Marketing plan - Assignment PDF

Marketing plan 1
Student name
University
Course
Date

Marketing plan 2
Executive summary
The main purpose of this report is to create a market plan to expand our restaurant that is
located at the city of Tiraspol, Republic of Moldova. The name of the restaurant is Grand
café Cuisine. The current business is currently running very smoothly but it is our dream to
have a new one in the city of Barcelona. This report has been commissioned by the Grand
Café Cuisine and the main objective of the market plan has been decided by utilizing
information that are from the three of us (the company shareholders). The key concept behind
this plan is to create a market plan that would assist the company to gain visibility of the new
restaurant before it is launched.
The theoretical context involve market planning and marketing. The marketing plan tools was
selected within the competences of the definite organization in question. The aim of the
marketing tools is to expand the company’s visibility.
All the tools and strategies of this market plan have been selected with the basis of the
company’s current situation and may be subject to change before the actual opening of the
restaurant. It would up to us to decide, the options to undertake and strategies to implement at
that time.

Marketing plan 3
Table of Contents
Executive summary....................................................................................................................2
Introduction................................................................................................................................4
1.0 Situation analysis.................................................................................................................4
a) Firm and business definition..............................................................................................4
b) External analysis................................................................................................................6
II. PESTLE analysis............................................................................................................6
II. Microeconomic analysis.................................................................................................6
c) Internal analysis..................................................................................................................8
d) Market analysis..................................................................................................................9
I. Market definition and analysis of the clients and potential available market.................9
II. Segmentation of the clients............................................................................................9
IV. Current marketing elements of the company and current value proposition.........10
V. Current targeting of the firm......................................................................................10
VI. Current market measurements and penetrated market measurement....................10
VII. Current positioning................................................................................................10
e) Swot analysis and its conclusion......................................................................................11
2.0 Strategic marketing and scenario formulation...................................................................12
I. Scenario formulation.........................................................................................................12
II. Generic strategic formulation..........................................................................................12

Marketing plan 4
III. Setting up the marketing goals.......................................................................................12
V. Formulating targeting strategies....................................................................................12
VI. Formulating green and sustainable strategies............................................................13
VII. Formulating repositioning strategies for brand, products and services of the firm......13
3.0 Conclusion..........................................................................................................................13
4.0 References..........................................................................................................................13

Marketing plan 5
Introduction
The purpose of the report is to construct a market plan or Grand café Cuisine upcoming
restaurant. The current restaurant is located at Tiraspol, Republic of Moldova. We started the
restaurant in the year 2012, the business was previously carried out in a temporary structure
but it has experience a continuers improvement because of streaming revenue which has been
realised since the start of the business. The main services that are offered are cuisine and
accommodation facilities (Chernev, 2018).
Grand Café Restaurant is still in progress of restaurant planning for the new venture in
Barcelona, in this case this market plan is intended to serve for a launch marketing and also
continuers marketing thereafter. The marketing plan was extracted after analysing the current
situation of the market in the city of Barcelona by utilising appropriate tools. The aim of the
plan is to provide a genuine approach for marketing of the restaurant within the company
capabilities.
1.0 Situation analysis
a) Firm and business definition
The business would a partnership form of a business and main objectives of the business idea
is to open a new business in Barcelona city. The name of the business as we said early is
Grand Café Cuisine which is going to provide accommodation facilities to tourist and the
locals, but it would focus mainly on customization of products and services for the foreigners.
Grand Café Cuisine
Business orientation we are go to focus mainly on market orientation
where we would react to the needs of our clients to ensure that they are
satisfied with the good and services offered.

Marketing plan 6
Firm statement and values
Mission statement: to sell remarkable and delicious cuisine that match
with tourist demand and to provide the customers with unsullied service by
exercising warmth, efficiency, graciousness, integrity and professionalism.
Vision statement: to become a famous restaurant, reaching the target of
tourist globally.
Values
I. Providing excellent services, unique food and neat environment
II. Enhance health, cure illness, prolong life and develop physiological
functions
III. Promote the economy of the local and traditional Italian, Turkish
and Russian culture based
IV. Minimize employment pressure of the local
Firm business objectives and structure
Business objectives
I. 2019: To open new restaurant in Barcelona
II. 2020 : improve the standards of the existing restaurant, expand net
margin and net margin
III. 2021 :expand the restaurant to other regions
IV. 2022: reinforce the current scale and to initiate franchising.
Business structure