Marketing Plan of Portside Food and Wine

Running head: MARKETING PLAN OF PORTSIDE FOOD AND WINE
MARKETING PLAN OF PORTSIDE FOOD AND WINE
Name of the Student
Name of the University
Author Note

1MARKETING PLAN OF PORTSIDE FOOD AND WINE
Executive Summary
In this report, the aim of the discussion will be to lay a marketing plan of the Portside Food
and Wine restaurant and café, which will include the SWOT and PESTLE analysis, as well as
the target market analysis. The marketing plan will help to meet the basic needs of the
customers of the targeted segment, to satisfy their needs and expand the business in the
hospitality sector, which is one if the competitive sector in the world.

2MARKETING PLAN OF PORTSIDE FOOD AND WINE
Table of Contents
Introduction................................................................................................................................3
External Analysis.......................................................................................................................3
PESTEL Analysis...................................................................................................................3
PORTER’S 5 Forces..............................................................................................................5
Internal Analysis........................................................................................................................8
The Marketing Mix................................................................................................................9
Target Market.............................................................................................................................9
Key Performance Indicators.....................................................................................................10
Conclusion................................................................................................................................11

3MARKETING PLAN OF PORTSIDE FOOD AND WINE
Introduction
In this report, the aim will be to lay a proper marketing plan of Portside Food and
Wine (PFW), a restaurant or café, both are correct to entitle. The plan will include the
analysis of SWOT and PESTLE, as well as Porter’s Five Forces and the marketing mix to
identify and analyze the industry. Identification of the target market and identifying the
unique selling proposition will also be done, so that proper marketing strategies can be made
and properly implemented for the restaurant or café, which has started its business in
February 2018. Molly and Jim are the owners of the restaurant or café, who bought an
existing restaurant business in the same place and re-structured it to meet their particular
needs. They have more than 50 years of combined experience and have won many awards in
the hospitality industry. They have 26 employees under them which is increasingly rapidly.
Both of them are Chef, Jim is the head chef and Molly operates the front house apart from
being a chef. Portside Food and Wine won an entry in the 2018 Gippsland Business awards in
the month of August. They recently took over the previous Avon Ridge Vineyard and
renamed it as The Vines on Avon (Appelroth, 2015).
External Analysis
PESTEL Analysis
PESTLE analysis is needed for major tool needed to judge business performances
through the recognition of the basic political, economic, social, technological, legal and
environmental forces which have influences on the hospitality industry (Ho, 2014).