Marketing Strategy and Plan

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

MARKETING STRATEGY AND PLAN
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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

MARKETING STRATEGY AND PLAN
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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