Marketing Plan for Roberto's Italian Restaurant in Australia

This report aims to develop a marketing plan for Roberto's Italian restaurant in Australia. It includes a situation analysis, target customer identification, marketing strategies, and budget.

Running head: MARKETING PLAN
MARKETING PLAN
Name of the student
Name of the university
Author’s note

2MARKETING PLAN
Executive summary
Roberto is willing to establish an Italian
restaurant in Australia. It will be a family
business where his two brothers and his
wife are also partners and share equal
profits. Roberto is highly enthusiastic to
make this attempt a success but he does
not know how to do it. Therefore, they
appoint a marketing expert to help them out.
Based on this given scenario, this report
tries to develop a marketing plan for
Roberto’s restaurant. Therefore, the
situation analysis and the target customer
identification are the foremost part that the
marketing is focusing in order to generate
better strategy. Apart from that the budget
and controlling part are also incorporated
into the discussion so that it will highlight the
progress of the restaurant towards
developing a good business for Roberto and
his associates.

3MARKETING PLAN
Marketing of an Italian Restaurant
1.0 Introduction
Roberto and his wife opened an Italian
restaurant 15 years ago and intended to
make it a success as it was Roberto’s
childhood dream to initiate a successful
Italian restaurant in Australia. However, due
to some disagreements with partners they
intended to open their own family Italian
restaurant in the strip mall of Australia with
in association to his brothers Philippe and
Michaele. A partnership among them led to
an equal share of profit. They are willing to
make the restaurant a success but need
proper marketing plan that can renders
strategic advantage in the competitive
market. Based on this understanding, this
report aims to provide marketing plan for
their new hotel. Therefore, the situational
analysis, target market, objectives and the
marketing strategies along with a budget of
the entire plan and monitoring practices are
discussed in this report.
2.0 Situation analysis
2.1 External analysis
2.1.1. Political
Politically in Australia, the
business organizations are witnessing
effective practice with the help of the
stability of the government. From figure
2 it can be stated that the political
stability in the country is average 1 that
connotes optimism for the business
organizations. Moreover, the
government also enacts a number of
trading and business related practices
that support the equal business practice
for the organizations. Therefore, it will
be helpful for Roberto to establish its
restaurant by getting equal opportunity
in the Australian market. There are anti-
discriminatory policies also that further
influences the corporate organizations
to establish an effective business set up.
2.1.2 Social
From the social point of view,
Rao and Tilt (2016) argued that diversity
in the Australian population was also
helpful for the business initiatives and
compelled the business organizations to
implement creative business practice in
Australia. Moreover, there is also the
attitude of the Australian people which is
highly helpful for the business
organizations to establish better
business practice across the country.
Crabtree (2018) argued that the
Australians are very friendly and have a
sense of aesthetics that can push the
business organizations to deal with the
customers in a better manner.
Moreover, high professionalism is also
an important feature that the people of
Australia are possessed so that the
business companies feel the pressure of
installing high sense of professionalism
in their business practice.
2.1.3 Legal
From the legal perspective, the
quality of regulation within Australia is

4MARKETING PLAN
very positive and witnessing a steady
growth. As a result of that it becomes
vital for the companies to set their
business operations in relation to the
regulatory frameworks. Apart from that,
the diverse regulations and legislative
practices prevalent in Australia put more
focus on the better business
environment for the corporate
institutions (Douglas & Pejoska, 2017).
There are several governing bodies like
the AUSTRADE who are responsible to
procure an effective business framework
inside the country. Moreover, the
government is strictly emphasizes on
the safety and benefits of the
employees. Based on this, it can be
stated that those practice can influence
the initiative of Roberto while setting up
his restaurants.
2.1.4 Technological
The innovative index in Australia
is highly developed with an average
value of 53. It is good for the country
because most of the Australian people
are highly
tech savvy
and they
like to use
advanced
technologies. As a result of that it is also
a pertinent aspect for the corporate
houses to use cutting edge technologies
in order to get strategic advantage in the
high competitive market. Therefore, it is
also important for Roberto to keep thrust
on the technological advancement while
building up the restaurant.
2.2 Internal analysis
2.2.1 Rivalry among the companies
From the research of
Wirahardja, Turner and Richardson
(2016) it can be derived that in the
restaurant and hotel industries the
hoteliers face severe challenges in
terms of high competition in the market.
Australia is considered to be one of the
popular tourist destinations across the
world. As a result of that it becomes
evident that the opportunity in the
business sector is so high that it results
high rivalry among the business
companies. In addition to this, the
existent market profitability is also
identified as a crucial factor for the
business organizations that facilitates
them to take unique marketing
strategies in order to get strategic
advantage in the market.
2.2.2 Power of the suppliers
The suppliers are enjoyed
moderate powers in the hotel and
restaurant industry of Australia because
of the high development of the industry.
The robust development in the hotel
industry of Australia paves the way for
multiple numbers of hotels and
restaurants (Mason et al., 2016).
Subsequently, increase in the number of
suppliers is also identified as an obvious
outcome of the industry. Therefore, the
hotel and restaurants do not feel such
pressure due to huge numbers of
suppliers existed in the market.
Moreover, from the point of the view of
the suppliers the presence of enough
number of hotels and restaurants it will
not be a problem for them to get order.
The need from both ends fosters a
moderate power of the suppliers.
2.2.3 Power of the buyers
Buyers are always referred as
of high power. Most of the products and

5MARKETING PLAN
services that the hotels and restaurants
in Australia are provided are not only
consumer orientated but the restaurants
also introduces different types of
strategies that are associated with
rendering better customer services and
satisfaction (Lee, Hallak &
Sardeshmukh, 2016). Therefore, it can
be argued that in the context of
Australian hotel and restaurant industry
the buyers or the customers enjoy high
power and control the industry to a great
extent.
2.2.4 Threat of substitutes
The threat of substitutes has
always been a unique feature for the
hotel and restaurant industry in
Australia. It can be argued that the
industry is highly controlled by the
customer behaviors and attitude. As a
result of that the changing behavior of
the customers will also influence the
organizational practice of changing its
products and services in accordance
with the transformation in the customer
needs and preferences (Patiar & Mia,
2015). As a result of that the hotels and
restaurants are always try to introduce
new products with its unique value and
acceptance to the customers.
Technological advancement shapes the
effort of the business organizations
intricately and pushes the companies to
change its products effectively.
2.2.5 Threat of new entrants
In case of the threat of new
entrants into the market, it can be stated
that the new hoteliers and restaurants
will feel high stress in order to enter into
the Australian restaurant market directly.
Therefore,
the threat
of new
entrants is
low in the
existing Australian hotel and restaurant
market (Min, 2016). Apart from that the
market is also get saturated by the
presence of a great number of
companies. As a result of that it became
impossible for any new organization to
enter the market and start business.
2.3 SWOT analysis
Strengths Opportunities
High profitability in
the market.
Low threat of new
entrants.
Use of advanced
technology in
the business
operations.
Prevalence of
innovation and
effectiveness.
Establishment of
equal business
rights.
Moderate level of
suppliers’ power.
Amicable attitude of
the customers.
Hub of tourism in
Asian continent.
Weaknesses Threats
High power of the
buyers that can
intervene the
free business
practice of the
organization.
Over expectation
from the
customers.
High saturation in
the Australian
market.
High threat of
competition in the
hotel and tourism
industry.
Rapid fluctuation in
the buyers’
behavior.
High treat of
substitution
products.
3.0 Target market
3.1 Customer segmentation
3.1.1 Geographic
The geographic segmentation of
the Italian restaurant mainly focused on
the region and the density of population.
Baldwin et al. (2017) advocated that the
role of the density and population were
the core concept of geographic
segmentation. Therefore, this restaurant
generally focuses on the cities and

6MARKETING PLAN
towns of Australia where it can get
enough number of customers.
Moreover, in case of the density of the
population it cane stated that the urban
population is the main target of the
restaurant.
3.1.2 Demographic
In the demographic segmentation
the age and gender are the main
principles of the organization. Mostly
people of the age from 18 to 45 are the
main customers with no gender
specification. It means both males and
females are the key target customers of
the organization. Moreover, in the life
cycle stage the married couples, family
people with their children can visit the
restaurant for dinner (Zhang, Zhang &
Wang, 2018). Moreover, young people
and bachelor can also come for lunch.
Mostly, people belonged of middle and
high income are the principle target
customers.
3.1.3 Behavior
From the behavioral point of
view, it can be stated that most of the
customers having degree of loyalty and
ethically sound. Moreover, ease going
and spending a good time is also
considered to be one of the major
aspects of the organization
(Ramanathan, Di & Ramanathan, 2016).
Potentially, people who are a bit
sophisticated will find a best place to
dine in this restaurant. Besides this, the
regular customers are identified as the
young students who are not only fond of
Italian foods but also concern with the
environment of the restaurant can visit
to get a quality ambience.
3.1.4 Psychographic
Mostly the middle and high class
people are identified as the potential
customers of the organization.
Moreover, there are people comprised
with cross-cultural consumer
identification are defined as the potential
customers of this restaurant
(Giebelhausen, Chan, & Sirianni, 2016).
The mainstreamers with fun loving
attitude and peaceful mindset are
contributed to the potential target
customer list of the organization.
3.2 Target customers
Based on this understanding, it
can be stated that the restaurant is
clearly mentioned its potential
customers who will deliver high
profitability in the organizational context.
In association to this, Yip and Mbouw
(2018) identified that the target
customer identification is not only
encapsulated the age and gender of the
target customers but the evaluation on
the projected behavior or psychograph
are also contributed enough to formulate
a better structure of the entire target
customer initiatives. Based on this
argument it can be ventilated that the
primary target customers of this
restaurant are people from the age of 25
to 45. The main purpose of this specific
segmentation is to highlight on the
family persons who can visit the
restaurant for dinner. On the other hand,
people with an age group from 8 to 20s
are also the target customers as the
organization is intended to facilitate
lunch for young people and
professionals who can eat or carry out

7MARKETING PLAN
their food parcels. As a result of that it
became an important aspect for the
restaurant to segregate its target
customers on the basis of food menus
ought to provide to the customers.
3.3 Market positioning
Figure 1: Positioning map
(Created by the author)
Based on this understanding, it
can be stated that Pendolino and Pasta
Italia are also Italian restaurant that are
doing business in Australia successfully.
In this regard, it can be stated that Pasta
Italia offers food items with low price but
the quality of foods are not up to the
mark. On the other hand, Pendolino is
offering high quality and diverse range
of food courses but due to high prices it
is impossible for the middle class
Australians to afford it. Therefore,
Renaissance will the best choice with a
bit high price but good food quality that
both the middle class and the upper
class people can afford and enjoy.
4.0 Objectives and goals
41. Goal
The objective of Renaissance is to
encapsulate the market with continuous
customer retention and maximization of
new customers.
4.2 Objectives
I. Encapsulating the market
extensively.
II. Making new customers thorough
effective promotional strategies.
III. Increase the profitability of the
organization.
IV. Transform the interior of the
restaurant more attractive.
V. Enhancing the brand image of
Renaissance.
VI. Introduce new food menus for the
customers.
VII. Bringing new mission and vision
for future sustainability.
VIII. Execute better deliver service to
the customers.
IX. Introducing new take away
services for the local people.
5.0 Marketing strategies and
marketing mix
5.1 Product
For maximizing the customer,
Renaissance intends to increase its
range of products. Therefore, apart from
the quality traditional Italian dishes there
are also the popular dishes that the
Australians are ordered generally. It will
help Renaissance to maximize its
customers to a great extent. The
different range of products also set up a
strategic advantage for the organization
to compete in the highly competitive
Australian market. In fact, Fan, Lau and
Zhao (2015) opined that products are
considered to be the most important part
for an organization in order to get more
customers. Therefore, Renaissance also
transcends its vision from the Italian
food lovers only to all the customers.
5.2 Place
Liu et al. (2017) advocated that
the choice of place can bring a company
to face the success in a short span of
time. In fact, for the future sustainability

8MARKETING PLAN
of business it is also important for the
companies to opt for the most suitable
sites. In case of Renaissance also the
organization follows the same line and
tries to open the restaurant next to a
strip mall. As a result of that it will help
the organization to attract more
customers. There was also a
Woolworths supermarket that will bring
more maximize the number of
customers and the continuous supply of
the customers.
5.3 Price
For maximizing the customers,
Renaissance starts opted for moderate
to high pricing strategy to get different
range of customers. In fact, the
organization puts focus on different
range of customers from the middle
class to the high class. As a result of
that it becomes important for the
organization to create a mix pricing
strategies. Datta, Ailawadi and van
Heerde (2017) articulated that it is a
common trend among the companies to
attract both different ranges of
customers through setting different price
ranges. For Renaissance also the same
type of price range can be seen that is
associated with the objective of the
organization.
5.4 Promotion
For the first six months, Roberto
decides to look for the traditional
promotional styles in terms of using
banners and flyers in order to solidify a
customer base at first. Based on the
research of Priya, Zunke and Mitra
(2016) it can be stated that the purpose
of being executed an effective
promotional strategy is clearly
associated with maximization of
customers. In this regard, the traditional
marketing strategies are highly useful
for the business organizations in terms
of delivering an initial effort to
maximizing the customers. Henceforth,
Renaissance also intends to deal with
the practice of promotional strategies by
hoardings and flyers. Moreover, a first
month offer is also placed in the table
for further approval.
5.5 People
The people in the restaurant are
highly skilled and professional in order
to make a good image of the restaurant.
However,
the
strength
of the
workforce
is not
enough
for the
management. Therefore, people are
being recruited for cooking and
servicemen. There is a basic
requirement that the organization is
asked to the aspirants in terms of
striving for excellence and brings more
efficiency into their occupation.
However, the constant motivation and
encouragement from the management
is assured that can boost the ability of
the people effectively. Harrington,
Ottenbacher and Fauser (2017)
mentioned that the role of the
organization is to recruit people who are
fit with the organizational objectives and
goal. In this regard, Roberto and his
associates are also focusing on that
aspect.
5.6 Process
Renaissance is looking for a
better opportunity to maximize the
customers. Therefore, the new take
away service is considered to be an
important aspect for the organization.

9MARKETING PLAN
Moreover, the relationship with the
suppliers is also a pertinent matter on
which the Roberto and his associates
are putting great emphasis. The
organization wants to make a good
communication with both the suppliers
and the distributors. As Wu and Li
(2018) opined that it is very crucial for a
business organization to bring effective
communication and relationship with
both the suppliers and the distributors in
order to get adequate advantage in
business. Therefore, Roberto also puts
great deal of emphasis on this context.
5.7 Physical evidence
The service and quality of the
products are considered to be the major
practice that Renaissance is focusing on
in order to get extra advantage in the
competitive market. There are few
Italian restaurants in Sydney that have
both good quality and services.
Moreover, the price of the food items
and dishes are considered to be a
significant aspect for the organization to
deal with (Sinapuelas, Wang &
Bohlmann, 2015). Henceforth, Roberto
and his associates are highly focusing
on convincing the customers to have
delicious foods in Renaissance and
spend quality time with families and
friends.
6.0 Budget
Marketing plan budget
A
cti
on
s
Time frame
May-
19
June-
19
July-
19
Aug-
19
B
ud
ge
t
($
)
A
ct
u
al
(
$
)
B
ud
ge
t
($
)
Ac
tu
al
($
)
B
ud
ge
t
($
)
A
ct
u
al
($
)
B
u
d
g
e
t
(
$
A
ct
u
al
(
$
)
)
Ma
rket
res
ear
ch
50
.0
0
4
5
.
0
0
50
.0
0
10
0.
00
60
.0
0
7
0.
0
0
4
5
.
0
0
3
0
.
0
0
Fly
ers
20
.0
0
1
4
.
0
0
25
.0
0
30
.0
0
25
.0
0
3
0.
0
0
1
5
.
0
0
1
5
.
0
0
Ho
ardi
ngs
40
.0
0
4
3
.
0
0
50
.0
0
62
.0
0
50
.0
0
5
9.
0
0
3
0
.
0
0
2
5
.
0
0
Ne
ws
pap
er
adv
erti
se
me
nt
20
.0
0
2
0
.
0
0
30
.0
0
25
.0
0
30
.0
0
2
2.
0
0
1
5
.
0
0
0
0
.
0
0
Re
crui
tme
nt
(Co
ok)
30
0.
00
2
5
0
.
0
0
30
0.
00
25
0.
00
30
0.
00
2
5
0.
0
0
3
0
0
.
0
0
2
5
0
.
0
0
Re
crui
tme
nt
(se
rvic
e)
25
0.
00
2
5
0
.
0
0
25
0.
00
25
0.
00
25
0.
00
2
5
0.
0
0
2
5
0
.
0
0
2
5
0
.
0
0
Re
nov
atio
ns
35
,0
00
3
5
,
0
0
0
40
,0
00
46
,0
00
10
,0
00
5,
0
0
0
0
0
.
0
0
0
0
.
0
0
Tot
al
35
,6
3
5
40
,7
46
,7
10
,7
5,
6
6
5
5
7

10MARKETING PLAN
88
.0
0
,
6
2
2
05
.0
0
17
.0
0
15
.0
0
8
1.
0
0
5
.
0
0
0
.
0
0
7.0 Monitoring and controlling
The first month is extensively
essential for Roberto to plan and
execute all the required measures in
order to get proper result. In this regard,
it can be stated that the role of
marketing person is to conduct an in-
depth research on the existing
Australian hospitality market and figure
out the strengths and weaknesses that
the restaurant has. Based on this, the
marketing expert will suggest a better
target market practice that will help
Roberto to evaluate what kind of people
will visit his restaurant. After that, based
on the information, marketing strategies
will be implemented with promotional
strategies and recruitment. The first
month will consider all those variables
and will try to establish a farm step to
attain success. The evaluation of the
first month’s effort will carry out to the
second month with rigorous emphasis
on every aspect of progress. It is the
responsibility of the marketing expert to
keep a track or a progress report of the
entire project so that it will help Roberto
to check the rate of success. In fact, it
will be helpful for the restaurant
management to monitor and measure
by each month. As the project is a 4
months plan so that it will be easier to
segregate the first two months as the
progressive phase. The third month will
be an evaluation of the entire progress
whereas the final month will be
considered as a buffer time to resolve
the issues.
8.0 Conclusion
The marketing plan is focused on
a process to make the restaurant more
appealing and attractive to the
customers. It is also coupled with the
objectives and goal of the restaurant to
ensure high profitability through
maximization of customers. Therefore,
significant measures have been taken in
terms of product development,
enhancing service quality and
renovating the design of the restaurant.
The target customer analysis renders a
better image to plan the necessary
steps and create a better marketing plan
for Roberto and his associates.
Therefore, it can be concluded that the
report is rightly focus on various aspects
of the restaurant and helps to make a
better plan for success in business.

11MARKETING PLAN
9.0 Reference
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Customer Experience at a
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consumer-based brand equity
align with sales-based brand
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12MARKETING PLAN
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13MARKETING PLAN
10.0 Appendices
10.1 Appendix 1
Figure 2: Political stability in Australia
(theglobaleconomy.com, 2019)
10.2 Appendix 2
Figure 3: Regulatory quality in
Australia
(theglobaleconomy.com, 2019)
10.3 Appendix 3
Figure 4: Innovation index of
Australia
(theglobaleconomy.com, 2019)