TXAKOLI LARRINAGATXU Ianire Gomez de Segura Sonia Antxustegi Eider Garcia Izaskun Mendizabal

INDEX ABOUT LARRINAGATXU ABOUT LARRINAGATXU SWOT ANALYSYS SWOT ANALYSYS MARKETING MIX MARKETING MIX ACTION PLAN ACTION PLAN

INTRODUCTION

It´s located in Durango. It´s located in Durango. STAFF: 9 ( 3 Cookers, 3 waiters and 2 assistants). STAFF: 9 ( 3 Cookers, 3 waiters and 2 assistants). It´s a familiar restaurant. It´s a familiar restaurant.

PRODUCTS DRINKSFOODS

DRINKS SOFT DRINK SOFT DRINK BEERS BEERS LIQUORS LIQUORS  Anisettes  Brandies  Coñac  Whiskies WINES WINES  White wine  Red wine  Black wine

FOODS STARTER STARTER  Cold plate  Hot plate FISHES FISHES  White fishes  Blue fishes  Seasonal fish MEATS MEATS DESSERTS DESSERTS

HOW DOES IT WORK? The operation is not the same on weekdays and weekends. The operation is not the same on weekdays and weekends. It has an economical menu every day: It has an economical menu every day:  During the week: - First plate: pasta or salads - Second plate: 2 type of meat and fish - Dessert  On weekends: special menu - Starter or first plate: 4 cold plates and 4 hot plates. - Second plate: 2 type of meat and fish - Dessert  + bread + wine + water.

MICROENVIROMENT CUSTOMERS: CUSTOMERS:  Weekdays: Workers ( between years old)  Weekends: Families, friends and couples. COMPETITION: COMPETITION:  Durango: Gran Hotel, Kobika and Kukutze.  Berriz: Ereña  Atxondo: Etxebarri Asador,

SWOT ANALYSIS

STRENGTHS Good value for money Location: Ideal for children Parking Familiar restaurant Promotes: basque culture and food

WEAKNESSES Technologically weak organization No company spirit, no spirit of business

OPPORTUNITIES Located in natural enviroment New enterprises and industrial areas Great connections to the cities

THREATS Competitors Financial crisis No advertising Weakness of touristic sector  Other stronger zones The AHT works

MARKETING MIX

MARKETING OBJECTIVES QUALITATIVE OBJECTIVE QUALITATIVE OBJECTIVE “Boosting basque food and culture” “Boosting basque food and culture” QUANTITATIVE OBJECTIVE QUANTITATIVE OBJECTIVE “Increase 20% the number of customers ” “Increase 20% the number of customers ”

MARKETING STRATEGIES “Boosting basque food and culture” “Boosting basque food and culture” Deepen market Deepen market “Increase 20% the number of customers” “Increase 20% the number of customers” Strengthen both product and market Strengthen both product and market

ACTION PLAN

Marketing Mix The most important two objectives are: The most important two objectives are: To promote the Basque cutlure and cuisine To promote the Basque cutlure and cuisine Increase the number of clients by 20% Increase the number of clients by 20% To achieve it, we´ve prepared a Marketing Mix, taking into account these factors: To achieve it, we´ve prepared a Marketing Mix, taking into account these factors: Product- Distribution Product- Distribution Price- Communication Price- Communication

1 st objetive:To promote the Basque culture and cuisine Strategy: organize different events Strategy: organize different events Action: organize product tastings + traditional music Action: organize product tastings + traditional music * Distribution isn´t included because we´re offering services. Product -Basque products -Agreements (Eusko Label) -Music: trikitilaris Price - Special promotion: 10% cheaper Communication -Tourist offices -Local magazines -Durango TV

2 nd objetive:Increase the number of clients by 20% Strategy: maintain relationship with tourist offices Strategy: maintain relationship with tourist offices Action:Special activity for the old age pensioners Action:Special activity for the old age pensioners * Distribution isn´t included because we´re offering services. * Distribution isn´t included because we´re offering services. Product -Visit Durango & Lunch in Larrinagatxu - Special menu Price - Agreement with the Association of the Elderly Communication - Brochures on tourist offices

CONCLUSIONS

ABOUT LARRINAGATXU Good organization in spite of being so familiar ABOUT THE WORK Harder to collect information, but easier to learn