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MARKETING PLAN

The construction of social facilities building in the edge of the ITU

Maslak pond.

Erman DEMR

Meltem TATLI

Alper DZEN

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We performed a Marketing Plan considering three topics. These topics are market, client and

competition.

A. MARKETIn Turkey, cafe/restaurant market increasing its popularity day by day. People are spending

their more leisure time outside of home than past. Families, students and employed section are

choosing to eat outside. Reasons of this situation are:

Improved economic situation of Turkish people More women are in business life .They are giving up their traditional job as housewife.

They dont have time for cooking. So, families choose to eat outside.

Cafes/restaurants are unique places for meeting with friends in noon and after work dayand in other leisure times.

Cafes/restaurants offer more suitable, more special atmosphere for meetings.

In ITU, there are 20.000 costumers approximately. Students, academics, officers, people who are

working in the Technocities are performing our costumer profile in ITU. Also, outside the ITU,

people are who are working in Maslak is our customers.

In ITU, Kampus Cafe and Avm are trying to enhance people social places. But , they are not fully

successful to meet costumer needs.

According to our interviews with students, everyone is complaining about Kampus Caf services.

They are complaining rudeness of the waiters/waitresses, limited menus, bad service of the foods

and expensive prices. Kampus caf is not doing anything for improving theirselves. Because,they

are nearly monopoly in the university.

Avm is very crowded, noisy and it services with expensive prices.

We are opening this caf in ITU pound to break monopolistic power of campus caf. We will

service to the costumers in high quality. We are also providing quite, peaceful place. Costumers

will be relaxed in the nature of the ITU Pond.

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It is needed in ITU Campus and Maslak region a quite and natural place for the people. We

present people a place that they will escape from complexity of the city.

There will be advertisements of our place in the internet and social media and in the tv. We will

also attract people from Maslak by hanging posters in Maslak region.

B. CLIENTa) Customer Segmentation via theirs needsThe 3370 college students remaining in the dormitories in the Maslak, need food service

especially at the weekends when the mess hall is not open.Moreover a good breakfast

service with a convenient price, next the beauty of the pond, have a really high attraction

potential for them.

The work days circulating student, personnel and academics population is about 12.000 in

Maslak campus.Significant number of them prefer going alternative places for lunch

instead of mess hall.These alternative places does not have enough capacity for all

customers especially at dining times and they are almost full at the other time periods

during the day.Therefore we can say easily, there is a certain customer demand to a good

social facility with the top services.

b) StrategiesThe distance from the faculties, provides not to be affected from the noise of the student

circulation in lecture times. In this silent environment, we want to build a corner with the

book shelves that people can share and change theirs. Moreover, internet opportunity for

the customers can increase the number of the customers dramatically, especially when the

library is completely full. Because of the library is almost full everytime, except the

lecture times, there is a high demand for this studing environment, nominately when the

final exams are near.

In addition, one of the main problem of the alternatives was the high prices.We want to

overcome this problem by the daily special offers for students and student groups.

In this facility, seasonal hidrogen boat tours are also our offers for the customers.

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C. CompetitionFirst of all, there are two competitor firms near the our cafe as Kampus cafe and AVM.

Two of them have almost same kind of menu, quality of service and something like that.

They are deficient for 20.000 population. We can see those cafe always crowded. People

needs the new cafe. Our cafe will bring differences. For example, it is near the pond and

has amazing nature. This feature distinguish from other cafe. Our customer avoid from

distressing Istanbul life in our cafe and they relax. Furthermore, customers can see bridge

of Fatih Sultan Mehmet. For cafe sector, service and menu is very important. We should

chose waiters which is genial and like own job. Additionally, we should have rich menu.

When customers come to our cafe, they feel comfortable.