Restaurant Concept Report: Target Markets and Marketing Strategies

This report presents a comprehensive analysis of a restaurant concept designed for Blackfield Hawaii Corporation, focusing on the Hawaiian tourism market. It begins by identifying potential target markets through market segmentation, considering factors like geography, demographics, and psychographics to pinpoint high-disposable-income tourists, young couples, and adventurous travelers, including a significant Japanese tourist segment. The report then proposes a Polynesian-Asian fusion restaurant concept, strategically located to attract both hotel and condominium residents, offering a unique dining experience. Marketing strategies are detailed, including the 4Ps of the marketing mix: product development emphasizing menu diversity and seafood, pricing strategies targeting above-average earners, promotional activities through various media channels and partnerships, and a strategic location. The report also addresses distribution and business planning, emphasizing the importance of pricing and promotional strategies. The conclusion reiterates the key target markets and the importance of catering to tourists with high spending power and a desire for new experiences.

Hotel & Hospitality Management
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Table of Contents
Introduction......................................................................................................................................3
Target Markets.................................................................................................................................4
Restaurant Concept..........................................................................................................................5
Marketing Strategies........................................................................................................................6
Conclusion.......................................................................................................................................9
References......................................................................................................................................10
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Introduction
The management of Blackfield Hawaii Corporation has encountered with a verdict concerning
the most suitable type of restaurant for its resort growth. This study will be prepared to design a
restaurant that would assist the Blackfield Hawaii Corporation in order to appeal to their
customers. The report will present three potential target markets with the moralities of market
division and current investigation of tourists to Hawaii. It will also present what type of
restaurant would be appropriate to the Blackfield Hawaii Corporation in order to build for
restaurant development. In addition to this, the report will also present the marketing strategies
for the restaurant concept and will also outline the approach of pricing, promotional and
distributional strategies.
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Target Markets
Market Segmentation is the procedure of apportioning the marketplace of potential customers
into groups or segments, which is based on different categories, such as income, age, sex, family
etc. the segments created are composed of consumers who will respond similarly to marketing
strategies and shares similar traits such as interests, needs or location. Geographical
segmentation is about dividing the probable target markets by countries, states, provinces, cities
or neighbourhoods. Geographical segmentation could be used by Blackfield Hawaii Corporation
complaints the island local food source. It is evident that island has easy access to seafood and
native crop farms and cattle. Demographic Subdivision could also be exercised by Blackfield
Hawaii Corporation as it is the most communal determination for the consumer groups(Hawaii:
The Big Island, 2017). It comprises the studying race, age, lifecycle, gender, income, occupation,
education, religions and nationality. According to a report, the stated island generated revenue of
$4 million in tourism alone, in which 55% of tourists are independent travellers. Thus, it could
be identify from this fact that Blackfield Hawaii Corporation must attain the customers with high
disposable incomes, such as young couple, rich people and adventure seeking travellers.
There are also an enormous proportion of Japanese tourists within the area. Thus,
Japanese can be one of the target markets for the planned restaurant. Along with this,
condominium inhabitants that are constrained to the main meals must be given with the
noteworthy attention(Cooper and Corcoran, 2010). Blackfield Hawaii Corporation must
contrivance a good marketing approach to keep these travellers motivated.
Psychographic segmentation is a segmentation criterion that segregates the demographic
by using social class, lifestyle, and personality profiles. It is a fact that occupants of the
condominiums spent less in restaurants than was spent by the occupants of the hotels. It clearly
describes the lifestyles of different consumer groups.
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Figure 1: Travellers at Hawaii
Source: (Hawaii: The Big Island, 2017)
From the above picture, it could be identified that travellers are most of young couple or
age bar who are looking for the extra bit of romance that allows the couples to try a different
cuisine in a romantic ambience.
Thus the target market for Blackfield Hawaii Corporation is the people who are willing to
take the exclusive service of the island. It consists of the groups or people with higher spending
power and high disposable income. People who are willingly in spending for a new experience
are also included in the target market of the stated firm. People who are adventurous seeking and
are hungry for new experience are the main target market for the Blackfield Hawaii Corporation.
Restaurant Concept
A new restaurant is needed to be planned as a freestanding of 150-200 seat units between the
beachfront hotels, condominiums and the main highway. A restaurant could be established that
offers Polynesian Asian fusion speciality main dish. The main advantage of operating this hotel
as this would be only restaurant in the Coconut Plantation that could offer main dish speciality.
The hotel would be located near other hotels, condominiums and the shopping centre that will
offer Polynesian Asian dishes occupants of the hotels and thus condominiums would not have to
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travel less than two miles to try the Polynesian speciality dishes at the new restaurant(Ho, 2004).
The structure and the layout of the indoor restaurant must have a Polynesian Asian atmosphere.
It must offer wide range of menu from the Polynesian dishes to different dishes in Asia. The
concept of ‘everyday new’ could also be implemented and restaurant could offer specific menu
concept like Thai cuisine and each day it could offer on main speciality dish.
The stated restaurant could also link with the airlines in order to promote its new
restaurant specialities. With it, customers will aware about the offerings of the restaurant. As
majority of the tourists and residents in the island are Asian, it is recommended to establish a
restaurant that could offer Polynesian-Asian Fusion menu. With such kind of hotel, the
Blackfield Hawaii Corporation could easily get the wants of the future customers.
With the existing types of restaurants, the competitor’s offerings, the Blackfield Hawaii
Corporation must examine the target market who will dictate what kind of food should be
offered as they are the ones who will consume the product. The stated corporation must also
assure that the ingredients are always available for customer’s foods(Holscher, 2015).
Seasonality is also an important factor that is crucial to reflect on the developing of a hotel in
order to determine the tourist’s arrival. The implementation of the positioning strategy consists
of three different steps such as recognition of the set of possible competitive advantages in order
to build a position, recognising and selecting the right competitive advantages and effective
communication and delivery to properly choose the selected target market.
Marketing Strategies
Marketing is a procedure of planning and executing the conception, pricing, promotion a
distribution of the ideas, goods and services in order to create exchanges that will satisfy the
individual and organisational objectives. The marketing mix of the Blackfield Hawaii
Corporation restaurant would consist of various elements which will develop the core of the
company’s marketing system and will help the Blackfield Hawaii Corporation to achieve its
restaurant marketing objectives. Here is the 4Ps of the marketing mix of the McDonalds.
Product: Blackfield Hawaii Corporation newly developed restaurant have to place considerable
emphasis on developing a menu which customers want. Marketing strategy of a restaurant would
help the firm in establishing what exactly it is. However, the stated corporation also have to look
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on the customer’s requirement which changes over the time. In order to meet these changes,
Blackfield Hawaii Corporation have to make a blend of the Polynesian and Asian dishes which
will create new and exotic dishes and will phased out the old ones(Parker, 2016). If care is not
taken properly on the quality of food, it would adversely affect the sales of customer’s choice by
introducing the new choice which also diminishes the sales from the existing one. It is important
for Blackfield Hawaii Corporation to understand that the items on its menu will vary according
to their popularity and availability of seasonal items. A restaurant at an island must be able to
deliver diversified product and must emphasis more on seafood’s as it will be easily available.
Price: the perception of the value of the customers is an important factor in determining the
prices charged. It is important to state here that customers draw their own mental picture of what
a product is worth. A product is not only a physical item but also has psychological conations for
the customers as it is taking their earnings. Blackfield Hawaii Corporation could take price their
products very low as customers might feel that quality of the food is being compromised.
Travellers at the island are mainly above the average earners and execute disposable incomes.
Thus, pricing very low will make them feel that the product is not of good quality(Lee, Graefe
and Obenour, 2008). Pricing high would be another concern as they might feel that islanders are
exaggerating their incomes. As Blackfield Hawaii Corporation would mainly offer Polynesian
and Asian dishes and seafood’s, the pricing of the foods must be kept just above average. With
this pricing strategy, Blackfield Hawaii Corporation would be able to satisfy the customers.
Promotions: The promotional aspect of the marketing mix contains all the forms of marketing
communication. Blackfield Hawaii Corporation could advertise its exotic blend of food with
every possible channel. It could advertise its restaurant by linking with the airlines, could
advertise online and on TV and print media. It could use sales promotion in the form of
coupons(Swedo, 2010). Advertising at TV and airport, would make people aware of the food
items and press advertising would showcase more details. At current, Blackfield Hawaii
Corporation prime focus would be on attaining more and more targeted customers.
Place: it is an element of marketing mix and is not just about the physical location for the
products. It is about bringing the products to the end consumers. Blackfield Hawaii Corporation
restaurant at the island and its pleasant outlets must be portrayed at every possible place in order
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to outline its speciality. It could also start online delivery of the foods so that travellers staying at
the other hotels could also enjoy the speciality of blended Polynesian and Asian dishes.
Business planning is all about developing strategies for whatever a business may face.
This mainly includes the pricing, promotion and distribution strategy which a company prepares
in order to get ahead in the competition. Blackfield Hawaii Corporation must have to address its
distribution capabilities. In its marketing plan, it must describe on how its distribution strategy
will support its goals and objectives. Another most crucial decision for a restaurant is the pricing
strategy. Pricing strategy is something that must be based on the company’s generic strategy of
cost leadership, which enhanced the cost and prices. Blackfield Hawaii Corporation must price
its menu items in such a way that it covers all the cots an delivers a reasonable profit margin and
accordingly hitting the spot of what consumers are agreeable to wage for the worth they consider
they obtain from the consumption. Blackfield Hawaii Corporation, in order to get its pricing
right, has to match its prices to the image of the business and the nature of island travellers and
its targeted customers(Swedo, 2010). The company could not charge premium prices as it will be
a newly formed restaurant at the island. As per the current situation, Blackfield Hawaii
Corporation just have to cover its production and operational costs and obtaining a profit
necessary for the survival of the business. The description of the promotion strategy outlines how
Blackfield Hawaii Corporation will communicate its marketing messages to the targeted
customers. In its marketing plan, the stated firm must deliver a complete outline of the promotion
strategy which must include a detailed description of its target customers, the targeted
marketplace, its marketing message and the creative approach that it will utilise to convey its
messages. It is also about the proper selection of the media channels Blackfield Hawaii
Corporation will employ to reach its targeted customers.
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Conclusion
It has been found in the study that Blackfield Hawaii Corporation must attain the customers with
high disposable incomes, such as young couple, rich people and adventure seeking travellers. It
is also identified that there are also a huge percentage of Japanese travellers within the area.
Thus, Japanese can be one of the target markets for the proposed restaurant. Along with this,
condominium occupants that are restricted to the main meals must be given with the significant
attention. Thus, the target market for Blackfield Hawaii Corporation is the people who are
willing to take the exclusive service of the island. It consists of the groups or people with higher
spending power and high disposable income. People who are willingly in spending for a new
experience are also included in the target market of the stated firm.
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References
Cooper, D. and Corcoran, P. (2010). Effects of mechanical and chemical processes on the
degradation of plastic beach debris on the island of Kauai, Hawaii. Marine Pollution Bulletin,
60(5), pp.650-654.
Hawaii: The Big Island. (2017). [online] Available at:
http://lwwilliams.com/hawaii/PDF-Files/BigIslandTravelGuide.pdf [Accessed 30 Aug. 2017].
Ho, E. (2004). A Model Study for Establishing a Small Restaurant in Downtown Honolulu.
[online] Available at:
http://files.hawaii.gov/dbedt/census/econ02rep/ec02-reference/small_diner_condensed_final.pdf
[Accessed 30 Aug. 2017].
Holscher, E. (2015). Hawaii Travel Guide Documentation. [online] Available at:
https://media.readthedocs.org/pdf/read-the-docs-wtd-pdx-example/add-oahu/read-the-docs-wtd-
pdx-example.pdf [Accessed 30 Aug. 2017].
Lee, B., Graefe, A. and Obenour, W. (2008). Nature-Based Senior Travellers: A Comparison
with Boomers and Younger Travellers. Tourism Recreation Research, 33(2), pp.207-211.
Parker, A. (2016). Rates of subsidence and relative sea level rise in the Hawaii
Islands. Nonlinear Engineering, 5(4).
Swedo, S. (2010). Best easy day hikes, Hawaii, Kauai. Guilford, Conn.: FalconGuides.
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