Developing a Social Media Marketing Plan for The Araki Restaurant

This report provides a comprehensive analysis of The Araki Restaurant's entrepreneurial marketing strategy. It begins with an introduction to business and marketing, followed by an overview of the restaurant's objectives. A detailed marketing audit is conducted, encompassing external factors like political, economic, social, and technological aspects, along with an internal SWOT analysis. The report identifies the target audience and explores the use of social media zones and vehicles, including social commerce, entertainment, publishing, and relationship building. An experience strategy is formulated by combining social publishing and relationship zones. An activation plan is developed, outlining objectives for a social media campaign from June to September 2020, aimed at increasing brand awareness and sales. Finally, the report includes a detailed budget and measurement plan for the marketing activities, evaluating both costs and the achievement of objectives. The report aims to guide The Araki Restaurant in enhancing its customer base and market position through strategic marketing efforts.

Entrepreneurial
Marketing

Contents
INTRODUCTION...........................................................................................................................2
Introduction to business..........................................................................................................2
Objectives of business organisation.......................................................................................3
Marketing audit to acknowledge present market situation.....................................................3
Target audience of The Araki restaurant................................................................................5
Social media zones & vehicles...............................................................................................6
Formulation of experience strategy by using selected zones.................................................7
Formulation of an activation plan...........................................................................................7
Manage and measuring...........................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
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INTRODUCTION
Business is defined as an activity that include buying and selling of product as well as
services. In addition to this, an individual start a new business with an aim to earn profits and
enhance their standard of living. Marketing is one of the integral part in every organisation that
help in promoting the products and services offered by company. In addition to this, it help in
attracting more number of people towards the brand that has a positive influence of sales and
profit level in a positive manner. It is determined that entrepreneurial marketing plays important
role & consider as a roadmap that ensure higher growth and success as well. The emergence of
technology and digitalization has turned social media an important tool that enhance overall
profit and revenue of an organisation. In addition to this, it also help in attaining competitive
advantage at marketplace and enhance operations in an effective manner. It has been identified
that it occurs less cost to entrepreneurs and help in conducing marketing activities that help in
gaining success and growth at marketplace.
For the present report, The Araki restaurant is taken into consideration. It was founded in
the year 2014 and is opened in London. It is the first Japanese restaurant that win three stars in
United Kingdom. In the present report, social media plan is developed for The Araki restaurant
in order to enhance customer base level and to aware more number of people about the brand.
The report will cover marketing audit of the organisation along with their objectives to identify
target audience. In addition to this, there is discussion about social media vehicles and zones as
well that help in execution of plan in an effective manner. Moreover, measurement media plan is
covered in the present report.
Introduction to business
The Araki restaurant is one of the Japanese small restaurant in the United Kingdom. The
company offer various types of food items along with the good quality, which attract more
number of customers in marketplace. It is determine that company offer Japanese food
considering the choice and preferences of customer. The owners of the company want to reach
maximum number of people and for this it adopt social media tool, which is one of the effective
promotional tools. By developing a social media plan, the company is able to enhance its
customer base level that has a positive impact on sales and financial performance of The Araki
restaurant.
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Objectives of business organisation
The higher authorities of The Araki restaurant is planning to develop a social media plan
for the duration of June 2020 to September 2020. The main objectives associated with the plan is
given below:
 To increase the number of followers on Facebook by 15% in the coming 5 months.
 To increase the sales by 10% by educating people towards the products and services
offered by the company.
 To enhance customer base level by 15% by the end of 5 months.
Marketing audit to acknowledge present market situation
Marketing audit is a systematic process of evaluating and interpreting an organisation
marketing environment. It help an entity to identify the opportunities and decline the level of
risk. The marketing audit conducted by The Araki restaurant are as follows:
External factors
It is important for an entity to determine the impact of external factors on the business
performance and activities as well. It help in developing effective strategies and decline the level
of threats. The higher authorities of Araki restaurant uses PEST analysis for performing external
audit, which are as follows:
Political factor: It is determine that political condition of United Kingdom is stable and its
government support companies to expand business globally. In relation to The Araki restaurant,
it have the advantage to enhance its business and earn higher profits. in addition to this, a
company can take grants &subsidies its business in order to maximize revenue and profit level.
Economic factor:
The income level of people in UK is high and they are always ready to spent amount in
order to buy quality products and services. The Araki restaurant has the advantage to attract more
number of people by offering quality restaurant items that leads to increase in productivity as
well as profitability of the company.
Social factor:
The people of UK are more concerned of their health and like to consume those products
which is good for their health. The Araki restaurant offers sugar free items that help in gaining
attention of people and increase its sales as well. In addition to this, its owners focuses on
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offering unique and healthy items of good quality that aid in engaging customer for longer time
period.
Technological factors:
Technology is changing rapidly and change the perception and buying behaviour of
customers prevailing at marketplace. The Araki restaurant has the opportunity to make use of
technology in order to reach more number of people such as social media applications, in
addition to this, it can make use of high technology tools in order to improve its processes and
packaging of items. It will help company to increase its customer base level and maximise its
profitability level.
SWOT Framework
It is a tool that allow an entity to gain an insight about its strength as well as weaknesses
along with the opportunities and threats as well. By the assistance of this, the owners of The
Araki restaurant can gain knowledge associated with the social media strategy. The SWOT
analysis is given below:
Strengths Weaknesses
 The company offer quality of products
and concerned of the health of people,
as it help in attracting more number
effectively.
 The Araki restaurant offered items after
gaining knowledge about customer
requirements so that they can fulfil
requirements of customer. It help
company to develop positive mind set
of people towards brand and strengthen
its market position as well.
 The company is not able to make use of
effective promotional tools in order to
aware more number of people.
Opportunities Threats
 With the help of social media plan, The
Araki Restaurant has the opportunity to
reach more number of people and
 The Araki restaurant offer their service
in small segments and is facing issues
from leading companies, who are
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increase its market share and
profitability level.
taking leverage of social media
platforms.
 There are various competitors in market
that offer healthy and sugar free
restaurant items as is consider as a
threat for The Araki restaurant.
Internal factors
It involve factors which are present in the internal environment of the organisation. It is
determine that internal factors has direct impact on the business performance and activities as
well. The internal audit carried out by higher authorities of The Araki restaurant is given below:
Corporate culture:
It include factors such as values, beliefs, opinions as well as ideologies that is followed
by an entity for the long term sustainability. In relation to The Araki restaurant, its corporate
culture is based on some principles such as honesty, transparency and equality as well. One of
the main motive of the company is to serve quality to customers in order to satisfy and retain
them for longer time period. Its managers focuses on providing positive working environment to
its employees in order to motivate them and leads to increase in productivity of staff members.
Organizational structure:
It is define as a guideline through which all the activities is implemented and function out
in an effective manner. It assist an entity to achieve objectives within stipulated time frame. With
reference to The Araki Restaurant, it is determined that managers follow flat organisational
structure that is a team is developed of 10 employees who carry out business functions in a
coordination and effective manner.
Target audience of The Araki restaurant
It is important for an organisation to decide the target audience as per the demographics in
order to develop effective social media plan. The mangers of The Araki restaurant can undertake
age demographics as target audience. The target will belong from the age group of 17-36 years
as they are the people who spent more time on social media and also like to consume restaurant
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product. Along with this, the company can develop a tag line in order to reach the target
audience in an effective manner. It will help company to increase its sales and profitability in an
effective manner.
Social media zones & vehicles
There are various types of social media vehicles and zones by which an entity is able to
reach more number of people and attain success in an effective manner. In relation to The Araki
restaurant, the social media vehicles and zones will be used is given below:
Social commerce:
By the help of social media zone, an entity can easily sell or buy products as well as
service online. The company has the advantage to use various forms of channels to borrow and
sell goods in an effective manner. For example, Groupon, TripAdvisor and so on.
Social entertainment:
Herein, different range of social media channels is involve associated with the
entertainment, playing and enjoyment as well. Myspace, Come2play are some of the social
entertainment channels involved in this channels.
Social entertainment:
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Herein, an entity can make use of content related aspect such as YouTube, Tumblr,
BlogSpot and many more. It help company to target the right audience in an appropriate manner.
Social Relationship:
By the assistance of this, an entity is able to develop effective relationship with their
customers. It include social media applications such as Twitter, Facebook, Instagram, LinkedIn
and many more.
Formulation of experience strategy by using selected zones
From the above selected zone, it has been analysed that owners of The Araki restaurant
decide to develop an effective strategy, which will be a combination of social media zones in
order to attract large number of audience in an effective manner. With reference to The Araki
restaurant, it selected social media zones that is social publishing zones and social relationship
zone. If it is talked about social publishing zone, organisation is looking to target people by using
YouTube and BlogSpot. On the. other hand, for social relationship company will use Facebook
and Instagram that help in educating people about the restaurant and the unique features offered
by company.
Formulation of an activation plan
It is important for The Araki restaurant to develop an activation plan in order to set
objectives associated with the social media strategy. It is determine that company is organising
social media campaign from June 2020 to September 2020. The main objective of the company
is to aware large number of people towards the brand increase its sales and profitability level as
well. In addition to this, it also assist company to strengthen its financial performance and sustain
in market for long-time period. Moreover, it want to increase its number of followers on social
media applications such as Instagram and Facebook in order to get attention of people in an
effective manner.
Manage and measuring
Particulars June £ July £ August £ September £
Market Research 5000 8000 13000 15500
Owned Media (Blog) 4000 7500 8500 12000
Video Adverting
(Youtube)
18000 17500 18000 4500
Social Media
(Facebook)
20000 15000 20500 14000
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Marketing Platform 15000 9500 12000 5500
Creative Design
Software
8000 9000 7500 6500
Recruitment 5000 4500 7000 10000
Hardware 7000 3500 5500 11500
Total 82000 74500 94000 79500
It is important for company to set budget for marketing activities in order smoothly and
proper carried out the activities. The evaluation take place by considering two factors that is cost
occurred and the attainment of objectives or not. The cost that is decided and the cist that is
occurred while implementing activities is compared in order to evaluate the performance in an
effective manner.
CONCLUSION
From the above study, it has been concluded that social media applications plays an
important role in reaching more number of people and enhance profitability of the organization.
It is important for an entity to decide the target audience for the social media plan. Social media
vehicles and zone is consider as an effective tool in order to gain growth and development as
well. With the help of an effective social media plan, an entity is able to enhance its profitability
level and strengthen its financial performance. Moreover, a company can also attain competitive
advantage and sustain in market for longer time period.
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REFERENCES
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marketing research. Journal of Research in Marketing and Entrepreneurship.
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Alqahtani, N. and Uslay, C., 2018. Entrepreneurial marketing and firm performance: Synthesis
and conceptual development. Journal of Business Research.
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handbook of small business and entrepreneurship (pp. 297-320). SAGE Publications Ltd.
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Rashad, N. M., 2018. The impact of entrepreneurial marketing dimensions on the organizational
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pp.61-71.
Rezvani, M. and Fathollahzadeh, Z., 2020. The impact of entrepreneurial marketing on
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