Unit 2 Marketing Processes and Planning - Smoke and Salt Restaurant

This report discusses the concept of marketing, its role in business, marketing functions, and the role of marketing in the marketing environment. It also compares the ways in which different organizations apply marketing mix and strategies to achieve business objectives. The report further develops a marketing plan for Smoke and Salt Restaurant, a small food and hospitality business operating in the UK.

Unit 2 Marketing processes
and planning

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Explaining the concept of marketing and marketing operations and the role of marketing in
business........................................................................................................................................3
Explaining the marketing function relating to organizational context........................................4
Analysing the role of marketing in the marketing environment and critically analysing the
external and internal environment in which marketing function operates..................................5
Comparison of ways in which different organizations apply marketing mix..............................7
Strategies application on marketing to achieve business objectives...........................................8
Marketing plan.............................................................................................................................9
Media Plan.................................................................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing plays important role for attaining profits in the business by exchanging the
products and services in wide range of consumers. With using this function, it helps in growing
business by promoting the products with coordinating the production as for increasing sales by
creating the value of the products and promoting the business. This results in establishing brand
value. The Smoke and Salt is the small food and hospitality business which mainly operates in
UK. This report provides details with explaining the concept of marketing and its role in
business. Also defining the functions of marketing in the organisational concepts. Furthermore,
analysing the role of marketing environment and critically analysing the external and internal
environment. Also comparing the ways of marketing mix and its planning process to achieve
business objectives. Further reviewing strategies and tactical approaches which helps in
achieving business objectives. Lastly, developing marketing plan also producing the media plan
including recommendations which helps in meeting budgetary requirements and objectives of
marketing campaigns.
MAIN BODY
Explaining the concept of marketing and marketing operations and the role of marketing in
business
Marketing is mainly defined as the process which helps in processing the good at the
right time and at the right place. It is mainly based on satisfying the needs of consumers which
helps in attaining competitive advantage. This concept is mainly aims in defining about
exchanging products and services with using various promoting tools for attaining business
objectives. With the development of the dynamic environment, the use of technologies including
AI, data driven helps in providing best consumer experiences with engaging employees. The
current and future trends of marketing mainly include promoting the products as for selling with
using social media, using e-commerce platforms, providing personalisation and marketing with
communicating with consumers (Hanaysha , Al Shaikh and Alzoubi, 2021). Also Marketing the
business mainly helps in positioning the company image and it results in building the corporate
reputation. with using different marketing strategies and techniques it helps in positioning the
brand by creating positive image on the mind of consumers with attracting to visit the
restaurants for having dinner, lunch. Further more, with using attractive logo and tagline of the
company helps in positioning the company which results in attracting the consumers for

regularly visiting at the restaurant. As in smoke and salt using attractive logo and with its value
of loving simplicity and serving special dishes with inspiring from all cultures helps in
positioning the company in the dynamic market place as to attract large number of consumers
globally.
Source:(Smoke & Salt, 2022)
More over marketing plays important role for promoting business as by analysing the
market for gathering important information which helps in taking decision as to manufacture and
produce the products according to the latest trends which helps in reducing the uncertainty for
serving dishes according to consumers taste and preferences for retaining and targeting the large
consumer markets. Further with using direct marketing in the restaurant helps in attracting
consumers by sending personalised mails, online advertising with using social media on website
also directly contacting to consumers. This results in building effective public relations with the
consumers as for attracting and retaining the consumers market as to attain growth and achieve
competitiveness while operating in dynamic market.
Explaining the marketing function relating to organizational context
Marketing is mainly used as for promoting the business and its products by emphasising on
attracting consumers for purchasing the profits and services offered by the company. As in
smoke and salt using different marketing functions for promoting the restaurant products and
services as for increasing the consumers and guest. Using these functions helps in satisfying
consumers requirements with taking feedback as by offering the best products and dishes to
guest arriving at restaurant. With analysing the market helps in assessing the needs and want of
the consumer which helps in analysing the taste and preference to produce product and services
in particular surrounding. Further the company is mainly targeting and serving small and
interesting menu with specially and occasional dishes at affordable prices. The company is
mainly serving with all the age group individuals , families and business groups which mainly
organise meeting by having coffee. The company is mainly serving wide dishes menu to guest
with providing lunch and dinner services at affordable pricing range with using British

ingredients. Further the company is structure in the way as for providing lunch, dinning services
with the small as including its kitchen. As the small business is mainly accepting the private
hires and organising events as office gathering, birthday celebrations and small family
celebrations.
Further the company marketing function is interrelated with its financing functions, as for
promotion and maintaining the restaurant website, making efforts it requires budget for
promoting business as to operate with covering all the cost. Also, it is related with the HR
function, as the employees working to serve the best by satisfying needs and wants of the
consumers by meeting the set targets (Marketing Relationship with Other Functional Areas,
2022). This results in ever-increasing sales of the dishes produced by smoke and salt. Further
more, marketing is related with production and operation department, as it helps in researching
and analysing the market which results in identifying consumers needs and wants for producing
the dishes as for satisfying the target market to meet their needs (Kizi, 2021). Also, it helps in
increasing sales of the products by coordinating all th activities with promoting with using social
media and websites this results in increasing sales of the dishes served by smoke and salt.
Analysing the role of marketing in the marketing environment and critically analysing the
external and internal environment in which marketing function operates
Marketing environment play important role as it mainly helps the consumers to purchase
the products and services. It helps in stabilising the finances as for marketing and promoting the
products as by predicting the needs and wants of consumers. The marketing environment mainly
impacts the functions of marketing and the working of business. The internal environment of
business mainly incudes the workers, owners, materials and machines. With using PESTLE
analysis helps in in analysing external environment impacting marketing functions. Also using
SWOT helps in analysing internal environment impacting marketing.
Pestle analysis
Political factors
The marketing of the business is mainly impacted by the political stability with the rules and
regulations imposed by the government (Samatovich, 2021). As the restrictions imposed by the
government, tax regulation, the attitude of the foreign leaders, trade policies impacting marketing
the restaurant while operating the dynamic market.
Economic factors

Different economic factors impact the marketing of business as the inflation rates, recession,
interest rates, change in disposable income impacts purchasing power, spending of consumers
and influence the attitude of the guest for arriving the restaurant.
Social factors
The social values, the growth in population, attitudes of consumers, change in taste and
preferences, and education level , culture impacts the promotional activities (OLIMOVICH,
Baxtiyorovic and Chorievich, 2020). As marketers mainly analyse the consumers taste and
attitudes while promoting business as to increase the sales of salt and smoke restaurant.
Technical factors
With the rapid changing technology, it impacts marketing business as for adopting latest trends
technical patterns, also the production techniques, new ways of distribution impacts marketing
and promoting the business which results in reducing profits by increasing expenses.
Legal factors
The legal laws, formulations impact business and its marketing functions with protecting the
guest. Mainly patent laws, copyright helps in maintaining business reputation which results in
building the brand image.
Environmental factors
The environmental factors also impact marketing of the products and services of business. This
mainly influences the marketing strategies adopted as for limiting pollution.
Swot analysis
Strengths
With using different social media marketing
by the smoke and salt restaurant helps in
growing sales as for offering wide range of
dishes (Tokhirov, Djumaniyazova and
Mukhammadiyev, 2022).
As With sending personalising mails and
asking for reviews at the website from the
consumers helps improvising the products
and selling best dished as for satisfying
consumers.
Weakness
When not using the diverse marketing
strategies and investing into public relations
for advertising widely hinders in attracting
consumers.
With less financing sources impacts
marketing and promoting dishes of smoke
and salt.

Opportunities
With segmenting and targeting consumers
helps in better attracting the target market for
increasing sales and retaining loyal
consumers.
By enchaining consumers services with
adopting all changing demand helps in
increasing sales of restaurant dishes.
Threats
High competitive market impacts the
business and its marketing functions.
Uncertainty political rules affects in earning
profits.
Comparison of ways in which different organizations apply marketing mix
Smoke and Salt is a modern dining organization that has been known for its dining services
and different types of innovation in the modern dining techniques. The marketing mix of Salt and
smoke is going to be compared with Tesco which is a MNC retailer based in UK, that is the 3rd
largest supermarket chain in the UK.
Product:
The product of the Smoke and Salt are that of the restaurant. This organization is the
manufacturer of the products that it offers to the customers and guests. Quality of the product is
the main factor that helps the business for the marketing of its product (Katsikari and et.al.,
2020).Hence, the focus of this restaurant is to promote the quality of food and services it
provides.
Tesco being a retailer is not a producer of the goods the main way of promoting its
products is to have the diversity of the type of products that can influences the customers
decisions making. This company focuses of services for influencing its customers for purchasing
their products.
Price:
The price of the food at the Smoke and Salt is going to be based on the market. The UK
market is very highly competitive and hence, the business needs to make sure that the products is
prices according to the market and the quality provided.
In comparison to that the Tesco as an organization does not fixes the prices of most of its
products as they are manufactured by other organization (Tarsakoo and Charoensukmongkol

2019). Hence, the company is able to provide the customers with different options of brand with
different prices to the customers.
Place:
Smoke and salt being a small UK restaurant focuses on basic methods of marketing in
which its utilizes its own store for marketing and also the social media platform.
In comparison to that the marketing at Tesco has been considered to be very effective as
they spend a lot on different large scale marketing platforms.
Promotion:
The restaurant promotes their restaurant through portraying them as the best in what they
provide which is very effective in the promotion of the business.
In comparison to this the promotional practices of Tesco depends through the help of
influencers and other sponsorship. Through CSR activities this organization is able to influence
the marketing.
Strategies application on marketing to achieve business objectives
Following are the strategies that can be used by Smoke and Salt for their marketing,
Product For the products the focus of the restaurant needs to be on how to
increase the products quality.
Price The price of the food in the restaurant needs to be as per the competition.
Place Utilization of digital marketing tools such as SEO, email marketing and
marketing operations would be the key factor for influencing the
marketing practices.
Promotion Utilization of social media influencers can help the business gather more
reach to its customers.
People It is going to be very important for the restaurant to interact with its
customers to collect feedbacks.
Process The process of the marketing needs to involve the use of social media.
For this organization focusing on improving the sustainability in the
operations is also very essential.
Physical evidence The physical evidence of the organization needs to be towards the ways
in which the organization is able to gather the information that is required
for the achievement of the results.

Marketing plan
Marketing plan is a document that lays out the marketing effort of the business that is able
to understand through a year. It is considered to be the outline of the marketing strategy,
promotional and advertising activities that are planned for the period. Marketing plan for an
organization is very important to be able to achieve its objectives. For Smoke and Salt the
marketing plan is going to help achieve the marketing objectives and increase its revenue.
OBJECTIVES
 To be visible locally and recognized as a brand by the customers.
 To develop better relationships with customers so they spend more money.
 To increase the sales of the organization by 50%.
STRATEGIES
The strategies of this restaurant would be to offer combos depending on the seasonal
products.
STP
Segmentation:
The restaurant would focus on the demographic which is going to target the young
customers. The geographical location for this organization would be the locality of the restaurant
itself. Psychographic segmentation of this restaurant is going to be those which enjoy good
ambience.
Targeting:
The target of this organization is going to be students and young urban crowd which are
prominent in the location of the city. They are going to help the business to be able to target the
office crowd that helps in the providing the business to achieve the targets.
Positioning:
In this marketing positioning itself as the restaurant that provides quality products with
best ambience would be the best way to achieve its objectives.
GOAL SETTING
The goal of this restaurant would be to develop the market as the best seller for its food products
and dishes. Developing an ambience would be very helpful to develop a positive brand image.
SITUATION ALANALYSIS

The situation of this organization has been considered to be to of an opportunist which is going
to allow the business to be able to gather the growth.
ALLOCATION OF RESOURCES
The resources that the business is going to need to complete the marketing plan are going to be
related to the products and services. It has been found that the business is able to gather the
information that is essential and effective. New marketing executive employees who are going to
be responsible for the management of the social media and other digital marketing practices. It is
also going to include the funds which is going to be allotted for the marketing practices.
MONITORING AND CONTROL
The monitoring of this organization’s marketing is going to be very essential and effective. This
is going to help in understanding the key needs that are required to be made as per the changes in
the business (Kozlova, Tkachenko and Anashkina, 2018). Utilization of the key performance
indicators such as the following are going to help in controlling the marketing and control.
Conversion rate
The level of conversation rate explains directly the amount that the business has been able to
make and convert. The focus of this organization has been considered to be the factor that is able
to help the business understand which form of marketing is the best for it.
Brand Awareness
The generation of the brand awareness is also very essential which allows the company to
develop the knowledge about its market expansion capabilities.
Cost per Lead
The cost which the business is incurring on every customer as per marketing is also essential to
be calculated for analysing the prices of the products (Shekhar, 2022). It is essential for the
organization to be cost effective to develop profit.
Return on marketing investment
The return that the business has been making is also the key that it is able to develop for
achieving the required success in the investment made.
Customer Retention
The customer’s retention of this organization has been considered to be the key factor that
develops the growth of the business. Being able to retain the customers is going to help achieve
the retentions (What is a marketing KPI?, 2021).

Media Plan
DEFINITION
It is the process that is essential for the determination of how an audience is able to brand the
advertising and message that is going to be delivered. Major plans of the media have been
considered to be the factor that is able to support the marketing or advertising practices.
AUDIENCE
The audience of the media plan is going to be the young adults which are using social media
more often. The ambience of the restaurant is going to be attracting the currently earning society
(Han and Kang, 2020).
MARKETING BUDGET
PARTICULARS AMOUNT
SOCIAL MEDIA MARKETING 500
DIGITAL MARKETING 1000
OFFLINE BRAND ENDORSMENTS 2000
TOTAL MEDIA EXPENSES 3500
CONVERSION GOALS
Goal of this business is going to be converting 50% of the audience it is planning media
marketing. This is going to help the business achieve the objectives.
SUCCESS CRIETRIA
Being able to use the media tools effectively to be able to influence the growth in the sales of the
restaurant.
RECOMMENDATION
 The focus of this organization would be towards using the social media marketing tool
the most as they are less costly and more effective.
 However, the use of digital marketing can be also very effective if it has been used
efficiently and with success.
 This is going to help the business gather the information that is considered to be very
essential.
 Management of the operational factors is going to be the key factor that brings the
business with success and achieve superior goals.

 Utilization of social media influencers is going to give the restaurant the brand
development that it requires.
CONCLUSION
From the above report it can be concluded that marketing with using various tools it helps
in attaining business objectives. As marketing of the Smoke and Salt results in attaining the
business objectives with promoting the company as for advancing with attaining more profits
and growth of the company while operating in dynamic environment. Also, the marketing
functions and analysing the business environment helps in defining the factors impacting the
business and its profits. With developing marketing plan helps in defining the aims and
objectives to use the strategies helps in promoting business.

REFERENCES
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