Marketing Plan for Italian Restaurant: Catch of the Day
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Added on 2023/06/08
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This report outlines a marketing plan for an Italian restaurant named Catch of the Day, including an overview of the business idea, PEST analysis, competitive analysis, and target market suggestions.
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Table of Contents INTRODUCTION...........................................................................................................................1 MAIN BODY...................................................................................................................................1 An overview of the proposed business idea...........................................................................1 Evaluate the external environment using PEST analysis.......................................................2 Discuss the various competitors and what competitive advantage does the organisation has3 The suggestion for the target market for the proposed business idea.....................................3 CONCLUSION................................................................................................................................4 REFERENCES................................................................................................................................6
INTRODUCTION Themarketingplanisdefinedastheoperationaldocumentwhichoutlinesthe advertising strategy which an business organisation will implement in order to generate leads and reach its target audience. It is very important for every business organisation to identify the impact of the various internal and external factors. It is very important for an business to be aware of the competitors in the market. It is very important for the business organisation to use various marketing strategies in order to develop the plan in an effective and efficient manner(Baena, 2019). The business idea which is taken into considerationfor thisreportistheItalianrestaurant.Thisreportwillincludea marketing plan in which the overview of the business idea, PEST analysis, various competition within the market and at last the target market for the organisation. MAIN BODY An overview of the proposed business idea The business idea which is taken into consideration is opening of the Italian restaurant within the streets of Lindon, United Kingdom. This is the idea which will be beneficial for the people in order to enjoy with the new dishes . As it is identified that the food service industry is the most fastest growing industry. In order to follow the trend within the market it is very important to identify the target market and their taste and preferences in order to build the Italian restaurant in an effective and efficient way. The business idea is to include the dishes with different taste and launching the restaurant in a area where there is societies(Cheng,Lee . and Li,2021).The restaurant will maintain the quality of food and use the different marketing strategies in order to attract customers. The name of the restaurant will be The Catch of the Day. People can enjoy their Brunch, lunch and dinner which will open from 8am to 11 pm. The interior design of the restaurant will be in such a way that it is eye catchy in order to attract customers. The restaurant will include the Italian dishes such as pasta, pizza in a different manner. There will be staff of at leat 15 members which will handle the service areas. It has been identified that in order to attract customers it is very important to make the place happenings and environment clean. In order to meet this requirements the marketers organisation can focus on developing theinterior which is filled with the greenery and fresh flowers. At every table there will be bunch of flowers which will make the table attractive. 1
Evaluate the external environment using PEST analysis It is very important to evaluate the external factors in order to develop the marketing strategies in an effective manner. The marketers can focus on analysing the external environment using PEST analysis. This is the model which helps the marketer in order to identify the influence of the external factors over the business organisation. The various factors are discussed below;Political-This is the element which is related to the extent to which government policies may interfere within the business enterprises. Such factors include tariffs, trade policies etc. as it is identified that Brexit can impact the business organisation because of the septation from European Union this is the external factor where the government policies can impact for the restaurant. The marketer need to be aware of the various policies before conducting the business operatisations within the country. Economical-This is the element which is directly impacting the organisation with the performance within the economy or world. Such factors include inflation rate, interest rates, taxation etc. it is very important for the marketers to analyse this factor in order to be aware of the various interest rates which can impact the business organisation. As the rise in the inflation rate has impacted all over the world(M.Á., J. and Group, 2021). There was increase in the price of the products and services which has declined in the demand and this made losses to the organisation. Therestaurant can be impacted because of the inflation rate and rise in the products can increase the cost of production for the organisation. Social-This is the element which is related to the current trend in the market which can impact the business organisation. Such factors include lifestyle, attitude, behaviour etc. it is very important speciallyfor the food industry to be aware of the current trend in the market in order to meet the expectations of customers. As this has a both negative and positive impact over the business enterprise(Ferrell, Hartline and Hochstein, 2021). For the market it is very essential that it focus on identifying the taste and preferences of customers in order to build the dishes according to them and include those aspect within their menu which will help in attracting customers. 2
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Technological-This is the factor which is related to the innovation and development around the world which can impact the business organisations. Such factors include research and development, automation, digitalisation etc. this is the most important factor which need be addressed by the marketer and the organisation ned to adopt the latest technology in order to attract customers. The use of the right technology plays important role in conducting the business operations effectively. Discuss the various competitors and what competitive advantage does the organisation has Competitive analysis is of great significance as it determines the various factors which may effect the business. The various competitors which the Italian restaurant( Catch of the day) have are the other Italian restaurants situated nearby the location and the ones which are offering related authentic and similar dishes may be a threat to the restaurant as they may drag the customer'sfrom theenhancedtasteand quality(Karmys.and Bastaubayeva,2018). The restaurant is providing various experimental dishes which none of the competitors offer till now and the classic interior and hygienic environment is a competitive advantage the restaurant holds which enables a company to gain share in the marketplace. The suggestion for the target market for the proposed business idea In context to the report let's have a look at the STP model which is a model helps to determine a particular segment for audience with common interest and characteristics of similar traits and targeting the customers group we are trying to market and reach the product in order to generate better revenue and sales out of it and positioning our product in the market by attract the target audience(Massa, 2020). In this particular model three elements plays the role which are- SEGMENTATION: It means the division of any area into segments, parts in order to attractcustomerandbusinessonthebasisoftheircommoninterestandsame characteristics(Petrauskas, Jasinevicius. and Meskauskas,2018). In our report of Italian restaurant the segmenting the customers on the psychographic basis which means segmentingourcustomer'sonthebasisoftheirlifestyle,personalityandvalues. 3
Segmenting on this basis will include the price ranging from high prices to low prices ,services offered and additional services to improvise the status of restaurant ,type of customers whether higher class,middle class or low class, different dishes offered innovative and experimental this all factors should be considered while segmenting our different groups of customer's. TARGETING : It means targeting the consumers particular group to which we are trying to offer our products in order to increase our profitability and revenue of the restaurant. Here we are targeting the high class society people to which hygiene, taste and pleasant environment matters and they are the people who mostly prefer the fancy kind of food to suit their standards and personality here the Italian restaurant is offering its services in a very well and high class mannerbecause of which it is thinking to target the high class people to increase the profitability of the restaurant by targeting them as they are the people who mostly visits the Italian restaurants. POSITIONING : It means to reach out product and services to the ultimate customers of the targeted group by locating the uniqueness in our products , why our products are better then all other competitors(Weerawardena,2018). In the case of Italian restaurant they are serving and presenting their dishes in the stylish and in a professional manner which attracts the customer to order it to take pictures for their social media and have it, good food quality which attracts customers which are concern about their health and looking to eat food at a pleasant environment with positive vibes, it is including experimental elements in their dishes and innovation then the other existing restaurants in the market, good menu price to attract customer's of all the different classes this all can help to win a position in the marketplace. CONCLUSION In this report the market research has been done for the opening of an Italian restaurant named Catch of the day to have a business plan through which we can analyse the factors which may impact and the business and how the business should be run. Here evaluate the various external forces which may impact the restaurant which includes the PEST analysis, performed a competitive analysis, what the target market we need to focus on, discuss the business we 4
expertise in and goals, objectives and visions related to that, discussed SWOT analysis of the business, research of the product, price ,place and promotion element and then discussing the investment requirement and from where we can fund the business from. 5
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REFERENCES Books and Journals Baena, V., 2019. Global marketing strategy in professional sports. Lessons from FC Bayern Munich.Soccer & Society,20(4), pp.660-674. Cheng, L.C., Chen, K., Lee, M.C. and Li, K.M., 2021. User-Defined SWOT analysis–A change miningperspectiveonuser-generatedcontent.InformationProcessing& Management,58(5), p.102613. Espinós, J.J., Fabregues, F., Fontes, J., García-Velasco, J.A., Llácer, J., Requena, A., Checa, M.Á., Bellver, J. and Group, S.I.S., 2021. Impact of chronic endometritis in infertility: a SWOT analysis.Reproductive BioMedicine Online,42(5), pp.939-951. Ferrell, O.C., Hartline, M. and Hochstein, B.W., 2021.Marketing strategy. Cengage Learning. Karmys,G.andBastaubayeva,A.,2018.SWOTandPESTanalysisofHR-processes digitalization in the public service of Kazakhstan.Public administration issues, (1), pp.140-163. Massa, M.L., 2020. Ready2Eat: reinventing the restaurant experience. Petrauskas, V., Jasinevicius, R., Kazanavicius, E. and Meskauskas, Z., 2018. CWW elements to enrich SWOT analysis.Journal of Intelligent & Fuzzy Systems,34(1), pp.307-320. Weerawardena, J., 2018. Non-profit marketing strategy. InTransformational leadfor profits and social enterprises(pp. 142-163). Routledge. 6