Marketing Strategy for Wright Brothers Soho

This assignment examines a case study of the Wright Brothers Soho seafood restaurant, focusing on its marketing strategy. It requires students to analyze various aspects, including market research, target audience, product mix, pricing strategies, promotional campaigns, and the impact of online presence. The aim is to develop a comprehensive marketing plan that addresses the restaurant's objectives and competitive landscape.

Sales Development

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
a) Key components of the product and how product mix contributes to sales and profit ..........1
b) Market segmentation contribute to maximize sales................................................................2
TASK 2............................................................................................................................................3
a) Factors affecting buyer behaviour .........................................................................................3
b) Advertising media that could be used for sales development situations ...............................4
c) Use of external merchandising to maximize customer volumes ............................................4
Task 3...............................................................................................................................................5
a) Assessing of the influence of design and layout on customer spending.................................5
b) Evaluating of the effectiveness of internal merchandising materials.....................................6
c) Evaluating various promotional activities according to different scenarios...........................6
Task 4...............................................................................................................................................7
a) Evaluating of personal selling techniques of Organisation.....................................................7
b) Discussing about the influence of operational design on sales revenue.................................8
c) Describing key principles that should be associated in a sales training programme..............8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Sales development can be determined as team which help in managing sales operations
in the organization. Sales department is a necessary for corporation to increase its revenue and
profit by demonstrating various ranges of products to customers (Scattolini and Gregori, 2015).
Merchandising is a promotional activity which includes presenting goods at retails store,
sampling and special offers. It helps the firm to enhance its sales by creating interest in
consumers for purchasing of commodities and services (Porter, 2014). The present report is
about Wright brothers which provide all types of sea food in the United Kingdom.. It describes
role of advertisement media for promoting products in the market. It represents different factors
which affect the purchasing behaviour of buyers. In addition to this, it monitors the effectiveness
of internal merchandising materials of Wright Brothers. Further, it describes personal selling
techniques of corporation.
TASK 1
a) Key components of the product and how product mix contributes to sales and profit
The main objective of Wright Brothers is to meet the requirements of customers and
satisfy them by providing quality services and food products. The cited restaurant mainly serves
the all types of sea food dishes such as oyster, crab, shellfish and prawns etc. Along with the
varieties, firm also focus on the taste and texture of food (Hassanien and Dale, 2013). In order to
attend the customers in friendly manner, firm also train their waiters about the knowledge of sea
food. Further, for the convenience of customers, firm also makes the environment more calm and
relax so, that customers could enjoy their quality time at restaurant (Bowie and Buttle, 2013).
The Wright Brother always focus on the customers demands and desires. The cited restaurant is
basically specialise in oysters but it also sells the locally sourced sea foods to customers. To grab
the attention of customers, firm also focus on the internal structure of restaurant. The firm has
made the promise to customers that their quality and taste of food will not change with the time.
The presentation, taste and texture directly depends on the chefs of Wright Brother, so company
hires the skilled chefs (The world is their oyster: The Wright Brothers' Soho seafood restaurant
has really taken off, 2011). The cited firm mainly attracts and encourage the customers to visit
the restaurant by different decorations and themes. To make the customers more comfortable,
cited firm also offers the unique and private dining rooms. Further, to make the visit of
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customers more experienceable, firm also have open kitchen in which they could watch the chefs
at work.
The key components of Wright Brother's products are divided in 4 parts which are
defined below: Core products- The cited firm mainly focuses on the sea food products and it is also
famous in serving the different types of oysters. For the extensive variety of different
types oysters, firm brought up the oysters from France, British Isles and their own oyster
farm Cornish Duchy (Product Mix: What is the meaning of Product Mix?, 2015). Features- The special varieties of different flavour oysters are main features of Wright
Brother which attracts large number of customers. The amazing taste of sea food dishes
and desserts makes the customers to visit again and again at restaurant. The excellent
services quality of waiters also gives positivity to customer's perception. The internal
structure with attractive architecture and decoration also influence the customers to
regularly visit the place (Tan and Newman, 2013).
 Benefits- The waiters of Wright Brother also have the knowledge about nutrition value of
each dishes. The waiter describes the benefits and nutrition values to customers (Bowie
and Buttle, 2013).
The profitability and sales of Wright Brother depends on the product mix. The product mix is
the total range of products and services which are offered by company to their customers. In
respect to Wright Brother, the variety of sea food dishes are the product mix of firm. In this
context, it includes the life cycle, development process, testing of food and selling strategy of
cited firm. The development process of oysters dishes includes the natural ways of cooking
which enhances the texture and moisture of dishes. Further the taste of dishes is also checked by
the superior chef. All these things increases the customer satisfaction and further it results in
increment in firm's productivity and sales (Shield and Kaine, 2015).
b) Market segmentation contribute to maximize sales
Basically market segmentation is a strategy to divide the complete market in small
segments which shares the same characteristics and preferences. The main motive of market
segmentation is to target the specific customers to maximize the sales of restaurant. In respect to
restaurant, the market segmentation could be based on customers type, cuisine and price. In this
respect to Wright Brother, the market segmentation could be done according to geographic and
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psycho graphic segmentation. The cited restaurant could target that customers within their near
geographic area with their preference (Scattolini and Gregori, 2015). The cited restaurant have
focus on the sea food dishes which includes fishes, oysters, prawns and crabs etc. so, it is clear
that Wright Brothers focuses on the cuisines. It is the easiest way to segment the market of
restaurant by the variety and type of food. In this context, the customers would come individual
or in group, so, according to this cited firm could set the sitting arrangement (Lee and et.al.,
2014). According to this cited restaurant could target the individual and group and on this basis
they could set the menus. If in that particular geographic area no other sea food restaurant is
available with best food quality and service then customer would willingly pay the more prices
for that type of food and restaurant. The customers of restaurant generally expects the high
quality of experience related to food and environment and for this purpose they might pay the
high prices for firm's product (Wright Brothers Soho, 2015). The process of segmentation
basically helps in satisfying the needs and requirements of target customers. On this basis, cited
restaurant provides the best quality of food varieties in desserts and sea foods with specific
architect environment. Further in this context, to invite all types cited firm also provides facilities
to celebrate birthday parties or get together with special order. All these above things describes
that market segmentation contributes to maximize the sales and productivity of organization
(Cron and et.al., 2014).
TASK 2
a) Factors affecting buyer behaviour
The behaviour of buyer generally refers to the purchase, selection and consumption of the
products and services and this is for the satisfaction for their requirements and needs (Bowie and
Buttle, 2013). In the initial stage, customers tries to find the appropriate options which fulfils the
their requirements. In this context there are few factors that affects the buying behaviour of the
customers. It is very important for organization to create the strategies according to desires,
requirements and demands of the customers (Hassanien and Dale, 2013). Further, the changes in
time also changes the buying behaviour of customers because with the time their preferences and
choices towards the products also changes. The reason could be changes in trends or substitute
product of other company is much better. In this context, the factors which affects the buying
behaviour of customers are briefly defined below:
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Cultural factors- This factor is the basic part of society and it plays a important role to affect the
buying decision of customers. This factor includes the sub points such as social class, culture
and sub culture of customer. This factor defines that buying decision are mainly influence by the
culture like in some country people mostly prefers the sea food then it would influence them to
prefer that type of food only (Bowie and Buttle, 2013). In respect to Wright Brother, the culture
which includes the sea food would influence the customers to visit the restaurant. In this context
the social class also encourage them to buy the products of cited firm because it is also related to
wealth. The health concious people would prefer to eat fish as a meal, this would be beneficial
for the cited restaurant (7 Design Tips That Will Attract Customers to Your New Store, n.d).
Social factors- This factor gives the huge impact on the buying decision of consumers. This
factor includes the points like family, status and friends etc. For example, family member have
already visited the restaurant and they like the taste of food then at home they would describe the
experience at restaurant to other members . This process would influence the other person to
personally visit the place and taste the food of restaurant. In this way, the social factor affects the
buying decision of consumers (Scattolini and Gregori, 2015).
b) Advertising media that could be used for sales development situations
To influence and aware the people about the product, the advertisement media plays a
important role in this. With the help of advertisement option, company promote their products in
front of market and public. In respect to Wright Brother for the sales development, firm could
use the various techniques and methods of advertisement such as hoardings and social network
site. With the help of these techniques, cited restaurant could encourage the people to visit the
place and food. In the advertisement, firm could describe the variety of dishes with their nutrition
value. From this the health concious people would take interest to taste the food and experience
the environment of restaurant. In the advertisement, firm could includes the decoration and
themes which could be implement at the the time party celebration, this will also influence the
consumers to visit the place (Wright Brothers Soho, 2015). The cited firm could also develop
their own official website and blogs to connect with large number of customers. This techniques
would also help the cited restaurant to establish the direct communication with the customers and
through this firm could also recognize the demands and preference of customers towards the
specific food. Basically the the mediums of advertisement provides the opportunity to the
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restaurant to inform and ware the large number of customers towards their products and services
(What Is Sales Development, 2014).
c) Use of external merchandising to maximize customer volumes
Basically the term merchandising helps to get the attention of consumers to towards the
restaurant's products and services. To encourage an influence the customers to purchase the
products of restaurant, it is a best option for this purpose. This technique could also help
Wright Brothers to increase their sales and productivity. For this purpose cited restaurant
could provide the facilities like coupons and offers on special occasions (Tan and Newman,
2013). This will surely satisfy the customers and encourage them to visit the restaurant at
regular basis. The well structured internal environment and well trained waiters also gives the
positive response on the perception of consumers because it creates the good image of cited
restaurant in front of people. For the convenience of customers, cited restaurant could also
provide the parking space to customers which will also gives positive image. The
environmental graphics such as digital signage and interior décor also attracts the customers
towards the restaurant (Shield and Kaine, 2015).
Task 3
a) Assessing of the influence of design and layout on customer spending
There are many methods which can help Wright brothers to increase customer’s spending
at restaurant
Proper layout: Management of restaurant can develop its new layout as per the suitability of
consumers at the work place which can aid to attract them in a better way. It can contribute
effective role for the restaurant to manage kitchen, tables, food storage area, entrance as well as
space at the work place. In addition to this, Waiters and workers can realise reliability for
providing effective services to customers which can help to increase business of Wright brothers
in the hospitality market (7 Design Tips That Will Attract Customers to Your New Store, n.d).
Management of organisation can manage its operations which can directly increase customer
spending in an appropriate manner.
Interior design: Management of Wright brother can design better interior architecture like good
paintings which can lure consumer to visit the place again. This process can assist to enhance
frequency of customers at the restaurant. It contribute effective role for the organisation to
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enhance consumer spending by increasing sales of its food in the market (Tan and Newman,
2013). Further, Wright brother can gain good income from customers with proper design and
layout.
Entertainment facilities: Wright brothers can provide better entertainment facilities like proper
music, internet as well as television to consumers which can attract them to come again for
taking its services. Entertainment facilities can help in increasing consumer spending in the
restaurant. In addition to this, Wright brother organisation can also earn better revenue and profit
from the consumers in the hospitality sector of UK (Wright Brothers Soho, 2015).
Proper Furniture facilities: Wright brothers can use attractive furniture like proper tables and
chairs for sitting of consumers . These facilities can provide better flexibility to customers for
taking their sea food. In addition, this thing can also oblige the consumers to utilize services of
restaurant again which can increase customer spending in an appropriate manner (Scattolini and
Gregori, 2015).
b) Evaluating of the effectiveness of internal merchandising materials
Internal merchandising contribute effective role for Wright brother to increase its sales
with the help of promotion activities in the market of UK. It is represented below in the
paragraph.
According to Cron and et.al (2014), Poster, cards as well as demonstration of food services of
restaurant promote its sea food in the market. It obliges the consumer to taste food at least once
in the restaurant (Cron and et.al., 2014). It increases the sales of its food which directly enhances
profit and revenues in the market. As per the Bowie and Buttle (2013), it helps the firm to create
effective image in the mind of consumers which help to increase the frequency of them in the
hospitality market. Further, Internal merchandising materials contribute effective role for Wright
brothers to raise proper awareness regarding their products and services for the consumer in the
market (Bowie and Buttle, 2013). Hassanien and Dale (2013), they help in increasing its sales of
food services by enhancing numbers of customers in the restaurant. In addition to this, they also
aid in expanding its business in major cities due to higher brand value in the United Kingdom
(Hassanien and Dale, 2013). According to Collins (2014), it also contribute effective role for
Wright brothers to become top priority in eyes of consumers for sea food (Collins, 2014).
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c) Evaluating various promotional activities according to different scenarios
Management of Wright brothers can use many promotional activities as per different
conditions like level of competition, seasonal wise and recession in the nation.
Level of competition: According to Chon and Yu (2012), Wright brothers can use its
promotional activities by analysing the intensity of rivalry in the hospitality sector. This strategy
can help the firm to select appropriate promotional strategies in the market (Chon and Yu, 2012).
For example, if competition among the restaurant is so high then organisation can use all types of
promotional activities like advertisement of sea food on television, social media, magazines,
newspapers as well as radio in order to increase high profit by selling more products in the
market. Further, this process helps in achieving positive response from the market (Scattolini and
Gregori, 2015).
Season wise: As per Chen and Chen, (2014), management of Wright brothers can select its
promotional strategies as per specific season in the nation. This can contribute effective role for
the firm to save its extra expenses in the market. For example, in the rainy season, numbers of
consumers are reduced as comparison to other seasons (Chen and Chen, 2014). So, the
organisation can select limited promotional strategies like posters, newspapers and magazines
which are cheap as compare to other promotional activities which can aid to promote its products
and services in the market.
Recession period: Özer and Phillips (2012), Wright brothers can select its appropriate
promotional strategies as per market condition which can help to save its profit for future
investments in the market. For example, in 2008, organisation also used limited promotional
strategies to promote its sea food and services for consumers in order to save expenses in the
recession period (Özer and Phillips, 2012). This way, Wright brothers can feel huge reliability to
manage its hospitality and marketing operations in a better way.
Task 4
a) Evaluating of personal selling techniques of Organisation
There are many techniques to sell its food and services for consumers in the market. Some of
them are stated below in the paragraph.
Providing priorities for consumer order: According to Lee and et.al., 2014, Wright brother
gives priority to select sea food as per consumer demand. This technique also attracts consumers
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to use its food products in the market. It contribute effective role for effectively in the e
organisation to increase its sales in the all areas of Britain. Firm has created positive image by
adopting this method in United Kingdom (Lee and et.al., 2014). On the other side, management
of Wright brothers face issues in accomplishing demand of all consumers due to non availability
sea food which reduces its sales in the market (Shields and Kaine, 2015).
Suggestions: As per Haller and et.al (2014), management of Wright brothers can take
suggestions from the consumers to improve its services which directly help to increases its sales
of products in the market. Effective recommendations assist the firm in making better
relationship with consumers. In addition to this, it also aids to increase revenues of the Wright
brothers in the market (Haller and et.al., 2014). However, taking suggestions are time consuming
activity for the employees of organisation. It creates complexities to understand all
recommendations of consumers in the firm. Further, it also increases the expenditure of
corporation in the market (Bowie and Buttle, 2013).
Offering extra: According to Hassanien and Dale (2013), organisation can offer extra food on
the basis of present order of consumers. This process helps the firm to increase its frequency of
consumers in the market (Hassanien and Dale, 2013). For example, if customer order any type of
sea food then management of Wright brothers can offer salad to its consumers at free of cost. So,
offering extra technique can also help the corporation to improve its brand image in the
hospitality market of United Kingdom. On the other side, organisation has to render proper
quality food to its customers otherwise it can create negative impact on the mind of consumers
(Scattolini and Gregori, 2015).
b) Discussing about the influence of operational design on sales revenue
Influence of operational design can also create positive and negative impact on sales
revenues which can be based on strategies of Wright brothers. Mainly operational design can be
defined as total structure of the firm. It contributes effectively in developing and executing
better plans for growth of organisation in the market. Proper monitoring of operational design
helps in resolving many complexities of Wright brothers (Cron and et.al., 2014). In addition to
this, it is also necessary to show each process and activities of the organisation which will help to
meet the requirement of consumers. Further, it aids in designing innovative and better services as
per needs of customers in the restaurant which assist in earning profit as compare of its
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competitors. It also helps to utilize proper resources of the firm in order to increase sales
revenues of Wright brothers firm in the market (Tan and Newman, 2013).
Further, proper operational design structures contribute effective role for staff members
of Wright brothers to offer better quality services in an appropriate manner which attract
consumers to visit the place again (Chen and Chen, 2014). It helps in fast delivery of food
services in order to provide better satisfaction level which aids in increasing sales of Wright
brothers by raising sales revenues in the market.
In addition to this, implementation of operational design helps in enhancing its operations
of organization in the market. It contribute effective role for the firm to provide better and
innovative services by developing proper strategies. Generally, operational design structure
creates positive impact on Wright brothers (Hassanien and Dale, 2013).
c) Describing key principles that should be associated in a sales training programme
There are many key principles which should be included in sales training programme of
Wright brothers. They can also help to increase its sales in the market of UK.
Better communications skills: Management of organization can associate this aspect in sales
training programme to enhance interaction abilities of waiters and workers. For example,
effective communication method can contribute effective role for staff members of Wright
brothers to take appropriate order from consumers (Lee and et.al., 2014). In addition to this, it
can help to increase sales of its products by providing new information of products in the market.
Coordinating skills: Coordination skills are required to manage proper operations of restaurant.
So they should include in sales training programme for better development of staff members in
the firm (Tan and Newman, 2013). For example, Coordinating abilities can effectively help the
employees of Wright brothers to complete various demands of consumers by dividing work and
proper guidance.
Time management skills: This skill is essential part of sales training programme which help the
staff members of Wright brothers to manage its operations in a given time frame. It contribute
effective role for organisation to complete work in order to improve its efficiency and
performance in the market of United Kingdom (Shield and Kaine, 2015). For example,
management of organisation can easily manage high work load during peak season by
prioritizing and allotting job time on each task.
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Self assessment: It is a important skill which should include in sales training programmes of
firm. In addition to this, Self evaluation help to improve sales and business operations of Wright
brothers (Haller and et.al., 2014). For example, it contribute effective role for waiters and
workers to analyse their mistakes in order to improve them.
CONCLUSION
From the report it has been concluded that an important role is played by advertisement
media for carrying out proper promotional activities for the product and service offering of
Wright brothers. Hence, the need on their part is to ensure that the promotion is being done in the
best possible manner by making use of appropriate media forms. In the same way, the company
is required to undertake varied factors such as culture and society into consideration so as to
influence their purchase decision in best possible manner.
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REFERENCES
Books and Journals
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suppliers and retailers. A non-traditional-approach to trade marketing. Arethuse 1/2 2015:
Scientific Journal of Economics and Business Management. 1. p.19.
Cron, W.L. and et.al., 2014. The strategic role of the sales force: perceptions of senior sales
executives. Journal of the Academy of Marketing Science. 42(5). pp.471-489.
Bowie, D. and Buttle, F., 2013. Hospitality marketing. Taylor & Francis.
Hassanien, A. and Dale, C., 2013. Facilities management and development for tourism,
hospitality and events. CABI.
Collins E.J., 2014. Five Year Strategic Plan for Economic Development: Prepared for the Town
of Winthrop.
Chon, K.S. and Yu, L., 2012. The international hospitality business: Management and
operations. Routledge.
Chen, W.J. and Chen, M.L., 2014. Factors affecting the hotel's service quality: relationship
marketing and corporate image. Journal of Hospitality Marketing & Management. 23(1). pp.77-
96.
Özer, Ö. and Phillips, R. 2012. The Oxford handbook of pricing management. OUP Oxford.
Lee, J.J. and et.al., 2014. The financial impact of loyalty programs in the hotel industry: A
social exchange theory perspective. Journal of Business Research. 67(10). pp.2139-2146.
Shields, J. and Kaine, S., 2015. 3 13 Individual recognition plans. Managing Employee
Performance & Reward: Concepts, Practices, Strategies. p.280.
Haller, S.A. and et.al., 2014. Trading firms in the services sectors: comparable evidence from
four EU countries. Review of World Economics. 150(3). pp.471-505.
Online
The world is their oyster: The Wright Brothers' Soho seafood restaurant has really taken off,
2011. [Online]. Available Through:
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