Marketing Plan.

Strategic Management

Marketing Plan 1
Contents
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Marketing plan .....................................................................................................................................2
Marketing demand.............................................................................................................................2
4P......................................................................................................................................................2
Market segmentation.........................................................................................................................4
Marketing strategies..........................................................................................................................4
Marketing channel.............................................................................................................................5
Concept delivery....................................................................................................................................6
Role- out time line.............................................................................................................................6
Key milestone....................................................................................................................................6
Key personal and their roles..............................................................................................................6
References.............................................................................................................................................7

Marketing Plan 2
Marketing plan
Marketing demand
The target markets identified by the restaurant are given below:
Millennial
The millennial generation in Melbourne and Victoria is growing faster. Millennial accounts
for 37.3% of the total population of Melbourne and China (Mccrindle, 2019). The restaurant
is likely to target this segment. The millennial even eat the maximum share of their meals in
the restaurants. Their taste is quite different from the older generations. The millennial have
started to eat healthier. They are considered as the largest healthy eating consumer group in
Melbourne and Victoria. This generation is embracing more of fresh and healthy food
choices. The millennial are more educated, connected, demanded and more empowered and
make the healthy choices. The restaurant can provide healthy food choices to the millennial
in the form of soup, veggie rolls, steamed vegetable dumplings, chicken with broccoli,
shrimp with lobster sauce, steamed veggies and lean protein.
Chinese visitors
The Chinese visitors from China who visit Australia are also targeted by the restaurant. Such
visitors like to have their traditional Chinese food. Bendigo has a rich and prosperous
heritage and is the 2nd highest producing goldfield in Australia which attracts travellers to
visit this place. Bendigo has also some Chinese history. The 20% of the population in
Bendigo in the mid-1800s also hailed from China. Chinese people here came as miners and
merchants. They bring their customs, culture and beliefs to the goldfield which is treasured
by the city in the form of Chinese Joss house (Bendigo, 2019). Their hand made brick
construction is evident from some exquisite buildings in Bendigo. There is even Golden
Dragon museum in the city. The cultural event also takes place which honours to the
contribution of the Chinese to the city. All these factors give pride to the Chinese visiting
Bendigo. The restaurant can easily target to the Chinese visitors by offering their authentic
meals.
4P
Product

Marketing Plan 3
The restaurant will provide all kind of Chinese cuisine. The main products in the marketing
mix will Egg roll, Soup, Fried Rice, Lo Mein and Chow Mein. The various kinds of meals
will also be provided by the restaurant. The self service will be avoided in the restaurants for
the comfort of the customers. The restaurant will offer memorable experience to the
customers by the efficient delivery that they will like to come back. The service will be
provided within few minutes (Fan, Lau & Zhao, 2015). The atmosphere will positively
contribute to the ambience of the restaurant. The restaurant will be designed with a lot of tile
and pastel colors.
MENU
Appetizer
Egg roll $10
Shrimp Egg roll $11
Spring roll $11
Boneless Spare Ribs $13
Cream Cheese Wonton $12
Sweet Biscuit $10
Fried or Steamed Dumplings $14
French Fries $10
Fried Baby Shrimp $12
Fried Chicken Wings $15
Chicken Stick $13
Teriyaki Beef $15
Fried Scallops
$12

Marketing Plan 4
Soup
Egg Drop Soup $12
Chicken Rice Soup $14
Chicken Noodle Soup $14
Wonton Soup $13
Vegetable Soup $12
Hot & Sour Soup $13
Wonton Egg Drop Soup $13
Bean Curd W. Vegetable Soup $14
House Special Soup $13
Seafood Soup $15
Fried rice
Plain Fried Rice $11
Vegetable Fried Rice $12
Roast Pork Fried Rice $14
Chicken Fried Rice $15
Egg Fried Rice $14
Ham Fried Rice $14
Beef Fried Rice $15
Shrimp Fried Rice $16
Scallop Fried Rice $16
Seafood Fried Rice $17

Marketing Plan 5
Lo mein
Plain Lo Mein $12
Vegetable Lo Mein $13
Chicken Lo Mein $14
Roast Pork Lo Mein $15
Beef Lo Mein $16
Shrimp Lo Mein $17
Seafood Lo Mein $18
Chow Mein Fun
Vegetable Chow Mein Fun $15
Roast Pork or Chicken Chow Mein Fun $16
Shrimp or Beef Chow Mein Fun $18
Seafood Chow Mein Fun $19
Chow Mein or Chop Suey
Vegetable Chow Mein $12
Roast Pork Chow Mein $14
Chicken Chow Mein $16
Beef Chow Mein $15
Shrimp Chow Mein $17

Marketing Plan 6
Seafood Chow Mein $18
Moo Shu
Moo Shu Vegetable $15
Moo Shu Chicken or Roast Pork $17
Moo Shu Beef or Shrimp $19

Marketing Plan 7
Price
The pricing of the restaurants product line will be done in the cost effective manner. The
restaurant is going to compete with the major food players in Bendigo. The product prices
will be kept in such a way that the cost and prices get minimized. The market based pricing
approach will be undertaken where prices are laid out to keep in mind market demand and
supply with the competitive pricing of the alike products (Kukanja, Gomezelj Omerzel &
Kodrič, 2017). The average spending expected by the restaurant is $50. As people are likely
to try two to three dishes as per their diet and taste main-main dishes of the menu. The bundle
pricing strategy will also help restaurant in generating greater revenues. The value meals
comprising combos can be offered by the restaurants than the individual products.
Place
The restaurant will initially open single branches in Melbourne and Victoria. As soon as the
restaurant conducts operations successfully in the first six months, it will open two more
branches in Melbourne and Victoria. The restaurant will even have various modes of the
provision of products to the customers. The orders will be taken and served through quick
service restaurants, websites and mobile applications. The vouchers and freebies will also be
offered at the many instances on the online delivery in order to promote sales (Harrington,
Ottenbacher & Fauser, 2017).
Promotion
As a part of the marketing plan, the restaurant will typically depend on the advertising as a
means to generate revenues. The restaurant will even train its staff to sell products where they
can know the possible and desired options for the customers. The restaurant will even make
use of the campaigns in order to promote sales. The campaigns will offer food at the
discounted prices which can be motivation for the customers to purchase food at the Chinese
restaurant. 20% of the population of the Bendigo is also Chinese and this population is going
to love the authentic taste to be provided by the restaurant. The Chinese people will give the
most preference to the Chinese restaurant. The Chinese food has also huge popularity in
Melbourne and Victoria which can be biggest advantage for the restaurant.
Market segmentation
Demographic: The main population structure changes in Australia are implied due to the
declining birth rate and growing population of the seniors. The general market segment of the

Marketing Plan 8
restaurant will be millennial and Chinese tourists. On the wide basis, the restaurant will
segment high income groups and business classes which can spend money on the best dishes
(Chung, Song & Lee, 2017).
Geographic: When the population increases, it also shifts and expands geographically. It
implies that the restaurant will have to open new outlets and move locations to endure the
demand. The geographic segmentation of the restaurant will be the famous locations in the
Bendigo. As soon as it establishes will open more outlets in the city.
Behavioural: The behavioural approach emphasis on the relationships with the restaurant or
product. For example, light or heavy users, brand switchers or brand loyal. The behavioural
segment will comprise class where people love to spend money on eating (Ryu & Lee,
J.2017).
Psychographic: The psychographic segmentation involves comprehending the opinions,
interests and lifestyle of the customers. It will also comprise the people with the good attitude
concerning food sense and who want to have good time with friends and family.
Marketing strategies
Pricing strategies: The restaurant will make use of the different pricing strategies like market
based pricing strategies and bundle based pricing strategy. The restaurant is going to utilise
market based pricing through assessing the prices of the restaurant offering Chinese cuisine.
Depending on the features than the competition, the restaurant will set prices lower or higher
the competitors. The bundle pricing will also be used by the restaurant by offering one plus
one free meal, combos and value meals. The customer will pay for a specific meal and get
another for free. The bundle pricing has great role in attracting to the millennial as they are
always interested in having value meals.
Advertising strategies: The restaurant will typically depend on the advertising strategies in
order to generate revenues. The restaurant is going to train its staff so that they can suggest
meals to the customers as per their preferences. The restaurant will place its ad on in the
newspaper, TV, radio and online. It will frequently display the ad. The restaurant will even
track results from the ads displayed. The advertising strategy will surely assist restaurant in
appealing customers to have authentic taste of China (Stead & Hastings, 2018).
Distribution strategies: The distribution strategies have role in making products accessible to
the target customers. It will be deployed by the restaurant in order to make sure that the

Marketing Plan 9
offerings can reach to the maximum potential customers at the minimum costs. It can assist
restaurant in maximizing revenue and profits. The distribution strategies should also be
updated constantly according to the market parameters through demand and supply analysis.
It can only keep up with the current marketing circumstances. The restaurant will also include
several other parameters like location of the business, location of the target market, reaching
the target market and more.
Marketing channel
Employing several marketing channels can only help restaurant in constructing and
maintaining a solid reputation in the market. The restaurant will make use of the loyalty
programs like it can partner up with the online food apps. It can be an important
consideration for the restaurant marketing plan. Partnering with the online applications surely
inspire consumers to check out the restaurant through gamification and customer loyalty
programs. It will offer visitors a free purchase or discount for the specific number. The
standard food apps integrated with the loyalty programs are Foodora, Menulog, Deliveroo,
Uber eats and more. The punch cards will also be used by the restaurant.
The restaurant will even create its strong Instagram presence. It is another marketing tip of
the restaurant. The trend of using Instagram is also increasing. The restaurant will use
Instagram to promote best visual content of the restaurant. The storefront will be showed off
along with the top dishes. On the page the restaurant will reveal the process behind the food
like cooking, kayaking, farming and more activities. It will be surely enjoyed by the users and
they will like to pay visit to the restaurant. The restaurant will even advertise on the regular
basis (Namin, 2017).
Concept delivery
Role- out time line
The delivery options are developing and it is taking restaurants with it. The restaurant will
provide various delivery options like delivery through phone, restaurant’s website, 3rd party
site (food apps), social media and chat. The consumers can directly ask to the restaurant vies
phone for the delivery of the food. The consumers can even order food on the website of the
restaurant. The website of the restaurant will view all the options offered. The payment can
also be made online. The food applications are the most prevalent method. The customers can

Marketing Plan 10
easily order the food through the apps and get delivered in the short span of time (Han, S. H.,
Nguyen & Lee, 2015).
Key milestone
The food will be delivered to the consumers within the thirty minutes. The food will be
served in the safe food packaging and will be served hot. The consumers will be even able to
track the food till the time it arrives.
Key personal and their roles
The key personnel required for the delivery will be the persons taking order and the delivery
boys. The persons taking order will inform to the delivery boys and the delivery boys will be
liable to get ready orders and deliver to the consumers.

Marketing Plan 11
References
Bendigo, 2019. Chinese History. Retrieved on 15May from
https://www.bendigotourism.com/about-bendigo/history/chinese-history
Chung, N., Song, H. G., & Lee, H. (2017). Consumers’ impulsive buying behavior of
restaurant products in social commerce. International Journal of Contemporary
Hospitality Management, 29(2), 709-731.
Fan, S., Lau, R. Y., & Zhao, J. L. (2015). Demystifying big data analytics for business
intelligence through the lens of marketing mix. Big Data Research, 2(1), 28-32.
Han, S. H., Nguyen, B., & Lee, T. J. (2015). Consumer-based chain restaurant brand equity,
brand reputation, and brand trust. International Journal of Hospitality
Management, 50, 84-93.
Harrington, R. J., Ottenbacher, M. C., & Fauser, S. (2017). QSR brand value: Marketing mix
dimensions among McDonald’s, KFC, Burger King, Subway and
Starbucks. International Journal of Contemporary Hospitality Management, 29(1),
551-570.
Kukanja, M., Gomezelj Omerzel, D., & Kodrič, B. (2017). Ensuring restaurant quality and
guests’ loyalty: an integrative model based on marketing (7P) approach. Total Quality
Management & Business Excellence, 28(13-14), 1509-1525.
Mccrindle, 2019. Australia’s population map and Generation Profile Update. Retrieved on
15May from https://mccrindle.com.au/insights/blogarchive/australias-population-
map-and-generational-profile-update/
Namin, A. (2017). Revisiting customers' perception of service quality in fast food
restaurants. Journal of Retailing and Consumer Services, 34, 70-81.
Ryu, K., & Lee, J. S. (2017). Examination of restaurant quality, relationship benefits, and
customer reciprocity from the perspective of relationship marketing
investments. Journal of Hospitality & Tourism Research, 41(1), 66-92.
Stead, M., & Hastings, G. (2018). Advertising in the social marketing mix: getting the
balance right. In Social Marketing(pp. 29-43). Psychology Press.

Marketing Plan 12