Marketing Essentials: Strategies for Kitchen Table Restaurant

This presentation discusses the marketing essentials and strategies for Kitchen Table restaurant in the hospitality and tourism industry. It covers topics such as target market, market segmentation, SWOT analysis, PESTLE analysis, and marketing communication mix. The presentation provides insights into how the restaurant can effectively reach its target customers and achieve its marketing goals.

Marketing Essentials

Cover Content
Introduction
Company Overview
Product and Services
Target Market
Market Segment
Micro and Macro Environment
SWOT Analysis
PESTLE Analysis
Marketing Communication Mix
Business strategies to achieve marketing communication mix
Conclusion
References

Introduction
Marketing is the study of management in order to exchange relationships within
the organization. Along with this it refers to the process of business in order to
develop good relationships with employee's as well as customer's. This process is
helpful for customers by which they can select their restaurant effectively. The
present report is based on Kitchen Table restaurant in regards with hospitality and
tourism industry. This restaurant provides 12 dishes with different taste. Along
with this, there are two type of factors that is internal or external. Wherein,
internal environment will be based on different ways like labour cost which is
one of the largest challenge in order to increase wages rate (Baker and Magnini,
2016). Another is staffing and retention difficulties.

Company Overview
Kitchen Table is a fast food restaurant which deals in hospitality and
tourism industry that provides different kind of food items to the
customer's in an effective manner. This restaurant also provide better
quality of foods which attract the customer's more that's why it a famous
restaurant within the market of UK. It involves in the lots verities of
foods like Chinese, Thai and so on. Along with this restaurant offer their
food with the affordable price with attractive styles.

Product and Services
In the sector of tourism and hospitality industry, this start up offers several type
of food items such as Thai, Chinese as well as Italian. Apart from this,
restaurant provide better services to their customer's globally so that they can
enjoy food every time and anywhere.

Target Market
It is a kind of organisation and group which always focuses on the purchasing of
company's services or product in an appropriate manner. In reference to the Kitchen
Table, will choose better market in order to expend business at higher level

Market Segment
It is the process which refers to the dividing a market of effective customer's within the
group and it is also based on the several characteristics in a proper way. In reference to
the Kitchen table they select their customer's on the basis of characteristic, their
requirement or demand as well as locations. In order to make lots of customer's this
restaurant segment their market in the crowded locations.

Micro and Macro Environment
Micro environment can be defined as in which firm are operating in a proper way.
Wherein, macro environment refers to the common environment by which many
organisations, employee's, market and manufacturer can get affected.

SWOT Analysis
Strength: As per this, every people want travel in their life so that this is the great
strength for this selected restaurant because people will develop opportunities for this
restaurant as they are taking food as well. Therefore, this is good and restaurant of fast
food can enhance their growth effectively.
Weakness: Some time people are always dependent on the tourism sectors so it can
effect negatively to this selected restaurant because some times they are not able to
fulfil customer's demand properly (Campbell, Martin and Fabos, 2018). Along with this
low level of skill workers also influence the value of this restaurant.

Cont.….
Opportunities: As, this restaurant provide different varieties of food to their
customer's within the hospitality and tourism sector enhance their profits and
revenue. With the help of this they can expand their business globally.
Threats: In the present world, there are lots of restaurant who have the several
kind of food items with better quality of goods. Therefore, these competitors
can reduce the Kitchen table's value so that they are not able to meet goals and
objectives. It becomes threat because there are lots of competitors within the
market so that they can create the problem for this restaurant because in the
present world customer's have so many option for food so that they can move
anywhere within the marketplace. Therefore, this business can get affected by
their competitors in an appropriate manner.

PESTLE Analysis
Political factor: This factor can influence the business of Kitchen table restaurant by
different laws and taxes which is govern by the UK government as well as health
regulations act. Therefore, this restaurant should follow these rules and regulation in order
to meet their effective goals in a particular manner.
Economical factor: There are different kind of factors of economic which also influence
the business of this restaurant such as higher wage and health conscious people that have
negative impact on the economy. For improving this scenario, this restaurant should
increase their external factors as per the consumer's demand. Along with this, factor
includes in the exchange rates, interest rate, tax rate and so on which influence the
business in an positive manner. Therefore, these are helpful to enhance restaurant's
growth.
Social factor: This type of factors also have negative impact on the selected restaurant
because on the basis of this customer's have so many option with different culture so it
minimises the value of this Kitchen table start-up in an negative way. This factor involves
in the culture, norms, values and belief of people in which business need to analyse the
actual performance of people within the market so that they can bring changes within the

Cont.…
Technological factor: This is the advancement factor of technologies which influence
the business of restaurant
Legal factor: On the basis of this, Kitchen table restaurant should follow legal rules
and regulation in order to grab opportunities within the market in an appropriate
manner.
Environmental factor: This factor influence the business of this restaurant in a
different ways.

Marketing Communication Mix
It is the broad concept of the marketing aspects or functions that mainly includes in the
research and development, processes and pricing, distribution and merchandising as
well as promotion and communication. Wherein, communication process refers to the
particular methods which is mainly used to promote the business and targeted
customers. In reference to the Kitchen table restaurant which deals in a hospitality and
tourism sector always provide good food to their customer's as well as always
communicate with them by using several type of advertisement like social media, TV.,
online websites and so on.

Business strategies to achieve marketing communication mix
Understand the targeted customer's: In order to make effective plan business has to
develop particular group of people or customer's in order to identifying the several
needs and wants of the people in order to accomplish goals in a proper way
Unique selling proposition: It helps an organisation in order to make effective strategy
to achieve business goals in a proper way.
Execution: It is the concept of execution in which this business of fast food restaurant
will implement on their new and unique ideas within the working place

Conclusion
From the above respective report it has been concluded that marketing essential is
the process of different aspects which enhance the sales of selected Kitchen table
restaurant in a proper way. Along with this, communication mix strategy of
marketing had been properly explained which is helpful to make better business
to attain desired goals. Wherein, PESTLE and SWOT also described the business
situation in order to know the market situation to run their business effectively.
Apart from this, micro and macro environment had been explained the
segmentation of market on the basis of needed, characteristics of people. Business
strategies has been discussed which is useful to make different channels of
marketing communication in an appropriate manner.

References
•Baker, M. J. and Saren, M. eds., 2016. Marketing theory: a student text, Sage.
•Campbell, R., Martin, C. and Fabos, B., 2018. Media essentials: A brief introduction.
Bedford/St. Martin's.

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