Marketing Plan for White Spot Restaurant: Digital Strategy Report

This report presents a comprehensive marketing plan for White Spot restaurant. It begins with a situation analysis, including strengths, weaknesses, opportunities, and threats, followed by clearly defined objectives. The report then outlines the strategic positioning and target market, considering demographic, psychographic, geographic, and behavioral factors. A detailed marketing mix is provided, encompassing product, price, place, and promotion strategies. The report also covers measurement techniques to assess campaign effectiveness and operational decisions for improvements. References to relevant sources are included to support the analysis and recommendations, making it a valuable resource for understanding the restaurant's marketing approach and potential enhancements. The report provides a deep dive into White Spot's marketing efforts, offering insights into its strategies and areas for development.

Running head: MARKETING
Digital marketing: Marketing plan for White Spot restaurant
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MARKETING 1
Table of contents
Situation analysis .................................................................................................................. 2
Objectives ............................................................................................................................. 3
Strategic positioning & target market ..................................................................................... 3
Target market ....................................................................................................................... 4
Marketing mix ....................................................................................................................... 5
Measurements ...................................................................................................................... 6
Operational decisions............................................................................................................ 7
References ........................................................................................................................... 8

MARKETING 2
Situation analysis
Strengths
White Spot restaurant takes pride as Canada’s longest running restaurant. Launched
in 1928, the restaurant has emerged successful in enhancing the brand image. Specific
mention can be made of Triple O burgers, fries and shakes. Variety is also evident in the
breakfast menus [1]. This reflects the approach towards influencing the purchasing power of
the customers.
Weakness
Vulnerability prevails in the specific needs, demands and requirements of the clients
and the customers. The ambience of the restaurant is not fancy, incapable of accommodating
the customers of aristocratic class. The serving rate is slow, which compels the staffs to
receive complaints. Lack of widespread presence projects limitation in terms of growth and
development [2].
Opportunities
Triple O presence acts as an opportunity for expanding the supply chain network
beyond the markets of Hong Kong. Expansion needs to be achieved from franchising. Charity
and community development can be one of the agents for gaining international expansion.
Threats
Competitive rivalry from Cactus Club acts as a threat in terms of securing the market
position. Technologies like flat screen TV and electronic devices for taking orders places
Cactus Club much ahead of White Spot. Both of them are involved in joint ventures, which
intensifies the struggle for achieving competitive advantage. Typical evidence of this lies in
the presence of bars and gift cards, which the customers can avail [1]. White Spot can come
up with innovative plans like changing the tapestry or adding music for attaching a classy look
to the restaurant ambience.

MARKETING 3
Objectives
• To hire new team members
• To launch creative platforms for campaigning about the latest trends
• To add fusion items in the menus
• To indulge in contracts for acquiring the highest quality products
• To organize more programs on healthy diet and off the shelf local store marketing
programs
• To increase the frequency in the experimenting with the inventory management
systems
• To introduce innovative packages for the clients and customers
• To organize effective hands on training for the managers for the promotion of
contingency learning
• To conduct offshore marketing for establishing contact with large number of real estate
brokers
Strategic positioning & target market
Strategic positioning
Marketing campaigns have enhanced the brand image of White Spot restaurant.
Consciousness towards traditionalism and the specific needs and preferences of the
customers is advantageous in terms of securing the market position. The main focus has been
on evolution rather than revolution, depicting the initiative towards coming up with creative
business solutions for altering the dynamics of the operations. Feedbacks from the customers
and the clients is assistance in terms of implementing the continuous improvement strategy
into the operations [3]. Implementation of multi-phased strategy has expanded the scope and
arena of the business. Typical evidence lies in partnering with the media agencies and
brainstorming sessions. Evaluation and audits for the strategies enhances the awareness
about the true essence of the customer demands. Synthesis of the marketing ideas is
assistance in terms of the assessing its effectiveness into the current competitive condition of

MARKETING 4
the market. Online creative testing is beneficial for the restaurant in terms of increasing the
trafficking of the audience into the brand image. Mention can be made of the launch of new
brand platform, which was governed by the attributes of comfort, authenticity, reality, history
and familiarity [2].
Offshore marketing by the managers has expanded the dynamics of the supply chain
network. Authenticity in this process has awarded the clients and the customers with a homely
experience.
Target market
Demographic
In case of the tea, the target market are the families, young couples and singles.
Variety in the menu provides the customers with the flexibility to order tea according to their
choice and preference. Focusing on the young couples and singles would be beneficial in
terms of earning huge incomes, as they depend on readymade foods and drinks. This is
estimated to account for 48% of the total population [1].
Psychographic
Lounge services has acted assistance in attracting the younger target market. The
major drive behind this is the innovative alcohol servings. Attractive combo offers and
packages can be beneficial in terms of luring the youths.
Geographic
In delivering the online orders, area codes can be used by the delivery boys for
ensuring the delivery at the right place. The needs of the residents holds equal significance in
terms of catering to their needs [3].
Behavioural

MARKETING 5
Sponsorships in the social events can help the staffs to identify the approach of the
customers towards the products and services. Consistency in this aspects would assist in
understanding the needs, demands and requirements of the customers.
Marketing mix
Product
In today’s time, the customers mainly prefer healthy diets. Keeping this in mind, White
Spot restaurant has come up with gluten free options for dealing with obesity in an efficient
and effective manner. This is evident in the items available in the salads like Hot chargrilled
chicken salad, Quinoa and Cauliflower Power Salad, Candied Salmon Spinach Salad among
others [1] .
Price
Greek salads and Chef salad comes for costs $6.75. Similarity in the prices contradicts
the ingredients. In the Greek Salad, the ingredients are lettuce, tomato, cucumber, onions,
olives, feta, cheese and house dressing. On the other hand, chef salad consists of additional
turkey toppings, ham, American cheese and provolone cheese. However, the legendary
platter costs 9.99$, which is difficult for the customers of middle class to afford. Readymade
take away pastas come for $8, which is limited in case of the adult entrées, which costs
minimum of $12.99 [2].
Place
Campaigns can be organized near the offices, parks and the residents for the
enhancing the awareness about the recent trends in the foods and drinks. This is in terms of
identifying the target market. Along with this, tie-ups with the supermarkets would be
assistance in terms of expanding the scope and arena of the business.
Promotion

MARKETING 6
TV shows like Celebrity chefs have promoted the cooking means used in White Spot
restaurant. This approach has upgraded the standards and quality of the food items. Examples
can also be cited of the promotions through radio and media coverage [5].
Measurements
Certificate of Registration is the evidence of catering to the health and safety of the
clients and the customers. Adherence to the legal requirements is beneficial in terms of
enhancing the safety standards and customer service. For strengthening the bottom line
services, the staffs involve the statutory bodies of law. Consistency is maintained in the
inspections and audits, which upgrades the standards and quality of the food items. Tie up
with the hospitality and tourism industry have resulted in the development of customer oriented
services. The certificate reflects the commitment of the managers towards ensuring workplace
safety for the staffs, clients and the customers [5].
Various training and orientation programs are organized for the personnel. Managerial
support is crucial for receiving the employee buy-in orders. Tracking these orders is assistance
for ensuring that smooth functioning of health and safety programs. Reference can be cited of
the financial incentive programs, which includes journey mapping for risks and retention for
the best talents. World class managerial techniques are implemented for enhancing the value
in the operations. Conscious approach is expressed towards increasing the footprint through
the expansion plans. Typical evidence of this lies in the innovations in the menus, Red Seal
Chef Apprentice and certification programs [1]. Along with this, reference can be cited of the
expansion plans to Asian market. Opening outlets in the other areas of Canada have
expanded the scope and arena of the restaurant business. Selling fusion Triple O burgers in
the markets of Asia and beyond can be beneficial in terms of enhancing the fame and glory.
Service manager of White Spot plays an important role in developing the financial
plans. Meetings and audits are conducted for evaluating the extent to which these plans have
been catered. In-store promotions are conducted for making the clients and the customers

MARKETING 7
aware of the latest trends and services introduced in the store operations. Cleanliness and
food safety is maintained through the execution of quality assurance tests [4].
Operational decisions
The Board panel is entrusted with the responsibility of undertaking the decisions, which
suffices the need for enhancing the attractiveness of White Spot restaurant. Checklists are
used for ensuring that the personnel understand the basics of the operations before
approaching them. After filling the checklists, the managers are called for the meetings to
decide upon the essential functions, which needs to be undertaken for improvising on the food
processing techniques. Along with this, feedbacks and surveys are adopted for gaining an
insight into the approach of the customers towards the levied products and services. The main
parameters of decision-making are price, promotions and data collection [1].
Involving the trade union members can be assistance in terms of dealing with the
financial instabilities of inflation, high exchange rates and high prices of the raw materials.
Offering lucrative discounts, schemes and offers can act assistance in terms of increasing the
trafficking of the audience towards the brand image. In this, adopting social media can be a
productive option for expanding the supply chain network [5].

MARKETING 8
References
1. White Spot [Internet]. White Spot. 2019 [cited 14 June 2019]. Available from:
https://www.whitespot.ca/
2. Support [Internet]. White Spot. 2019 [cited 14 June 2019]. Available from:
https://www.whitespot.ca/franchising/support
3. Staying Relevant for Today's Customer [Internet]. White Spot. 2019 [cited 14 June 2019].
Available from: https://www.whitespot.ca/news/press-releases/staying-relevant-today039s-
customer
4. White Spot the First BC Restaurant to Achieve Health & Safety Certification [Internet]. White
Spot. 2019 [cited 14 June 2019]. Available from:
https://www.whitespot.ca/news/community/white-spot-first-bc-restaurant-achieve-health-
safety-certification
5. White Spot Limited named one of Canada’s 50 Best Managed Companies [Internet]. White
Spot. 2019 [cited 14 June 2019]. Available from:
https://www.whitespot.ca/news/awards/white-spot-limited-named-one-
canada%25E2%2580%2599s-50-best-managed-companies