BUSM4052 - Marketing Plan for Korean BBQ and Korean Street Restaurant

This report presents a comprehensive marketing plan for a Korean BBQ and Korean street food restaurant. It begins with an executive summary and an overview of the business, including a SWOT analysis that identifies strengths, weaknesses, opportunities, and threats. The report then delves into the target market, competitor analysis, and marketing strategies, such as community event participation, food sampling, discounts for new customers, and joining a local business association. The plan also covers product and service offerings, goals and objectives, and the restaurant's planned locations. Furthermore, the report emphasizes the use of social media for promotion and details the menu, including testing and feedback mechanisms. The marketing plan incorporates the importance of word-of-mouth marketing, the use of digital marketing, and the importance of understanding customer culture. The report concludes with references to support the information and strategies outlined.

Running Head: Marketing Plan
Marketing Plan of Korean BBQ and Korean street Restaurant
Name of the Student:
Name of the University
Author’s Note

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Table of Contents
Marketing Plan Summary................................................................................................................2
The Business............................................................................................................................2
The Market...............................................................................................................................2
THE BUSINESS OVERVIEW.......................................................................................................2
SWOT Analysis.......................................................................................................................2
Product and Service.................................................................................................................3
Goal and Objective..................................................................................................................4
Location...................................................................................................................................4
Sales and Marketing................................................................................................................4
Promotion Technique (Utilize social media channels)............................................................5
Testing Menu...........................................................................................................................6
MARKET........................................................................................................................................7
Target Market..........................................................................................................................7
Competitors..............................................................................................................................7
Marketing Strategy (Participate in community events and give out food samples)................7
Offer discounts to new customers............................................................................................8
Join the local business association...........................................................................................8
Reference.......................................................................................................................................10

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Marketing Plan Summary
The Business
The marketing plan of Korean BBQ and Korean street Restaurant is based on the research
that is conducted on the restaurants which is catering to the cuisine of the authentic food. In the
course of business plan that will strategically plan about the location of the business, and the
menu that will be decide after receiving the feedback from the samples (Chen 2013). The
business will foster to serve foods that is based on the authentic Korean BBQ and the items that
can be sold in the Korean Street food. The name of the company will be set as Korean BBQ.
The Market
The market of the restaurants can increase the visibility to the public, who can cater to the
food stalls and restaurants (Zhang 2016). The motive of the market is not only attracting the
customers who are the regular consumer but also to set target more of customer. This will
eventually boost up the revenue of the retail outlet that will be set across the region. The
designed outlet that is strategically planned to be opened is based on the concept of Korean BBQ
that can be specialized on the regular meat and red meat.
THE BUSINESS OVERVIEW
SWOT Analysis
SWOT analysis cam be defined as the strength, weakness, opportunity and threat of
particular product or an item. In this case, it is a Korean Restaurant that is targeting to plan its
marketing strategies and develop marketing plan for the particular restaurant (Kuo et al, 2016).
The owner of the same will evaluate the position in a specific market that is the area of the

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Korean region. The competitors of the restaurants can see what others can do and the type of
food they will be serving.
STRENGTH- the strength of the restaurant lies in the hand of what can be done best to serve the
customers. The potential of the owner should be to set hygienic food, offering quality service,
catering to the décor of the place and establishing an atmosphere that will make the customers
build a memorable experience. On the other hand, the pricing structure needs to be set keeping in
mind the customers of the average income earners (Dang and Dhaugoda 2015).
WEAKNESS- the weakness of the atmosphere can be created by the staff because the entire
operational service is not depended on them. The delivery of the personal service is completely
depended on them. on the other hand, the weakness can be pointed if the employee is not
provided adequate training in a way of showing how the staff should treat he guest and receive
them and explaining the employee about the culinary personnel (Oh et al, 2016).
OPPORTUNITY- the opportunity that can be analyzed from the Korean is that to look after the
scope that will cater to more of revenue that will facilitate the market to expand. Offering the
customers to take away baked products can create an opportunity for the customers to visit the
restaurant again.
THREAT- the threat can be on the growing marketing competition. The closely located
restaurants can be posed as a threat to the market.
Product and Service
The product and service that can be offered by a new market in the field of BBQ Food
can be segregated to the products of chicken, beef and pork meat, sea food and a special offering
for the vegetarian people. The service on the other hand is planned to have two outlet retail chain

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presently where the chef will cook food according to the taste and preference of the customers.
The development can lead to significant choices of the BBQ food. With a special addition of
providing free drinks along with the purchased food is planned to be offered.
Goal and Objective
The objective that is set by the developers of the restaurant is to create a sense of loyalty
that is the patron to serve the customer at its best and keep up the potential to retain customers so
that through the word of mount process there are the presences of more new customers (Bordes,
Boureau and Weston 2016).
The goal of the restaurants is to retain the amount of sales that is conducted in the
running of the business and also to achieve the specific target goals. The second aim of the
company is to build a brand image so that it can be helped to gain popularity in the national as
well as international market.
Location
The location that is planned for the retail chains are Seoul, Incheon, Daejeon and Ulsan.
The main center will be operating in the regions of Seoul. The retail chains are planned in a
manner where the people of the urban areas can make a visit. Not only the citizen but it can be
catered by the tourist also as these are known as the metropolitan cities.
Sales and Marketing
The marketing plan of the restaurant is planned to be set on the transforming advent of
the digital marketing (Kotler et al, 2017). It is also the strategy of the business that is relied on
the word of mouth basis but also the promotion can be planned based on advertisement in social
media, banner and posters. For the process of marketing and sales of the BBQ Korean food the

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first aim is to know the target customer and know the culture of the people. The process of the
food should not only restrict to the food served in the outlets but also the system of online food
delivery.
Promotion Technique (Utilize social media channels)
The promotion of the Restaurant is done in the scope of word of mouth communication.
Word of mouth can be defined as the process that the information gets delivered from one to
another. Hence it is carried from the source to many more people. The use of oral
communication is based in simple telling to someone at any time of the day. It is considered as
one of the most effective way of communication because people have the power of precaution. If
the other people get convinced of the planned or unplanned visit in the Restaurant then the
advertisement woks perfectly (Berger 2014). Most of the consumer discuss about the brand they
wear or the products they use and the places they visit. It forms a basis of strength factor and
forms a brand affinity. In the case of the Koran BBQ food, if the people are impressed with the
décor, the behavior of the staff, the quality of the food and the pricing technique then it holds a
lot of chances for the restaurants to get promoted on a word of mouth basis.
Therefore, on the other hand, the importance of the social media can be made intense on
the increased website traffic. Just by sharing the content of the food it is offering and the location
of the retail outlet will help the people to be aware of the fact that there is new opening of a
restaurant. It is considered as one of the most profitable form of digital marketing because the
cost that is incurred is much less than any other form of advertising (Wolny and Mueller 2013).
People are open to the digital world much more these days and this particular medium. To create
a social media marketing the platform can make profit and start networking with the outside
world.

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Testing Menu
The menu that is planned and organized by the BBQ Korean Restaurant is
 Grilled Pork Belly
 Ddeokbokki
 Kimchi
 Galbi.
 Bibimbap
 Korean Seafood Pancake
 Bulgogi
 Soon Doo Boo
 Yangnyeom Tongdak
The composition of the food will completely depend on the roasted form of meat
that will be based on the style of cuisine that is basically on grilling meat, typically beef,
pork and chicken and in special occasion it will also serve the sea food and pancakes. The
sample of the menu will be placed by the chefs and will be tested by the local consumers.
The feedback of the food will be taken into account and the rectification will be done on
the basis of the remark (Berger and Iyengar 2013). The remark will be pointed by the
localities and one of the chef who is specialized in the field of Korean food.

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MARKET
Target Market
The target market for the Korean BBQ food is a specific segment at a large scale because
all the age groups of people prefer this particular cuisine. No matter it is the kid section or the
older section it is preferred by all. The target market can be determined by the people who makes
a regular visit in the outlet. There are instance where the people come on an occasion basis, after
a shopping, or on birthdays. It all depends on the nature and preference of the consumer and their
willingness to visit the restaurant (Aghdaie and Alimardani 2015). The street food style food is
mostly preferred because that is what the people consume of a daily basis in case of office going
employee or college students. The demographic segment of the people is divided on the criteria
of race, cast, creed, religion and sex.
Competitors
The competitors of the Korean BBQ restaurants are the Pulled Pros, Pulled Pork Pros,
Smokey Mountain BBQ, Smokey Station and BBQ U.
Marketing Strategy (Participate in community events and give out food samples)
In the presence of serious competition that is present in the market it is necessary for the
owner of the restaurants that the market needs to be studied before it is making its planned
strategies. The success of the restaurants is depended on the planning of the business that goes
beyond the palatable of dishes. The success of the business is depended on the bear downs and
the tips that is formularized for the effective marketing strategies. Building up website will be
more effective and the way the customer treat the place.

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The idea of giving out free samples of food can eventually lead to an increase in sale of
the company. The impact that is created by the food company can attract a lot of customers to try
new variety of foods which are specialty of the Korean origin. The mix favored of food that is
comprehended by the mix spices are originally the flavors of Korea (Lu and Gursoy 2017). The
planning of giving out samples to the customer can be delegated on the basis of when they visit
the restaurant at the time of placing their meal order they will be provided with an opportunity to
give two free orders in the portion of one meal. This will automatically lead the customer try
different cuisine. The sample products can also be transported to different malls where live
counters can be set. Two employee can be engaged to do the task. This approach will help to
promote its product when the customer visits the store can also try the food at the same time.
Offer discounts to new customers
The importance of discount to the customer affects the purchase sale. There is always a
rise in revenue where the owner of the company is offering a discount scheme to the products
that is available in the market. The system of discount that is planned for this organisation is:
 Discount rate of 10% on every meal purchased on a weekday.
 Discount rate of 12% on any three meal purchased on a weekend.
 Lastly a special offer that is planned for the joint families. In case of more than ten
members there will be a discount of 20% on the total amount of purchase.
Join the local business association
The joining of the business association is done in a smart way (Moran et al, 2017). The
network of the enterprise can be tuned with the new customers and the tips can be fetched that

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makes the company much stronger. The association varies from the point of the organisation that
they are targeting to satisfy. It is the duty of the owner to find the right association with whom
the joint venture can be collaborated. The goals and the target of the other associations needs to
be taken into account.

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Reference
Aghdaie, M.H. and Alimardani, M., 2015. Target market selection based on market segment
evaluation: a multiple attribute decision making approach. International Journal of Operational
Research, 24(3), pp.262-278.
Berger, J. and Iyengar, R., 2013. Communication channels and word of mouth: How the medium
shapes the message. Journal of consumer research, 40(3), pp.567-579.
Berger, J., 2014. Word of mouth and interpersonal communication: A review and directions for
future research. Journal of consumer psychology, 24(4), pp.586-607.
Bordes, A., Boureau, Y.L. and Weston, J., 2016. Learning end-to-end goal-oriented dialog. arXiv
preprint arXiv:1605.07683.
Chen, K.W.K., 2013. Korean restaurant business plan in Taiwan (Doctoral dissertation,
Massachusetts Institute of Technology).
Dang, J. and Dhaugoda, S., 2015. “Asian BBQ House” restaurant business plan.
Kotler, P., Bowen, J.T., Makens, J. and Baloglu, S., 2017. Marketing for hospitality and tourism.
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Lu, L. and Gursoy, D., 2017. Does offering an organic food menu help restaurants excel in
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Management, 63, pp.72-81.

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Moran, A.J., Block, J.P., Goshev, S.G., Bleich, S.N. and Roberto, C.A., 2017. Trends in nutrient
content of children’s menu items in US chain restaurants. American journal of preventive
medicine, 52(3), pp.284-291.
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