Marketing Management Plan for Fantong Restaurant

This marketing plan on Fantong Restaurant has included situation analysis that has covered both the internal and external environment for the business, followed by SWOT analysis. It is focused on introducing this new company that offers food and drink services to the Italian communities.

Running head: MARKETING MANAGEMENT.
Marketing Management
Name of the Student:
Name of the University:
Author note:

1MARKETING MANAGEMENT
Table of Contents
Executive Summary...................................................................................................................3
1. Introduction............................................................................................................................4
1.1. Authorisation...............................................................................................................4
1.2. Limitations of the plan.................................................................................................4
1.3. Purpose and scope of the plan.....................................................................................4
2. Company and Industry Background...................................................................................4
2.1. Organisational Mission and Values.............................................................................5
3. Situation Analysis..............................................................................................................5
3.1. Analysis of the internal environment..........................................................................5
3.2. Analysis of customer environment..............................................................................6
3.3. Analysis of the external environment..........................................................................6
4. Swot Analysis.....................................................................................................................6
4.1. SWOT Analysis...........................................................................................................6
4.2. Competitive Advantages of the business.....................................................................7
4.3. Developing a Strategic Focus......................................................................................8
5. Marketing Goals and Objectives........................................................................................8
6. Marketing Strategy.............................................................................................................9
6.1. Target Market..............................................................................................................9
6.1.1. Primary Target Market.........................................................................................9
6.1.2. Secondary Target Market.....................................................................................9

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6.1.3. Consumer Buying Process...................................................................................9
6.2. Product Strategy........................................................................................................11
6.3. Pricing Strategy.........................................................................................................11
6.4. Distribution Strategy.................................................................................................11
6.5. Integrated Marketing Communication Strategy........................................................11
7. Financial Analysis............................................................................................................12
8. Marketing Implementation...............................................................................................12
9. Evaluation and Control....................................................................................................13
References................................................................................................................................14
Appendices...............................................................................................................................15
Appendix 1: External Environmental Analysis....................................................................15

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Executive Summary
This marketing plan on Fantong Restaurant has included situation analysis that has covered
both the internal and external environment for the business, followed by SWOT analysis. It is
focused on introducing this new company that offers food and drink services to the Italian
communities. Also, the goals and objectives of marketing have been highlighted. The
marketing strategy has provided a piece of well-detailed information about the target market,
product, pricing, promotion and distribution procedure and the evidence of people, processes
and physical. The very end of the paper has also presented a financial analysis along with
evaluation and control process and implementation plan.

4MARKETING MANAGEMENT
1. Introduction
Fantong restaurant is a proposed Chinese restaurant that is intended to be located in 31
Norton Street, Leichhardt. It would be a small and local business that prepared and served
food and drinks to the local Italian consumers in the locality.
1.1. Authorisation
This report has been authorised and commissioned by _____ of the University of the
Sunshine Coast. It would be created for giving a detailed and brief footing for all the steps
that are required for implementing, evaluating and for controlling the marketing program.
1.2. Limitations of the plan
The report has certain limitations to highlight. The very first is that of time constraints.
The time given was less to prepare the description assessing all the data and information.
Also, there was minimal information that was accessible within the market.
1.3. Purpose and scope of the plan
The primary purpose of this marketing plan is to demonstrate how Fantong restaurant is
going to achieve its aims and objectives. This plan is going to focus on a food service as the
key product offering of the company Fantong restaurant. It is a Chinese restaurant, and as it
will be situated in 31 Norton Street, Leichhardt, the local population around the restaurant is
about 14,625 as per the year 2016. There is a high number of middle-aged people and old
aged people residing around the area. Also, most of them are retired or have well-settled in
life. The location of the restaurant seems to be perfect as these people can spend their spare
times here.
2. Company and Industry Background
As it is already mentioned that Fantong restaurant is planned to be a small scale Chinese
restaurant and will serve all the Chinese cuisine and dishes to its consumers. The restaurant
will hire skilled Chinese chef who will be preparing delicious and authentic Chinese cuisine.
The restaurant will be an open floor plan that will allow its customers to have a clear view of
the chefs and what is going on in the Kitchen. This will provide a transparent experience to
the customers.
It is to note that the food and restaurant industry is often influenced by most of the
similar factors that influence the traditional retail stores (Pike 2017). For many parts, the

5MARKETING MANAGEMENT
restaurants have business models that can be easily understood and copied. However, there
are also some unique factors that can be taken into consideration while investing in this
industry. It is to mention that there is very fierce competition in the restaurant industry in the
contemporary world as there are many competitors present in the market (Chen 2016). As
there are many dominant players, no single company has the market cornered. According to
Venkataraman, Summers and Venkataraman (2017), the top-line growth within this industry
is generated in a total of two ways- the first location and boosting the sales of the same store.
It is also to note that culture also has a long history of being linked with food and restaurants.
2.1. Organisational Mission and Values
Fantong Restaurant would be a private entity, and therefore, its mission and values will
be aligned with the original vision of the company.
Organisational Mission- The mission of Fantong Restaurant is to offer reasonably priced
quality food for its consumers that will be served quickly in the clean and attractive
surrounding.
Organisational Values- The values of the company are as follows:
a) Loyalty, trust and respect
b) Team working
c) Transparency and cleanliness
d) Authenticity and cultural connection
e) Economic sustainability
f) Social and environmental responsibility
3. Situation Analysis
As it is already stated, Fantong Restaurant is a small scale start-up business that will be
entering into a competitive and saturated environment. It will be situated in 31 Norton Street,
Leichhardt, and the local population around the restaurant is about 14,625 as per the year
2016. There is a high number of middle-aged people and old aged people residing around the
area. Also, most of them are retired or have well-settled in life. The location of the restaurant
seems to be perfect as these people can spend their spare times here.
3.1. Analysis of the internal environment
The marketing objectives of Fantong restaurant will be focused on the acquisition of the
customers and introducing them to a high level of professionalism and service. The main aim

6MARKETING MANAGEMENT
is to get aligned with the start-up phase of the business. The resources that would be required
are senior skilled chefs, human resource, supervisors, food cleaning staffs, public relations,
equipment, tables and chairs.
3.2. Analysis of customer environment
The target market of the company is the local consumers from Norton Street of
Leichardt. However, it would also be attracting customers belonging from different suburbs
too. Notwithstanding this fact, it is to mention that unlike the other modern franchise
restaurants, Fantong has minimal investment and being a typical Chinese restaurant, it would
not be giving any other food style service to its customers. However, it would be introducing
new recipes every third week for its customers. It will also provide the facility of home
delivery, online ordering and take away service to its customers.
3.3. Analysis of the external environment
There is fierce competition in the local Italian market within the industry (Pascucci
2018). However, the restaurant with better and top quality offerings are always booked in
advance by the people. As there are many dominant players, no single company has the
market cornered. Also, the top-line growth within this industry is generated in a total of two
ways- the first location and boosting the sales of the same store. With the same, being a
Chinese restaurant located in one of the Italian areas, where most of the people belong to
Italian background, it is quite challenging for Fantong to compete with other existing players
within the industry. Also, in terms of price, it is quite challenging.
4. Swot Analysis
SWOT analysis is the study that is undertaken by a company for identifying its internal
strengths and weaknesses and external threats and opportunities present for it in the market
(Bull et al. 2016). Under this section, the strengths, weaknesses, opportunities and threats for
Fantong Restaurant will be discussed and examined.
4.1. SWOT Analysis
Strengths Weaknesses Opportunities Threats
a) The location that
will offer private
rooms to the
customers on a
a) Entering the
industry with no
previous
experience
a) Demands for
Chinese food
b) Increase
employment
a) The changes in
government rules
and regulations
regarding tax

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reservation basis.
b) Extraordinary
food with
unparalleled
taste
c) Will be
contributing
positively to the
environment and
communities.
d) Will be hiring
qualified and
highly qualified
skilled and
motivated
employees
e) Frequent diner
programs and
birthday club
will be available
on a reservation
basis.
b) The new
employees can
work together
for the short
term, which
would influence
service delivery.
opportunity for
the local youths
through
recruiting skilled
front managers,
supervisors and
head staffs.
c) We are
improving the
total number of
customers
employing
delivering food
service in
different other
suburbs.
affect the yearly
profit of the
business.
b) The similar
Chinese
restaurant that is
locating around
can become a
significant threat
to the restaurant
because it can
influence the
customer.
4.2. Competitive Advantages of the business
It is to note that there are two critical reasons for which Fantong restaurant is likely to be
successful in the Italian market. The very first is that of lack of direct competition and
secondly, because of the high demand for Chinese food in Italy. Also, the products that would
be served by the company will be of the highest quality. The company will combine the
quality of food with a great atmosphere and service as well. It will then add the items that are
likely to appeal to all the ages of the family and also the single adults. Also, the frequent
diner programs and birthday club will be available on a reservation basis will also be a
competitive advantage for the company.

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However, the expected weaknesses related to no previous experience in the industry and
that the new employees can work together for short term which would influence the service
delivery can easily be transformed into strengths by working effectively, gathering customers
and retaining the staffs and employees by increasing their job satisfaction level (Cohen 2017).
4.3. Developing a Strategic Focus
The widespread strategic focus of this report on the marketing plan for Fantong
restaurant is incorporating the key opportunities and then transforming them into the centre of
the company. This marketing strategy will be pursuing the identified opportunities right from
the beginning of the business launch in the new market. The values of the company will be
different from its competitors in the market as of the fact that the company will deliver a high
level of customer service by keeping its staff motivated and well-trained. Using focusing on
the above mentioned elements, Fantong restaurant can gain a clear and stronger competitive
advantage over its competitors. However, one of the significant of all the weakness that the
company needs to overcome is that of employing staffs who have short term goals with the
company. To overcome this weakness or say threat, the company should ensure that they are
providing enough opportunities for the employees to learn and develop further and stay
committed with the company. One of the possible solutions for this can be hiring quality
managers from the current competitor in the market.
5. Marketing Goals and Objectives
Based on SWOT analysis and the situational analysis, the following goals, tactics and
objectives have been created below:
Marketing
Goal:
The purpose of marketing is to achieve the completion and sales of five
hundred food services within the first three months, with an average
price of purchases of about 73$.
First Objective: Targeting the primary market
Tactics a) The company will contact some of the key influencers and
customers using contacts gathered within the industry and would
offer them some offers and discounts through phone calls.
b) The company will provide free coffee mugs to the first 50 paid
services at Fantong Restaurant.

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Second
Objective:
The second objective is to build a good reputation and alliances with the
secondary target market to create a sense of belongingness.
Tactics: a) Fantong will try to prepare a database first and contact lists of
the secondary target market through colleges and universities
(young adults) and offer them with three free services 20% off
on their every two visits.
b) It will provide sponsorships to the prizes and schools that will be
labelled with the restaurant name.
6. Marketing Strategy
The elements and marketing strategy are analysed in this section in terms of the
company- Fantong Restaurant food service. It is to note that marketing strategy comprise of
marketing mix and this include the 4p’s of marketing namely- Product, Place, Promotion and
Price (Sudari et al. 2019). It is a foundation model for any business and can be defined as the
set of marketing tools that a company makes use of for pursuing the marketing objectives
within its target market.
6.1. Product Strategy
It is the first of the four 4Ps. It can either be tangible or non-tangible service that helps in
fulfilling the needs of the customers (Fan, Lau and Zhao 2015). The Fantong restaurant will
offer the localities with Chinese dishes with several variation menus in fish, prawns, beef,
noodles, wonton, chicken, chop suey, hot and cold drinks, rice, ice creams and different
varieties of soups as well. Healthy and high quality food products will be accompanied by the
personal service that would be differentiated from the quality of the competition with the
brand strategy. This is supposed to be a successful approach that would generate high profits
for the business.
6.2. Pricing Strategy
Once a concrete understanding of the offerings of the company is established and
developed, the company then start to make its pricing decisions (Isoraite 2016). It is to note
that all the menu items will be priced moderately. A typical customer would spend among
five to eight dollars, including the drink and food. The prices of the menu items are dictated
by one of the Fonteria Barbara group of restaurant, and there is very little room for further
modification. Also, it is to note that student discounts will also be offered to customers. The

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soup menu price would be 265INR, the fish menu price would be 367INR on an average, the
average chicken menu price would be 285INR, the average choupsuey menu pricing would
be 263INR, and the average prawn menu would be 354INR.
6.3. Promotion Strategy
Promotion is all about ways for promoting the brand and its offerings. It can be done
through different ways that are relevant for the product information to be shared to the
customers (Ahmed and Rahman 2015). It is to note that Fantong will adopt the process of
pamphlets distribution, billboard advertisement and local newspaper advertisement to
develop brand awareness among the customers. With the same, the company would also take
the strategy of presenting advertorial on the local cable channels and can provide
sponsorships to the prizes and schools that will be labelled with the restaurant name.
6.5 Place Strategy
The company will supply banners and small posters in the local areas in Italy. It will also
provide sponsorships to schools and universities that will be labelled with the restaurant
name.
6.4. Target Market
6.4.1. Primary Target Market
The primary target market of the Fantong restaurant is the local consumers, both
middle and old-aged belonging from the age range of 30 to 60 years from Norton Street of
Leichardt. Their occupation is likely to be professional, managers and technical. It is to
mention that unlike the other modern franchise restaurants, Fantong has minimal investment
and being a typical Chinese restaurant, it would not be giving any other food style service to
its customers. But, it will also provide the facility of home delivery, online ordering and take
away service to its customers. With the same, it would be introducing new recipes every third
week for its customers.
6.4.2. Secondary Target Market
The secondary target market of the company will be the people belonging to different
suburbs. They can be young as well who would be primarily graduate degree who enjoy
social life and eating outsiders.

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6.4.3. Consumer Buying Process
According to Yeung, Brookes and Altinay (2016), the customer buying process
comprises of critical stages that the consumers in the restaurant industry might reflect on
while making service decision. They include- need recognition, information search,
evaluation of the alternatives, making a purchase decision and post-purchase evaluation (Viio
and Gronroos 2016).
Factors of decision
making
Influencers of decision-making
1. Need Recognition It is weekend night. The customer is hungry (the internal
physiological stimuli), and there is nothing in the fridge to make.
Customers are likely to order food.
2. Information
search
Personal- Neighbours, Friends and Family
Public- Mass media
Commercial- Salesperson, advertisement, websites and dealers
Experimental- Examining, Handling and using the product
The customer had already ordered an Italian restaurant present in
the street two weeks ago (private information). One of their
friends has recommended Fantong restaurant in the
neighbourhood. This morning a flyer is found for a Chinese
restaurant in the mailbox (external information)
3. Evaluation of the
alternatives
Once the information is gathered, options will be considered by
the customers. They will find out for other Chinese restaurants
in the area. They will find the competitors within a nearby
location. Fantong Restaurant is the only Chinese restaurant
present in the nearby neighbourhood.
4. Purchase decision After the decision making process has been taken, the customer
is likely to consider each and everything before deciding on
booking a service at the Fantong restaurant. However, it is also
to note that, the final decision of the company will still be
affected by the other influencing factors like feedbacks from
colleagues, friends and family.
5. Post-purchase
evaluation
Once the customer has had their decision making service at the
Fantong restaurant, they will then evaluate their experience

12MARKETING MANAGEMENT
based on prior expectations. Fantong restaurants will then
contact all the customers within four to seven days after the food
service for ensuring expectations have been met. Customer
satisfaction is possible to result in a positive word of mouth, and
this will be very critical to the success and increased brand
awareness of the company in the future.
6.5. Integrated Marketing Communication Strategy
Overall Integrated
Marketing
Communication
Strategy
a) To target the secondary market, Fantong restaurant will
provide sponsorships to the prizes and schools that will
be labelled with the restaurant name. It will also supply
banners and small posters in the local areas and will
provide 10 to 20% discount on every two visits.
Integrated Marketing
Communication
Objective
a) To generate and build brand awareness about the newly
launched restaurant in the market
b) To introduce the people from suburbs and the local
consumers, both middle and old-aged belonging from the
age range of 30 to 60 years from Norton Street of
Leichardt market with the Fantong Restaurant
Integrated Marketing
Communication
Budget
15000$
Customer Promotion
Elements
Platform of communication Implementation
Direct marketing
strategy
A phone call, E-mail, SMS
and social media platforms
Contact the customers present
in the localities and inform
them about the discounts and
other offers. First offers will be
provided through a phone call
only.
Promotion Discounts, sponsorship  The restaurant will provide
a 10 to 20% discount on
every two visits.
 Fantong restaurant will

13MARKETING MANAGEMENT
provide sponsorships to the
prizes and schools that will
be labelled with the
restaurant name.
7. Financial Analysis
The budget of Fantong Restaurant is 15000$. However, only 9000$ will be utilised as for
the marketing of the brand, and the other 2000$ would be kept unused for emergency or any
unplanned or additional opportunities that might go over the set budget of the company.
4000$ will be using for ACs, gen-sets, cutleries, furniture, fridge, computer and
communication, carpet and decoration.
8. Marketing Implementation
The marketing implementation for the company will be managed to utilize having
weekly meetings with the staffs and employees of the company to ensure that everything is
on track and is going according to the plan. If in case, any fluctuation is identified that would
be resolved immediately after the identification of the issue.
9. Evaluation and Control
It is to note that assessment and control of the marketing strategy of Fantong restaurant
are evaluating, monitoring and controlling of the whole process and assessing where
everything is going according to the plan and concerning the objectives and goals. The main
objective of the marketing plan is to achieve the completion and sales of five hundred food
services within the first three months, with an average price of purchases of about 73$. For
this, all the formal and informal controls will be taken into consideration for tracking the
performance of the entire project against the set outcomes and results. This will be done
basically to assess whether or not any strategic changes are required to be done in the
process. In order to do this an action plan shall be made for assessing the KPIs (Key
Performance Indicators).

14MARKETING MANAGEMENT
10. Conclusion
Hence, from the above analysis it can be concluded that running a new business is not
easy for the start-ups as they are the group of people who lack in experience and budget for
creating a perfect environment for each of the 4Ps of marketing. Marketing mix are the four
pillars on which the entire marketing of Fantong will be dependent upon. It would be offering
the localities with wide range of Chinese dishes and varieties of soups that are both healthy
and high quality, accompanies with personal service. The pricing will be moderate enough to
be affordable for the middle class people. It will promote about the business and offerings
through pamphlets distribution, billboard advertisement and local newspaper advertisement to
develop brand awareness among the customers. Also, it would present advertorial on the
local cable channels. For attracting the young market, it would provide sponsorships to the
prizes and schools that will be labelled with the restaurant name. All these will be done
within the locality of Leichhardt.

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References
Ahmed, S. and Rahman, M., 2015. The effects of marketing mix on consumer satisfaction: A
literature review from Islamic perspective. Turkish Journal of Islamic Economics, 2(1),
pp.17-30.
Bull, J.W., Jobstvogt, N., Böhnke-Henrichs, A., Mascarenhas, A., Sitas, N., Baulcomb, C.,
Lambini, C.K., Rawlins, M., Baral, H., Zähringer, J. and Carter-Silk, E., 2016. Strengths,
Weaknesses, Opportunities and Threats: A SWOT analysis of the ecosystem services
framework. Ecosystem services, 17, pp.99-111.
Chen, J.L., 2016. The relationship between service quality, relationship quality, and customer
loyalty for the chain restaurant industry. International Journal of Marketing Studies, 8(3),
pp.33-42.
Cohen, E., 2017. Employee training and development. In CSR for HR (pp. 153-162).
Routledge.
Fan, S., Lau, R.Y. and Zhao, J.L., 2015. Demystifying big data analytics for business
intelligence through the lens of marketing mix. Big Data Research, 2(1), pp.28-32.
Išoraitė, M., 2016. Marketing mix theoretical aspects. International journal of research
granthaalayah, pp.2394-3629.
Pascucci, F., 2018. The export competitiveness of Italian coffee roasting industry. British
Food Journal, 120(7), pp.1529-1546.
Pike, S.D., 2017. Destination marketing organisations (DMO). In Sage Handbook of Tourism
Management. SAGE.

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Sudari, S., Tarofder, A., Khatibi, A. and Tham, J., 2019. Measuring the critical effect of
marketing mix on customer loyalty through customer satisfaction in food and beverage
products. Management Science Letters, 9(9), pp.1385-1396.
Venkataraman, S., Summers, M. and Venkataraman, S., 2017. PepsiCo: The Challenge of
Growth through Innovation. Darden Business Publishing Cases, pp.1-22.
Visio, P. and Grönroos, C., 2016. How a buyer-seller relationship orientation affects the
adaptation of sales processes to the buying process. Industrial Marketing Management, 52,
pp.37-46.
Yeung, R.M., Brookes, M. and Altinay, L., 2016. The hospitality franchise purchase decision
making process. International Journal of Contemporary Hospitality Management, 28(5),
pp.1009-1025.

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Appendices
Appendix 1: External Environmental Analysis
PESTLE Analysis- PESTLE (Political, Economic, Social, Technological, Legal and
Environmental) analysis is the tool that used for analysing and monitoring the macro-
environment factors that can have profound influence on the performance of the organisations
and is a very useful tool for staring new business. Political factors is all about how and to what
degree a government intervenes in the economy or a certain industry. The economic factors refer
to the determinants of a certain economy’s performance. These factors include economic growth,
exchange rates, inflation rates, interest rates, disposable income of consumers and unemployment
rates. Social factor is the dimension of the general environment represents the demographic
characteristics, norms, customs and values of the population within which the organization
operates.
Technological factors pertain to innovations in technology that may affect the operations
of the industry and the market favorably or unfavorably. This refers to technology incentives, the
level of innovation, automation, research and development (R&D) activity, technological change
and the amount of technological awareness that a market possesses. Legal factors is all about the
impact of laws and it include more specific laws such as discrimination laws, antitrust laws,
employment laws, consumer protection laws, copyright and patent laws, and health and safety
laws. Lastly, the environmental factors is all about how environment impact the organisation. It
include ecological and environmental aspects such as weather, climate, environmental offsets and
climate change which may especially affect industries such as tourism, farming, agriculture and
insurance.
ENVIRONMENTAL
FORCES
THEORY CURRENT
SITUATION
ANALYSIS(FANTONG)
Political According to the
law enforced in
April and May of
Even though the
rule affected
small business at
The threat related to
political analysis is that
Fantong has to pay its

19MARKETING MANAGEMENT
2017, there was a
sudden rule
change in the food
market. This kind
of unexpected
changes impacts
the industry.
first but
ultimately, food
safety at
production has
increased and
helped in
resulting in the
costs for the
restaurant
supply.Au
government has
made some better
rules for them to
recover the high
food safety law
(BLAKE, n.d.).
yearly tax even if they
profit or not. Thus have
to implicate healthy
business ideas to be in
profit.
Economic Lubrano recorded
that it's precisely
essential to note
what any company
is doing in terms
of tax rate and
says "this is what
your
pocketbook/wallet
lives on every
day." (Post, 2018)
Due to the
economic force,
the industry can
increase the
employment
factor, its gross
domestic product
etc.
Fantong can employ at
least five people to the
cooking department and
5 to the customer service.
As per customer
feedback towards the
quality of food, there is a
very high chance for need
in more staffs.
Socio-cultural The word socio-
cultural itself is
something which
explains its
characteristics in
society and
culture. It is
mentioned as a
complex whole of
a community
which includes
everything that
gives an
organization its
identity like
language, beliefs,
values, laws and
customs
(CORPORATIVE
AUTHOR, n.d.).
In the current
situation, the state
of the nation
convenes to
survey the key
issues which are
impacting the
social and
environmental
prosperity
(corporative
author, n.d.).
Due to multi-cultural and
adverse diversity, people
of Australia always likes
to taste new food, which
allows Fantong to give its
service to the increasing
interested people and to
increase its business.
Technological Technology is one Technology is Likewise, Fantong has

20MARKETING MANAGEMENT
of the crucial
essential factor
driving different
types of strategy
in marketing and
product portfolios
of separate firms
(Nikhilesh
Dholakia, 2019).
playing a vital
role in the
growing business
in a fast and easy
manner in today's
date. All the
industry are
providing online
shopping and
delivery
(PESTLEanalysis
Contributor,
2015).
also got delivery services
and pick up to its
restricted area only. The
restriction becomes its
limitations. By studying
and analyzing the need of
the customer, they have a
reasonable possibility of
increasing customer.