Hospitality Marketing Essentials: Fat Duck Restaurant's Strategy

This report provides a comprehensive analysis of the marketing plan for Fat Duck Restaurant, a UK-based establishment introducing robotics delivery services. The report begins with an introduction to marketing plans and an executive summary outlining Fat Duck's objectives to increase sales and customer satisfaction through new technology. It details the vision and mission, objectives, and a thorough marketing mix including product, price, place, and promotion strategies, along with physical evidence, process, and people involved. The report also covers the STP approach (segmentation, targeting, and positioning) and a SWOT analysis to assess strengths, weaknesses, opportunities, and threats. A detailed budget for the new service launch is presented, followed by discussions on market evaluation, monitoring, and controlling business activities to achieve objectives. The conclusion emphasizes the strategic importance of a marketing plan for business expansion and profitability.

HOSPITALITY
MARKETING ESSENTIALS

Table of Content
• Introduction
• Basic marketing plan
• Conclusion

A strategy which is prepared by manager in an
organization for the purpose of expanding business
activities and making profits consider as marketing
plan. This is a primary step which is used by company
to expand their business and maintain at up positions.
Introduction

Marketing plan consider different types of marketing strategy that helps to achieve business
objectives effectively. It states what steps should be taken while running a business in order
to make profits. The marketing manager of Fat Duck is launching new services that is
robotics which helps to deliver food fast that attracts customers.
Basic Marketing Plan

Executive summary: Fat Duck is top restaurant in UK that
provides various food items and beverages with better quality in
order to maintain customer loyalty and making profits. It run its
business activities in different places that helps to achieve
business objectives. The marketing officer analysis the market
and gather the information for expanding business. Therefore,
they are introducing from Robotics delivery of services that helps
to serve food to customer in less times and will keep them happy.
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Vision and mission: The vision and mission statement of Fat Duck is to increase sale of
organization by 50% up to 2020 by using new technology that is not adopted by any
company.
Objectives:
 To capture 20% market, share by 2020.
 To earn higher profits and giving satisfaction to customers.
 To introduce new services at less cost and helps to increase customer's interest.
 To sustain in market for long term by providing better quality of food and beverages.
 To reduce the wastage and use marketing for attracting people.
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Marketing mix:
 Product: Fat Duck is a restaurant that is launching new services in delivery that is
Robotics delivery in such business industry.
 Price: It uses competitive pricing strategy as new services are introduced by such
company.
 Place: Robotics food delivery is going to launch in UK that helps to know about
customer interest and can make plans to introduce in other country also.
 Promotion: Marketing officer uses websites, social media, T.V. And radio to promote its
products as well as services.
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Physical evidence: It includes facilities like cleaning, well decorated and tidy that
influences customers.
Process: This services is introduced and will uses electronic energy that helps robots to
deliver food fast.
People: Chefs, delivery robots, staff, room services, marketing officer and finance manager
are included in this element.
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STP approach: This is an important concept which is used by organization in marketing
that helps to choose market for expanding business effectively. It involves three process
like segmentation, targeting and positioning that attracts people and maintain profitability.
 Segmentation: The officer of Fat Duck focuses on demographic segment in which they
mainly consider 15 to 60 years old people who wants to avail new services and tasty food.
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 Positioning: Marketing officer maintain a distinct position in hospitality industry by
offering better quality of food and services.
 Targeting: Marketing officer of Fat Duck targets all ages people as people are highly
interested to get new dishes and attractive services.
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SWOT analysis:
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Strength Weakness Opportunity Threat
Well known industry
in hospital sector.
Strong brand name
and image of
organization.
Quality in food and
drinks.
Customer satisfaction
by offering foods.
Changes in
government policy
for delivering
products.
More industry in
same field.
Fluctuation in tax
rate.
Highly depend on
robotics.
Preference to
customer's needs and
wants.
Uses of new services
in business industry.
Variety of food taste
and beverages.
To offer discounts
and other attractive
services.
Changes in taste of
customers.
High prices of food
and services.
New technology by
other organization.

Budget: The marketing officer of Fat Duck prepare a budget for introducing new services.
For this budget is defined as:
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Expenses required Amount (£)
Promotional activities 2000
Robots preparing 10000
Technical activities 8000
Marketing activities 4000
Employees salary 15000
Other expenses 5000
Total 44000