A marketing plan for California Pizza Kitchen Fort Bonifacio branch

• Main Author: Batobalonos, John Michael G.
• Format: text
• Language: English
• Published: Animo Repository 2011
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18057
• Institution: De La Salle University

California Pizza Kitchen (CPK) Philippines is a local franchise of the global brand of the same name. Established in 1998 under the management of Global Restaurant Concepts Incorporated (GRCI), CPK Philippines is the first franchise to open outside the United States hence making it the flagship branch in all of Asia. The brand today has seven local branches in Metro Manila namely in Glorietta 3, Greenbelt 5, Power Plant Mall, Greenhills Promenade, Trinoma, Shangri-La Plaza and Alabang Town Center. CPK Philippines still continues to serve its world-famous gourmet pizza up to this very day while keeping up with the changing times. Being in the industry for almost 14 years, CPK has become one of the most respected and most recognized casual dining restaurants in the country. However, the brand has been dealing with challenges and opportunities in the recent years that need to be strategically addressed. This could be brought about by the emergence of independent restaurant brands which have been competitively playing alongside chained restaurant brands. In addition, it is evident that the company has failed to attain a number of their objectives in the past couple of years particularly their plans of expanding in key locations thus this proposal. This marketing plan was prepared to justify the feasibility of putting up a new branch in Fort Bonifacio. This marketing plan also includes the necessary changes in their marketing program to reinstate CPK's brand identity and to correct its market positioning.