As part of Fortify’s mission to tackle the problem of food security, the company has identified the need for a small food establishment on Mare Island, California. Mare Island, a former naval base in Northern California, is a growing residential community. A group of students is desired to conduct market research on the community and develop an effective plan for the opening of a quick service restaurant.

Goals: The marketing strategy must take the current COVID-19 crisis and its consequences into account when developing the final marketing plan. The focus is on customer acquisition, customer retention, and customer satisfaction.

• Identify methods of reaching out to residents on Mare Island; Establish different methods based on consumers and preferences
• Community research on prices of coffee and sandwiches that would make the business profitable; Identify competitor prices and factor distance and convenience and resident average salary
• Develop a COVID friendly solution to attract customers; Possible partnership with Ubereats, Postmates, drive-through, etc.

Deliverable

• A progress report via a presentation mid-way through the semester that summarizes findings, research, and ideas
• A final presentation of the marketing strategy for the promotion of the establishment in Mare Island; This including, but not limited to social media campaign, possible partnerships with other local businesses, research on the surrounding area of Mare Island to attract people into the peninsula, possible themes for the coffee shop that is appealing to all clientele and in line with the Fortify mission, etc.