The paper "The Strategic Marketing Plan of Hepafa Fast Food" is a great example of a case study on marketing. Hepafa Fast food is a fast food outlet that will be positioned at Siwaka estate along Ole Sangale Road in Madaraka – Nairobi. It will provide delicious fast food at a value prices in a clean, safe and welcoming atmosphere. Hepafa is the answer to the growing demand for fast food around Siwaka. Hepafa Fast food will be owned and operated by Paula, Fatma, Hellena and a silent partner Gerald. The source of income will be 50% of the shareholders and 50% from external financing.
The estimated capital required to start the business is USDs. 1,020,000. The owners will each contribute equally and the balance will be borrowed as a loan from the Youth Development Fund which is an initiative of the government to support the youth in setting up businesses. Our first plans are to start one outlet in Siwaka because there is no fast food currently in this location. Later, our effort will be geared towards opening another outlet at the Strathmore Student Centre.
Operation hours of Hepafa fast food will be daily from 7.00 am to 10.00 pm except on Sundays when the restaurant will be closed. This business plan offers financial institutions an opportunity to review Hepafa’ s vision and tactical focus. It also provides a step-by-step plan for the business start-up; create positive sales numbers, gross margin, and profits. The estimated financial figures are as below in United States dollars. 1.0 Company Summary The name HEPAFA is derived from the names of 3 of the owners of the outlet He-Hellena PA-Paula and FA-Fatma. 1.1 Objectives: The main objectives of Hepafa fast-food restaurant are as follows: To make Hepafa Fast Food a destination spot for students and residents in Madaraka. To establish a presence as a successful local fast food outlet and eventually gain market shares in Kenyan's fast food industry. To break even in the shortest time possible. To establish more, and expand into a number of outlets in three by the fourth year in business. 1.2 Mission: The main goal is to be one of the most successful fast food outlets in Nairobi, starting with one outlet located in Siwaka estate. Hepafa Fast Food will strive to be a local fast food brand in the local marketplace.
Customers will have the best experience when visiting our outlet. Our main focus will be serving high-quality food at a great value in a serene and clean environment. 1.3 Keys to Success: The keys to driving the business to success will be; Product quality: Being a fast-food restaurant, the products on sale will mainly be fast-food / junk food. Menu items will include; French fries, burgers and non-alcoholic drinks. They must be of high quality, prepared under the cleanest environment possible (Cravens, 1982).