House of Pisa Restaurant: Comprehensive Marketing Plan and Analysis

This report presents a comprehensive marketing analysis of the House of Pisa restaurant, a new pizza establishment in London. It begins with an introduction to the business plan, emphasizing the restaurant's focus on experienced staff and a pleasant customer environment. The report then evaluates the external environment using the PEST framework, assessing political, economic, social, and technological factors impacting the business. A SWOT analysis identifies the restaurant's strengths, weaknesses, opportunities, and threats. The marketing mix, including product, price, place, and promotion strategies, is examined. Porter's Five Forces and generic strategies are analyzed to understand the competitive landscape and strategic choices, with a focus on differentiation. Finally, the STP analysis (segmentation, targeting, and positioning) reveals the restaurant's market approach, followed by a conclusion summarizing the key findings and recommendations. The report suggests that differentiation is the most suitable strategy for House of Pisa to compete effectively by offering unique products and maintaining a premium pricing strategy.

Fundamental of
marketing

Table of Contents
INTRODUCTION..............................................................................................................................3
Evaluation of the external environment........................................................................................3
SWOT analysis of chosen organization........................................................................................4
Marketing mix of chosen organization..........................................................................................5
Porters five forces and porters generic strategy of chosen organisation.......................................6
STP analysis of chosen organisation.............................................................................................8
CONCLUSION .................................................................................................................................8
REFERENCES...................................................................................................................................9

INTRODUCTION
Business plan is a significant documents which provide an overview and description of a
business's future (Brickley and Smith, eds., 2022). In this report, a business plan for Pizza
restaurant has been taken. Organization consider in this report is House of Pisa, which is a new
restaurant within London. When it come personal expertise then only experienced employees will
be hired in this restaurants so that restaurant can get a success as experienced employees have
good knowledge about customer's taste and preference. This restaurant is located at The Grand at
Trafalgar S, London. Main aim of this business plan is to fill the gap in market by create a
pleasant and friendly environment for its customers in well designed manner. This report will be
based on the evaluation of external factors of chosen restaurant, SWOT analysis, Marketing mix,
porters five forces, porters generic strategy and target market for the respective restaurant.
Evaluation of the external environment
To analyse impact of the external environment, PEST framework has been taken as it will
help the respective restaurant to identify such factors that may impact its business adversely.
 Political factors- This component assess an extent to which a country's government
policies and rules interfere in any business. It may be related to safety, taxation, health,
trade polices and environment law. In context of House of Pisa, as local government play
a critical role in policy formulation and regulation within UK, therefore, House of Pisa
need to closely follow the states. It has to manage its regulation in market. Beside it,
respective restaurant can enjoy the benefit of political stability in UK.
 Economic factor- It include saving rate, foreign exchange rate, inflation rate and many
more (Vaughan, 2022). House of Pisa can use the nation's economic element including
growth rate, industry economic indicators including consumer spending, restaurant
industry growth rate and many more to forecast growth trajectory of not merely- sector
name sector but also that of organization.
 Social factors- Way of doing the a work and culture of a society impact a business culture
vastly (Glibkowski, 2021). In relation to House of Pisa, customer's attitude and shared
belief play a great role in how respective restaurant will understand the market's

customers. Leadership of House of Pisa should include culture, class structure, attitude in
context of health and many more.
 Technology- Element including automation, innovation, technical awareness and more
influence the distribution, production and communication operation of an organization
come under technical parameters. In relation to House of Pisa, bu using advanced
technology it can experiment with its promotion strategies in order to reach more
customers rapidly and leave a long lasting impression.
SWOT analysis of chosen organization
This framework help a business realize its strength and weakness, that in turn help in an
easy management of the organization (Grace, 2021). It also help in determining the business's
performance as compare to other competitors. In relation to House of Pisa, its SWOT analysis is
mentioned below:
Strength Weakness
 House of Pisa provide best possible
value to its customer who desire a great
tasting pizza as it uses a high quality
ingredient.
 Its another strength is that it has hired
only experienced staff which is highly
talented or skilled. It will give a
competitive benefit of respective
restaurant.
 Its biggest weakness is that it is not
highly active on social media due do
which House of Pisa is known only in a
limited area.
 Its financial resources such as source of
income, funding and investment
opportunities limit its reach and impact
in market and renovation capabilities.
Opportunities Threats
 Home delivery pizza can be an
opportunity for House of Pisa as by this,
practice it can create a large customer
base.
 Promotion on social media is another
 Rising prices in the special ingredients
crate a hurdle in House of Pisa's
operation as it is financially not stable.
 Competition is another major threat of
respective restaurants as it is not a well

big opportunity for respective restaurant
as by this more customer become aware
about House of Pisa that will increase its
sales.
known hotel due to which competition
can decline its market share.
Marketing mix of chosen organization
Marketing mix is a focus and outline of a business marketing plan which is in alignment
with the organizational goals (Wilkinson, 2022). It is related to the menu offerings, pricing,
location and promotion. In context of House of Pisa, its marketing mix is mentioned below:
 Product- In restaurants, product is not just their food, it is an experience which customer
have when they enjoy it. It is quality of the service and environment of organization's
Establishment, as well as food itself. The product strategy in marketing mix of House of
Pisa cover Sicilian Pizza, California Pizza, Greek Pizza and Detroit Pizza. It use the
natural ingredients in its product. Along with this, sizable portion and high quality of the
pizza are other characteristics of company's product.
 Price- It is how much an organization charge for their product or services. They can either
have a fixed price or may offer an occasional sales (Kavyasri and Vaijayanthi, 2022).
House of Pisa has follow the competitive pricing strategy as it provide a highly quality
product due to which its price is also high as compared to its other rivals.
 Place- It is how an organizations distribute their service or product. Organizations should
ensure their product is available easily and quickly to reach as several customers as they
can. House of Pisa is situated in London. It does not provide the online service due to
which it do not deliver the food through online. It provide offline service in which
customers visit within respective restaurant and enjoy the delicious pizza.
 Promotion- It is sales and advertising part of the marketing. Promotion can be push or pull
(Maggiolino and De Palo, 2022). Promotional strategy used by House of Pisa focuses on
advertisement through newspaper, magazine and television. Along with this House of Pisa
need to be more active on social media platforms that can enhance its reach to a large
audience.

Porters five forces and porters generic strategy of chosen organisation
Porters five forces
 Threat of new entrants- Open up any new pizza restaurant require a moderate level of the
financial investment. New entrants also face an immense pressure to keep their
profitability when offering quality price and quality which is seen as an appealing by
customers. Thus in relation to the House of Pisa, threat of the new entrants is moderate
level as respective restaurants is also a new startup, but it is fast growing restaurants.
 Bargaining power of customers- As pizza is loved by every age of customers with a
distinct preference. Mostly customers are very quality conscious and they seeking different
kind of the pizza in an affordable prices. As House of Pisa has adopted the competitive
pricing policy due to which its customers may shift towards another of its competitions.
Thus, in relation to House of Pisa, levels of the customer's bargaining power is very high.
 Bargaining power of suppliers- To make pizza, raw material is acquired through the
suppliers and they hold a considerable degree of the bargaining power (Ngan and et. al.,
2022). House of Pisa have a limited influence on these raw material's prices. Due to this
there is a moderate level in supplier's bargaining power as if suppliers will charge more
then there a possibility that House of Pisa start to purchase the raw material from other
suppliers.
 Threat of substitute- As there are various other fast food product like tacos, sandwiches
and burgers that can take place of Pizza (Yuen, 2021). Thus, in relation to House of Pisa,
threat of substitute is high as rival pizza restaurants constitute major part of respective
industry that offering a substitute option to customers.
 Competitive rivalry- As pizza industry is filled with various companies that
manufacturing a wide range of the pizza and make this industry very competitive.
Therefore, in relation to the House of Pisa, threat of the competitive rival is very high as
there are many big competitors that give a stuff competition to the respective restaurant.

Porters generic strategy
 Differentiation- With this strategy organisations focuses efforts on offering unique
service or product, setting their offering apart form their rivals (Pandiarajan, 2022). If
House of Pisa will adopt this strategy then it have to fulfill its customers needs by offering
them new variety in its pizza. They will have to bring an innovation in its product so that
more and more customer can be attracted.
 Cost leadership strategy- In this strategy, organization mainly concern with the benefits
by having lowest their product cost and cost structure (Shvetsova, 2021). If House of Pisa
will follow this strategy then it they have to bring down their product's cost which is not
beneficial for them,. Thus, it is not an appropriate strategy for the respective company.
 Focus/Differentiation focus strategy- In this strategy, companies target a niche market
and offer a lowest possible price. If House of Pisa decided to work with this strategy then
they choose to target a niche market and through an understanding dynamics of these
market division, they have to ensue that cost remain low. In this House of Pisa to ensure
that their its product remain unique so that they can stay ahead of the possible competition.
It is not possible for the respective organization as it is a new enterprise due to which
House of Pisa is not enough capable to adopt this strategy. Due to this, respective
restaurant may suffer from heavy loss.
Therefore, from the above analysis, it is find out that differentiation is most suitable strategy for
the House of Pisa as by this respective company can compete with its rivals by offering unique
product to customers. And with this strategy they can keep their price high that make enable to to
earn more profit.

STP analysis of chosen organisation
 Segmentation- House of Pisa has segmented its market on demographic basis as it has
targets the younger generation or adult children. They have also segmented its market
based on the hing income or business class families as it is charging high price.
 Target market- House of Pisa has target the younger people between the age of 16 to 40
years old. As children are big part of their market so they have also targeted children
which is major sources of their profit.
 Positioning- House of Pisa has positioning itself as it provide a quality product to its
customer with a pleasant and friendly environment.
CONCLUSION
From the above report it is concluded that business plan is a significant roadmap that help
in identifying various aspect of a new business. This report has discussed about a new pizza
restaurant. For this organisation has made a business plan in which they identified various external
factors that may impact their working vastly. In this report it is identified that House of Pisa is a
pizza restaurant with competitive pricing strategy that need to consider the differentiation strategy
in order to get success. If organization will work with this strategy then it can get a competitive
benefit that help it to survive within market for a long time period with goods market position
efficiently.

REFERENCES
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