Marketing Plan for Catering Service Launch

This document provides a marketing plan for the launch of a catering service by Salt House, including market research, SWOT analysis, target market, legal and ethical considerations, sales objectives, and marketing mediums.

Diploma of Hospitality Management
SITXMPR002 Create a promotional Display
SITXMPR003 Plan and Implement Sales Activities
Cluster Project
SALT HOUSE
YOUR NAME
DATE
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Contents
Project Scenario.....................................................................................................................................3
Introduction...........................................................................................................................................4
Research................................................................................................................................................4
Situation Analysis...............................................................................................................................4
SWOT Analysis...................................................................................................................................4
PEST analysis......................................................................................................................................5
Market / Customer Analysis..............................................................................................................5
Target Market........................................................................................................................................6
Legal, Ethical and Sustainability issues..................................................................................................6
Sales Objectives and Goals....................................................................................................................7
Marketing Mediums..............................................................................................................................7
Expo Display Stand................................................................................................................................7
Design and decoration.......................................................................................................................7
Resources..........................................................................................................................................7
Collection of customer data..............................................................................................................8
Sales Campaign......................................................................................................................................8
Monitoring and reporting..................................................................................................................8
Customer Feedback...........................................................................................................................8
Evaluate, Reveiw and Recommend.......................................................................................................8
What went well.................................................................................................................................8
What did not go well.........................................................................................................................8
What could be done better...............................................................................................................8
Recommendations for the future......................................................................................................8
Conclusion.............................................................................................................................................9
References.............................................................................................................................................9
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Project 1 Scenario
You are working within a large restaurant in Cairns who have decided to launch a new catering
service (or relaunch an existing one) catering for corporate lunches and meetings. You have been
appointed to oversee the marketing and sales campaign for the catering service. There is a local
business expo in four weeks where you will be promoting the new service.
Write a marketing plan for the launch detailing:
 Market research
 SWOT / PEST analysis
 Target market
 Legal, Ethical and Sustainability issues
 Projected sales revenue
 Sourcing prospective customers and profiling them
 Advertising mediums
 Expo display
o Objective and design
o Display and Decoration
o Resources required
o Collecting data
 Conducting sales calls
 Customer feedback
 Monitoring and reporting
 Evaluate and review
 Future activities
Project 2 Practical
You are to design and decorate a small display table to promote a product or service of your choice.
Examples could be:
 Smoothies
 Tropical fruit
 Speciality food
 Vegemite
 Kangaroo jerky
Remember to use a variety of design principles with the use of colour, texture and shape.
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Introduction
Salt house is unique dinning, bar and entertainment venue where it is spookiest of nights and where
our bar tenders creates an environment full of positive vibes which serves our customers more
effectively and ensures there retention. Salt house is glamorous, progressive, chilled out, stylish,
welcoming and lively with very sensual views of mountains and oceans
The restaurant is filled with an argentine style which is into perfectly producing cooked steaks
sourced from all across Australia where our speciality includes Seafood dishes and daily lunch
specials. Bar at salt house is known for various mock tails, relacing beds with occasional DJ’s and
various other things.
Research
Company accounts and abide by following proper research to decide upon its target segment
and to communicate current and potential customers more effectively. It helps company to
enhance its level of productivity by optimising risk and assessing various opportunities and
threat before launching product and services or offering the same before customers
It provides company with lot of information about its customers where it helps in getting
insights about the consumer behaviour towards purchase of products and services of
company, which in turn help company to assess flaws and make improvement in areas to
cater products and services more efficiently (Dib,2016). By proper research company can
achieve its desired goals and objective, where it can also establish position in market where it
competitor will find hard to match up and acquire market share.
Situation Analysis
All members of the team and management must work together to review and analyse the current
situation, strategic goals and existing performance measurements to ensure that any new service fits
in with these. It will also need us to look at our external environment such as what our competitors
are up to.
SWOT Analysis
For example:
Strength superior customer service
 excellent store location
 a unique product
Weakness
 poorly trained staff
 undifferentiated product or service
 poor stock management system
Opportunity entering a young developing market
Threat
 new competitor entering your market
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 introduction of a government grant to
increase consumption of your product
(eg: solar power)
 acquiring distribution rights for a
complimentary product
 new regulations
 increased trade barriers
PEST analysis
Select one point for each of the PEST topics and expand your explanation how this may have
an impact on your business. https://www.business.qld.gov.au/business/running/winning-
new-business/understanding-the-buyer/researching-government-buyers/pest-analysis
For example:
Social: A change of social attitude towards more sustainable products has meant there has
been an increase in the purchase of locally sourced products.
 Political:
 Economic:
 Social:
 Technology:
Market / Customer Analysis
It refers to analysis of requirement of customer and market in which company operates as it
provides with better insights of whether company operation are maintained in productive
manner or not. It is very vital component for Salt house as it helps in getting all necessary
business information and make decisions wisely (Wood, Jobber, 2016).
It helps in assessing company the buying behaviour of its customers and helps in getting
know why they prefer our company product and services over competitors where it also
help company to come up with innovative ways to attract its customers and satisfy needs
and wants more efficiently than its competitors which will help in generating loyalty and
retention of its happy customers and will help in spreading positive word of mouth. It helps
in also identifying and knowing why its customers has gone elsewhere which as result lead
to suffering business operations heavily.
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Company can do this by collecting feedback by social means which have wide reach and by
which company can save lot of cost, efforts and time spend and can improve on various
areas (Han,, 2019).
Target Market
Target market refers to consumers of company’s product and services which it has aimed. It
can also be referred as group of customers which company aims to target through its
marketing efforts. It is the subset of total market of services offered by Salt house. It refers
to consumers who exhibits similar characteristics in terms of income, lifestyle, geographical
location and others and are considered as most likely to buy and avail services of company.
Company plans and strategy are designed in way to target youth between the age group of
20-27 who are with middle income level who are willing to explore new things in reasonable
budget as company does not charge heavily in its product and services being offered.
Company wishes to target this segment all across UK to generate high revenues and
establish its brand value in market (Lessmann,2019).
Legal, Ethical and Sustainability issues
The campaigns of company are so well designed & built that it reflect business is on fair and ethical
grounds that does not accounts and is involved in any fraudulent activities and is not with desires to
cheat its customers in terms of charging high price in its services, providing low quality products and
various others
Company operations are designed in accordance with various laws and regulation prevailing in that
regions which as a result do not encounter to discontinuation of business and make running business
smoothly without any restriction from authorities in power(Kim,2017). It also ensure that it does not
harm environment and helps in bringing sustainability by encouraging steps to reduce carbon
footprints and not encouraging use of plastic.
Sales Objectives and Goals
SMART objective of company are
 To increase sale of company by 6% by opening 2 new chains every year, where it can
expand its business in different region and satisfy needs and wants of different
customers
 To cut down expenses by 4% by anticipating useful cost on services in 1.5 years, as a
result to maintain business operation within budget.
 To increase productivity of employees by 8 % by training them continuously over 1
year which will help in delivering services more efficiently,
Objective KPI Who
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It can be meet by
conducting proper
research before a
product/ service
launch
To achieve target
company will
continuously take
customer feedbacks
and will assess strategy
of competitors.
Companies will also
account to various key
performance indicators
where it will closely
monitor its income and
revenue level and
various other
To achieve SMART
objectives
responsibilities lies in
hands of Top
management to handle
business operations to
succeed.
To increase sales
company will create
list of qualified leads to
be targeted.
Company will also
meet its target by
building relationship at
various events such as
expos and will attract
customers.
Marketing Mediums
Marketing and promotion can take place on a variety of mediums or platforms including
visual promotions, traditional advertising, internet or email marketing, incentive marketing
and through social media. For the purposes of this product launch we will be doing a launch
at a local business expo in July followed by email and traditional advertising.
It will commence (What is the commencement date for of the campaign and how long will
this campaign cover (overall time frame – duration of campaign))
Expo Display Stand
The purpose for company to attend expos is to try and find new and potential customers where
company can take advantage of building relationship with client and attract huge customer base in
future which will help company in promotion of its product and services to end user and will also
help in finding what its competitors are up to which helps in assessing areas of own strengths and
weaknesses
Design and decoration
Design principles are made up all together with various mixes of element of design which provides
with creativity to enhance experience of its users. Company focuses and opt out to be very simple in
nature in terms design & which is clean and which conveys meaning easily about product and service
offering and which is highly attractive in nature as compared to its competitors all across.
Resources
Company need to allocate resource effectively and optimise the same to support its functioning in
Expos productively which will lead not to create any level of misunderstanding while executing the
same. Resources which company need to be taken care of its people which will drive their success
and attract customers. Company need to ensure that all strategies are in accordance with financial
budget to maintain consistency. And company also need proper management of its furniture,
stationery to facilitate smooth flow of business (Bjerke, Renger, 2017.).
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Collection of customer data
How are you going to obtain the customers information and how are you going to keep it safe? What
information would you collect?
Sales Campaign
Now company after collecting relevant data about its potential customer will target the same
through various channels such as inviting them to avail services at discounted rates, providing
coupon, providing complimentary and free service and various others to initially capture their loyalty
and faith(Mørk,2017)
Monitoring and reporting
The sales campaign will be subject to continuous monitoring and evaluation where it will assess
areas of improvement and will be communicated to top management who will take decision
precisely.
Customer Feedback
Customer feedback will be taken on continuous basis which will show- cast that whether its
customer are really happy or not and how they rate companies product& services.
Evaluate, Review and Recommend
After every two months Company need to evaluate things and review the same where it
will consider problems which is being faced by implementing new sales campaign
What went well
What did not go well
Identifying various problems and getting to know where it went wrong and finding measures
to improve upon the same.
What could be done better
It refers to various steps taken by company in order to avoid any conflict in successful
launch of products and services of company. It is required that each and every employee
should know there responsibility and caters same to satisfy customer needs.
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Recommendations for the future
In future also it is recommended to company they take into serious consideration areas
where they are lacking and adjust their operation accordingly in order to gain competitive
advantage and acquire large target audience.
Conclusion
From the above analysis it is understood to be successful in marketplace company needs to consider
every single thing which may make and break its operation. Company needs to abide by various laws
and regulation in order to support efficient functioning
Company also needs to continuously monitor and evaluate its strategy to determine its strategies to
be successful in marketplace
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References
http://edwardlowe.org/how-to-identify-a-target-market-and-prepare-a-customer-profile/
Books and Journals.
Bjerke, M.B. and Renger, R., 2017. Being smart about writing SMART objectives. Evaluation and
program planning. 61. pp.125-127.
Dib, A., 2016. The 1-Page Marketing Plan. AMAZON India Private Limited.
Han, Y.,and et.al., 2019. Robust consensus models based on minimum cost with an application to
marketing plan. Journal of Intelligent & Fuzzy Systems.37(4). pp.5655-5668.
Kim, P.J., 2017. The analysis of the factors in customer trust and revisit decision in traditional
market. The Journal of Industrial Distribution & Business.8(7). pp.71-81.
Lessmann, S.,and et.al., 2019. Targeting customers for profit: An ensemble learning framework to
support marketing decision-making. Information Sciences.
Mørk, T.,and et.al., 2017. An analysis of the effects of a campaign supporting use of a health symbol
on food sales and shopping behaviour of consumers. BMC Public Health. 17(1). p.239.
Wood, M.B. and Jobber, L., 2016. The marketing plan handbook. Pearson.
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