Fundamentals of Marketing for Spice Habit Indian Restaurant

Starting a business and
fundamentals of marketing

TABLE OF CONTENTS
MARKETING PLAN......................................................................................................................3
Introduction......................................................................................................................................3
Overview......................................................................................................................................3
Personal expertise and key areas of success................................................................................3
Market gap...................................................................................................................................3
Location of the business..............................................................................................................4
Outline of the report.....................................................................................................................4
Evaluation of the external environment...........................................................................................4
PESTLE.......................................................................................................................................5
Marketing Mix.............................................................................................................................7
Competitive analysis....................................................................................................................7
SWOT analysis............................................................................................................................8
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

MARKETING PLAN
Introduction
Overview
The proposed idea for the business is an Indian vegetarian restaurant which will be
situated in London and will be selling a wide variety of famous Indian cuisine to customers in
both bricks and mortar restaurant and through online home delivery. This new restaurant will be
called: Spice habit.
Along with this the business model of the restaurant will be based on B2C or business to
consumer and the pricing will be penetration pricing for the first 6 months and then premium
pricing (Sharma and Sharma, 2019). The restaurant will be providing a free delivery service
within 4 miles of the radius of its location and will also be providing a 15% discount for all the
orders above £40. The dishes will be completely cooked using organic supplies and a separate
menu for various categories of customers like vegan, allergic, diabetic and gluten friendly dishes
will be available. The major suppliers and vendors for the restaurant will be organic grocery
markets band wholesalers based in London’s Earls court area such as Tesco, Sainsbury’s,
Morrisons, Asda, Asian food suppliers such as TRS products and Rajah.
Personal expertise and key areas of success
The personal expertise is in context of people skills, financial knowledge, leadership
skills, communication, networking, market knowledge, warehouse and inventory management,
conflict resolution, problem-solving, hotel management, expertise in Indian cooking and a deep
understanding of the customer mindsets. This will help in establishment of a successful
restaurant business as the key areas of running a successful business are partnerships, quality and
taste of the food, cost management and relations with suppliers, timely delivery of products and
services, location, menu planning, marketing, involvement of owner and guest experience
(Konovalova and Demenev, 2020).
Market gap
There is still a major market gap which are such opportunities disguised as voids in the
London area where in spite of the presence of many Indian restaurants, the customers are not
being effectively catered for their requirements of vegan and health products in the Indian
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