Creating a Marketing Strategy for 'The Saffron Lagoon' Restaurant

This report outlines a marketing strategy for 'The Saffron Lagoon,' a new Indian cuisine restaurant on Oxford Street. It details the restaurant's concept, ownership structure (sole trader), and a PESTLE analysis examining the political, economic, social, technological, environmental, and legal factors influencing the business. The strategy includes a plan for a launch lunch event, a basic budget, defined marketing objectives focused on customer satisfaction and brand building, and identification of the target market (university students and corporate professionals). The report also touches upon the importance of a strong marketing mix to reach the intended audience effectively, highlighting the need for quality, quantity, and appropriate pricing to achieve sustainable growth and brand recognition.

Running Head: MARKETING STRATEGY OF A RESTAURANT
MARKETING STRATEGY OF A RESTAURANT
Name of the Student
Name of the University
Author Note

1MARKETING STRATEGY OF A RESTAURANT
Executive Summary:
The main aim of this research analysis is to provide a marketing strategy for a
restaurant in Oxford Street. The main approach of this strategy is to form a framework
regarding the inauguration of a restaurant and make discussion about the restaurant and the
ownership plan of the restaurant. The sole purpose of this study to provide a PESTLE
analysis to research on the specific perspective, plan out a lunch event, produce a budget in
the main section. The research paper will also consists of the marketing objectives, the target
market, marketing mix techniques of the restaurant and the marketing strategies for the target
market itself.

2MARKETING STRATEGY OF A RESTAURANT
Table of Contents
Introduction:...............................................................................................................................3
Discussion:.................................................................................................................................3
Task 1:....................................................................................................................................3
Part A –..............................................................................................................................3
Part B –...............................................................................................................................4
Task 2:....................................................................................................................................4
PESTLE Analysis -............................................................................................................4
Task 3:....................................................................................................................................4
Part A –..............................................................................................................................4
Part B –...............................................................................................................................4
Task 4:....................................................................................................................................4
Coclusion:..................................................................................................................................5

3MARKETING STRATEGY OF A RESTAURANT
Introduction:
The purpose of this study is to provide a marketing strategy for a restaurant in Oxford
Street. The main approach of this strategy is to form a framework regarding the inauguration
of a restaurant and make discussion about the restaurant and the ownership plan of the
restaurant. The sole purpose of this study to provide a PESTLE analysis to research on the
specific perspective, plan out a lunch event, produce a budget in the main section. The
research paper will also consists of the marketing objectives, the target market, marketing
mix techniques of the restaurant and the marketing strategies for the target market itself.
Discussion:
Task 1:
Part A – Food consumption is related with the tremendous potential of tourism and
encounters in providing an ethnic culture to enhance the quality of dining and help the
consumers by providing authentic experiences and emotional engagements within cultural
connections. Here, in this research, the marketing strategy will be based on a restaurant
specialised in Indian Cuisine (Kim et al., 2015).
The restaurant will be named as “The Saffron Lagoon” and will be focused on Indian
ethnic and authentic dishes as the places nearby does not have any Asian authentic cuisine
and dining restaurant (Jogaratnam, 2017). Moreover, the restaurants who are delivering
authentic dishes are not up to the mark in terms of taste and decoration. Therefore, The
Saffron Lagoon can continue as a sole business venture of its own kind.
The Saffron Lagoon will be an independent, start-up venture. The Restaurant will help
in growing the taste variants and be an exceptional food serving joint in the competitive

4MARKETING STRATEGY OF A RESTAURANT
market in the area. Therefore, people will connect to it as to prefer the rich ethnic food
servings related to the authenticity of the nation and the great taste as well.
In order to open and maintain The Saffron Lagoon, there are some specific
requirements that needs to be met. The restaurant needs a proper place in the Oxford Street.
Therefore, the specified chefs and cuisine mentors are needed to serve the delicious food
items to the consumers (Hyun & Perdue, 2017). The maintaining process of the dining
systems need to have a proper location in the Oxford Street, whereas people can easily notice
the place consisting the ethnic dishes they are serving and the people from India residing
there can easily make the best decision by choosing the restaurant.
The specific data, collected for this research paper is mainly focused on the restaurant
ownership that is based on the financial strategies the owners and the management team will
be taking in the future (Kim et al., 2015). Whereas, the secondary data will be formed by the
participation of research progress done in the Internet sources to understand the current trends
as well as interviewing the locals regarding their needs to make sure an exception can come
up, and compete with the other restaurants regarding the product, service and quality terms.
Part B – The ownership of the restaurant will be consisting the framework of a sole trader.
The sole trader will mainly focus on the aspects of investing in The Saffron Lagoon as to
raise the profit margin for himself only. There are some benefits of a sole investor, some of
them are like –
Ease of Formation Process – The formation process will be much easier in terms of sole
trader-ship. The taxation processes and the formation period will be much easier in terms of
having a sole owned company.
Decision Making Process – The main benefit of the sole owner company is that, the owner a
have the full control in taking the leading decisions for the company’s welfare.

5MARKETING STRATEGY OF A RESTAURANT
Tax Benefits – The individual owner face more tax benefits rather than a group of owners of
a company. The tax related business report can be combined on additional costs related to
accounting and filing of the tax. The business will also be focused and taxed as a personal tax
interest rates rather than corporate tax rates.
Employment – A sole owner of a company can rely on having benefits related to the
additional tax breaks in terms and conditions of being a sole employer of the company.
There are many challenges in being a sole owner of a company as well, they are as follows –
Investment Capital – A sole owner of a company initially provides all the capital needed for
the company. Therefore, a sole owner of a company needs to have risk in making a business
happen (Hyun & Perdue, 2017).
Taxes - A sole owner of a company needs to pay self-employment taxes as well in order to
claim the national health insurance policies and the specific rights granted for an employee.
Liabilities – A sole owner is directed as the only responsible person for any losses, debts and
regarding any violation of rules by the company. Therefore, the owner can face lawsuits if
committed any unlawful acts in the business process.
Task 2:
PESTEL Analysis –
PESTEL Analysis is a framework or instrument that helps to analyze the macro
environment or the external environmental factors that affects an organization. The
conclusion of the PESTEL Analysis helps to identify the threats and opportunities of the
organization.

6MARKETING STRATEGY OF A RESTAURANT
The factors of the PESTEL Analysis are:
P- Political
E- Economic
S- Social
T- Technological
E- Environmental
L- Legal
Political Factors -
Political Factors are the elements, which determines the degree of legislation in the
particular state in which the company operates. The sub factors are government policy,
foreign trade policy, rules and regulations, food and beverage standard, environmental law,
tax rates and so on. If these factors are properly abided then the government shall not
interfere in the regular functioning of the business.
For the restaurant, Saffron Lagoon, the rules and regulations of London are to be
followed. It must follow the food and safety standard which is a top priority. The price has to
be adjusted by the tax rates prevailing in London currently. The government bodies also test
the quality of the food being served to the customers. The cleanliness is also another
important factor which is monitored by the government. The health standards today stands at
the top of the priority list as the population is suffering from high cholesterol levels.
Economic Factors -
Changes in the fiscal policies can affect the daily business of the restaurant in London. Fiscal
Policy’s tax instrument directly affects the price of each dish directly, which creates an

7MARKETING STRATEGY OF A RESTAURANT
imbalance in the demand of the customers. On the other hand, Inflation also plays a major
role in this section as it affects the prices of the raw materials and increases the prices of the
menu.
Social Factors
The awareness about health among the people is increasing. In addition, the social media is
playing a major role in creating health awareness and consumers are becoming conscious
with food and beverages on a daily basis. In London, the quality and the ingredients used in
food are of highest priority. Money is not the problem in this area, so with increase in prices,
people will not have much of a problem but the ingredients must be of the best quality.
Technological Factors -
Today the world in progressing with technology and every business, which is not taking
advantage of it, is losing the edge in the market. Therefore, to succeed in the market the
restaurants must have a personal website. On the other hand, in the fast moving world people
have less time to go and have a good time in the restaurants. Therefore, to deliver food in the
destinations the restaurant must be present in Uber Eats, Just Eat, Hungry House and Amazon
Restaurants.
Environmental Factors -
London is the first city to identify environmental threat of Global Warming. Thus the
environmental standards are very high and pollution must be done on a controllable scale to
avoid any problems from the government.
Legal Factors -
The government agency in United Kingdom is very specific and stringent about the laws and
regulations related to food. On the other hand, the labor laws are also very specific and must

8MARKETING STRATEGY OF A RESTAURANT
abide them to create and maintain a lawful environment. This will help the business in the
long run. On the other hand, the government also have stringent labor laws, which must be
abided to avoid any problems.
Task 3:
Part A – The Saffron Lagoon will present a desirable and wholesome healthy food in a
creative and attractive atmosphere. On the inauguration day, the restaurant will be offering a
Lunch Event in order to promote the Indian Cuisine style of the restaurant. The lunch event
will be planned in a holiday to broaden the chance of getting all the people inside a
restaurant. The event will be consisting of various menus regarding the Indian Sub-continent
and the specific Indian Spices that will be specified. Eating out in the restaurant is a growing
trend in the people and the society is developing. The menus in the event will be changing in
the perspective of the services and the main motive regarding the event will be to serve the
best foods to the consumers.
Part B – Budget:
Basis Amount
Rent 500
Salary 12000
Raw Materials (Monthly) 5000
Electricity 300
Instalment 20000
Total 37800
Task 4:
Marketing Objectives:

9MARKETING STRATEGY OF A RESTAURANT
The main marketing objectives is mainly based on the points related to the facts
regarding the customer satisfaction, generate footfalls, financial goals and making a
restaurant brand (Abdi, Elliot & Edalat, 2016).
In terms of customer satisfaction, the main goal here is to provide the consumers the
premium services in the cuisine regarding the food quality and the quantity regarding the
authentic food items they will be serving.
In terms of generating the footfalls, the main strategy will be consisting to the
development of the strategies to make the food quality, quantity and the price needs to be all
according the services the restaurant will be providing (Hubbard, 2018).
The financial goal is set to make the strategies can cope up with the deliverables of
the cuisine. The goal set to make the marketing of the business go higher in course of time.
A brand is created in course of the services they will be providing to the consumers. A
restaurant business takes time to make itself a brand. The quality of services they will be
providing can gradually help the business go popular and make a brand out of it with time.
Target Market: The target market of the restaurant will be the University student and the
corporate business persons in that area. The restaurant needs to develop fast food sections,
therefor the university and teenage students can come for relieving the services and satisfy
their urge of hunger. Whereas, the business persons will be availing the premium dine in and
dine out services, relieving and tasting the authentic Indian Food delicacies.
Marketing Mix: The marketing mix structure will be providing the framework regarding the
price, product, place and promotion of the restaurant. The price of the food items need to be
reasonable as well as differentiated in course of the services the consumers are availing. The
product may be of two sections, one will be availing the fast food section for the university
students and the other one will consist of premium dining services for the corporate business

10MARKETING STRATEGY OF A RESTAURANT
persons. The place of the restaurant needs to be on the proper area of the Oxford Street,
therefore, people can get attention of the fine dining services restaurant. The promotion will
mainly be focused on the television, social media handles and the biggest promotion of this
sector is the word of mouth. If people can have quality food in the restaurant, they will
suggest others to have the pleasure by taking the food and this will help the business in
growing as well.
Marketing Strategies: In order to have robust growth in the restaurant business the owners
need to make a deal with food delivery application giants like Just Eat, Deliveroo,
Hungryhouse, Uber Eats and so on. Therefore the restaurant will be getting more orders from
the household areas nearby. It will also help in getting more consumers in the nearby areas
and the restaurant will be getting more orders regarding their Indian authentic cuisine. That
will also help in promoting the business and robust their market growth.
Conclusion:
The study here provided a marketing strategy for a restaurant in Oxford Street. The
main approach of this strategy is to form a framework regarding the inauguration of a
restaurant and make discussion about the restaurant and the ownership plan of the restaurant.
The sole purpose of this study to provide a PESTLE analysis to research on the specific
perspective, plan out a lunch event, produce a budget in the main section. The research paper
will also consists of the marketing objectives, the target market, marketing mix techniques of
the restaurant and the marketing strategies for the target market itself.

11MARKETING STRATEGY OF A RESTAURANT
References:
Hyun, S. S., & Perdue, R. R. (2017). Understanding the dimensions of customer relationships
in the hotel and restaurant industries. International Journal of Hospitality Management, 64,
73-84.
Ryu, K., & Lee, J. S. (2017). Examination of restaurant quality, relationship benefits, and
customer reciprocity from the perspective of relationship marketing investments. Journal of
Hospitality & Tourism Research, 41(1), 66-92.
Kim, S., Koh, Y., Cha, J., & Lee, S. (2015). Effects of social media on firm value for US
restaurant companies. International Journal of Hospitality Management, 49, 40-46.
Jogaratnam, G. (2017). How organizational culture influences market orientation and
business performance in the restaurant industry. Journal of Hospitality and Tourism
Management, 31, 211-219.
Salehzadeh, R., Khazaei Pool, J., Tabaeeian, R. A., Amani, M., & Mortazavi, M. (2017). The
impact of internal marketing and market orientation on performance: an empirical study in
restaurant industry. Measuring Business Excellence, 21(4), 273-290.
Masih, J., Rajkumar, R., Matharu, P. S., & Sharma, A. (2019). Market Capturing and
Business Expansion Strategy for Gluten-Free Foods in India and USA Using PESTEL
Model. Sciences, 10, 202-213.
Hubbard, L. J. (2018). Small Business Restaurant Marketing Strategies for Sustainability.
Hamid, A., Said, M., & Meiria, E. (2019). Potency and Prospect of Halal Market in Global
Industry: An Empirical Analysis of Indonesia and United Kingdom. Business and
Management Studies, 5(2), 54-63.
Abdi, M. R., Elliot, L., & Edalat, F. D. (2016). Strategic Business Plan Based on Total
Quality Management for Property-Marketing Small Enterprises in UK. In Handbook of
Research on Entrepreneurship in the Contemporary Knowledge-Based Global Economy (pp.
509-527). IGI Global.