Jazz s menu offers a variety of home style cooking and traditional pub food, of which they boast, the best chicken parma you ll ever eat.

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1 Resource 1: Situation analysis (internal) The following is an example of a basic business overview. Scenario: Jazz s Restaurant & Bar Jazz s, a privately owned restaurant and bar, located at 129 Main Street, Normalville, Victoria, was first established in There are two main dining areas. The first is the Bistro, which has its own separate entrance from Main Street, seats 120 people and is a popular area for family dining. The second, and larger of the two, is the Piano Lounge which seats 250. The Piano Lounge has two entrances: the first is through the Bistro, the second is through the side, leading from the 300-space car park. The Piano Lounge is a popular venue for private functions. Jazz s menu offers a variety of home style cooking and traditional pub food, of which they boast, the best chicken parma you ll ever eat. All the staff, including the owner Mary Page, play an active role during food service times and are well versed in delivering quality food and excellent service. As the name suggests, Jazz s has a soft jazz club style décor that consists of lounge and club chairs that surround coffee tables in the Piano Lounge. There is traditional restaurant seating in the Bistro. Live jazz music is performed by local artists from Thursday through to Sunday nights inclusive. Jazz s are open for breakfast, lunch and dinner seven days a week, as well as offer full-service catering for large groups and private functions. When it comes time to draft the business overview in your marketing plan, provide brief answers for the list of questions below and simply string the statements together to create a short description similar to the Jazz s example above. A point to note There is no such a thing as a great writer, there are only great rewriters. (Neil Cox, 2009). In other words, don t spend too much time trying to become a wordsmith, just write it as though you re telling someone about your business whilst sitting at a bus-stop waiting for a bus. A good marketing plan should be able to be understood by anyone who reads it. Business overview questions Who owns the business? Where is it? When did it start? How is it set up? What does it do? What is special about the staff? What is special about the product/service? Page 1

2 What is unique about the business? What is the vision/mission statement for the business? (Insert a separate page if needed) Page 2

3 Below are examples of mission and vision statements: Example: Jazz s Restaurant & Bar Vision Jazz s Restaurant & Bar is recognised as the most frequented, reliable provider of quality food, entertainment and family dining in our community, making our customers our best advocate through unparalleled service and an unforgettable cuisine. Our Mission Jazz s continuously grows value for our clientele through: the quality of our product innovation in décor and dining ambiance delivery and service systems quality performance of our staff strong community responsibility. Jazz s is committed to continuing the development of our capabilities in cuisine, production and service through proactive programs for staff, suppliers and business partners which actively support best practice standards and dinning innovation. When it comes time to draft the vision/mission statement in your marketing plan, respond to the questions listed below, and simply string the statements together to create a short description similar to Jazz s example. Don t spend too much time trying to write the perfect vision/mission, just write the truth about how you would like to see your business, its values, aspirations and goals etc. Like before, write it as though you re telling someone about your business whilst sitting at a bus-stop waiting for a bus. Learning activity: Vision/mission statement worksheet How do you want the business to be perceived? Customers Page 3

4 Products or services Markets Beliefs, values and aspirations Distinctive competence: What are we really good at? Page 4

5 Concern for employees Page 5