Marketing Strategy for The Early Bird Restaurant

Marketing Strategy

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Organisational overview..............................................................................................................1
Range of Strategies......................................................................................................................1
Organisational strategic situation and development of set of objectives.....................................4
Implementation strategy..............................................................................................................7
Recommendations........................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Strategy is general action plan that assists in achieving set of long term and overall
objectives of business under uncertainty situations (Rugman and Verbeke, 2017). There are
various kinds of strategies including marketing strategy, entrepreneurial strategy and so forth
which helps businesses to conduct operations effectively, attract customers and stay in lead in
competition. good strategy aids in creating foundation for an enterprise to ensure growth,
development and success. In this report, The Early Bird is selected which is small independent
restaurant situated at London, UK. It emphasises towards fresh local ingredients to make food as
per customer order. It prepares fresh food items for guests as per first come first basis and avoids
using processed along with frozen products. The report comprises of overview of company,
comprehensive situational analysis, strategic choices and set of recommendations.
MAIN BODY
Organisational overview
The Early Bird is one of small independent restaurants which is pioneer within hospitality sector
that brings world class chef manages together with operated food establishments to London,
offering huge amenities in comfort of sururbs. The company is the result of dream of a couple
who are Daniel and Kristen, who envisioned world class food enterprise which offers fresh,
quality, innovative and creative food and beverage in welcoming environment. In the past years,
the restaurant has achieved a position or ranking in top 5 restaurants within the city (The Early
Bird, 2019). The interior of the establishment is great and is one of the favourite spot among
guests to plan breakfast meetings. It uses all fresh ingredients and provides great services to its
customers. Its menu favourites include Early Bird Risers, The Griddle, The Pantry, Other
Breakfast Favourites, Cocktails and Beverages.
Range of Strategies
Strategy is defined to action which is taken by organisational entrepreneurs for attaining
set of objectives. It is a general direction which is set by business managers for the enterprise and
its essential components for attaining desired future state. There are two types of strategies, one
is entrepreneurial strategy and the other is entrepreneurial strategy. In context to entrepreneurial
strategy, it is a strategy in which entrepreneurs makes widespread as well as certain changes in
decision making patterns of organisation (Gans, Stern and Wu, 2019). While intrapreneurial
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strategies are those strategies that are taken by Intrapreneur for the betterment of company. In
context to The Early Bird, some of the entrepreneurial and intrapreneurial strategies are as
follows:
McKinsey 7S framework
It is the strategy that includes soft and hard elements that aims in influencing business matters
directly. It is one of intraprenurial strategy in which business managers makes decisions for the
elements to achieve sustained position in competitive business environment (McKinsey 7S
Strategy, 2020). It is commonly used by business intrapreneurs to analyse elements which affects
success of company, executing new strategies, facilitating changes and supporting entrepreneurs
decision making. The elements of the strategy in context to The Early Bird are as follows:
Figure 1: McKinsey 7S Strategy. 2020
(Source: McKinsey 7S Strategy. 2020)
Hard elements: The elements of the strategy that are part of hard elements are the
following:
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