Marketing Strategy and Plan

This document discusses the marketing strategy and plan for a restaurant, including competitive strategy, 8P's of marketing, product description, pricing strategy, positioning, and promotion. It also includes a SWOT analysis and competition analysis. The document provides insights into the market analysis and future plans, characteristics of the target market, and distribution strategy. The document is relevant for marketing and business courses.

MARKETING STRATEGY AND PLAN
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Marketing strategy and plan
Name
Institution Affiliation

MARKETING STRATEGY AND PLAN
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Table of Contents
Competitive strategy........................................................................................................................4
Marketing strategy...........................................................................................................................4
8P’s of marketing.............................................................................................................................4
Product description......................................................................................................................4
The pricing strategy.....................................................................................................................7
Price of burger vs. the competitors...........................................................................................8
Positioning.................................................................................................................................10
Promotion...................................................................................................................................11
People in the business................................................................................................................14
Process.......................................................................................................................................16
Physical environment.................................................................................................................16
Productivity................................................................................................................................17
Situation (SWOT) analysis............................................................................................................17
Strength......................................................................................................................................17
Weaknesses................................................................................................................................18
Opportunities..............................................................................................................................18
Threats........................................................................................................................................18
Competition analysis.....................................................................................................................18

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Strength and weakness of competitors..........................................................................................19
Chief Lagenda Restaurant..........................................................................................................19
Vinh Thuan Restaurant..............................................................................................................20
Aangan Deer Park......................................................................................................................20
Tandoori treats...........................................................................................................................20
Market analysis and the future plan...............................................................................................22
Characteristics of target market.....................................................................................................24
Segment profitability.....................................................................................................................24
Unique selling proposition.............................................................................................................25
Product main features....................................................................................................................26
Reflecting position.........................................................................................................................26
Distribution strategy......................................................................................................................27
Product sales..................................................................................................................................27
References......................................................................................................................................28

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Marketing strategy and plan
Competitive strategy
The management offers the product differentiation for this product. It provides the
customers with unique and valuable offering, which is the reason most have been loyal to the
management. There is also an aspect of cost competitive advantage since the company is able to
use its inexpensive raw materials, skilled workforce, efficient operations and controlled low
prices to enhance a maximum value to consumers. In this regard, cost is kept at minimum is a
level that most consumers can afford (Valentin & Sage., 2015). This is opposed to situation in
most competitors where the cost of this product is beyond what many people can afford.
Marketing strategy
8P’s of marketing
The marketing strategy of this restaurant is based on the 8 P’s of marketing. This is one
of the essential strategies and tools of marketing. This plan will explain the 8P’s and how it need
to be strategist for the marketing (Baligh, 2011). The 8 P’s include;
Product description
The new product will be Burgers. It is a product with a great taste and quite delicious
when used with chips. There are different types of burgers that are prepared in this company. For
instance, there are bacon burgers, umami burgers, pug burgers, minetta burgers, green Chile
burgers as well as the onion and cheddar smashed burger. The cost of chip is very friendly in this
organisation compared to most of the competitors and therefore the number of customers who

MARKETING STRATEGY AND PLAN
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admire this food product is increasing with time. Besides, there are chef with sufficient
knowledge and skill in preparation of this product (Goyal, 2014).
The following is table showing the product provided in restaurants along sides burgers
Product or
Service
Features Benefits Unique
Selling
Position
Support Spin Offs
Cold drinks
It has
important
nutrients
needed by
the body
The drink
will help
the
customers
enhance
their
health
It is less
expensive
compared
to others
sold by
competitor
s
I offer
advice
based on
how the
drink is
consumed,
too much
of it is not
health
Spin off
are not
offered
Sandwich It is used
to relieve
one from
stress
It keeps
one active
throughout
the day
It has a
friendly
price
In case the
customer
identify
any
problem
with the
Spin off
are not
offered

MARKETING STRATEGY AND PLAN
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sandwich
money is
refunded
Ice cream
It is very
effective
when it is
hot
It is used
to cool
high
temperatur
e in the
body
It is
offered in
large
quantity
There is a
two days
warrant
offered
The spin
off are not
offered
Cakes
It is sweet
and highly
flavoured
Has
important
nutrients
required
by the
body for a
health
living
It can stay
for a long
time
without
expiring
This
product
comes
with a
warrant
The spin
off are not
offered
Burges they have
medicinal
value
Contain
calcium
required to
strengthen
They are
very sweet
tasting
Promotion
for this
product
happens
The spin
off are not
offered

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the bones quite often
Tea
The tea
leaves
used is
free from
caffeine
If taken in
the
morning, it
keeps one
active
throughout
the day
It takes
long
before it
expire
When the
product is
on
promotion,
it can be
sold at half
the price
The off are
not offered
The pricing strategy
The pricing of burger depend on several factors. One of these factors is the region that
people come from. There are some areas that people have not information about burger and
they also do not understand where it exists. In the bid to inform and attract such people
toward consuming this product, it is sold at a lower price and also sometimes in a
promotional strategy. The main idea behind this scenario is that when most people find that
the price is too high, they might change their altitude towards this product and therefore
decided never to buy it. However, when it is sold at a lower price for the first time and people
feel its taste, it will be easier not for them to keep buying it and therefore the management
can now adjust the profit of this product. Besides, the management also changes the price for
the constant users of the products, in the bid to absorb more customers from the competitors,

MARKETING STRATEGY AND PLAN
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they offer promotion quite occasionally and this has played a significant role in increasing
the number of customers in the company. Hence, the future of this organisation is quite
promising.
Price of burger vs. the competitors
The following table show the price of burgers and other products in McDonald Deer Park. It also
compare with what is offered by the competitors
Product or
Service
Price Costs Net Profit Comp.
Price
Value
Cold drinks
$1.5
$1500
$500 $1.6 It has some
medicinal
value
Sandwich
$2
$2000
#350 $2.5 It contains
nutrients
required for
a health
living
Ice cream
$1
$1000
$250 $1.2 It helps in
cooling the
temperature
in the body

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Tea
$1.5
$1500
$500 $2 It is free
from
caffeine
Burges
$3.5
$3500
$800 $3.5 They have a
very sweet
flavour
Cakes
$2
$2000
$250 $2.5 It contain
minerals
require to
keep the
body
health.
Based on the number sales of burger that this organisation has made, it is apparent that
the level of the profit of the company has not been promising. The management has to set up
appropriate measures that will enable it achieve its goals and visions within the appropriate time.
There is a very small different between the price of sale of products and with the price of buying
the raw materials together with the processing price (Ross, 2019). For instance, the products used
to make burgers last year cost about $50000, the processing price was $15000 while the same
was sold for $80000. This means that the profit that was realized after the whole process was
$15000. Therefore, the size of profit is not promising. It is not worthy it waiting for $15000 for

MARKETING STRATEGY AND PLAN
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the whole year, therefore, the management need to enhance some measures to ensure they get
sufficient profit to be able to handle different company’s projects in the long run. The same
applied to most of other products such as coffer beverages, burgers & chips etc. To ensure there
is good profitability, the organisation needs to set up effective measures and do a thorough and
comprehensive research to study the nature of the market so that they understand how to
approach the customers. Moreover, there is a great need to add more quality to their products so
that they can attract more customers in the market. However, if they fail to enact these measures,
this company will keep on losing, which means it is future is very risk.
Positioning
The use of internet is the right channel in distributing burgers product to the customers in
the market. This channel is most appropriate because more than 80 percent of the customers can
access internet through devices such as Smartphone, laptops etc. in regard, they will be bought
very fast within a short period of time. Besides, it will be able for the management to interact
with the customers through internets, get their views concerning the services and products
offered, which will be an important opportunity to enhance improvement as well as coming up
with betters ways to serve the customers better (Sengupta, 2017). Other channel that should be
used includes exporting. There is demand for burgers in the international market and therefore
the management is coming up with better ways to measures that will enhance the exports of this
product to foreign countries.

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Promotion
In the bid to encourage more people to buy the burger from this organisation, the
organisation has set up different promotions measures. For instance, the price of this product is
sometimes reduces when it is necessary to have more customers. A low price encourages as
many customers as possible to come and buy this product in large number. As much as the
organisation does not make the expected profit, it manages to invite more customers in the
company. This has proved to be an effective promotion strategy since time immemorial and has
led to extensive growth for this organisation (Darren Gelder, 2013). If the management keep
changing price, this growth and development of this organisation will continue to be experienced
in future.
Besides, there are campaigns that are constantly carried out initiated and funded by the
leadership whose object is to market the burgers as well as other products sold in this
organisation. In most cases, these campaigns target the young people and it takes place in large
as well as other areas where there is concentration of youth. Since people are this age have a
passion music, there are famous music artist whose role is to attract the young people are mostly
their fans as well as other elderly people. When large crowd of people is gathered, the marketing
team of these restaurants takes the advantages and talks to people about the burger as well as
other products sold in this organisation. The gather crowd is information about the health
benefits from this organisation until they are fully convinced about the importance of these
products and start buying them. Since these campaigns started taking place, they have enabled
this organisation to have many customers and therefore, the profit maximization is evident
(Porter, 2014).

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Another promotional strategy that is used is through carrying out advertisement in radio
and televisions. There advisement are design in such way that they inform people concerning the
burger and other product and both the nutritional and medicinal value that is available in such
products. Since, there are many people with a negative attitude towards these products and
therefore do not buy them, these advertisements plays an important role toward causing them to
have a change of these attitude and embrace burger alongside other product. The management
seek target the old people because they are constant users of these media. Majority of them
depends on radio and televisions to get news of what is going on around the world and therefore
they are quite effective. The print media are used as well. Stories and photos of burger are put in
newspapers especially the one that is most read by many people. As they read their favorite
section they come across these photos, where some get interested and end up seeking for more
information about them and in the process become the loyal customers of this organisation. In
this regard, the promotional strategies that are used have proved to be very successful.
The table below provides in details the promotion techniques in McDonald Deer Park.
The technique is given in six categories.
Product
or
Service
Online Public
Relations
Advertisi
ng
Promotio
n
Packagin
g
Brandin
g
Burger The use
of
search
Media
relations
Creating
pages on
social
Selling at
a lower
price than
Foil
sealed
bag
Attitude
branding

MARKETING STRATEGY AND PLAN
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engines
media for
different
cold drinks
present
usual
Sandwic
h
By
investin
g in
web
design
Corporate
social
responsibility
Through
ads that
pop up
when one
is using
internet
Giving
one free
sandwich
when one
buy 5 of
them
Chip
board
packagin
g
Crowd
sourcing
Ice
cream
Throug
h
affiliate
and
associat
e
progra
m
Integrated
marketing and
communicatio
ns
Using
different
models to
chat with
people
who are
online.
Lowering
the price
Paper
board
boxes
Brand
extensio
n
Coffee
drinks
Use of
search
engines
Corporate
social
responsibility
Through
pages on
social
Selling at
a much
lower
Paper
board
Crow
sourcing

MARKETING STRATEGY AND PLAN
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media
such as
Facebook
and
instagram
prices
People in the business
Every employ in the business is important and can help in the marketing of the products
and services. Friendly and knowledgeable staff can play an important role in customer
satisfaction as well as providing a unique selling experience in the organisation (Dr. Raghu
Korrapati, 2013). The following table shows some employees in McDonald’s Deer Park.
Name Job Title Department Responsibilities
Mr Johnson
Smith
Chief executive officer
Top department Making major
corporate decisions
and managing the
overall operations as
well as resources of
the company
Mr William
Brown
Sales manager Sales Adverting and
motivating their
representatives to

MARKETING STRATEGY AND PLAN
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improve their
performance, training
new sales
representatives
Mrs Perez
Robinson
Accountant manager
Finance department Keep track of business
finances by making
sure that money is not
lost
Mr Jackson
Martin
Human resource
manager
Human resource
department
Enact and manage the
regulations and
policies involved in
the employee
management
Mrs Sheri
Hart
IT specialist
IT and Digital Media
department
Keep the companies
data safe
Mr Stephen
Soto
Staffing consultant
Front office
department
Selling of most
products are
commonly bought
Mr Peters
Santos
Security officer Security department To secure the privacy
of all the aspect of the

MARKETING STRATEGY AND PLAN
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company
Process
This represents the buying process. The reported sales for this company dropped by
approximate 4% in 2018 due to condition in the market. However, for the first quarter of 2019,
the sales have shown to increased compared to what happened during the first quarter of last
year. More sales have been done since January, which is a sigh that the overall sales of this year
might increase. Generally, the numbers of sales have been affected by unfavorable impacts from
the foreign currency as well as the structural changes. In 2018, there was a 3 percent growth in
the organic revenue. The main focus of the leadership is to offset the macroeconomic pressure in
the emerging markets, which will enhance the growth and development of this market.
Physical environment
The physical environment in McDonald’s Deer Park is very well established. There is a good
quality of furnishing in the consulting that gives an attractive look. Besides, there reception areas
is well designed and has all equipment required by the customers as they buy burger or any other
product (Peter Smithson, 2013). There are also vase that is full of fresh flowers providing a
positive physical environment in this organisation.
Productivity
This organisation has come up with different strategy that will make the customers buy
more of this product and also mitigate on the effect of the competitors. For instance, they have
employed chefs who have advanced skills and knowledge concerning the preparation of burgers.

MARKETING STRATEGY AND PLAN
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Therefore, most customers find it quite delicious and with a good taste, which have cause an
increase of customer in the recent past. There is also a strong research team on the ground whose
role is to interact with different customers concerning the products. Therefore, the customers are
provided with an opportunity of giving their views and suggestions on the way they want the
product to be prepared and served as well. The management has been taking these suggestions
with the serious they deserved and do everything to satisfy the demand as well as the expectation
of the customers. This is done through constantly innovate the products to ensure it is the way
the customers want it to be.
Situation (SWOT) analysis
The situational analysis plays a significant role in determining the strength and weakness
as well as the opportunities and threats of the business (Böhm, 2018).
Strength
 The company has a good customer loyalty due to its products; they are natural and
therefore admired by many customers.
 It has a fantastic marketing strategy where it tries to win and target individuals from all
ages. It has appropriate marketing strategy based on age of all the customers.
Weaknesses
 This organisation faces a stiff competition from well established companies such as
Tandoori Treat, Aangan Dear Park, and Vinh Thuan Restaurants etc.

MARKETING STRATEGY AND PLAN
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 There have been some complains from various people that the products from these
company are not safe for health. It is said that they cause health challenges such as
obesity and there many people have been keeping away from them.
Opportunities
 The company has a good diversification, which improves the offering of what the
management offer to the customers. Hence, they will increase their revenue.
 Many people prefer product from this company due to good taste.
Threats
 Insufficient raw materials: the raw materials used in making the products sold in this
company are very rare; hence, if care is not taken to seek for alternatives it might
collapse in future.
 Poor communication between the organisations and customers
Competition analysis
The main competitors of this company include; Tandoori Treat, Aangan Dear Park, Vinh
Thuan Restaurants etc. A typical competitor is the one that command more than 30 percent of the
market share. It should also be big enough with several branches across the country. The
products offered by the typical competitor should be of high quality and set in a unique design
such that it is hard for another organisation to copy them. The excellent customers’ service
should be the main strength of a typical competitor and the main weakness should be the failure
to have a well and elaborate advisement strategy to attract more farmers. Some of these

MARKETING STRATEGY AND PLAN
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competitors have come up with an effective burger product, which they have been using to
attract the customers (Craig S. Fleisher, 2017).
This organisation faced much opposition from the competitors, most of them are doing
better in the markets since they are well established and experienced based on the number years
they have been serving. Another reason for better sales among the competitors is that most of
them have quality products that satisfy the number of many customers. According to research,
most of the competitors have a general increase of 3 percent. They have also shown an increase
in the number of sales in the first quarter of 2019. The general performance of the competitors
during this time seems to be very and much ahead of this company. Besides, the competitors are
well established in the markets and have made a good network of customers on the ground.
Therefore, the future will stand to be very promising for them.
Strength and weakness of competitors
Chief Lagenda Restaurant
One of the strength for this company is a good command of customers for burgers. These
customers come from all walks of life. However, it also has a weakness in that it is not
diversification of product. There is only one type of burgers.
Vinh Thuan Restaurant
The strength for this organisation is having very diverse products, which is a great threat
to this organisation. One the other hand, it has a great weakness due to its poor advertisement,
hence, it has a poor customer attraction.

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Aangan Deer Park
The strength of this organisation is good innovation of burgers as well as effective use of
social media to attract the customers. Hence it attracts young people because they are frequent
users of social media. However, its weakness is lack of diversification of products. They only
produce a single type of burger products.
Tandoori treats
The strength of this organisation is in its strong research team, which have played a great
role in establishing an effective relationship with the customers. Hence, it is able to serve more
customers on the ground. However, it has a weakness due to stiff competition it faces due to
inefficient leadership.
The table below gives thorough analysis of the competitors
Competit
or
Establi
shed
date
Size Mark
et
share
(%)
Value
offered to
customers
Strengths Weaknesses
Chief
Lagenda
Restauran
t
2010 162 30%
The prize is
friendly to
customers
It command
good
number of
customers
No
diversificatio
n of products
Vinh 2009 108 19% There is The Poor

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Thuan
Restauran
t
effective
customer
service
products are
very diverse
advertisement
for
customer’s
attraction
Aangan
Deer Park
2012 89 17
There a
serene
atmosphere
in the
restaurant
that attracts
many
customers
Good use of
social media
to attract
customers
No
diversificatio
n of products
Tandoori
treats
2012 101 15
The
products
offered are
of high
quality
It is in a
very
strategic
location
The
leadership is
not effective
in creating
solutions to
problems

MARKETING STRATEGY AND PLAN
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Market analysis and the future plan
The market research on environment was based on observation. The team of research was
distributed in various regions to observe and analyze the condition of the market, which played a
role in helping the organisation to make the necessary changes in the bid to serve better. Based
on research, the populating has generally been growing for the last few years. There are more
young people compared to the aged. The region where I operate does not have a stable economy;
many people have been struggling to make a living. It’s only few people who are wealth. Since
majority of people are farmers, there are seasonal variations based on weather that might affect
sales. When the weather is not favorable, most people have no money and therefore the number
the sales will be few. The market size is big, there are many people attracted to products of this
company. In the recent past, there is no any recent trend that has emerged in the market.
Moreover, there is a high potential for growth in the market. The region has a high number of
young people and has not yet learnt about this organisation. I will capitalize on this opportunity
through advertisement using the social media because most young people can access it. The
external factors that affect the customers include the competitors; they have been a threat to this
company.
The table below shows the McDonald Deer Park restaurants SMART marketing
objectives
To gain about
20 percent of
market share
Yes it is Yes it can Yes it can
be
achieved
Yes it is
realistic
Yes, by
will be
achieved

MARKETING STRATEGY AND PLAN
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by 30th
December
2020
Increase the
number of
customers by
20 percent
Yes it is
Yes it can Yes it can
be
achieved
Yes it is
realistic
It will
achieved
by June
2020
Increase the
number of
sales by 15
percent
Yes it is
Yes it can Yes it can
be
achieved
Yes it is
realistic
It will be
achieved
by mid-
2020
To add more
products to sell
to customers
Yes it is
Yes it can Yes it can
be
achieved
Yes it is
realistic
It will be
achieved
by
December
2019
Characteristics of target market
The number of target market is growing every day; there are many young people whom
the organisation is looking forward to reach them through advisement. Moreover, the company

MARKETING STRATEGY AND PLAN
24
is enacting some measure to enhance its growth so that they can be able to serve the growing
number of customers on the ground. The elderly people are also many especially those have a
great preference of coffee drinks. Majority of customers are from the female gender, they are
medium income earners although there is few living below the poverty line. Moreover, there are
children with a great admiration of the products offered by this organisation (Craig S. Fleisher,
2017). They like burgers with passion and therefore they push their parents to buy this product
from the company. This is quite advantageous because they lead to increase in the number of
customers for this company.
Segment profitability
There are myths that are advanced on the ground regarding the customers and if they are
not handled effectively. For instance, it has been said that burgers are only associated with young
people below 20 years of old. The young adults and elderly population have a wrong attitude
towards this product since they do not have any nutritional value. This is myth because according
to statistic, most of the customers who consume this product are in their mid-20s and above.
Moreover, according to the health report, there are important nutrients and minerals that are
present in the burger and they play an important role in the health growth of the body. The
minerals strengthen the bones and enhance the immunity as well. The other myth that is
advanced is that the social media is not an effective method of advertisement since it can only
reach few people at time. This is not true because majority of people these days are great users of
social media such as Facebook, instagram and twitter. They have devices such as Smartphone
and androids, which they use to access the social media platform. Therefore, any advertisement
that is carried out using the social media reaches many people within a short period of time. It is

MARKETING STRATEGY AND PLAN
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also said that most of the elderly individuals are not constant user of television or radio. They
prefer to spend their free time talking or participating in a social action. However, this is not true
because these people are associated with the television and radio and they use it quite often to get
update on what is happening around them. In regard, in case the company carries out its
advertisement through these media, it reaches these people on time. Majority of them have leant
about burger through advertisement on radio and TV.
Unique selling proposition
This company has tried to be innovative and therefore is able to make burgers that are most
delicious and meet the taste as well as the expectation of the customers. Besides, having more
nutrients that are needed for a health functioning of the body, they have minerals especially
important to children that help in strengthening their bones. Therefore, they have medical values
and people who constantly consume them have been found to have a very strong immunity.
Besides, the cost is very friendly compared to other restaurants. The motivation for lowering the
prize is to enable the even customers in low paying jobs to afford it (Darren Gelder, 2013). In
regard, many people are saving their money by deciding to buy burger from this restaurant as
opposed to the competitors.
Product main features
Burger that is prepared in this restaurant consists of one or more cooked patties of ground
meat that is placed in a bun or bread roll. In most cases, the ground meat is usually beef. The
other features prepared in this restaurant are that it is soft and have a magnificent look. To have
decent crust, the burgers are salted before they are seared on the smoking pan or hot grill. Hence,

MARKETING STRATEGY AND PLAN
26
the outcome will be the attractive burger that looks delicious with a good sweet tasting. It is
prepared by chefs with an experience, skills as well as advanced knowledge, which makes the
burger in this restaurant to be very outstanding compared to what is prepared by most
competitors. In this regard, the future of burger in this company is very promising and it will
stand out from the rest of the organisations where it is offered.
Reflecting position
There is a company logo that appears on the burger that is prepared by this restaurant.
The objective of using this logo is to ensure that this product can be singled out in the market
from the rest of the products made in other organisation. Besides, packaging is well done and
there is a different from other forms of packaging done in other organisations. The colors used
on packaging are yellow and red. Besides, the organisation has also come up with a unique form
of branding for the product, which is used in reflecting the values as well as the interest that the
management has for the customers.
Distribution strategy
Plans are underway to come up with intensive distribution used to deliver the product
execution. The management is planning to establish online system where the customers will be
ordering for these products through the internet. Hence, this burger is a perishable product; the
management has to come up with a system that will ensure the customers get this product as
soon as they order. It will invest in good vehicles that will be used for this purpose. Therefore,
the customers will be able to get the product when it is still fresh from the market.

MARKETING STRATEGY AND PLAN
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Product sales
Burger will be distributed through mass merchants as well as warehousing. The essence
of using these retailers is due to their convenience in supply items that are purchased by
consumer regularly. They also have a well-established online and offline networks that allows
the consumers to know immediately the new products have arrived. Hence, the burger is bought
when it is still fresh from the restaurant. Besides, they charge an effective and a low price.
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Darren Gelder, . W. (2013). Marketing and promotional strategy. Cheltenham: Nelson Thornes.

MARKETING STRATEGY AND PLAN
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Dr. Raghu Korrapati, . K. (2013). The business of good people. New Delhi: Diamond Pocket
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