there exists some food that is vegetarian. The gastronomic autochthonous customs are being modified, up to the same grills they acquire so modern salad bar for possible vegetarian clients.

Though many gastronomic offers exist on the market, The Vegetarian offers the vegetarian, nourishing, varied and only option on having referred to the healthy, low food in fats and in cholesterol and in turn tasty and elaborated.

. Description of the business.

It is a gastronomic service where it is possible to be going to eat, to take food or to ask for food to domicile, with a great variety of preparations without meats and extremely elaborated.

Another important difference that has opposite to other gastronomic offers, they are the deep controls of hygiene that do him to diary to all the vegetables, fruits, and other food.

These controls are realized by the personnel together with the cooks. Also it(he,she) possesses(relies on) a service of consultations to nutricionistas free for the clients.

It is necessary to emphasize that of eight places that The Vegetarian possesses today in day, three are franquicias. Whenever a new place is opened, it(he,she) takes advice and trains to the personnel not only in the functioning of the service, but also in everything what it(he,she) concerns to the hygiene and food preparation.

From his(her,your) beginning, The Vegetarian possesses(relies on) a service of free holder, in which the people pay a ticket, which in agreement to every place, includes sixteen (16) hot dishes, table of salads, variety of vegetables without flavoring, and to water down.

The Vegetarian also offers the service of fast food restaurant allowing to take food for weight. The clients have the option to buy milanesas pies (without doing) or the pastas(cash) that the own(proper) company makes.

Avs place. Italy has a special showcase(store window) where a great variety of pastas(cash) is exposed to the native

The order(request) to domicile is another service that The Vegetarian offers.

Until two years ago the company was possessing(relying on) the Green Line , where the orders(requests) were got for a telephonic head office(plant) and were derived to the most nearby place. But the same one was withdrawn due to the fact that it(he,she) did not obtain the awaited success.

Today in day the order(request) to domicile is done in personal form in every place.

It(He,She) possesses(relies on) six basic menus, each of them expires with certain nourishing characteristics and they have different prices

Menu 1 milanesas, portions of cake of the day, salad or rice, wholemeal bread and dessert.

Menu domestic pastas(cash), bocaditos of the day, wholemeal bread and dessert.

Menu plate of the day, harness, wholemeal bread and dessert.

Menu 4 Diet salad, hot dishes, wholemeal bread and dessert (designed for diabetic, hypertense persons, with problems of cholesterol.

Menu 5 Double 4 milanesas, 4 portions of tart of the day and garrison or pasta(cash), wholemeal bread and dessert.

Menu 6 salad completes with bocaditos of the day, wholemeal bread and dessert.

Also it is possible to realize a combination of the same ones.

Soon one will add the seventh menu.

Another service that offers is characterized for being original and the only in the item of the gastronomic options and is that it(he,she) possesses(relies on) the presence of a nutricionista at the disposal of the public to realize any consultation or doubt in relation to the preparations, to the nutritional index of the food, etc.

This service offers only to the half day.

. Analysis of the situation.

.1 General conditions.

.1.1 Demographic factors.

The information that appear later was extracted from an investigation realized by the company as a whole with nutricionistas from the School of Nutrition, in the year 1 to the consumers of The Vegetarian.

In recounted to the sex of the consumers of The Vegetarian, 48 % is men and 5 % is women. Therefore big differences do not exist as for the percentages of men and women.

The age in the one that one meets(competes) more is between 0 and 60 years, managing to be 65 % of the total concurrence of The Vegetarian. This can assume because in these ages it is where certain patologías associated with the nourishment are observed by major frequency.

The low concurrence of teenagers owes to that they prefer places where eaten scrap offers.

With regard to the occupation that the consumers of The Vegetarian possess .5 % it(he,she) corresponds(fits) to private personnel and 0 professional %, 18 % merchants - businessmen and 1.6 % students.

In agreement to the neighborhood of origin, according to the N.B.I (basic unsatisfied needs) 68 % of the consumers comes from neighborhoods with a percentage of homes(fireplaces) with N.B.I between(among) 0 and 5.0, one 5 % resides in zones with a percentage of N.B.I between(among) 5.1 and 10 and one 7 % they reside in zones with a percentage of N.B.I. between(among) 10.1 and 15.0.

This reflects that the place of residence affects in the concurrence to The Vegetarian

In the education, according to the level of instruction, a fifth part(report) of the persons reached the secondary studies, 50 % of the total population began the tertiary studies and 4 % they reached them. This indicates that the consumers it(he,she) possesses a good level of instruction.

.1. Demand(Lawsuit) and trend of the demand(lawsuit).

The food consumption out of the home(fireplace) of Montevideo shows a very important growth. This is a reflex of the changes that are given at the social level and culturally. Today per today the people have less time to elaborate his(her,your) own(proper) ones eaten by labour reasons, which does that they resort to other options.

The food every time has a more important paper(role) at the moment of thinking about the health and about the well-being, one comes this giving so much to national level.

A test realized by the company four (4) years behind, showed that about fifty five thousand (55000) persons in Montevideo per month, were meeting(competing) assiduous to The Vegetarian, and therefore they had the habit of consuming, with major or minor frequency, a balanced nourishment.

Until the year 001 the concurrence had increased to hundred eighty thousand (180000) persons per month. Today in day this number has diminished in 15 % (15000 persons), due to the economic crisis that suffers our country

.1. Social and cultural factors.

Every time there is more frequent the election of vegetarian diets for a major number of persons, as the most healthy option to feed, knowing that the correct planning of these diets helps to the royal(real) decrease of the nourishing problems.

It(He,She) does not a lot of time, the vegetarian ones they were considered to be an eccentric minority, nevertheless nowadays everything is changing.



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