Application Proposal for Finding Restaurants in Tel Aviv Market Area
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Added on 2023/06/10
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This report discusses an application proposal for finding local restaurants in Tel Aviv market area. It includes market segmentation, pricing strategy, communication plan, and Gantt chart.
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PRINCIPAL OF MARKETING
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Table of Contents INTRODUCTION...........................................................................................................................3 MAIN BODY..................................................................................................................................3 Market place................................................................................................................................3 Market Segmentations.................................................................................................................3 Customer......................................................................................................................................4 Application Proposal...................................................................................................................4 Pricing strategy............................................................................................................................6 Communication plan....................................................................................................................6 Gantt Chart...................................................................................................................................7 CONCLUSION................................................................................................................................8 REFERENCES................................................................................................................................1
INTRODUCTION The present report will discuss about application related to finding restaurant in market area of Tel Aviv. It will be discussing about targeted customer of company as well as communication plan. MAIN BODY Market place Tel Aviv’s is one of the famous and largest market place of Israel. It opens every day of the week and in this place local retailer sell handmade food product and designer clothes. Along with this, it has small restaurant and all of plethora shops are budget friendly. In the farmer’s market customer is able to buy great and fresh produce fruits as well as vegetable. There are variety of the products available and all of them usually export to nearby states (Salazar, 2022). Although this market is environmental friendly as farmer there do not make use of plastic bags and they are not even allowed. Thus, this market is one of the tourist place where visitors can taste local and fresh food. Moreover, the food application will be launched which allow user to get details about the best local food available in the market. The application will fulfil the gap of attracting customer by increasing the awareness about the farmer market. The application will be focusing on particular group of target customer that are interested in local food. Moreover, this will help in increasing the marketing of the market area which will benefit local retailer in increasing their sales. Market Segmentations Segmentation is very necessary for the company in order to attract customer as well as to run the businesseffectively.Alongwiththis,thereareseveralcommonapproachestomarket segmentation on the basis of gender, income and psychographic as well as it provides guidance to marketer about how to identify and reach potential buyers. However, it is important for the company to select right way of marketing as they are more effective and less effective for different products or services. Although the application will be targeting their customer on the basis of demographic and it consist of groups such as age, gender, family size, income, occupation and nationality (Ramadhan, 2021). It is one of the most popular base of segmentation
as customer needs are link to such variable closely. For example:The application has been targeting teenager children as they are not influence how their parents spend money but it tries to make purchase on the basis on current market trends (Surbakti and Mani, 2021). This type of demographic characteristics can influence other types of consumer activities such as life style of person affects its purchasing style as they might have different needs. The application has segmented on income level as it represents that anyone can afford a particular product. However, even with various advantage of demographic segmentation there is high chance of uncertainty about its effectiveness. Customer The application will be targeting customer of age group between 13 to 35 as such people are more interest in local food compare to old age people. Along with this, most of the young adults now days wants the details regarding everything on cell phone as it is more continent and time saving. Along with this, after pandemic there has been decrease in local food market as people are more interest in buying healthy food material in order to be save. Although this application will be targeting customer according to their lifestyle as family member and bachelor will be having different needs and preference (Kuwornu and et.al., 2018). Moreover, the customer will be targeted on income level as they want are different such as high income people tend to buy premium products as compare to lower and middle income people. So the ideal customer of the application will be person with middle income people as the application most of the feature will be free but there will other premium features which will give customer other experience. Along with this, it will be dealing with young adults as they are more interested in travelling and trying new food products. Although most importantly the application will be used by everyone even local people and visitors but the information will be available on app will of Tel Aviv market area.Moreover, if the application has provided great services to their targeted audience and got good rating by them. This will result in knowing that customer is loyal to application and it is best way of knowing about the loyalty of audience. Moreover, the ideal customer match should be linked with segmentation as it will contribute in attracting them as well as contribute in staying with the organization. Application Proposal Name of the Application:Food Blogging Tag Line:Discover more place to eat around
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Background:This application has been launched in order to solve a business issues in the market area. Along with this, this app will be helping customer in knowing the best local and famous restaurant available near their locality. In the time of pandemic it will be great to launch this as digitalization has been on boost so it will be successful. Team:The company has divided their management in three groups in order to work effectively.The first team will be related to app developer that will be dealing with technical issues of application (Kinson and et.al., 2020). The second team is digital marketing in which content and graphic designing is done in order to make application look attractive. The last team will be related with sales and marketing that will be focusing in increasing the sales of company by promoting the application. Service: Customer can search and discover local restaurants. Read and write about their review as well as upload photos. Online food delivery Can book table and make payment while dine out at restaurants. Risk: High competition Technical failure Budget ParticularsAmount Planning and documentation5000 Development15000 Testing5000 Extra expense5000 Labour cost6000 Total36000 This proposal is appropriate as it has discussed about the expenses and the risk which company may face in the future. Along with this, it will act as strategic tool for business and helps in achieving long and short term objectives.
Pricing strategy The application will be making use of market penetration pricing in whichinstead ofcharging high price the company will start at lower price as it will help in cutting the competition. Along with this, it has been selected as it helps in developing reliable customer then organization can raise the price.However, this way of pricing strategy will help in attracting customer when the competition is on peak and many alternatives are available.However, many factors go into deciding this factor such as ability of business (Hernández and et.al., 2021). Thus, it is important for creating customer loyal base as it contribute in successful marketing strategies. Although in this application it will not charge local restaurant to putting on their details. However, for booking and advertisement the companies will be charged on the bases of increase in percentage of sales.Moreover, this pricing strategy helps in stimulating the market growth as well as capture market share by offering the service at low price. Thus, it contributes in maximizing the profit through effecting sales at low profit and it most useful for gaining the market position. This method of pricing also helps in creating brand loyalty as well as drive competitors out of the market. Communication plan Aim:To provide their customer with quality services Objectives: To increase the brand awareness in the market area. To increase the sales of the organization through attracting customer. Target audience: The company is targeting young adults as they are more interested in trying new places to visit It will also be targeting customer with middle level income and the application will be more focus on Tel Aviv’s market area. Although this market has been adopted as it is one of the famous market area for local food product (D'Attoma and Ieva, 2022). The customer of age group between 13 to 35 has been selected as they are more aware to make use of such application easily. Moreover, company will be making use of digital communication tool in order to interact with audience. Budget: ParticularsAmount Labour expense5000
Salary and wages5000 Market research2000 Advertisement5000 Marketing platform2000 Recruitment of team4000 Total25000 Unique Selling Proposition To invent new, add on service that customers cannot receive anywhere else. The company will be focusing on current trends in the market area and connecting with customer. Channels for communication It is one of the most important part of plan as it allows the organization to interact with their audience. Along with this, the company will be making use of social media marketing such as Instagram, Facebook, Twitter for sharing their details regarding services and offers introduce by them. The message of the application for company to customer that it should try new food place in their locality (Bergestuen, Thompson and Strutton,2022). It will be making use of paid advertisement method of social media sites which will help in targeting the selected audience it will help in promoting the application more. This method of communication will allow the organization to take feedback from the customer. Moreover, this is one of the best ways of promoting the critical information through e-mail and campaigns and native mobile application. Gantt Chart Particulars1 week2 week3 week WEB ASSETS Online advertisement Technical issues Measurement CONTENT Optimizing website
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DevelopingCTA Strategy Providing guidance in email marketing. SOCIALMEDIA MARKETING Expandingsocial mediaengagement among staff. Social media training for staff TOOLSAND TECHNOLGY Emailservice provider Marketing Automation CONCLUSION From the above report it has been concluded that proper business plan is needed in order to launch product and service in new market area. Along with this, it has also summarized about communication plan that helps in finding appropriate channels for promoting business.
REFERENCES Books and journals Bergestuen, T., Thompson, K. and Strutton, D., 2022. Principal-independent manufacturers' representative relationships: Review, synthesis, directions for future research.Industrial Marketing Management.102. pp.421-437. D'Attoma, I. and Ieva, M., 2022. The role of marketing strategies in achieving the environmental benefits of innovation.Journal of Cleaner Production.342. p.130957. Hernández, C.V. and et.al., 2021. Digital Marketing Strategies for the Survival of Micro- Businesses in Tulancingo de Bravo, Hidalgo, Mexico.Journal of Hunan University Natural Sciences.48(10). Kinson, C. and et.al., 2020. Longitudinal principal component analysis with an application to marketing data.Journal of Computational and Graphical Statistics.29(2). pp.335-350. Kuwornu, J. K. and et.al., 2018. Bargaining power, market risk, and coordination costs in the cassava starch marketing channel in Thailand: a three stage principal-agent model and application.International Journal of Value Chain Management.9(2). pp.166-186. Ramadhan, A. R., 2021. Principal's Strategy in Management of Educational Marketing at MI Islamiyah Alwathaniyah.JM-TBI: Jurnal Manajemen dan Tarbiyatul Islam.2(1). pp.17- 24. Salazar, M. I. R., 2022. Omnichannel marketing model applied at the shopping centers in Medellín city.Mercados y Negocios: Revista de Investigación yy Análisis. (46). pp.31- 55. Surbakti, Y. C. B. and Mani, L., 2021. Marketing and Religious Communication Minority SchoolsinIndonesia.TurkishJournalofComputerandMathematicsEducation (TURCOMAT).12(6). pp.4355-4362. Susan, F. and Shuba, S., 2018. The Frontlines of Brand Risk: GfK MIR Interview with Patrick Marrinan, Managing Principal of Marketing Scenario Analytica, New York City, USA.GfK Marketing Intelligence Review.10(1). pp.52-57. 1