Marketing Analysis of Paradise Catering: Segmentation, Competition, Objectives and Marketing Mix Strategies

This report includes the discussion about the market segmentation and targeting market of the chosen organization. It describes different types of segmentation characteristics like demographic, behavioral, geographic and psychographic to determine its targeted audiences. Secondly, competitive analysis is conducted and major competitors are identified. At the end, marketing mix strategies of Paradise Catering are discussed which are used to attain its SMART objectives.

Running Head: MARKETING 1
Principles of Marketing

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Table of Contents
ntrod ctionI u .................................................................................................................................................3
Tar et Mar etg k ..............................................................................................................................................3
emo rap ic e mentationD g h S g ....................................................................................................................3
P c o rap ic e mentationsy h g h S g ..................................................................................................................3
e a ioral e mentationB h v S g ........................................................................................................................4
ompetiti e Anal iC v ys s...................................................................................................................................4
ecti e MA TObj v s (S R ).....................................................................................................................................5
peci icS f ....................................................................................................................................................6
Mea ra lesu b ..............................................................................................................................................6
Attaina leb ................................................................................................................................................6
ele antR v ...................................................................................................................................................6
Time o ndB u .............................................................................................................................................7
Mar etin Mi rame ork g x F w k..........................................................................................................................7
Prod ct eci ionu D s s....................................................................................................................................7
Pricin eci iong D s s......................................................................................................................................7
Place i tri tion eci ion(D s bu ) D s s..................................................................................................................8
Promotion eci ionD s s................................................................................................................................8
oncl ionC us ...................................................................................................................................................8
e erenceR f s.................................................................................................................................................10

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Introduction
The major objective of this report is to conduct marketing analysis of the organization that was
chosen in first assessment i.e. Paradise Catering. Paradise Catering is a “green” organization that
uses loyally grown and organic food to produce healthy and delicious cuisine to light up different
types of occasions. This report includes the discussion about the market segmentation and
targeting market of the chosen organization. It describes different types of segmentation
characteristics like demographic, behavioral, geographic and psychographic to determine its
targeted audiences. Secondly, competitive analysis is conducted and major competitors are
identified. At the end, marketing mix strategies of Paradise Catering are discussed which are
used to attain its SMART objectives.
Target Market
Target market is a customers’ group within the business’s serviceable available market which it
has decided to target its marketing and promotional efforts towards. It can be stated that target
market is a set of total market population for any specific product or service (Schlegelmilch,
2016). Here, Paradise Catering is targeting different customers by considering different
characteristics of market segmentation like demographic characteristics, geographic
characteristics, psychographic characteristics and behavioral characteristics. Target market for
Paradise Catering is discussed below:
Demographic Segmentation
Under demographic segmentation, Paradise Catering is focusing on the customers considering
their age group and income level. The organization serves the students in colleges and schools so
that it can spread awareness about good dietary habits. In this way, it covers both males and
females from the age group of 15 years to 50 years. Moreover, it aims the people from mid-
ranged income group so that it can increase its clientele and sales. This is the reason that
organization is offering its catering services on affordable prices. This type of segmentation
assists this organization to cover a larger market in domestic locations (Schlegelmilch, 2016).

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Psychographic Segmentation
This type of segmentation is also known as lifestyle segmentation because it is measured by
considering the opinions, interests and activities of customers. It is one of the mostly used
segmentation base as it allows the marketers to recognize defined segments. Under this, Paradise
Catering will consider different variables like lifestyle, social class, interests, and opinions
towards its catering services. The major customers are the people who are very much concerned
towards health as it offers a wide range of organic, vegetarian, dairy and gluten free and
omnivore dishes in its menu. The company targets the customers who are environmental-
friendly. Thus, it can be stated that this organization aims its catering and food services on
middle class customers with healthy life style.
Behavioral Segmentation
Behavioral segmentation is a type of segmentation under which a company divides its customers
into different groups as per their observed behaviors and attitudes. There are various companies
which believe that this segmentation basis is more superior to demographics for developing
market segments. Paradise Catering has some customers who regularly use their services in their
birthday and wedding parties. It offers its services to number of events and firms like colleges,
schools, nonprofits, big box stores in the city. It indicates that it has regular customers who use
its services on regular basis and these customers show their loyalty towards catering services of
Paradise Catering (Menon, Bharadwaj, Adidam & Edison, 2015).
Thus, it can be stated that major targeted customers of Paradise Catering are the students in local
colleges and schools so that they can develop awareness about healthy dietary habits as it
believes that food habits developed in childhood stage and puberty stage generally continue in
the adult stage. By targeting these customers, it is making efforts to make parents believe that
green and organic food is a significant part of their diet. In this way, different segmentation
characteristics help Paradise Catering to target appropriate customers for its catering services and
meet their needs and demands effectively (Mattel, 2015).
Competitive Analysis
There are some leading players in catering industry which are posing intense competition on
Paradise Catering. The catering industry in British Columbia has various catering firms which

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serve the low to middle end of market. These firms are competing to some extent on cost, but
more on the service. Serving and quality of food are the major components of service that these
catering companies compete on (Anonymous, 2009).
One of the major competitors is Green Door Catering that is engaged in offering green and
organic food products in Cranbrook. In this city, the organization is successfully operating its
catering business and serving the wedding and special events. Moreover, it assists the customers
in building the restaurants, plan the festivals and picnics. The organization is striving to improve
the community with its expertise and passion in hospitality and catering field. In order to provide
services, Green Door partners with its friends, clients and neighbors to make the places good.
This is the biggest competitor of Paradise Catering in the city as both offer healthy and nutritious
food to their targeted customers. Apart from this company, other competing brands are such as
Bavarian Charlet, Cuisine Studio Catering Company, Grill Next Door Catering etc.
In addition to these competitors, there are some other brands which offer the substitute products
to the food products of Paradise Catering. These companies are engaged in offering inorganic
food, conventional food and packaged food products to their targeted audiences. In the city, it
has been seen that people prefer to order packaged food products for their weddings and special
events. It assists them in managing the food arrangements. These substitutes are working as the
competitors of Paradise Catering as they are different but they are competing for the money,
attention and time of customers who are seeking for food catering services (Hanks & Mattila,
2016).
Objectives (SMART)
Before launching its marketing program and campaign in the marketplace, Paradise Catering will
set and determine some marketing objectives. These marketing objectives will assist the
organization to promote its products and services among targeted customers and approach its
mission (Tanner & Raymond, 2015). There are two major marketing objectives to which this
organization will focus its marketing efforts and strategies. These objectives are stated below:
To increase awareness about its products and services:

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By using effective marketing strategies and initiatives, the company is planning to increase the
brand awareness about its organic and healthy food products. This is the major reason that this
catering business has developed connections with different organizations like colleges, schools,
big box stores, nonprofits and other local caterers. In order to attain this objective, Paradise
Catering has established the mission to offer healthy, wholesome, delicious and sustainable food
products with no adverse effects on health and environment.
To enhance sales and grow the overall market share
Additionally, Paradise Catering is aimed to increase its sales so that it can increase its market
share over other catering players in the industry. In order to achieve this goal, the organization is
using different ways so that it can attract more people towards its services. For example, this firm
donates its leftovers to Street Angels and Salvation Army force. The major reason that people
prefer to use services of Paradise Catering is that they do not use canned or Frozen food that is
full of preservatives. Here, everything is fresh that is served from farm to plate. It attracts the
environmental-friendly people towards Paradise Catering business.
Both of the objectives can be categorized as SMART objectives:
Specific
Yes, the objectives are specific as they will help the organization to attain a great position in the
catering industry. These objectives will increase the customer base of Paradise Catering Business
(Yadav & Pathak, 2016). The company will focus on the people who prefer to eat healthy and
organic food products. In order to enhance brand awareness, it is using different marketing
channels which will help in attaining the second marketing objective.
Measurable
Above marketing objectives of Paradise Catering can be measured by considering the number of
customers and service utilization among targeted customers. Further, the firm will be offering
tasty, quality and green food which will be different from competitors. It will support the
organization to increase its market coverage (Lusch & Vargo, 2014).

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Attainable
There is nothing at Paradise Catering that cannot be achieved as it is using effective marketing
strategies to approach its targeted population. Through its products, it is providing healthy eating
experience during festivals and events.
Relevant
The marketing objectives of this firm are related to company’s mission statement and its
marketing strategies. Considering the needs and demands of products, it will be modifying its
products so that it can attract more customers.
Time Bound
Paradise Catering will create a specific time frame in which it will make marketing efforts so that
it can attain both marketing objectives. By using impactful marketing strategies, the company
will be able to develop its brand awareness and increase its product sales (Célérier & Vallée,
2017).
Marketing Mix Framework
Marketing mix framework includes different marketing strategies and efforts of a company
which help Paradise Catering to achieve its marketing objectives. Marketing mix strategies are
categorized in 4 decisions i.e. product, price, place and promotion (Baker, 2014). These
marketing decisions are stated below:
Product Decisions
Paradise Catering is green firm that utilizes locally developed and organic ingredients to prepare
healthy and delicious cuisine to light up special occasions. The organization provides a wide
range of vegan, dairy and gluten free, vegetarian and omnivore dishes in its food menu
(Nuttavuthisit & Thøgersen, 2017). Through its products and services, the company aims to work
in an environmental-friendly environment to motivate the population to enhance their
understanding of green and plant based food products. It offers its services to assist the
arrangement of different festivals and events like birthday parties and weddings. Its products are
both tangible and intangible as it offers food products to the customers and intangibles are
catering services. The products and services are very beneficial for customers as it improves their
dietary habits and provides nutrition to their body. The company has implemented individual

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branding strategy that assists it in establishing a unique identity among targeted audiences.
Currently, Paradise catering is the growth stage of product life cycle as it is looking for increase
brand awareness and market share. It is offering products by maintaining the quality of products
(Helm & Gritsch, 2014).
Pricing Decisions
Pricing objectives of Paradise Catering are to increase its sales, maximize the profits, matching
the prices of competing brands and daunting competitors. In order to attain above objectives, the
company will use affordable pricing strategies so all income level groups can avail their catering
and food services. It will categorize the products differently and set the prices so that it can earn
profits. It will make good relationships with the farmers and suppliers so that it can negotiate the
prices of organic and other produces. It will help the organization to fine-tune the base prices via
discounts. It will decrease the cost of operations so that it can offer its catering services with the
discounts (Venter, Wright & Dibb, 2015).
Place (Distribution) Decisions
Distribution decisions are the most significant decision that company needs to make while
offering its products to final customers. Distribution philosophy of this company is pushing
strategy in which it offers the products and services directly to the customers. In order to
distribute its services, the organization has created its own website, ParadiseCatering.com where
people can book their services. Moreover, they have Instagram and Facebook handle and
ParadiseCatering_2015 where company promotes its green and plant based food products (Jolink
& Niesten, 2015). In this business, the major intermediaries are such as schools, colleges, firms,
non-profits etc. It can manage the relationships by developing effective processes and giving
profitable offers. Nowadays, electronic marketing can be more beneficial for this business as
most of the people are active on internet and social media sites. Yes, there are seasonal demands
for products as people prefer to use its services in wedding and festive seasons.
Promotion Decisions
The major IMC goals of Paradise Catering are such as develop strong relationships with
customers, increase loyalty among customers and develop product awareness. In order to attain
these goals, the company will use different modes of promotion so that it can approach a larger
population (Priluck, 2017). It will use different strategies of communication mix like advertising,

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personal selling, sales promotion etc. Under advertising, the company is advertising its products
and services on Facebook and Instagram Handle and ParadiseCatering_2015, where they are
posting the mouthwatering pictures of green food. It will have personal contact with its
customers so that it can gain their brand loyalty (Andrews & Shimp, 2017). By using sales
promotion technique, it will give discounts to its regular customers in the festive season. In this
way, the company will make its communication mix and affect the purchase intention of
customers towards catering services.
Conclusion
Thus, it is hereby concluded that Paradise Catering is using effective strategies to entice more
customers towards its food and catering services. This organization is targeting the customers by
using different bases of market segmentation. The above report includes the marketing analysis
of Paradise Catering that helps the organization to increase awareness about its catering products
and services. Above marketing strategies will assist the organization to reach targeted audiences
and create a new customer base.

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