Entrepreneurial Marketing: Social Media Plan for The Araki Restaurant
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This report discusses the development of a social media plan for The Araki restaurant, focusing on entrepreneurial marketing. It covers a marketing audit, objectives, target audience, social media zones, and an activation plan. The aim is to enhance customer base and increase awareness about the brand.
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Contents INTRODUCTION...........................................................................................................................2 Introduction to business..........................................................................................................2 Objectives of business organisation.......................................................................................3 Marketing audit to acknowledge present market situation.....................................................3 Target audience of The Araki restaurant................................................................................5 Social media zones & vehicles...............................................................................................6 Formulation of experience strategy by using selected zones.................................................7 Formulation of an activation plan...........................................................................................7 Manage and measuring...........................................................................................................7 CONCLUSION................................................................................................................................8 REFERENCES................................................................................................................................9 1
INTRODUCTION Business is defined as an activity that include buying and selling of product as well as services. In addition to this, an individual start a new business with an aim to earn profits and enhance their standard of living. Marketing is one of the integral part in every organisation that help in promoting the products and services offered by company. In addition to this, it help in attracting more number of people towards the brand that has a positive influence of sales and profit level in a positive manner. It is determined that entrepreneurial marketing plays important role & consider as a roadmap that ensure higher growth and success as well. The emergence of technology and digitalization has turned social media an important tool that enhance overall profit and revenue of an organisation. In addition to this, it also help in attaining competitive advantage at marketplace and enhance operations in an effective manner. It has been identified that it occurs less cost to entrepreneurs and help in conducing marketing activities that help in gaining success and growth at marketplace. For the present report, The Araki restaurant is taken into consideration. It was founded in the year 2014 and is opened in London. It is the first Japanese restaurant that win three stars in United Kingdom. In the present report, social media plan is developed for The Araki restaurant in order to enhance customer base level and to aware more number of people about the brand. The report will cover marketing audit of the organisation along with their objectives to identify target audience. In addition to this, there is discussion about social media vehicles and zones as well that help in execution of plan in an effective manner. Moreover, measurement media plan is covered in the present report. Introduction to business The Araki restaurant is one of the Japanese small restaurant in the United Kingdom. The company offer various types of food items along with the good quality, which attract more numberofcustomersinmarketplace.ItisdeterminethatcompanyofferJapanesefood considering the choice and preferences of customer. The owners of the company want to reach maximum number of people and for this it adopt social media tool, which is one of the effective promotional tools. By developing a social media plan, the company is able to enhance its customer base level that has a positive impact on sales and financial performance of The Araki restaurant. 2
Objectives of business organisation The higher authorities of The Araki restaurant is planning to develop a social media plan for the duration of June 2020 to September 2020. The main objectives associated with the plan is given below: ï‚·To increase the number of followers on Facebook by 15% in the coming 5 months. ï‚·To increase the sales by 10% by educating people towards the products and services offered by the company. ï‚·To enhance customer base level by 15% by the end of 5 months. Marketing audit to acknowledge present market situation Marketing audit is a systematic process of evaluating and interpreting an organisation marketing environment. It help an entity to identify the opportunities and decline the level of risk. The marketing audit conducted by The Araki restaurant are as follows: External factors It is important for an entity to determine the impact of external factors on the business performance and activities as well. It help in developing effective strategies and decline the level of threats. The higher authorities of Araki restaurant uses PEST analysis for performing external audit, which are as follows: Political factor:It is determine that political condition of United Kingdom is stable and its government support companies to expand business globally. In relation to The Araki restaurant, it have the advantage to enhance its business and earn higher profits. in addition to this, a company can take grants &subsidies its business in order to maximize revenue and profit level. Economic factor: The income level of people in UK is high and they are always ready to spent amount in order to buy quality products and services. The Araki restaurant has the advantage to attract more number of people by offering quality restaurant items that leads to increase in productivity as well as profitability of the company. Social factor: The people of UK are more concerned of their health and like to consume those products which is good for their health. The Araki restaurant offers sugar free items that help in gaining attention of people and increase its sales as well. In addition to this, its owners focuses on 3
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offering unique and healthy items of good quality that aid in engaging customer for longer time period. Technological factors: Technology is changing rapidly and change the perception and buying behaviour of customers prevailing at marketplace. The Araki restaurant has the opportunity to make use of technology in order to reach more number of people such as social media applications, in addition to this, it can make use of high technology tools in order to improve its processes and packaging of items. It will help company to increase its customer base level and maximise its profitability level. SWOT Framework It is a tool that allow an entity to gain an insight about its strength as well as weaknesses along with the opportunities and threats as well. By the assistance of this, the owners of The Araki restaurant can gain knowledge associated with the social media strategy. The SWOT analysis is given below: StrengthsWeaknesses ï‚·The company offer quality of products and concerned of the health of people, as it help in attracting more number effectively. ï‚·The Araki restaurant offered items after gainingknowledgeaboutcustomer requirementssothattheycanfulfil requirementsofcustomer.Ithelp company to develop positive mind set of people towards brand and strengthen its market position as well. ï‚·The company is not able to make use of effective promotional tools in order to aware more number of people. OpportunitiesThreats ï‚·With the help of social media plan, The Araki Restaurant has the opportunity to reachmorenumberofpeopleand ï‚·The Araki restaurant offer their service in small segments and is facing issues fromleadingcompanies,whoare 4
increaseitsmarketshareand profitability level. takingleverageofsocialmedia platforms. ï‚·There are various competitors in market thatofferhealthyandsugarfree restaurantitemsasisconsiderasa threat for The Araki restaurant. Internal factors It involve factors which are present in the internal environment of the organisation. It is determine that internal factors has direct impact on the business performance and activities as well. The internal audit carried out by higher authorities of The Araki restaurant is given below: Corporate culture: It include factors such as values, beliefs, opinions as well as ideologies that is followed by an entity for the long term sustainability. In relation to The Araki restaurant, its corporate culture is based on some principles such as honesty, transparency and equality as well. One of the main motive of the company is to serve quality to customers in order to satisfy and retain them for longer time period. Its managers focuses on providing positive working environment to its employees in order to motivate them and leads to increase in productivity of staff members. Organizational structure: It is define as a guideline through which all the activities is implemented and function out in an effective manner. It assist an entity to achieve objectives within stipulated time frame. With reference to The Araki Restaurant, it is determined that managers follow flat organisational structure that is a team is developed of 10 employees who carry out business functions in a coordination and effective manner. Target audienceof The Araki restaurant It is important for an organisation to decide the target audience as per the demographics in order to develop effective social media plan. The mangers of The Araki restaurant can undertake age demographics as target audience. The target will belong from the age group of 17-36 years as they are the people who spent more time on social media and also like to consume restaurant 5
product. Along with this, the company can develop a tag line in order to reach the target audience in an effective manner. It will help company to increase its sales and profitability in an effective manner. Social media zones & vehicles There are various types of social media vehicles and zones by which an entity is able to reach more number of people and attain success in an effective manner. In relation to The Araki restaurant, the social media vehicles and zones will be used is given below: Social commerce: By the help of social media zone, an entity can easily sell or buy products as well as service online. The company has the advantage to use various forms of channels to borrow and sell goods in an effective manner. For example, Groupon, TripAdvisor and so on. Social entertainment: Herein,differentrangeofsocialmediachannelsisinvolveassociatedwiththe entertainment, playing and enjoyment as well. Myspace, Come2play are some of the social entertainment channels involved in this channels. Social entertainment: 6
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Herein, an entity can make use of content related aspect such as YouTube, Tumblr, BlogSpot and many more. It help company to target the right audience in an appropriate manner. Social Relationship: By the assistance of this, an entity is able to develop effective relationship with their customers. It include social media applications such as Twitter, Facebook, Instagram, LinkedIn and many more. Formulation of experience strategy by using selected zones From the above selected zone, it has been analysed that owners of The Araki restaurant decide to develop an effective strategy, which will be a combination of social media zones in order to attract large number of audience in an effective manner. With reference to The Araki restaurant, it selected social media zones that is social publishing zones and social relationship zone. If it is talked about social publishing zone, organisation is looking to target people by using YouTube and BlogSpot. On the. other hand, for social relationship company will use Facebook and Instagram that help in educating people about the restaurant and the unique features offered by company. Formulation of an activation plan It is important for The Araki restaurant to develop an activation plan in order to set objectives associated with the social media strategy. It is determine that company is organising social media campaign from June 2020 to September 2020. The main objective of the company is to aware large number of people towards the brand increase its sales and profitability level as well. In addition to this, it also assist company to strengthen its financial performance and sustain in market for long-time period. Moreover, it want to increase its number of followers on social mediaapplications such as Instagram and Facebook in order to get attention of people in an effective manner. Manage and measuring ParticularsJune £July £August £September £ Market Research500080001300015500 Owned Media (Blog)40007500850012000 VideoAdverting (Youtube) 1800017500180004500 SocialMedia (Facebook) 20000150002050014000 7
Marketing Platform150009500120005500 CreativeDesign Software 8000900075006500 Recruitment50004500700010000 Hardware70003500550011500 Total82000745009400079500 It is important for company to set budget for marketing activities in order smoothly and proper carried out the activities. The evaluation take place by considering two factors that is cost occurred and the attainment of objectives or not. The cost that is decided and the cist that is occurred while implementing activities is compared in order to evaluate the performance in an effective manner. CONCLUSION From the above study, it has been concluded that social media applications plays an important role in reaching more number of people and enhance profitability of the organization. It is important for an entity to decide the target audience for the social media plan. Social media vehicles and zone is consider as an effective tool in order to gain growth and development as well. With the help of an effective social media plan, an entity is able to enhance its profitability level and strengthen its financial performance. Moreover, a company can also attain competitive advantage and sustain in market for longer time period. 8
REFERENCES Books and Journals Bhardwaj,B.R.,2018.Caneducationempowerwomenthroughentrepreneurial marketing.Journal of Enterprising Communities: People and Places in the Global Economy. Crick, J. M., Crick, D. and Chaudhry, S., 2018. Entrepreneurial marketing decision-making in rapidly internationalising and de-internationalising start-up firms.Journal of Business Research. Most, F., Conejo, F.J. and Cunningham, L.F., 2018. Bridging past and present entrepreneurial marketing research.Journal of Research in Marketing and Entrepreneurship. Hisrich, R. D. and Ramadani, V., 2018.Entrepreneurial Marketing: A Practical Managerial Approach. Edward Elgar Publishing. Alqahtani, N. and Uslay, C., 2018. Entrepreneurial marketing and firm performance: Synthesis and conceptual development.Journal of Business Research. Jones, R., and et. al.,2018. Entrepreneurial marketing in small enterprises. InThe SAGE handbook of small business and entrepreneurship(pp. 297-320). SAGE Publications Ltd. Nouri, P., Imanipour, N., Talebi, K. and Zali, M., 2018. Exploring Positive Outcomes of DecisionMakingBiasesintheFieldofEntrepreneurialMarketing.Qualitative Report,23(6). Rashad, N. M., 2018. The impact of entrepreneurial marketing dimensions on the organizational performance within Saudi SMEs.Eurasian Journal of Business and Management,6(3), pp.61-71. Rezvani,M.andFathollahzadeh,Z.,2020.Theimpactofentrepreneurialmarketingon innovative marketing performance in small-and medium-sized companies.Journal of Strategic Marketing,28(2), pp.136-148. 9