7/31/2019

Breakfast Menu
Opposites ● Chicken and Waffles

Attract
● Served with strawberries, whip cream, and syrup
● Pancakes
● Served with scrambled eggs and bacon (turkey bacon
offered)
● Omelets
● Served with choice of toppings (olives, spinach,
peppers, mushrooms, tomato onion, and chicken
● Scrambled Tofu
● Served with hash browns
● Ham egg and cheese Croissants
● Served with a parfait
● Vegetarian “Ham” egg and cheese
Croissants

Appetizers
➢ Breaded Shrimp ➢ Spinach Stuffed Mushrooms
- With ketchup, spicy mayo, or hot sauce
(Vegetarian)
➢ Cheese Stuffed Jalapeno with
➢ Spicy Calamari
- With garlic lemon mayo dip cheddar dip
➢ Vegan Artichoke Dip with gluten free ➢ Cauliflower bbq “wings”
- Served with carrot and celery sticks and a
chips
vegan ranch dip

➢ Avocado Egg rolls (Vegan)

- With lettuce, carrots avocado, and red
peppers

1
 7/31/2019

Vegetable salad : Arugula Leaves,

Salads with spinach
Fruit Salad: Rustic Coconut pieces,
with diced jicama, mango.
Garden Salad: lettuce, tomato,
spinach, purple onion and croutons
Southwest Salad: tortilla chips,
black beans, corn, shredded cheese,
edamame, lettuce and tomato
Crab Salad: Surimi, cucumber,
carrot, salad topped with avocado.
(Gluten Free Surimi)
Soups
➢ Broccoli and Cheddar
➢ Chicken Noodle Soup
➢ Lobster Bisque
➢ Minestrone Soup
➢ Bacon & Lentil Soup
➢ French Onion Soup
➢ Seafood tomato soup
➢ Loaded Potato Soup
➢ Miso Soup with cubed tofu
➢ Mushroom Soup
➢ Potato Clam Soup

Entrees Dessert
Ribeye Steak
Gluten Steak Devil’s Chocolate cake
Tofu & Cheese Stuffed Pasta Shells
Grilled Salmon Angel’s Fruit cake
Ratatouille with pepperoni
Tenderloin Medallion (Vegan option available for both options)
Vegetarian Ratatouille
Gluten Free- Breaded eggplant medallion
Buttered Lobster tail
Lasagna with Beef Peach Pie
Lasagna Vegetarian Pecan Pie* (Contains nuts)
Tofu Seafood Pate
Angus Beef Burger (Bacon optional, Turkey
Grilled Shrimp on skewers
bacon also available upon request) Apple Pie
Grilled Veggie skewers with Vegetarian Shrimp
Cheesecake (Vegan)
Fried Chicken Sides: Molten Lava Cake
Fried tofu cubes Mashed Potatoes Black Beans Beans
Alfredo pasta with Shrimp and Chicken Grilled Asparagus Green Beans Flan
Alfredo pasta with mushrooms White Rice Fried Rice
Stir- Fried Bean Sprouts Fries Ice cream Dairy Based Flavors : Chocolate,
Spaghetti and meatballs Sweet Potato Fries Steamed seasonal
Spaghetti and vegetarian almond meatballs
vanilla, yogurt
vegetables Onion Rings
Chicken stuffed Pasta Shells Vegan Ice Cream: Lime, Coconut,
Vegetarian patty Burger (Veggie bacon optional) (sugar Free Options Available)

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 7/31/2019

Beverages Cauliflower Bbq wings with

Hot Tea bar:
Alcoholic: Ginger vegan ranch dip Directions
Margarita Green 1. Preheat the oven to 450°F.
Ingredients (Wings)
PiNa Colada 2. Combine the milk, flour, and garlic powder in a
Black 1 cup 1% low-fat milk
bowl and stir until well combined.
Martini 1/2 cup all purpose flour
Chamomile 3. Coat the cauliflower pieces with the flour mixture
½ cup whole wheat
Tonic and place in a shallow baking dish.
2 teaspoons garlic powder
4. Bake for 18 minutes.
Non-alcoholic: 1 head cauliflower (chopped into pieces)
Smoothies: 5. While the cauliflower is baking, combine your
1 cup spartan bbq sauce (hickory & brown sugar)
Sweet Iced Tea, Strawberry buffalo sauce and olive oil or margarine in a small
Berry 1 tablespoon olive oil
bowl.
Lemonade, Lemonade, Mango & Pineapple 6. Pour the hot sauce mixture over the baked
Raspberry cauliflower and continue baking for an additional 5
Strawberry Banana
to 8 minutes.

Vegan Ranch
Vegan Ranch Directions
1.5 cup vegan mayo Just Mayo is preferred
1. Mix together all ingredients in a bowl.
1/4 cup non-dairy milk any unsweetened original flavor
2. If mixture is too thick for your preference, add a
1.5 tsp apple cider vinegar
little more milk.
3 cloves garlic crushed
1/2 Tbsp parsley
1 tsp dill
1 tsp onion powder
1/2 tsp salt
1/4 tsp paprika
1/4 tsp pepper

3
 Labor Cost Project

Dear Director Daniels,

As the end of the fiscal year draws to an end, we have been reviewing our labor costs

and there are some things we would like to bring to your attention. Going over the numbers and

data for our sales we have noticed that there is an issue with our scheduling system. There have

been days where things are very slow in the Whataburger (number 7) in the county of Hidalgo.

Due to the lack of customer we sometime find ourselves inadvertently overstaffed. In the same

fashion, during the night shift we tend to have more employees on duty than necessary. More

specifically in the time bracket of 1 am to 6am. Another problem directly affecting our labor

cost is our high employee turnover; we have been spending time, money, and productivity.

Newly hire employees are quitting after the first week and a half, which in turn is negatively

impacting our labor cost. However, in this letter, we will list some possible solutions for these

issues in hopes of resolving our high labor costs, any suggestions are also welcome.

As far as the scheduling inefficiency is concerned we have thought of three possible

solutions each one at different economic levels. First, we would like to suggest spending more

time analysing variables that impact how busy the work day will be like weather, holidays, or

local events. By forecasting sales and the variables that affect our sales we will be able to

accurately plan for the future in specific for scheduling concerns. Once we have identified a

pattern for when we will need the most and least amount of employees to work we can move on

to implementing a master schedule as a way of keeping track of the type of work needed and for

how much time and then creating a crew schedule that states each worker and the hours that each

one is going to work.

 Another consideration when actually scheduling employees is to make sure we do not

alienate them. As a company, we have to be especially sensitive to workers who depend on this

income like single parents and give the preference over other workers who do not depend solely

on this income. We do not wish to perturb the employees who will be more affected by cutting

hours.

Ideally, we would suggest the implementation of some sort of electronic method of

keeping track of our employees. At the moment we have the time cards but we had noticed an

issue of other employees clocking in for other people. We propose to have an ID card

individually for every employee and customized code to scan in and out of their shift. This ID

card and code would be needed to get paid as well as it would go into a system that allows us to

track their hours. This will allow us to accurately track the hours that every employee works and

in return make sure there is no unnecessary overtimes that could also be contributing to the high

labor cost. Because overtime is paying the employee the full amount plus half, it is very

important that as a business we keep track of it. Whatever changes have to be made we need to

avoid overtime unless that is the last resort. Keeping this in check will also greatly benefit and

reduce the labor costs of our company. If our budget does not allow for the purchase of this ID

system another option is the use of time cards. This method may not be as efficient as the one

previously suggested, but in the meantime it could serve the purpose at hand.

The second problem that is contributing to our high labor cost is our high employee

turnover rate. Because we employ college or high school students who generally do not have

work experience, once school starts again or they find another job we have to start the hiring

process again. This obviously contributes to our turnover rate, but we feel that there may be
some other issues influencing this problem. After giving out a survey we received feedback from

our employees regarding their working environment and they mentioned the following: there are

a group of workers who feel that they lack recognition; they work as hard as they can all day, but

feel that management and their superiors do not appreciate their efforts and only give negative

feedback or correctional/disciplinary feedback. To respond to these comments we have a very

simple and painless solution; we feel that while a manager is making their rounds around the

facility they could point out the positive things they see instead of simply focusing on the

negative. Although it may seem like a very small detail, once our workers feel more appreciated

they will be less likely to feel underappreciated and overwhelmed resulting in their attitudes

changing about wanting to leave our business and indirectly reduce our labor costs.

Continuing on the subject of reducing employee turnover, another comment made was

that individuals feel they do not have many opportunities to advance inside this company. This

results in workers leaving for a place where they fell they do possess this opportunity. The

answer is simple; we have workers who have been here for some time and are good at their job.

Yet there aren’t many cases of them being promoted into a higher rank in management.

Therefore, we propose to routinely check for when a promotion is in order. We can start by

taking one of our best employees and give them a promotion. Once other employees see one of

their own “climbing up the ladder” they will feel that they can do the same. They will work

harder and more efficiently in hopes of advancing while at the same time minimizing the amount

of thoughts about leaving for another company. This will eliminate having to train new

employees which takes a toll on our time and productivity; not to mention it saves us from

having to use employment agencies and advertisements in order to reach potential workers.

These small “investments” that we make in our current employees will not only be worth our
time and effort, but it will saves us from future heartache. Our employees are valuable to us and

if we demonstrate that to them good things will follow their effort and hard work. Overall, we

feel that the solutions we have provided have the capability of making a big difference in our

restaurant. Just like any other business we desire to make the maximum profit with the resources

that we currently have and paying attention to these details will certainly help us get there.

To conclude, we sincerely hope that you take these suggestions into serious consideration

as we truly believe that they can make a big difference in the success and evolution of our

company. These changes will take care of our employees by helping them feel more appreciated

and feel that they have a chance to better themselves while at the same time making sure we are

using them to their fullest potential. These changes will reflect the positive impact that the

innovations are causing. Labor cost will be lower than it was before and provide more profit for

our business, employees will be happier because they are appreciated and in turn will perform

better than before and all of this will reflect the professionalism and quality of our restaurant.

From there people will not only recognize us for our food quality, but as a franchise that treats

its customers and its employees like family.

 Majestic Taekwondo Academy

Caribe Coleman, Jessica Felicio, Brandon Harper and Shannika Ifill

Andrews University

Dr. Jaquelyn Warwick

Principles of Marketing

March 30th 2018

 Table of Contents

Problems 3

Executive Summary 3

Introduction 4

Target Market 4

Product 4

Place 5

Price 7

Promotion 8

Appendix A. Ideas for New Logo 11

Appendix B. Arm Rack for display and bulletin board 12

Appendix C. Sign and Flyers 13

Appendix D: Budget 14
Aesthetic Budget 14
Promotional Budget 14

Appendix E: Radio Ad 15

References 15

2
 Problems

● Place does not possess proper lighting therefore making it difficult for potential
customers to become aware of Majestic Taekwondo Academy’s location
● Customers are misinterpreting the nature of the business due to the logo.
● Not enough promotional outlets
● Target market is very limited and the owner wishes to include more people inside of the
target market
● Prices for classes are low, and are potentially damaging to the overall success of the
business.

Executive Summary

● The installation of some lights outside of the establishment's window will light up their
logo on their window making anyone who passes by aware of Majestic Taekwondo
Academy
● Decrease the amount of classes available per week to a max of 3 classes a week, charging
extra for any additional one on one classes desired.
● Making website, radio and social media advertising more active will drive more
customers when targeting the right people.
● To expand the target market, the owner should emphasize other classes that are more
appealing to older clients such as self defense classes, and personal training classes.

3
 Introduction
Majestic Taekwondo Academy located in St Joseph, Michigan, is a Martial Arts Academy

dedicated to providing quality training and valuable life skills, both physical and mental, to their

students. In order to do this, the business must continue to reevaluate and improve upon their

service offered. Through this paper, we will be doing exactly that, highlighting areas of

improvement using the Marketing Mix Variables (product, place, price and promotion), and

providing some possible solutions.

Target Market
At Majestic Taekwondo Academy, the target market is aimed at younger children age 4

to 9, which is also their biggest class. This has been successful up until now, but as desired by

the owner we aim to hopefully expand the target market to include teens ages 9 through 18, and

adults 18+.

Product
The service provided is of the major aspects of running a successful business. The

academy has already provided a good service that satisfies the need of their initial target market.

Upon evaluation of reviews, the consumers seem to be very satisfied with the service provided,

including the customer service. The only issue with the service is that only a small subset of the

target market is being reached. Target market is a particular group of people that a business is

aiming to attract. The academy owners have expressed an interest in attracting more teenagers

and adults. While they have offered classes that would do this such as knife throwing, self

defense and personal training classes, it seems that the intended clientele are not interested. This

4
may be due to a number of reasons such as; the public not being aware that these classes exist

due to lack of information offered on them or they may be too expensive, offered at inconvenient

times of the day etc. In order to improve on this area, extensive research should be done to

understand what people want and how best the academy can meet their needs. Examples of ways

to find out what these need might be are; surveys, having the younger students hand

questionnaires to their parents, asking friends and other persons from around that area, and

mentioning them during school demonstrations.

Through a heavy social media presence, which will definitely be the most effective way to reach

this section of the target market, the importance of classes such as self defense and personal

fitness, as well as the skill and technique of knife throwing and board breaking should be

stressed. As the world around is changing and becoming more dangerous, these are skills that

would be incredibly useful and interesting to teenagers and adults.

Place
Concerning the location of Majestic Taekwondo Academy there are some things that can

be improved concerning the locale atmospherics. It is a nice inviting space, but it is not reaching

its full potential in attracting consumers due to the following: improper exterior lighting,

misconception of the locale, and lacking in atmospherics and layout. The first impediment

becomes clear as the sun sets; the logo on the window of the taekwondo academy becomes very

hard to read and distinguish, leaving anyone who is passing by to either not notice the locale or

not be able to read what is being advertised. In response to this our group suggests the that the

owner should install lights outside hanging over the window. We recommend buying “Good

Earth LED lights” from Lowes which are not only durable, but come with a 2 year insurance and

5
for $119 Lowes will install these lights as well. The second issue that our group deducted while

conversing with the owner was that some consumers believed the locale to be a tattoo parlor

prior to finding out the true nature of the business. We believe that a contributing factor towards

this misconception may in part be due to the logo on the window.

The logo displays a dragon on top of a ying and yang symbol surrounded by the title of

the academy; we believe that the way the dragon is drawn and the font used may be giving the

incorrect impression. Therefore, in order to address this issue, our group suggests for the owner

to consider redesigning or renovating the logo. Contacting Maxon Graphix LLC, the owner

would receive 3 renditions of possible logo choices and once one is chosen they assist in trade

marking the new logo. Some suggestions for possible logos that our group believes could prove

to be beneficial are included in appendix A. In regards to the layout and atmospherics, there were

some details that our group felt could be improved upon to in turn make the consumer more

attracted to the service. We noticed that in the current layout of the space the merchandise such

as t shirts and other apparel were placed in the back of the room away from the sight of the

parents and students. We believes that displaying these items on a four armed clothing rack

towards the front of the room would cause more consumers to acknowledge the product and in

turn feel the desire to purchase it, as studies show that placing items “front and center” increase

consumption of that product. Finally, we believe that an overall upgrade to the academy’s

atmospherics could have a positive effect and benefit to its profit. One area that many times is

overlooked is the importance of renovations or giving a space a new feel. We noticed that the

few pictures or pieces of information on the wall were simply pieces of paper stuck with tape and

there really wasn’t a designated area therefore, we feel that purchasing a bulletin board can really

6
boost the attraction of the interior. On the bulletin board upcoming events as well as promotions

can be displayed in an attention grabbing professional manner (see appendix B). As suggested by

Comparing the Effect of Store Remodeling on New and Existing Customers ​by Daggers and

Danaher, changing aspects of one's business positively influences both old customers as well as

brings in new customers. We feel that these small improvements will make a big impact for

Majestic Taekwondo Academy and will bring positive results.

Price

The major problem with pricing is the fact that with classes being $100 a month, with access to

up to 6 classes a week, the price for one is class is roughly $4. This would not be an issue, if this

was enough to fully run the business, achieving the goal of the Academy and the owners which is

to open a full-time academy, without having to use 40% of their personal funds to keep the

Academy up and running.

The biggest question to answer is; how much is your time worth? To get a better understanding

of this concept, a good term used in business is Return on Investment or ROI for short.

According to the Cambridge Business English Dictionary, ROI is the profit from an activity for a

particular period compared with the amount invested in it. In other words, how much are you

making compared to how much time, effort and money you put into the project or business.

While a major goal of the Academy is to provide quality service for the students without

“burning” their pockets, it is important for any business to make sure that they are making

enough to survive i.e that expenses at least match revenues without having to supplement with

personal funds, which is one of the major objectives of pricing according to the book ​Marketing

7
by Pride and Ferrell.

Upon analysis of other academies in the area such as Wells Judo Academy, located in Berrien

Springs (even though it is not Taekwondo, it is still martial arts and therefore makes it a valid

competitor), Sidekicks Taekwondo in Stevensville and Ready Taekwondo in Benton Harbor it

was noted that all charge around the same price per month but do not offer the opportunity to

attend as many classes during the week, with the maximum for most of them being 3 times a

week. As the owners of Majestic Taekwondo Academy mentioned, many of their students do not

even take advantage of the six lessons a week anyways, so cutting down on the amount of

lessons available for the week could be a way to increase ROI. This is because, with less classes

being offered per week, overhead costs would also decrease and even though the price per month

would be the same, the ratio would shift.

One final suggestion in terms of pricing can also be tied to the amount of lessons a week. Even

though students do not usually take advantage of the six lessons a week, around the time for

testing that changes. Students who are serious about their testing would greatly benefit from one

on one sessions in preparation for testing, which could be in addition to the other three classes a

week that they would attend and therefore maybe charging an additional $10 per lesson for those

special classes would prove beneficial to both the student and the business.

Promotion

Our group has found a number of possible solutions to help promote Majestic

Taekwondo Academy. For people who drive past the academy, a sign will help bring to their

attention that the business is there. The business should buy a sign that is eye catching, simple,

8
and has a big enough font for locals who are driving by. An example of such a sign which could

also double as a flyer is found in Appendix B, and we have included in the promotional budget

(found in Appendix C), pricing from a potential source. In addition, organizing small

tournaments, seminars, and displays will help promote the location as well as the product, which

is in some capacity already in effect. As of recently, the business owner says there are not

enough events happening in order to have a newsletter. A newsletter which can be attached to a

webpage or social media page is meant to capture potential customers and obtain publicity and

therefore would be a good outlet for promotion. For example, the owners of the academy stress

the importance of teaching discipline and creating well rounded students, so the newsletter could

include articles on instilling good self esteem in children and other useful resources parents will

love.

A major issue that the Academy was having with promotion was the unsuccessfulness of

their radio ad. The Radio station ad was running at the wrong time and therefore did not reach

the intended target market. A solution to this problem would be to request a radio ad slot early in

the morning during the time that parents are driving their kids to school or in the evening after

being picked up from school. This way both the parents and the children will have the chance to

hear and inquire about the Taekwondo lessons. An example of such an ad can be found in

Appendix E, and information about pricing can be found in the budget in Appendix D.

In this digital and technological world that we live in, businesses should take more

advantage of social media and the world wide web, as this is most times the fastest and most

efficient way of spreading information. When typing in Majestic Taekwondo Academy, The

business’ website does not not appear on google search results, which can be fixed by renewing

9
the domain name. In addition, the website could use the help of search engine optimization

(SEO). This will help the website rank higher on google’s search results therefore gaining more

online traffic by being more visible to people on the web. Pay Per Click (PPC) could also be

useful in building an online presence. The good thing about PPC is that the business only pays

when someone actually clicks on the ad and they determine their daily budget. This process is

pretty simple, and the owner can manipulate the variables to reach the intended target market,

such as key words that would bring up the advertisement and much more. More information on

pricing and potential businesses that offer these services are found in the budget in Appendix D.

Social media (such as Facebook and Instagram) is also another major form of promotion

that the Academy is not taking full advantage of. It engages the audience, sparks interest and

adds value to the business. Knowing what to post will engage audience by providing good

content, for example advice, tools, demonstrations etc. Here are some tips for a successful post;

decide the objective of the post so focus on an issue, new offer or event. For example one of the

posts can emphasize that the Taekwondo oath keeps students in line and helps them to live in a

positive way. There can also be a link that sends interested persons to the website where they can

get more information. There is even a way to promote your page on Facebook so that it reaches a

greater audience, which works very similar to PPC in that you choose your budget, targeted

audience and duration. More information on this is also included in the budget found in

Appendix D.

10
Appendix A. Ideas for New Logo

11
Appendix B. Arm Rack for display and bulletin board

12
 Appendix C. Sign and Flyers

The size and structure of the sign.

13
 Appendix D: Budget
Aesthetic Budget

Allotted: $500
Item Quantity Price Vendor Contact

Good Earth 2 $49.98 each Lowes (269) 927-6000

Lighting 6.25-in
2-Head Integrated
LED Light

Exterior Light 1 $119.00 Lowes (269) 927-6000

installation

4 Arm clothing 1 $59.95 Walmart www.walmart.co

rack m

Bulletin Board 1 $181.99 Office Depot www.officedepot.

com

Total: $460.90

Promotional Budget
Allotted: $2,500

Item Quantity Price Vendor Contact

Logo designs 3 Designs $350.00 Maxon Graphix (269) 982-4050

LLC

Radio 30 seconds $400.00 Town Square (989) 817-4780

Advertisement Media Kalamazoo

Search Engine - $195.00 Amp Web amp.webcreationus

Optimization Creation US .com

Signicade (for 1 double-sided $200.00 Vistaprint vistaprint.com

sidewalk/ lawn) 24” x 36” sign

Pay Per Click $20 worth of $600.00 Google Adwords adwords.google.c

clicks per day om

14
 Facebook Page 21-131 people $310.00 Facebook facebook.com/ma
Promotion per day for 2 jestictaekwondoa
months cademy

Flyers 500 $150.00 Vistaprint vistaprint.com

Total: $2205.00
Appendix E: Radio Ad

The Majestic Taekwondo Academy in St Joseph Michigan is a place where you can learn

the best martial arts techniques while building your self confidence, physical and mental power!

Here at Majestic we focus not only on the body but the on the mind! Call us at 2696057106 and

kickstart your way to excellence today! Don’t forget to inquire about our self defense and

personal training classes! Let us Tae-kwon-do it for you!

References
“What Is PPC? Pay-Per-Click Advertising Explained.” Portent,
www.portent.com/services/ppc/pay-per-click-explained​.

Eaton, Warren O. and Katherine M. Kenyon. "Accessing Populations with Specialized

Clinical Needs: An Illustrative Case Study Using Google Adwords™." Professional Psychology:
Research & Practice, vol. 45, no. 1, Feb. 2014, pp. 36-43. EBSCOhost, doi:10.1037/a0034505.

Pride, William M. and O. C. Ferrell (2018), ​Marketing​, Boston, MA, USA: Cengage Learning.

Tracey S. Dagger and Peter J. Danaher (​2014​) Comparing the Effect of Store Remodeling
on New and Existing Customers. Journal of Marketing: May 2014, Vol. 78, No. 3, pp. 62-80.

Condron, Frank (2012), “Eyes Front-And Centre,” ​PROFITguide.com​, Profit Guide,

(accessed March 30, 2018), [available at
http://www.profitguide.com/industry-focus/retail/eyes-front—and-centre-40392​].

(2011), ​Cambridge Business English Dictionary​, Cambridge: Cambridge University Press.

15