Strategic Marketing Plan and Presentation for MMT903-1

The MMT903-1 Marketing Management Assignment requires students to submit both a written assignment and an individual oral presentation. This comprehensive guide details the requirements set by AVID College for submission, including thorough research from scholarly sources, adherence to Harvard referencing style, and strict observance of academic integrity rules to avoid plagiarism. The components must be submitted in a specified format: the written work should use Times New Roman or Arial font size 12 with 1.5-line spacing, and both assignments need to be neatly bound. Additional attention is given to ethical considerations like avoiding cheating and ensuring originality. Plagiarism will result in disciplinary actions. The guide also specifies submission requirements such as a completed assignment cover sheet and formatting for a word-processed document.

Running head: MARKETING MANAGEMENT - MASTERS LEVEL
Marketing Management - Masters Level
Name of the Student
Name of the University
Author Note

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Executive Summary
The present report revolves around the marketing plan of the organization Salsa Royal
located in Male, Maldives. The organization is facing tough challenges in the market due to
certain factors like tight competition, similar product offering, branding and positioning.
Maldives is economically stable and market provides a business friendly environment for all size
of organizations. The following report presents the current situation of the market identifying
organizational strength and capability. Considering the present external and internal environment
of the business, this marketing plan proposed the product called Fish Balls, which is a new item
under the existing the category. As Maldives is observed to be technologically developed, the
organization is advised to select digital media for promoting the product and services. In addition
to this, the firm is suggested to focus on the large market such as the coastal area of Male, which
is mostly crowded by the foreigners.

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Table of Content
Introduction-....................................................................................................................................3
Overview of the company and Product/Service- Salsa Royal.........................................................3
Organizational goals at the product level........................................................................................5
Situational Analysis.........................................................................................................................6
Market............................................................................................................................................13
Market Programs...........................................................................................................................16
Implementation plan......................................................................................................................20
Evaluation and Control..................................................................................................................21
Supporting information..................................................................................................................23
Conclusion.....................................................................................................................................23
References and Bibliography.........................................................................................................24

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Introduction-
The following report is based on the marketing management of the organization Salsa
Royal located in Male, Maldives, which is a fast food restaurant. The organization is facing
some market challenges such as tough competition, similar product offering and inappropriate
market position. As the consequence, the organization is losing its market share. Thus, it is
essential for the organization to apply some changes to the operation to meet the customer
demands and strengthen the organizational position in the market. Mullins, Walker and Boyd
(2012) commented that marketing is the summation of all those activities that are linked to flow
of goods from production to consumption. The major purpose of the report is to develop an
appropriate marketing strategy that helps the organization in reinforcing the market position. In
the following report, an appropriate marketing plan has been developed which starts providing a
description regarding the product categories, sales and organizational mission and vision. The
report includes a situational analysis, which helps to analyze the external and internal factors that
have strong impact on the organizational operation. The report also proposed a new product,
which should be launched to the market as the addition to the customer retention strategies.
Overview of the company and Product/Service- Salsa Royal
Salsa Royal is one of the largest fast food restaurants located in the capital Male of
Maldives. The organization has a large category of fast food products. Salsa Royal provides
dinner, breakfast, lunch and reservation, seating and a complete eco-friendly environment. At the
initial stage of the operation, the organization gained a large amount of profits with limited
number of customers. In the recent time, the overall profits of the organization decreased by 21%
and the last year profit decreased by 3.9% (Sonstein et al. 2014. This scenario indicates that the

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organization is rapidly losing its market share and bearing the loss. The overall return on
investment has been less. More specifically, it has been identified that the initial operation of the
company was successful because the organization has variety of vegetable and non-vegetable
items that were largely accepted by the customers. However, people in Maldives are fond of sea
food and the restaurant did not put required attention to this category.
Strategic Focus and Plan-
Salsa Royal mission- The major mission of the organization is to “sell the food in a fast,
and friendly environment that appeals to pride conscious and health minded customers”. The
organization mission has till now received one of the lowest score in all the evaluations
conducted by Darbi (2012). The mission of the company is product oriented, which remains as
the disadvantage for any mission compared to customer-oriented. The product-oriented missions
tend to pay attention to the certain products and services instead of satisfying customers’ needs
or resolving the issues. Such product could provide less flexibility for the organization to expand
into other product markets. In overall, Salsa Royal does a poor job in implementing their mission
as communication tool to present the significant and valuable business information to
organization’s stakeholders.
Salsa Royal Vision- To become integrated food service group in the Asian regions delivering
consistent quality products as well as excellent customer focused.
Company competency – at the company level
As put forward by Mohamed (2012), the core competency of the company provides the
customers with the benefits while not being easy for the rivals of the company to cope or imitate
and provide leveragability for different products and market. In the case of Salsa Royal, Male,

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the core competencies involves its capability to provide a unique recipe on the basis of the food
items which has a distinctive taste. In addition to this, Salsa Royal also has significant expertise
managing as well as opening the restaurants in the global market. However, the organization
lacks a proper managing direction. In such a growing sector, the organization does not have a
proper technological base.
On the other side, it has also observed that the firm has poor bargaining power with the
suppliers, which would have enabled the organization to have suppliers at lower cost maximizing
the profit margin on the products sold. Conversely, it has also been observed that the
organization does not have proper understanding about the economies of scale with its local,
regional as well as international operations. Having such ability would have helped the
organization to reinforce its cost advantages with the suppliers. Moreover, ever since, Salsa
Royal has started the business, they have only focused on the chicken items but even though
people in Maldives are fond of seafoods, the restaurant did not implement any special initiative
on that category. This is because of the cost of supplies in another category.
Organizational goals at the product level
 To increase the customer offering large variety of products
 To present international food items to meet the demands of customers belonging to
different cultural backgrounds
 To maximize the profit margin leveraging the internal capability –such as distinctive taste
of food

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The above-mentioned goals are associated with the current ability of delivering products that
Salsa Royal could achieve. However, the organization does not have a proper strategic focus that
can be associated with the organizational goals and direction.
Identifying the mission/vision and core competencies Salsa Royal should help in creating your
new product
Based on organizational vision and mission, it can be mentioned that the marketing focus
of the organization stiff and stable, which would help the organization to implement new
organizational initiatives but due to the improper use of resource, the organization is not able to
reach its desired direction. However, it has been identified that current mission and vision is
associated with the new product and market development initiatives. The vision is to become an
integrated food service group in the Asian region and this vision can be achieved because people
from all Asian nations visit Maldives as their preferred tourist place. This can be used as the
strategic opportunity for extending the business. In addition to this, the mission of the company
is to sell the seafood items to fast and friendly environment. Nonetheless, company’s mission is
not associated with the product categories it has. Yet, as the focus is on Asian regions, certainly,
the organization could pay attention to this seafood category as Asians are used to this category.
Thus, the current mission and vision could contribute to the development of new product and
market.
Situational Analysis
PESTLE analysis-
Political –As put forward by Kothari (2014), Maldives is presidential republic; president
is on the top and as the head of government and head of the state. The president runs the

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executive branch as well as appoints the cabinet, which is further approved by the citizens.
Fishing and tourism are the major industries in Maldives, which provides the highest GDP to the
nation. Therefore, the government of the nation is supportive towards these two sectors. Here, a
significant fact is that as the governments support the tourism and fishing, the other sector such
as food industry, which is associated with these sectors receive an indirect help from the
government. The government invests in tourism, so that more foreigners or the other visitors
come to the nation and this frequency of visits of people is an advantage for the food sector
organization. Thus, it can be implicated that political environment in Maldives is stable for the
food industry.
Economical –A large proportion of Maldives economy is based on tourism, which
generate almost 28% of their GDP (Brander et al. 2012). In addition to this, fishing remains the
main occupation of people, where they receive priority from the government for the development
of their business. On the other side, the agriculture and manufacturing continue to play a lesser
role in the growth of the economy. Thus, it is certain that fishing sector plays a strong role in
nation’s economic growth, so Salsa Royal could utilize this base to its business. Suppliers’
demand is low due to the abundance of fish. Hence, low demand of suppliers remains as the cost
of advantage for the organization if the firm wants to continue the operation focusing on fish
items.

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Figure 1: PESTLE analysis
(Source: Brander et al. 2012)
Social –Islam is the only religion of Maldives, the open practice of all other religion is
strongly prohibited, and such actions are liable to the prosecution under the law of the nation
(Zubair, Bowen and Elwin 2011). This scenario indicates that considering the religious influence
in mind, the firm should design its product category, which means the prohibited food by Islam
such as Pork should not be prepared in the restaurants. However, the foreigners come from many
cultural backgrounds and in such context, they might ask for such items. However, as Maldives
is a sea-based nation, this might not be a big challenge for the organization, as seafood should
remains as its major category.

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Technological –It has been identified that government generates makes investment in
Research & Development but only those sectors that generate GDP. The country has developed
an international submarine cable Fiber-Optic Link Around the Globe, which connects the nation
virtually to other nations (Scheyvens 2011). In the recent time, the nation has embraced the web
technology, which helps people to remain socially connected. Thus, the development in the web
technology could certainly help the business in promoting their products and services and
creating market awareness. Presently, Salsa Royal is not involved in the social media, which
would have popularized the brand. However, the organization yet could use technological
advancement for the growth of their business.
Legal - As discussed earlier, the nation is biased towards the religious views and the legal
framework is developed considering this fact. However, when it comes to business, all
businesses are supposed to follow and implement the trade regulations. The non-compliance to
trade regulations could lead to penalty (Mayer 2011).
Environmental- The nation is completely concerned about the green initiatives. As the
initiative to the environmental sustainability, the businesses have to be involved in the action of
recycling the use of resource (Sovacool 2012). More specifically, all businesses have to be aware
of the use of resources and waste control initiatives. In 2014, the government banned the use of
plastics and excessive use of water. As the consequence, the firms have started using the used
water through recycling.
Porter’s five forces analysis
Bargaining power of the customers- (High)-It has been observed that due to the
economic stability in the nation, people in Maldives live enhanced life style; they look for high

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quality of products. On the other side, due to the availability of resources and suppliers of fish,
many small and medium size restaurants keep this item in their main course (Sambajee and
Dhomun 2015). Thus, the customers have many choices when it comes to food. Thus, the
bargaining power of the customers is high.
Bargaining power of the suppliers- (LOW)-As the availability of resource is high, the
demand of suppliers remains low. However, as the agriculture sector of the nation did not show
any sophisticated development, the food organizations observed a deficiency in the supply of
chicken items (Hassan and Gharleghi 2015). This is a probable reason for loss in profits of Salsa
Royal. Therefore, the level of bargaining power could differ on the basis of the sector.
Figure 2: Competitive Rivalry
(Source: Scheyvens 2011)

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Competitive rivalry- (High)-As Maldives is an attractive tourist locations, people from
many nations visit Maldives, which increases up the trade opportunities for the organizations in
the food sector. Many small and medium size fast food organizations established their operation
in the large cities such as Male in Maldives (Scheyvens 2011). On the other side, as the nation
has an abundance of fishes, many fast food restaurants establish the operation focusing on this
particular category. Thus, the competitive rivalry remains high.
Threats of new entrants-(Moderate)-Due to poor growth in the supply of agriculture and
manufacturing products, small and medium size food enterprises find it difficult to meet the
market demands. However, in other sector such as fishing, the availability of resource is high;
thereby, the small and medium size food enterprises open up the operation focusing on this
category only (Scheyvens 2011). Thus, the threats of new entrants moderate for the existing fast
food organizations in Maldives.
Threats of substitute products- (Moderate)-The threats of new entrants remain moderate
for the existing fast food restaurants because in the large cities of Maldives, many small shops on
the streets are selling fast food items, which certainly cover a particular area of the market (Jaleel
2013). On the other side, due to the technological advancement, the fast food organizations sell
the products through online delivery network, which also affects the market share of traditional
shops.
SWOT analysis
Strength
 An appropriate ambience inside the
outlet often attract the customers to pay
Weaknesses
 The organization observed the presence
of many competitors in the market,