Planet Hollywoo

tradeing 520 Marketing throw for study concepti unriv whollyedt Hollywood Midterm study Marwan Soliman Noha Abdel Fayad Hadil Abdel Fayad May Abdeen Table of Contents entirelyiance Background2 Mission reconcilework forcet2 community floor2 Situation compendium2 Environ custodytal Scanning2 Macro environ manpowertal Forces2 little milieual Forces2 warring Analysis2 chock up Analysis2 Market Segmentation2 Demographic2 Psychographic2 behavioral2 Tar begining2 Targeting Strategy2 Problem Statement2 working Cited2 Comp whatever Background planet Hollywood is a trademark for scratch houses, bars, casinos, and resorts that was open in 1991 by its founder Robert Earl and his partners and stockholders Bruce Willis and Sylvester St each(prenominal) adept. planet Hollywood distinguishes itself with the bizarre escort it offers its customers from gaming and take a leak a go at it entertainment at the Hollywood stalkd venues. The pore of this trade plan is the ma jor planet Hollywood eating houses that resemble the Hollywood inspiration with its broad collection of Hollywood props and souvenirs from pennant rated movies and TV shows that decorate the stake and the close collection of items uncommitted for sale.major planet Hollywood attempts to coiffe as a creator and inventer of consumer brands that c e actuallyplace return of the universal appeal of movies, sports, and divergent entertainment-based themes The unforgettable eat fix at artificial satellite Hollywood is completed with its pleasant-tasting respective(a) computer menu of salads, burgers, and much more than. Currently, major planet Hollywood has sixteen distinguishes all oer the world at which three of these atomic number 18 situated in the halfway due east (Dubai, Reyadh, and Kuwait). Mission Statement major planet Hollywood distantist Inc. s a guest-driven political party committed to providing its guests with an exciting inside witness at Holly wood, combining with exceptional pabulum, enceinte merchandise and uncompromising service in ein truth hotshot of its eaterys. It recognize that its conquest is achieved by hiring, retaining and developing whole t unmatchable associates. We wipe out a run awayion for our guests We c atomic number 18 comfortably-nigh our associates We do not compromise our mellow standards We maintain a sense of fatality in e very(prenominal)(prenominal)thing we do We continuously strive to improve We ar team players Comp whatever(prenominal) Historymajor planet Hollywood planetary Inc. is the controlling body for entertainment-based theme restaurants located by dint of show up the world. Planet Hollywood supranational in addition runs five decreed either Star coffee bar restaurants, a chemical grasp that revolve aboutes on professional sports and come ups a sports-bar theme, and several(prenominal) Cool Planet Ice convulse shops. The forethought of the ut closely society is currently centre on its core strain of restaurants. The starting signal Planet Hollywood restaurant exposed in New York metropolis in 1991 however the events leading to its beginning started 20 course of studys before that date.In 1972, Robert Earl undecided a dinner theater in capital of the get together Kingdom called The Beefeater that offered its customers a eat experience with a knightly theme. Earl earned a degree in desirousel and restaurant management the University of Surrey. He was lovemakingate ab push by creating entertainment-based restaurants such(prenominal)(prenominal)(prenominal) as Talk of capital of the United Kingdom, Shakespe bes Tavern, and The Cockney Club. In the 1980s, Earl foresaw the promising American food market places that would guarantee the sweep overy of his entertainment-themed restaurants. He started off with selling his fantasys to the developers of a then(prenominal)- brisk Disney World called EPCOT core.Although the d eal was un utilityful, Earl decided to bear on in Florida at which he imparted several restaurants tensioning on medieval and Wild West ideas until he sell it to a larger holding telephoner in the mid-1980s. In 1989, Earl was appointed the innovative chief executive for the disfranchised oscillate operation under Mecca Leisure. The touchy Rock cafe chain is a medication manufacture-based theme restaurants. With his impudently position, Earl created 20 profound Rock coffee shops in the eastern region. Meanwhile, Earl partnered with Keith Barish, a film producer at that extent to open the first Planet Hollywood mentioned earlier.Barish and Earl tactile propertyed at melody, movies, and sports as means that couple differences of language and another(prenominal) differences between throng living in assorted places. Planet Hollywood witnessed immediate success its museum-like decorations and its capital marketing plan attracted one million million millions of cu stomers. Earl and Barish asked celebrities such as Arnold Schwarzenegger, Sylvester S toweringone, Bruce Willis, Demi Moore, and Whoopi Goldberg to act as restaurants give birthers at which they would pass by their restaurant to check in and throw together briefly with their fans.A category later Earl left(p) Mecca Leisure to plan the world long origin of Planet Hollywood restaurants actors Don Johnson and his then wife Melanie Griffith, director John Hughes, comedienne Roseanne, and actors tom turkey Arnold, Wesley Snipes, and Danny Glover became investors by then. By mid-1993, Planet Hollywood International had opened its branches in London and southern California and was completing the verbalism of a fourth branch in Chicago. Architect David Rock head was hired to bod the untested branches. The branches were created to seat more than 200 state.Each branch contained film props and floor layouts that were droll to their fixtures. Dorothys dress from The Wizard of Oz, the pottery rove use by Demi Moore and Patrick Swayze in Ghost, a replica of the castle from Dracula, the Batmobile, the Flintstone buggy, and a fictile model of the meat slab that was pulverized by Stallone in the film Rocky were all items put on display in opposite locations. Celebrities hand prints walls and volumed-screen televisions to play promotional clips for up attack movies were push attracters found at Planet Hollywood.Peter Morton overweight Rock International executive at that time filed a suit against Earl and Planet Hollywood claiming that Earl had copied that Hard Rock concept. Earl dismissed the charges and the case against Planet Hollywood never amounted to much in court. In addendum, Planet Hollywood continue its move up the ladder of success and became wholesome- cognise in the theme restaurant business. By the end of 1993, Planet Hollywood expanded to have eleven new branches in variant states. The break of from each one branch was a major walkaway eve nt that attracted crowds who were eager to see celebrities and different famous media figures.Each new branch generated revenues expense $ 15 million. Selling clear Planet Hollywood merchandise in addition to serving aliment and drinks from a diverse menu were a major attraction of customers. Key rings, T-shirts, sweatshirts, watches, and leather coats atomic number 18 examples of the items exchange at the restaurants. The merchandize selling not barely boosted the revenues by differentiating Planet Hollywood except its popularity pushed it to open separate retail stores called Planet Hollywood Superstores, a move that further increased divisionly profits.In 1994, Planet Hollywood continued expanding to open branches worldwide. The community overly began establishing other theme-restaurant ideas such as the Official all(a) Star Cafe. Barish and Earl realized the peoples key interest in celebrities life and continued expanding based on that. They continued recruiting profe ssional sports figures to invest such as hockey wide Wayne Gretzky, football icon Joe Montana, and basketball superstar Shaquille ONeal. in addition in 1994, the bon ton opened what would run short its highest income generator branch at Las Vegas. The Las Vegas restaurant was ruleed to seat .The branches opening pull more than 10,000 people who sat on stadium-like bleachers to watch the stars arrivals at the event. deeplyr that socio-economic class, another(prenominal) 500-seater of Planet Hollywood opened in Orlandos Disney World. With that branch, Earl and Barish became officially the owners of the two highest-profit generating restaurants in the United States. In 1996 the company decided to go public not only by offering stocks but the company overly convinced MBNA to issue Planet Hollywood VISA credit cards that gave cardholders antecedence seating at the restaurants.A joint accident with ITT Corporation was alike established to develop Planet Hollywood casinos in La s Vegas and Atlantic City. Furthermore, Marvel Entertainment free radical, Inc. and Planet Hollywood International decided to develop jocund book character-based restaurant theme label it Marvel Mania. Ideas for a new concept called Chefs of the World, which was to feature a star-studded culinary staff, also began to rise. Celebrity support received through their ownership and investment in the irons made Planet Hollywood and All Stars Cafe unique by all standards. In only five courses the company had grown from one $3. million restaurant in New York to an near $300 million operation with or sowhat 50 units throughout the world. Situation Analysis The dining service in Egypt has witnessed a long change in the ending few courses . Dining out became part of the modus vivendi of Egyptians who can bonk such leisure. bulk are forever examineing new diners, especially foreign ones they try during their trips abroad, they see in foreign movies or hear about from friends. D uring this period of changes, several internationalistic diners opened in Egypt and have proven to be thrivingly attracting customers.Although different people are ever seeking different styles such as Authentic Egyptian, Italian, Shisha serving cafes, ready coffee serving cafes, each firmament proved to find their own clientele. Places such as Hardrock Cafe, Apple Bees and rainforest Cafe have their own favored cases that should be alike to Planet Hollywoods. Egyptians in general are ordinarily very interested in celebrities and their lives. Planet Hollywood can easily depend on this point in its marketing plan and focus. Environmental Scanning Macro environmental Forces Socio-cultural FactorsThere are more than 50 million people between the ages of 15 and 45 in Egypt which is approximately 65% of the commonwealth . This, as a upshot, has a great impact on the nature of the fodder service sales. The junior generation has ever-ever-changing lifestyles and eating habits. They mainly go out for dinning as it is considered a source of entertainment. As such, the demand for the food services correspond in fast food restaurants, open dining, cafes/bars, has increased tremendously. However, in Egypt, virtually(prenominal) men and women are usually seeking places where then can smoke shisha.Usually, international chain forbid smoking of shisha in their restaurants as part of their regulations to avoid health and environmental hazards. Economic Factor The Egyptian race is mainly divided into two yeares of either rich or myopic. The bosom class in between is demising. jibe to the World Bank Statistics of 2005, the income share divine service by the highest 20% of the Egyptian population is 41. 5% while the share of the adjacent 20% is only 12. 6%. It is believed that this scatter is not getting any littler if not getting wider.The top 20% of the population are consistent with their dining out experience as eating out is considered a main sourc es of entertainment. policy-making Factors With the political unstableness in the nation since the January 25th events, dining out is considered one of the few sources of entertainment that remained stable since other sources of entertainment such as parties and concerts are no longer as operational as before. Restaurants are more believably to any new expansions making it the upright time for Planet Hollywood to open and establish a good solidness base in Egypt.However, this political instability also re defends a risk to any new business especially with the lose of security witnessed. This security issue pass on have to be accounted for in choosing the location and operation of the restaurant. Environmental Factors Air taint in Egypt and especially in capital of Egypt is a matter of serious come to. The zephyr quality in downtown capital of Egypt is more than 10 to 100 propagation of acceptable world standards. In addition, the layout of tall buildings and narrow stre ets prevent the pollution from escaping and result in a thick and greyish air.As a result, open-air restaurants in rough areas, especially downtown capital of Egypt and high density areas, may face some problems and may not be pleasant all the time. Therefore, people are aspect more for indoor recreation. Another concern is the availability of high quality unsanded(a) material in Egypt. Due to the deficiency of training and education, there are a lot of improper agricultural practices, poor hygiene at all stages of food chain, absence of preventive controls in food processing and preparation operations.In addition, misuse of chemicals, raw materials contamination, inadequate or improper terminal are also concerns for the food industry in Egypt. Such a note highlights the importance of a high quality control process that should be use in any restaurant. Technological Factors People now have access to the mesh all the time. They became more demanding and want to follow a ce rtain lifestyle. They know exactly what they are looking for and where they can get which as a result creates a significant challenge in basis of meeting demands and defeating competition.Yet, this is a good probability since marketing can now be done easily using cut-rate online campaigns reaching the scoreed customers. Micro environmental Forces Employees Employees are the range of any place, their attitude and freight directly affects the restaurants written report and customer perception of the place. Research has shown that 70% of customers return to a restaurant is usually colligate to the service and their positive experiences with employees 68% of defecting customers leave due to negative employee attitudes.Therefore, Planet Hollywoods employees should be experience and passionate. They should receive regular trainings and should unendingly be motivated to do their best. In addition, they exit be closely monitored to gurantee that the customers are always satisfie d. Suppliers Quality and freshness are the most important computes of the food served in any restaurant. Therefore, reliable food service suppliers take part in the success of any restaurant. Planet Hollywood provide seek suppliers that will provide high quality products with on time consistent vendy.Our dodging will be to create a partnership-like relationship with suppliers to guarentee the success of the end product. Customers Planet Hollywoods purposeed clientel is already introduce in Egypt and is currently waiting for such an international diner to open in Egypts biggest cities such as Cairo, Alexandria and Sharm El Sheikh. Our clients would be 15-35 year old men and women seeking a luxurious til now afforadable dinning experience. Locations Prime locations that are easily reached with suffiecient put places should be sought.Currently, big shopping malls and diners concentrations are considered the places-to-be by Egyptians. Locations such as City Stars, Mall of Arabia , New Cairo and sixth of October cities should be checked for potential locations. belligerent Analysis The Egyptian market is very competitive as it consists of many foodservice companies with dominating players that make it hard for small operators to succeed. This brass instrument is due to the brands already having good pace internationally, in addition to the extensive publicizing and marketing plans.Below is a list of the major competitors for Planet Hollywood. 1. Americana Egyptian Co for international touristic projects (TGI Fridays) First established in 1964 as a small trading company based in Kuwait, Amricana became the most prospering restaurant operator in the substance East that owns around 650 restaurants. Americana is a master franchisee to several leading international entities such as Hardees, Pizza Hut, KFC, TGI Fridays, Costa Cafe and Baskin-Robbins. TGI Fridays is the main brand that would present a competition to Planet Hollywood. Competitive advantage unruly advertising and marketing plans for all its brands along with major offers and promotions. * The company has many outlets all over Egypt and is opening more and more each year. 2. Amer Group (Chilis) Started in 1993 by introducing Chilis, the famous American restaurant chain to Egypt and the Middle East, Amer Group expanded over the years to introduce more restaurants with a frame of cuisines such as maverick Carinos, Studio Masretc. Chilis will be one of the major competitors for Planet Hollywood. Competitive advantage * spicy market penetration with many restaurants all over Egypt and in all the hot screws. Amer Group has managed to maintain a very good reputation among Egyptians through its many projects in different industries as well as very aggressive marketing plans. The style of the restaurants is directly related to the gathering which helped them to easily achieve customer loyalty. * everyday strain that fits both youth and families. 3. Hard Rock Cafe Establi shed in 1971 in London, Hard Rock Cafe has over 172 venues in more than 51 countries around the world. It opened its branch in Sharm el sheikh in 1998 in Naema Bay it also has one in garden city Cairo, another in Hurghada, and it is planning to open one soon in Nabe.It offers a wide excerpt of burgers, barbeques, and steaks, along with a variety of desserts and drinks. internationally it is known to be among the top competitors for Planet Hollywood. Competitive advantages * It has a very good reputation worldwide that makes it an enthralling place for young outgoing population, and also for tourists coming to Egypt thats why it is very successful in Sharm el Sheikh and Hurghada. * They focus on their employees and treat them like a family and create an environment of fun where the employees look forward to come to work. They also focus on customers making sure that they deliver unique entertainment and dining experience. * Their music mix is very popular and very entertaining whi ch makes Hardrock cafe the number one destination for outgoing youth with passion for music. 4. Planet Africa Part of the Momen group, Planet Africa was established in celestial latitude 2004 in Cairo and it is considered the first themed restaurant in Egypt. The restaurant has the design of a hobo camp with African merchandise and souvenirs accessible at the entrance. Planet Africa offers a wide variety of International cuisine. Competitive advantage First themed restaurant in Egypt and it is Egyptian so it attracts patriotic customers. * Ideal for families as the atmosphere is very kids friendly. * Reasonable prices congeneric to the portions and quality of food. 5. Sequoia With only one branch in Zamalek, Sequoia is the front-runner restaurant for high end, outgoing young people. It offers a wide range of Egyptian, Lebanese, Syrian, Italian cuisines as well as a very good sushi menu. The place also offers alcohols as well as water supply pipes. Competitive advantages * Sequoi a is located in Zamalek with a very nice inspect of the Nile. Considered a hot spot among classy young population. * Sequoia hosts very successful events during Ramadan, New Years and holidays. * Suits all tastes as it offers different types of cuisines. 6. Rainforest Rainforest opened in Egypt in 2008 by Wataniya Company for operating restaurants, the leading company in restaurant management in the Middle East, at the City Stars Mall. The design of the place is like a jungle with all types of animals. The high technology fitted into the design changes the sounds of animals every 10 minutes through CDs and there is a thunder thrust every 30 minutes. Competitive advantage Well known brand world wide * The high tech atmosphere of the jungle simulation makes it very attractive for kids and families. * Very good quality of food. SWOT Analysis Strengths * Strong popular conjure among various groups of the targeted market segment. * Branches already exists in nearby countries such as Dubai, Kwait and Riyad, with similar culture and menu adjustments. * Offers a variety of food that is already familiar and love by the Egyptian population. * Well known for tourists visiting Egypt. * Strong established ashes of management that could be easily instruct and implemented among local employees. Availability of kids menu and kids friendly atmosphere. * Ability to host both small and large events as well as offer outside catering. Weaknesses * Requires huge investment to find and build a branch that would be located in a relatively hot spot compared to competitors as well as big enough to maintain the restaurant image worldwide. * Prices are relatively high compared to some of the major competitors Opportunities * Egypt is a huge market that is now welcoming any new investment later on the recession that occurred after the 25th of January events. Dinning out is now one of the necessities of life due to the casual lifestyle of most of the young Egyptians as well as fami lies. * The trend of hosting parties and events outside is fair more and more popular among Egyptians Threats * Fierce and well known competitors that use clear promotional techniques. * Probability of unwelcoming an Americanized restaurant * afterwards the 25th January events, Egypt became unstable both economically and politically which makes it a risky environment for any new business. Market SegmentationDifferent strategies were used to segment the Egyptian market to detect our target market. Demographic Age dwelling Income Income is a very important factor in our breakdown process as Planet Hollywood is known to be an expensive high class restaurant. The spare-time activity segments are recognized * Low ? EGP 12000/year * Low-Medium EGP 12,000/year EGP 24,000/year * Medium EGP 24,000/year EGP 120,000/year * Medium-High EGP 120,000 EGP 240,000/year * High ? EGP 240,000/yea Occupation * Students * Workers * Employees * Middle Managers * Executives * Professionals Small -business owners * Large-business owners Social amicable class Even though social class perception is directly linked to the income aim of the family, but it is also influenced by the family screen background which is a major contributor in determining the social class. There are three basic social classes in Egypt sept A, classify B and Class C with sub categorization in each class (e. g B1, B2 and B3) . Nonetheless, it is apparent, as mentioned before that Class B is diminishing. married Status The marital status is account as follows * Single 37. 31% * matrimonial 62. 69% Psychographic LifestyleDifferent people have different lifestyle patterns that change at different stages of life. According to the Sagacity Lifestyle determine, Lifestyle has four main stages determine as follows * Dependent (ex. Children living with their parents) * Pre-family (ex. With their own households but dont have children) * Family (ex. Parents with at least one child) * Late (ex. Parents wit h children who left their homes) A further sub-classification is by segmenting the above into outgoing and non-outgoing. Motives Planet Hollywood will be providing a unique kind of entertainment for its customers that is not available at any other competitors.Using the summation of celebrities investment in Planet Hollywood, customers cleverness find various famous figures when dining might encourage customers to go. In addition, being able to position the brand as a hot spot for the different targeted segment will encourage customers to go in order to fit in and keep up with the social groups and standards. Behavioral Brand Loyalty Planet Hollywood is a strong popular name and can easily develop brand-loyal customers hit expectations Customers are grouped harmonize to similarities in the benefits that they look for in limited products or services.Benefits as location, cleanliness, social image, food service, quality, and hospitality. economic consumption frequency Customers a re segmented according to their frequency of dinning outdoors as follows * Rarely, now and then * once per month * twice per month * once per week * multiple time per week. Targeting Theme restaurants attract patrons based on mainly the overall dining experience and the entertainment value received. The chosen theme dictates the interior decor, music, type of food, the food show and the appearances of the staff. Theme restaurants also sell licensed merchandise as souvenirs.For our target market selection, we have considered several segments from which we could come up with Planet Hollywood possible target diners the most relevant segmentation schemes were age, income, social class, and lifestyle. Age Household income Social Class Lifestyle 0 15 ? EGP 12000/year Lower Dependant 15 -45 EGP 12,000/year EGP 24,000/year Lower Middle Pre-family 45-60 EGP 24,000/year EGP 120,000/year Upper Middle Family 60-80 EGP 120,000 EGP 240,000/year Upper Late EGP 240,000/year Targeting Stra tegyAs for our target strategy, we will be following the differentiation strategy. We will be designing more than one promotional message with which we will be providing each segment with its specific needs and communicating the different related benefits. Problem Statement Planet Hollywood is a well known international brand, offering a unique accepted Hollywood experience for its customers. The introduction of Planet Hollywood in Egypt will be a challenging process as it should emphasize on the well established brand and the unique experience offered by its famous themed restaurant.Dining service offers a huge market in Egypt, mainly because of the changing socio-cultural behaviors of people especially the tendency to be more outgoing. However, the proper targeting of customers and positioning of the restaurant are of most important in establishing the differentiated strategy of Planet Hollywood. Works Cited (n. d. ). Retrieved November 10, 2011, from AMEinfo. com The ultimate M iddle East business resource www. ameinfo. com FUNDINGUNIVERSE. (n. d. ). Retrieved November 10, 2011, from Planet Hollywood International, Inc. http//www. fundinguniverse. om/company-histories/Planet-Hollywood-International-Inc-company-History1. hypertext mark-up language Hard Rock. (n. d. ). Retrieved November 10, 2011, from Hard Rock History http//www. hardrock. com/Corporate/ market segmentation psychographic segmentation . (n. d. ). Retrieved November 10, 2011, from Tutor2u http//tutor2u. net/business/marketing/segmentation-psychographic. hypertext markup language Planet Hollywood International, I. (2006, July 6). The PH Insider. Retrieved October 27, 2011, from http//www. planethollywoodintl. com/privacy. php provision marketing STRATEGY AND PLANNING. (n. d. ).Retrieved November 10, 2011, from http//www. wadsworthmedia. com/marketing/sample_chapters/766816052_ch07. pdf Population. (n. d. ). Retrieved November 10, 2011, from Egypt State Information Service http//www. sis. gov. eg/En/LastPage. aspx? Category_ID=19 Restaurants. (2010). Retrieved November 10, 2011, from Amer Group Holding http//www. amer-group. com/Restaurants. aspx 2 . (Planet Hollywood International, 2006) 3 . (FUNDINGUNIVERSE) 4 . (Egypt, 2009) 5 . (http//web. worldbank. org) 6 .Hassanein, Salah. Air Pollution in Cairo The Cost. Arab world books. 7 . Egyptian Food rubber eraser Information Center (EFSIC) 8 . Egyptian Food Safety Information Center (EFSIC) 9 . (Jim Heisler, Ph. D. , aged(a) vp, Stakeholder Relationship Consulting) 10 . (Euromonitor International, August 2008) 11 . (Restaurants, 2010) 12 . (Hard Rock) 13 . (AMEinfo. com The ultimate Middle East business resource) 14 . (Population) 15 . (market segmentation psychographic segmentation ) 16 . (PLANNING MARKETING STRATEGY AND PLANNING) d