Digital marketing: Marketing plan for White Spot restaurant
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This document discusses the marketing plan for White Spot restaurant, including a situation analysis, objectives, strategic positioning, target market, marketing mix, measurements, and operational decisions.
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Running head: MARKETING Digital marketing: Marketing plan for White Spot restaurant Name of the student: Name of the university: Author note:
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MARKETING2 Situation analysis Strengths White Spot restaurant takes pride as Canada’s longest running restaurant. Launched in 1928, the restaurant has emerged successful in enhancing the brand image. Specific mention can be made of Triple O burgers, fries and shakes. Variety is also evident in the breakfast menus [1]. This reflects the approach towards influencing the purchasing power of the customers. Weakness Vulnerability prevails in the specific needs, demands and requirements of the clients and the customers. The ambience of the restaurant is not fancy, incapable of accommodating the customers of aristocratic class. The serving rate is slow, which compels the staffs to receive complaints. Lack of widespread presence projects limitation in terms of growth and development [2]. Opportunities Triple O presence acts as an opportunity for expanding the supply chain network beyond the markets of Hong Kong. Expansion needs to be achieved from franchising. Charity and community development can be one of the agents for gaining international expansion. Threats Competitive rivalry from Cactus Club acts as a threat in terms of securing the market position. Technologies like flat screen TV and electronic devices for taking orders places Cactus Club much ahead of White Spot. Both of them are involved in joint ventures, which intensifies the struggle for achieving competitive advantage. Typical evidence of this lies in the presence of bars and gift cards, which the customers can avail [1]. White Spot can come up with innovative plans like changing the tapestry or adding music for attaching a classy look to the restaurant ambience.
MARKETING3 Objectives •To hire new team members •To launch creative platforms for campaigning about the latest trends •To add fusion items in the menus •To indulge in contracts for acquiring the highest quality products •To organize more programs on healthy diet and off the shelf local store marketing programs •To increase the frequency in the experimenting with the inventory management systems •To introduce innovative packages for the clients and customers •To organize effective hands on training for the managers for the promotion of contingency learning •To conduct offshore marketing for establishing contact with large number of real estate brokers Strategic positioning & target market Strategic positioning Marketing campaigns have enhanced the brand image of White Spot restaurant. Consciousnesstowardstraditionalismandthespecificneedsandpreferencesofthe customers is advantageous in terms of securing the market position. The main focus has been on evolution rather than revolution, depicting the initiative towards coming up with creative business solutions for altering the dynamics of the operations. Feedbacks from the customers and the clients is assistance in terms of implementing the continuous improvement strategy into the operations [3]. Implementation of multi-phased strategy has expanded the scope and arena of the business. Typical evidence lies in partnering with the media agencies and brainstorming sessions. Evaluation and audits for the strategies enhances the awareness about the true essence of the customer demands. Synthesis of the marketing ideas is assistance in terms of the assessing its effectiveness into the current competitive condition of
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MARKETING4 the market. Online creative testing is beneficial for the restaurant in terms of increasing the trafficking of the audience into the brand image. Mention can be made of the launch of new brand platform, which was governed by the attributes of comfort, authenticity, reality, history and familiarity [2]. Offshore marketing by the managers has expanded the dynamics of the supply chain network. Authenticity in this process has awarded the clients and the customers with a homely experience. Target market Demographic In case of the tea, the target market are the families, young couples and singles. Variety in the menu provides the customers with the flexibility to order tea according to their choice and preference. Focusing on the young couples and singles would be beneficial in terms of earning huge incomes, as they depend on readymade foods and drinks. This is estimated to account for 48% of the total population [1]. Psychographic Lounge services has acted assistance in attracting the younger target market. The major drive behind this is the innovative alcohol servings. Attractive combo offers and packages can be beneficial in terms of luring the youths. Geographic In delivering the online orders, area codes can be used by the delivery boys for ensuring the delivery at the right place. The needs of the residents holds equal significance in terms of catering to their needs [3]. Behavioural
MARKETING5 Sponsorships in the social events can help the staffs to identify the approach of the customers towards the products and services. Consistency in this aspects would assist in understanding the needs, demands and requirements of the customers. Marketing mix Product In today’s time, the customers mainly prefer healthy diets. Keeping this in mind, White Spot restaurant has come up with gluten free options for dealing with obesity in an efficient and effective manner. This is evident in the items available in the salads like Hot chargrilled chicken salad, Quinoa and Cauliflower Power Salad, Candied Salmon Spinach Salad among others [1] . Price Greek salads and Chef salad comes for costs $6.75. Similarity in the prices contradicts the ingredients. In the Greek Salad, the ingredients are lettuce, tomato, cucumber, onions, olives, feta, cheese and house dressing. On the other hand, chef salad consists of additional turkey toppings, ham, American cheese and provolone cheese. However, the legendary platter costs 9.99$, which is difficult for the customers of middle class to afford. Readymade take away pastas come for $8, which is limited in case of the adult entrées, which costs minimum of $12.99 [2]. Place Campaigns can be organized near the offices, parks and the residents for the enhancing the awareness about the recent trends in the foods and drinks. This is in terms of identifying the target market. Along with this, tie-ups with the supermarkets would be assistance in terms of expanding the scope and arena of the business. Promotion
MARKETING6 TV shows like Celebrity chefs have promoted the cooking means used in White Spot restaurant. This approach has upgraded the standards and quality of the food items. Examples can also be cited of the promotions through radio and media coverage [5]. Measurements Certificate of Registration is the evidence of catering to the health and safety of the clients and the customers. Adherence to the legal requirements is beneficial in terms of enhancing the safety standards and customer service. For strengthening the bottom line services, the staffs involve the statutory bodies of law. Consistency is maintained in the inspections and audits, which upgrades the standards and quality of the food items. Tie up with the hospitality and tourism industry have resulted in the development of customer oriented services. The certificate reflects the commitment of the managers towards ensuring workplace safety for the staffs, clients and the customers [5]. Various training and orientation programs are organized for the personnel. Managerial support is crucial for receiving the employee buy-in orders. Tracking these orders is assistance for ensuring that smooth functioning of health and safety programs. Reference can be cited of the financial incentive programs, which includes journey mapping for risks and retention for the best talents. World class managerial techniques are implemented for enhancing the value in the operations. Conscious approach is expressed towards increasing the footprint through the expansion plans. Typical evidence of this lies in the innovations in the menus, Red Seal Chef Apprentice and certification programs [1]. Along with this, reference can be cited of the expansion plans to Asian market. Opening outlets in the other areas of Canada have expanded the scope and arena of the restaurant business. Selling fusion Triple O burgers in the markets of Asia and beyond can be beneficial in terms of enhancing the fame and glory. Service manager of White Spot plays an important role in developing the financial plans. Meetings and audits are conducted for evaluating the extent to which these plans have been catered. In-store promotions are conducted for making the clients and the customers
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MARKETING7 aware of the latest trends and services introduced in the store operations. Cleanliness and food safety is maintained through the execution of quality assurance tests [4]. Operational decisions The Board panel is entrusted with the responsibility of undertaking the decisions, which suffices the need for enhancing the attractiveness of White Spot restaurant. Checklists are used for ensuring that the personnel understand the basics of the operations before approaching them. After filling the checklists, the managers are called for the meetings to decide upon the essential functions, which needs to be undertaken for improvising on the food processing techniques. Along with this, feedbacks and surveys are adopted for gaining an insight into the approach of the customers towards the levied products and services. The main parameters of decision-making are price, promotions and data collection [1]. Involving the trade union members can be assistance in terms of dealing with the financial instabilities of inflation, high exchange rates and high prices of the raw materials. Offering lucrative discounts, schemes and offers can act assistance in terms of increasing the trafficking of the audience towards the brand image. In this, adopting social media can be a productive option for expanding the supply chain network [5].
MARKETING8 References 1.WhiteSpot[Internet].WhiteSpot.2019[cited14June2019].Availablefrom: https://www.whitespot.ca/ 2.Support[Internet].WhiteSpot.2019[cited14June2019].Availablefrom: https://www.whitespot.ca/franchising/support 3. Staying Relevant for Today's Customer [Internet]. White Spot. 2019 [cited 14 June 2019]. Availablefrom:https://www.whitespot.ca/news/press-releases/staying-relevant-today039s- customer 4. White Spot the First BC Restaurant to Achieve Health & Safety Certification [Internet]. White Spot.2019[cited14June2019].Availablefrom: https://www.whitespot.ca/news/community/white-spot-first-bc-restaurant-achieve-health- safety-certification 5. White Spot Limited named one of Canada’s 50 Best Managed Companies [Internet]. White Spot.2019[cited14June2019].Availablefrom: https://www.whitespot.ca/news/awards/white-spot-limited-named-one- canada%25E2%2580%2599s-50-best-managed-companies