The Marketing Plan for Business Success

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  • Lesson Identification and TEKS Addressed

    Cluster : Hospitality and Tourism

    Course : Culinary Arts

  • TEKS Student Expectations

    • (1) The student applies advanced reading, writing, mathematics, and science skills for the food service industry. The student is expected to:
      • (A) compose industry appropriate documents
    • (7) The student uses technology and computer applications to manage food service operations. The student is expected to:
      • (A) use technology tools appropriate for the industry
      • (B) operate technology applications to perform workplace tasks
    • (11) The student demonstrates the knowledge and skills required for careers in the restaurant, food and beverage industry. The student is expected to:
      • (C) develop a marketing plan
  • Basic Direct Teach Lesson

    Instructional Objectives

    Students will:

    • identify the SWOT analysis for a marketing scenario
    • understand the components of a marketing plan
    • analyze the Small Business Association’s Online Training Course for marketing
    • develop a marketing plan for a food venue
  • Rationale

    Script:

    Do you know what a marketing plan is? Did you know that it is part of a business plan? How do you think major food venues come up with their products, logos and advertising? All of them will have a marketing plan in place. Let’s learn how to make a marketing plan so that you will be able to design one for your food venue.

  • Duration of Lesson

    Three 45 minute class periods

  • Word Wall

    Advertising: A paid form of promotion that persuades and informs the public about what a business has to offer

    Marketing: The action or business of promoting and selling products or services, including market research and advertising

    Marketing plan: The part of the business plan outlining the marketing strategy for a product or service

    Market research: The action or activity of gathering information about consumers’ needs and preferences

    Place: Plays a fundamental role in the marketing mix of a product or service as it outlines the how and where a company will place its products and services in an attempt to gain market share and consumer purchases

    Product: Anything that can be offered to a market that might satisfy a want or need

    Promotion: The advancement of a product, idea or point of view through publicity and/or advertising

    SWOT analysis: A study undertaken by an organization to identify its internal strengths and weaknesses, as well as its external opportunities and threats

    Target market: A particular group of consumers at which a product or service is aimed

  • Materials/Specialized Equipment Needed

    Equipment:

    • computer with projector for multimedia presentation
    • computers with Internet access (be sure to follow district guidelines)
    • headphones
    • light projector (Elmo)

    Materials:

    • advertisements from local:
      • caterers
      • fast food establishments
      • restaurants
    • coupons from local:
      • fast food establishments
      • grocery stores
      • restaurants

    • copies of handouts (see All Lesson Attachments tab)

  • Anticipatory Set

    Before class begins:

    Become familiar with the Small Business Administration’s Learning Center that provides a 30-minute online course in Marketing. This course will provide students with a certificate they will be able to add to their portfolio.


    Display as many items from the Materials or Specialized Equipment Needed tab as you have available on a table in front of the room so that students may view as they enter.

    Place the teacher resource Mario’s Bistro (see All Lesson Attachments tab) on the light projector and instruct a student to read the scenario.

    Review the SWOT analysis definition (see Word Wall tab) with the students so they will become familiar with the term. Explain that this is part of a marketing plan.

    Divide the class into subgroups of four.

    Distribute the graphic organizer SWOT Analysis (see All Lesson Attachments tab) and instruct students to answer the questions for each section.

    Allow time for discussion.

    The SWOT Analysis will be revisited in the Lesson Closure section.

  • Direct Instruction with Special Education Modifications/Accommodations

    Introduce lesson objectives, terms and definitions.

    Select and distribute a handout or graphic organizer such as Sandwich Chart or Ladder of Information (links below) from the Instructional Strategies drop down menu in Classroom Essentials or instruct students to take notes in their journal books or on their own paper.
    http://cte.sfasu.edu/wp-content/uploads/2012/07/Sandwich-Chart.pdf
    http://cte.sfasu.edu/wp-content/uploads/2012/10/Ladder-of-Information1.pdf

    Distribute the graphic organizers The Marketing Plan Steps and The 4 P’s of Marketing (see All Lesson Attachments tab) and instruct students to take notes from the slide presentation.

    Introduce the PowerPoint™, Marketing Your Culinary Business (see All Lesson Attachments tab). Students will be expected to take notes while viewing the slide presentation. Allow time for classroom discussion.

    View YouTube™ video:

    • SBA Delivering Success: Marketing 101
      The U.S. Small Business Administration and the U.S. Postal Service bring you Delivering Success—video interviews with successful entrepreneurs who share the lessons they’ve learned about owning a small business.
      http://youtu.be/YUoKi8DQxv4

    Individualized Education Plan (IEP) for all special education students must be followed. Examples of accommodations may include, but are not limited to:

    • check for understanding
    • providing a printed copy of slide presentation

  • Guided Practice with Special Education Modifications/Accommodations

    Direct students to the computers and instruct them to log on to the Small Business Association’s website and the Learning Center for the online training. They will need headphones to complete the self-paced course that will provide them with a certificate of completion at the end. Students will be able to add this certificate to their portfolio.

    Individualized Education Plan (IEP) for all special education students must be followed. Examples of accommodations may include, but are not limited to:

    • providing a text based accessible version of online course
    • check for understanding

  • Independent Practice/Laboratory Experience with Special Education Modifications/Accommodations

    Divide the class into subgroups of four students.

    Read the following scenario:

    Your family would like to open a food and beverage business in your community.
    They are not sure what type of business to open, what market to target or even where to locate it. How can you and your family develop a marketing plan?

    Distribute the graphic organizer My Marketing Plan (see All Lesson Attachments tab) and instruct the students to create a mock marketing plan for the scenario. They may use their notes from the slide presentation for reference.

    Distribute the Rubric for The Marketing Plan (see All Lesson Attachments tab) so that students understand what is expected.

    Individualized Education Plan (IEP) for all special education students must be followed. Examples of accommodations may include, but are not limited to:

    • reducing assignment
    • emphasizing major points

  • Lesson Closure

    Review lesson objectives, terms and definitions.

    Revisit the SWOT Analysis graphic organizer from the Anticipatory Set.

    Ask students the following questions:

    • How can the SWOT Analysis be used in other situations?
    • Is a SWOT Analysis needed in a marketing plan?
    • Did you realize that there are many components to opening a business?

    Allow for answers and discussion.

  • Summative/End of Lesson Assessment with Special Education Modifications/Accommodations

    Students will be assess with the appropriate rubric.

    Individualized Education Plan (IEP) for all special education students must be followed. Examples of accommodations may include, but are not limited to:

    • extra time for assignment
    • encourage participation

  • References/Resources

    Textbooks:

    • Culinary essentials. (2010). Woodland Hills, CA: Glencoe/McGraw-Hill.
    • Foundations of restaurant management & culinary arts. (2011). Boston, MA: Prentice Hall.
    • Reynolds, J. S. (2010). Hospitality services: Food & lodging. Tinley Park. IL: Goodheart-Willcox Company.

    Website:

    YouTube™:

    • SBA Delivering Success: Marketing 101
      The U.S. Small Business Administration and the U.S. Postal Service bring you Delivering Success—video interviews with successful entrepreneurs who share the lessons they’ve learned about owning a small business.
      http://youtu.be/YUoKi8DQxv4
  • Additional Required Components

    English Language Proficiency Standards (ELPS) Strategies

    • word wall
    • draw visual representations of terms on word wall
    • add terms and definitions to personal dictionary
  • College and Career Readiness Connection

    AchieveTexas Career Cluster Crosswalks

    The Career Cluster Crosswalks housed on the AchieveTexas website http://www.achievetexas.org/index.html provide Texas teachers with a direct connection between their CTE course TEKS and the College and Career Readiness Standards (CCRS). Language Arts, Mathematics, Science, Social Studies, and Cross-Disciplinary integration are the focus of the CCRS. These college and career readiness standards are essential in the planning and delivery of CTE lessons. The extent to which the integration occurs is determined by the methods and strategies utilized by each teacher.

    Career Cluster Crosswalks for Education and Training, Hospitality and Tourism, and Human Services Career Clusters can be found at:
    http://www.achievetexas.org/Career%20Cluster%20Crosswalks.htm

  • Recommended Strategies

    Reading Strategies

    Other articles pertaining to this lesson that students may read include:

    • How to Sell a Recipe
      If you spend almost as much time perfecting your recipes as other people do earning money in their careers, it might be time to stop giving away your best recipe ideas and start selling them.
      http://www.ehow.com/how_2306620_sell-recipe.html
    • Skills You Need to Start a Business
      Having a passion for your work, being willing to work long, hard hours, and wanting to fulfill a dream to own your own business, isn’t enough, unfortunately, to ensure a successful venture on your own. There are certain skills needed to start and run a business if it is to succeed.
      http://www.ehow.com/way_5147718_skills-need-start-business.html

    Reading Strategy
    Encourage students to “visualize” as they read. Many students are visual learners and will benefit from making sketches or diagrams on scrap paper as they read. Providing students with graphic organizers to help them organize their thoughts is also helpful.
    http://cte.sfasu.edu/rgroup/instructional-strategies/page/4/

  • Quotes

    The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.
    -Peter Drucker

    Marketing is a contest for people’s attention.
    -Seth Godin

    The pressure on young chefs today is far greater than ever before in terms of social skills, marketing skills, cooking skills, personality and, more importantly, delivering on the plate. So you need to be strong. Physically fit. So my chefs get weighed every time they come into the kitchen.
    -Gordon Ramsay

  • Multimedia/Visual Strategies

    PowerPoint™:

    • The Marketing Plan for Business Success
    • Presentation Notes: The Marketing Plan for Business Success

    Technology:

    • TED Talk:
      • Making sense of marketing in the digital age: Mike Osswald at TEDxToledo
        Mike is the VP of Experience Innovation at Hanson. He holds a bachelor’s degree in marketing management and an MBA with a marketing management focus, both from the University of Toledo. He is a member of the Usability Professionals’ Association, the Information Architect Institute, ACM SIGCHI, and the Interaction Design Association. He is also the president and sole member of the Seriously Mad Skills with Post-it Notes Association, but isn’t one to eschew the wonders of Scotch tape and small scraps of paper.
        http://tedxtalks.ted.com/video/Making-sense-of-marketing-in-th

    Files for downloading:

    Note: The PowerPoint™ could not be uploaded due to the size of the file with the video and graphics. Please contact us if you need the slide presentation in the original format.

  • Graphic Organizers/Handout

    Graphic Organizers:

    • My Marketing Plan
    • SWOT Analysis
    • SWOT Analysis (Example)
    • The 4 P’s of Marketing
    • The 4 P’s of Marketing (Key)
    • The Marketing Plan Steps
    • The Marketing Plan Steps (Key)

    Handouts:

    • Mario’s Bistro
    • Rubric for The Marketing Plan

    Files for downloading:

  • Writing Strategies

    Journal Entries:

    • I enjoy the marketing aspect of business because …
    • I hope to own my own business and the marketing plan will help to …
    • The target market I would like to focus on is _____________ because …

    Writing Strategy:

    • RAFT (Role/Audience/Format/Topic) writing strategy:
      • Role – entrepreneur
      • Audience – local chamber of commerce
      • Format – letter
      • Topic – market research

    Write a letter requesting information for your market research on the number and types of of food venues in the community.

  • Communication 90 Second Speech Topics

    • Three things about marketing I have learned are …
    • The market plan is important to include in a business plan because …
  • Other Essential Lesson Components

    Enrichment activity

    Now that students are familiar with a market plan, introduce a business plan and allow students to study each component.

    Infographic:

    Infographics are graphic visual representations of information, data or knowledge intended to present complex information quickly and clearly.

    The infographic below is related to this lesson. Allow students to view the image on a projector and lead a discussion concerning the information provided.

    TED Talk:

    TEDx is a program of local, self-organized events that bring people together to share a TED-like experience. At a TEDx event, TEDTalks video and live speakers combine to spark deep discussion and connection in a small group. These local, self-organized events are branded TEDx, where x = independently organized TED event.

    The video below is related to this lesson. Allow students to view the video and lead a discussion concerning the TED Talk.

    • Making sense of marketing in the digital age: Mike Osswald at TEDxToledo
      Mike is the VP of Experience Innovation at Hanson. He holds a bachelor’s degree in marketing management and an MBA with a marketing management focus, both from the University of Toledo. He is a member of the Usability Professionals’ Association, the Information Architect Institute, ACM SIGCHI, and the Interaction Design Association. He is also the president and sole member of the Seriously Mad Skills with Post-it Notes Association, but isn’t one to eschew the wonders of Scotch tape and small scraps of paper.
      http://tedxtalks.ted.com/video/Making-sense-of-marketing-in-th
  • Family/Community Connection

    Invite a guest speaker from the Small Business Association if one is available locally to discuss the components of a business and marketing plan.

    Other options for guest speakers:

    • bank loan officer (in charge of business loans)
    • business owner
    • college or university business professor
    • city manager

  • CTSO connection

    Family, Career and Community Leaders of America

    http://www.fcclainc.org

    • Entrepreneurship
      An individual or team event – recognizes participants who develop a plan for a small business using Family and Consumer Sciences skills and sound business practices. The business must relate to an area of Family and Consumer Sciences education or related occupations.
    • Hospitality, Tourism and Recreation
      An individual or team event, recognizes participants who demonstrate their knowledge of the hospitality, tourism, and recreation industries and ability to translate their knowledge into a hypothetical or real business. Project must relate to culinary, lodging, recreation, tourism, or event coordination.

    SkillsUSA

    http://skillsusa.org/

    • Advertising Design
      Tests technical skills and creative aptitude just as though contestants worked for an ad agency. In addition to a written test, competitors will re-create a given advertisement on the computer. Competitors are judged on their accuracy, proficiency with industry standard software and ability to meet the given deadline. Contestants also compete in a creative portion of the competition. The creative portion involves the application of creative thinking and development of a design problem. Layout, drawing and illustration skills are used, as well as their ability to create vibrant, effective designs using the computer
  • Service Learning Projects

    Successful service learning project ideas originate from student concerns and needs. Allow students to brainstorm about service projects pertaining to this lesson.
    www.ysa.org

    Possible idea:
    Students may volunteer at the local chamber of commerce to assist entrepreneurs with writing a market plan or researching the local the market.

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