TXAKOLI TXAKOLI LARRINAGATXULARRINAGATXU

Ianire Gomez de SeguraIanire Gomez de SeguraSonia AntxustegiSonia Antxustegi

Eider GarciaEider GarciaIzaskun MendizabalIzaskun Mendizabal

INDEXINDEX

ABOUT LARRINAGATXUABOUT LARRINAGATXU

SWOT ANALYSYSSWOT ANALYSYS

MARKETING MIXMARKETING MIX

ACTION PLANACTION PLAN

INTRODUCTIONINTRODUCTION

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

DRINKS FOODS

DRINKSDRINKS

SOFT DRINKSOFT DRINK BEERSBEERS LIQUORSLIQUORS

AnisettesAnisettes BrandiesBrandies CoñacCoñac WhiskiesWhiskies

WINESWINES White wineWhite wine Red wineRed wine Black wineBlack wine

FOODSFOODS

STARTERSTARTER Cold plateCold plate Hot plateHot plate

FISHESFISHES White fishesWhite fishes Blue fishesBlue fishes Seasonal fishSeasonal fish

MEATSMEATS DESSERTSDESSERTS

HOW DOES IT WORK?HOW DOES IT WORK? The operation is not the same on weekdays and The operation is not the same on weekdays and

weekends. weekends. It has an economical menu every day:It has an economical menu every day:

During the week: During the week: - First plate: pasta or salads- First plate: pasta or salads- Second plate: 2 type of meat and fish- Second plate: 2 type of meat and fish- Dessert- Dessert

On weekends: special menuOn weekends: special menu- Starter or first plate: 4 cold plates and 4 hot plates.- Starter or first plate: 4 cold plates and 4 hot plates.- Second plate: 2 type of meat and fish- Second plate: 2 type of meat and fish- Dessert- Dessert

+ bread + wine + water.+ bread + wine + water.

MICROENVIROMENTMICROENVIROMENT

CUSTOMERS:CUSTOMERS: Weekdays: Workers ( between 20-60 years old)Weekdays: Workers ( between 20-60 years old) Weekends: Families, friends and couples.Weekends: Families, friends and couples.

COMPETITION:COMPETITION: Durango: Gran Hotel, Kobika and Kukutze.Durango: Gran Hotel, Kobika and Kukutze. Berriz: EreñaBerriz: Ereña Atxondo: Etxebarri Asador,Atxondo: Etxebarri Asador,

SWOT ANALYSISSWOT 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 MIXMARKETING MIX

MARKETING OBJECTIVESMARKETING OBJECTIVES

QUALITATIVE QUALITATIVE OBJECTIVEOBJECTIVE

““Boosting basque food Boosting basque food

and cultureand culture””

QUANTITATIVE QUANTITATIVE OBJECTIVEOBJECTIVE

““Increase 20% the Increase 20% the

number of customersnumber of customers” ”

MARKETING STRATEGIESMARKETING STRATEGIES

““Boosting basque food Boosting basque food and culture”and culture”

Deepen marketDeepen market

““Increase 20% the Increase 20% the number of customers” number of customers”

Strengthen both Strengthen both product and marketproduct and market

ACTION PLANACTION PLAN

Marketing MixMarketing Mix

The most important two objectives are:The most important two objectives are:To promote the Basque cutlure and cuisineTo 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 To achieve it, we´ve prepared a Marketing Mix, taking into account these factors:Mix, taking into account these factors:ProductProduct- Distribution- DistributionPricePrice - Communication- Communication

11st st objetive:To promote the Basque objetive:To promote the Basque

culture and cuisineculture and cuisine StrategyStrategy: organize : organize

different eventsdifferent events ActionAction: organize : organize

product tastings + product tastings + traditional musictraditional music

* * Distribution isn´t Distribution isn´t included because we´re included because we´re offering services.offering services.

Product

-Basque products-Agreements (Eusko Label)-Music: trikitilaris

Price- Special promotion: 10% cheaper

Communication

-Tourist offices-Local magazines-Durango TV

22nd nd objetive:Increase the number of objetive:Increase the number of

clients by 20%clients by 20% StrategyStrategy: maintain : maintain

relationship with tourist relationship with tourist officesoffices

ActionAction:Special activity for :Special activity for the old age pensionersthe old age pensioners

* Distribution isn´t * Distribution isn´t included because we´re included because we´re offering services. offering services.

Product

-Visit Durango & Lunch in Larrinagatxu- Special menu

Price

- Agreement with the Association of the Elderly

Communication- Brochures on tourist offices

CONCLUSIONSCONCLUSIONS

• ABOUT LARRINAGATXU

Good organization in spite of being so familiar

•ABOUT THE WORK

Harder to collect information, but easier to learn