Marketing Plan of Galaxy Restaurant

This essay discusses the marketing plan of Galaxy Restaurant, a start-up restaurant that aims to provide unique dining experiences. It covers the business model, market research strategies, macro environment analysis, market segmentation, SWOT analysis, and target market analysis.

Running head: MARKETING PLAN OF GALAXY RESTAURANT
MARKETING PLAN OF GALAXY RESTAURANT
Name of the Student
Name of the University
Author Note

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Introduction
In this essay, the aim of the discussion will be to discuss about the marketing plan of
Galaxy Restaurant, a start-up restaurant which is developed with the idea and focus of
providing some unique dining experiences. The business model will be provided along with
the market research strategies which will help to identify the target customers for the
restaurant and competition which have to be faced in the hospitality industry. A macro
environment analysis will be done with the help of PEST analysis, and can evaluate the
necessary requirements needed by the restaurant to start their business. Market segmentation
along with the target market analysis will be provided to identify the targeted customers. A
SWOT analysis will also be done to assess the strengths, weaknesses, opportunities and
threats so that the restaurant owner can strategize accordingly to sustain in the market, which
is full of competition.
Overview of the Restaurant
A retired army official has planned to launch a restaurant start-up business along with
his wife, son and daughter. They reside in the suburbs near the highway which goes to the
city of New York. There was a vacant place near to their home and they have taken necessary
permissions from the local government and other authorities, as the restaurant will be started
just beside the highway. They have decided to name their restaurant as the Galaxy
Restaurant, and have decided to provide some unique experiences to the customers. Apart
from the four owners, there will be another six staffs, who will help the owners to treat the
customers. There will Happy Hours, where the customers will get instant discounts on the
foods as well as drinks. There will be huge discounts on bulk bookings as well as to the
customers who will come to celebrate their birthdays. The menu will include all kinds of
dishes which the normal people cannot able to eat and on their homes due to their busy and

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stressed work life, also giving stress on the healthy diet maintained by the people out there. It
will be a 100 seated restaurant, which will include a total open area in the roof top of 30 seats
where the people will be able to enjoy the scenic beauty of the surroundings along the
highway and enjoy their dining experience. The restaurant will provide different menus and
drinks on breakfast, lunch, snacks and dinner. No menu will be repeated on that day and they
are planning to have different menus for all the days of a week. The decoration will be done
according to the theme applicable to a highway-side restaurant, along with the historical
inventions related with the United States. Some big sketches will be there along with a sketch
of the Statue of Liberty in the roof top, which will be described as the Selfie Zone, to attract
the young people. There will be a small but cosy bar counter in the backside of the restaurant,
besides the staircase to the roof top (Liu & Tse, 2018).
Market Research Strategies
The owner will give some advertisement in the local newspapers and magazines and
will provide their contact numbers, to get bookings by the initial customers and to get
introductory offers. The same thing will be provided on the social media platforms of them,
and will distribute the introductory news on their personal accounts as well as on the social
media accounts of the restaurant page opened by the owners (Jogaratnam, 2017). The word-
of-mouth publicity will help to fetch more customers, and they will also be benefited due to
the location of the restaurant. Their main targeted customer will be the passers-by in the
highway, along with the young local people, who will be targeted due to the reference the
selfie zone. But main dependency will be on the social media platforms and word-of-mouth
publicity. Hospitality industry is one of the most competitive industries, and initially they
have to may have to face some as well (Genoveva & Siam, 2017).

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PEST Analysis
Political Analysis
The political environment plays an important role in starting a business. The stability
of the local as well as the national government helps in the growth of the business, and the
same will be experienced by the Galaxy Restaurant. Extra permissions are need to be taken as
the hotel has been set up just beside the highway, so there might be a chance of violating the
rules and regulations.
Economic Analysis
Here, the business has to invest a lot of money as capital which will be compensated
after they start to earn revenue. The local as well as national tax payment systems need to be
followed and proper rate of taxes can be charged from the customers who will visit Galaxy
restaurant. Though the land where the restaurant has been set is their own, an amount of
money has to be paid to the government and this all will come under the capital investment.
Bank loans are needed to be taken to help to operate the start-up business on initial phases.
Social Analysis
The restaurant industry is very competitive as stated earlier. The lifestyle of the
modern living changes on daily basis. Keeping this in mind, the owners of the restaurant has
designed their menu as well as the interiors according to the taste and preferences of the
modern day customers. The children of the army personnel have degrees in the hospitality
and interior designing courses, so that has added the fuel in the system of modernizing their
restaurant which will help to attract more passersby in the highway, to stop and visit their
restaurant and help to promote their business by word of mouth publicity. It also provides
healthier food in their menu, as people nowadays in the world are much more health

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conscious. The variations as well as the healthy food will automatically help the owners to
welcome more customers.
Technological Analysis
As stated earlier, the total number of seats in the restaurant is 100, which will include
separate 30 seats in the roof top, mainly for the people comprising of couples, group of
friends and students. The ambience must be well equipped with the latest or modern
technologies, which will help the owners to serve the customers in the best possible way. The
seating arrangements will be just like a roadside eatery, also keeping in mind the about the
social surroundings. Soft music will be playing throughout the day, except on the weekend
nights, where some rock and pop music will be played to chill out the customers. The shades
of the light will be matched according to the color used in the restaurant. Apart from taking
the best use of the modern technology, some antique pieces of technical items owned by the
owners will also be used to decorate the restaurant, which will comfort the ears and eyes of
the customers (Sabir et al, 2014).
SWOT Analysis
Strengths
1. Experience – The knowledge and experience of treating the customers by the owner
will be an added advantage for the Galaxy Restaurant owners.
2. No Nearby Competition – It has been researched by the owners that there are no
such restaurants nearer to the Galaxy Restaurant.
3. Location – It will also be an added advantage for this restaurant, as it is located in a
picturesque view, just a few kilometers away from the hills and beside the beautiful
highway.

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Weaknesses
1. Capital – Capital requirement is huge to start a business, and it will be a problem for
the owners, and they have to borrow money from the financial institutions.
2. No previous experience – The owners do not have any business experience and this
might affect their business operations on initial stages.
3. Inconsistent supplies – This might also effect on menu offerings if sufficient amount
of raw materials are not available all the time.
Opportunities
1. Promotion – Advertisements in the local newspapers and magazines as well as on
social media platforms of the owners and on the official page of Galaxy Restaurant
will be an opportunity to get customers in adequate numbers.
2. Variety in menu – As stated earlier, the restaurant will provide a wide range of food
in the menu, which will include the basic home food which the normal people cannot
afford due to their daily work pressure and daily journeys from one place to another.
3. Unique dining experience – there will be different kinds of games and contests,
through which the customers will be able to get discounts on the food and drinks they
will consume.
Threats
1. Competition – Though there are no such restaurants in near vicinity of Galaxy
Restaurant, but some might open in near future which will provide a stiff competition
to them.
2. Rise in the price – The rise in the prices will automatically rise the prices of the food
and drinks, which may affect the business of the restaurant.

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3. Dependency on the customers- As the restaurant is situated just beside the highway
and in suburbs; there might be ales number of customers in any time of the day
(Madsen, 2016).
Segmentation
1. Demographic Segmentation – This is the kind of segmentation which is done on the
basis of age, income and dining occasion of the people in the marketplace. Here the
option Is into the hands of the customers who will prefer to visit the type of restaurant
and the kind of food they want to have in the restaurant. This segmentation helps a lot
to divide the market. The seize of the family or the group of friends will fall under this
category. Accordingly, the owners can plan and design their restaurant and amount of
food to be prepared on each day. The income earned of the people will also help to
decide about the type of customers who will visit to this Galaxy restaurant.
2. Behavioral Segmentation – Behavior of the customers will also help to decide to
segment the marketplace for the owners of the restaurant. The customers can be
attracted to dine in the restaurant according to the prices of the food and restaurant
provided in the restaurant to the customers. Brand loyalty also affects this
segmentation a lot, but as Galaxy restaurant is a brand new one, so establishing the
brand loyalty will take some time to come into effect. Once the customers will get
attracted according to the quality of the foods served will automatically increase the
number of customers in the Galaxy restaurant.
3. Geographic Segmentation – In this segmentation of market, the weather and climatic
conditions of the place comes into effect apart from the population of the place. As
the restaurant is beside the highway, so density of population in the area is less, but as
it was near to the New York City, so it can attract a lot of people as the population
size of the city will come into effect. The climatic conditions of the place will also

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decide at what time the number of customers will be more and at what time the
number of customers will be less.
4. Psychographic Segmentation – The lifestyle of the people along with the personality
characteristics and motives will come into effect in this market segmentation. The
owners can prepare the menu according to the lifestyle of the customers who will visit
this restaurant. The social life as well as the standard of living of the people will help
them to decide to design the ambience as well as the food and drinks to be offered
when they will come to dine for. Separate places can be designed for the families,
friends group and couples. So that it will help to attract the people from all ages and
classes of the society.
Target Market Analysis
1. Passersby – As it is mentioned earlier that the Galaxy Restaurant is situated just
beside the highway, so it will be able to attract the people who will pass through the
highway. Numerous numbers of people pass through the highway, and this will be a
huge opportunity of the owners to attract those people and make their customers. And
if they become their regular customers then it will be an added advantage for the
restaurant to increase and maintain the brand value of Galaxy restaurant. Word of
mouth publicity will help in this case as the regular customers can refer other people
and in this way the revenue of the restaurant will grow gradually and the owners will
have the chance to add some diversity in the food and drink menus, as well as to
change the ambience and increase the area of the restaurant in near future.
2. Young adults – Many young adults move through the highway, who come to visit the
city of New York due to study or entertainment purposes. Those people can be
attracted as they will love to have some breakfast when they will go the city or snacks
at the time of return from the city. The working professionals can also be included in

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this category, as many people do not have enough time to prepare some food for them
and when they will pass through the highway, they can pack some food for them.
3. Friends Group – Friends group is a huge driver in the hospitality sector, mainly in
the restaurants. They move from one place to another due to many reasons. It can be
for study purpose or some entertainment purpose. If the large number of people
comprises from this targeted people, the owners, as discussed earlier, can offer
discounts or some other benefits like free food and drinks. The Selfie Zone in the
rooftop will be an added advantage to attract people from this group. Revenue earning
will depend a lot on the number of people visiting from this targeted market
(Jogaratnam, 2017).
4. Couples – This targeted market will be less in numbers, but some special design and
decoration can be made for the couples in the food and drinks menu. Special decors
will attract more couples to this restaurant and again word of mouth publicity will
play a major role here to increase the number of diners from this targeted market.
Competitive and Industry Analysis
There are 4 major competitors of Galaxy Restaurant, though they are not located too
much closer to it.
1. Le Bernardin – Specialized in Seafood. This can provide a tough competition to Galaxy
Restaurant who will come to dine for the seafood.
2. Forum Diner – Specialized in breakfast, brunch and diner. The restaurant is famous for
the burgers served out there and this may provide a tough competition to Galaxy Restaurant.
3. Pollo Campero – Bay Shore – Specialized in Latin American foods. This also will
provide a tough competition to Galaxy Restaurant, as they will also have good amount of
Latin American foods in their menu.

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4. Uncle Chuck’s Sports Bar and Grill – Specialized in American food as well as Bar food
and Burgers. The presence of bar and the ambience mat provide a stiff competition to Galaxy
Restaurant.
5. AJ’s Gourmet Grilled Cheese Shop – Specialized in Sandwiches, American and Comfort
Food. This will also provide a tough competition to Galaxy Restaurant in the section of
American and Comfort food.
The hospitality industry has emerged drastically after the depth during the economic
recession. After that, the industry has risen over the challenges and created many
opportunities in the field of hospitality sector, mainly in restaurant segments. Advancement in
the technology has helped the industry to flourish a lot. The online orders have risen
tremendously in the past few years which has helped the hospitality industry to take the
advantage of developed technology which helps the organization to earn more revenue and
also helping to grow.
Conclusion
From the above essay, it can be said that evaluation of the marketing plan is necessary
is necessary to successfully launch the start-up business and to maintain the sustainability of
the business operations effectively and efficiently.

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