Detailed Marketing Plan for Maximillian Restaurant in Taipei

This report outlines a comprehensive marketing plan for Maximillian Restaurant, a Taipei-based establishment offering diverse cuisines. The plan focuses on leveraging digital platforms, particularly an online ordering system, to enhance customer convenience and drive revenue growth. The report includes an executive summary, introduction, current marketing situation analysis, market description, product review, competitive analysis, SWOT analysis, objectives, marketing strategies, pricing, communication strategies, marketing research, budget, and controls. Key aspects include the restaurant's strengths in innovation and diverse offerings, weaknesses in brand promotion, opportunities in the growing online market, and threats from adaptive competitors. The plan emphasizes the value proposition of convenient online ordering and delivery, targeting international clients and focusing on health precautions. The report concludes with references and quality control measures, aiming for significant revenue growth within two years. This marketing plan is designed to help the restaurant adapt to the digital age and gain a competitive advantage in the market.

Running head: MARKETING PLAN FOR MAXIMIMILLIAN RESTUARANT 1
MARKETING PLAN FOR MAXIMIMILLIAN RESTUARANT
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MARKETING PLAN FOR MAXIMIMILLIAN RESTUARANT
MARKETING PLAN FOR MAXIMIMILLIAN RESTUARANT
a) Executive summery
The marketing plan is designed for Maximillian restaurant, a Taipei city based restaurant that
offers a cross cultural range of food among which include, Chinese, African, Italian and French ditches.
The firm has been in the industry for the last 18 years. Due to the integration to the digital error, the
restaurant intends to open up its online website where clients can be able to order food online (Fine, 2017,
p.10).
b) Introduction
Maximilian restaurant is a Taipei city based restaurant that offers a cross cultural range of food
among which include, Chinese, African, Italian and French ditches. The restaurant has operated for 18
years from 2000 when it was established by Mr. Maximillian Okwir.
Due to the rapid and dynamic trend of technology in the 21st century, the executives of
Maximillian restaurant have found it imperative to design a website for the firm where clients/ customers
can be able to order there ditches online and have them reserved or delivered to their places of
convenience (McDONALD, 2016, p.142). The restaurant intends to use a slogan “Oder anytime and we
have it delivered at you place of convenience”. This implies that the customers do not have to worry
about the time of ordering food and the delay in delivery. In other words, the customers can order food
anytime and will have it delivered at their places of convenience. The decision to start an online
marketing was reached, based on the critical examination, evaluation and analysis of the current
technological trend, costs, forecast of the likely revenue, convenience and competitive advantage of the
company in the market (Chong, et al., 2017, p.5150).
c) Current marketing situation

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Based on the findings of the recent research, there are hardly many restaurants in Taipei which
have adopted the online (e-business) strategy. This implies that the e-commerce in the restaurant sector of
Taipei is still at its early stage and yet on the other hand, there are infinitely many people conversant with
online shopping and are already using it for other needs. This gives a typical guarantee of the business
success if the right tools, strategies and criterions are used for the online business (Yang, 2017, p.100).
d) Market description
There are substantially many restaurants in Taipei as statistics indicate that that 8% of Taipei
businesses are food businesses. With this, it is typically true that there is stiff competition in the industry.
This calls for innovation to be able to survive and have competitive advantage over other firms. The
integration of new innovation into the business would probably give the restaurant an upper and in
enhancing its revenue and turnover (Grégoire, Salle, & Tripp, 2015, p.180).
e) Product review
Maximilian integration of the new online innovation will help the clients to;
 Remotely check for the available food varieties
 Contact and chat with customer support of the Maximillian restaurant
 Book a ditches of their choices in advance before they go the restaurant.
 Order their food online and have it delivered at their places of expediency
f) Competitive review
Restaurant and hotel businesses started time immemorial, and as highlighted earlier, there are
infinitely many competitors in the industry. This has called for high levels of innovation for survival.
Habitually, when customers look for food, there are certain things they consider before choosing the

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places they buy from. This corresponds to the segments and the respective benefits (Salleh, Hashima, &
Murphy, 2015, p.4).
Maximillian restaurant targets international clients as it is able to offer food from different
countries and continents. The restaurant also keeps conscious of the health precautions which makes it
distinctive from other restaurants.
The strong competitors of Maximillian restaurants among the many include; Chabad of Taiwan,
Merlot café and bistro, RyuGin, Balle Balle Indian restaurant, and Yen Taipei.
g) Strengths, weaknesses, opportunities and threats analysis (swot)
Maximillian restaurant has a bunch of strengths in which it is anchored. Among the many
strengths include the high levels of innovation and invention of new ideas, it has got a good market
reputation to the service delivery, providing of many food varieties to cover clients from different
locations of the globe (Okazaki, Campo, Andreu, & Romero, 2015, p. 2001).
One of the restaurant’s main weakness is poor brand promotion and awareness. Maximillian
restaurant has not extensively invested in brand promotion and awareness even though it the reputation is
held by the few customers.
Based on the primary goal of inventing and integrating an online website, the restaurant holds an
opportunity of the growing market for online shopping. The wide use of smart phones have widened
online shopping, inclusive of food ordering
Maximillian restaurant faces a threat of a highly adaptive competitors’ who can easily adjust to
the market trend. It is probable that many restaurants will adopt the same strategy in a short-run
h) Objectives and issues

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Maximillian restaurant has set SMART goals and objectives to ensure a strategic direction for the
online business.
It intends to be one of the largest food portal in Taipei in the next two years from the time of its
implementation. This will be achieved through massive advertisement, promotional offers, conglomerate
marketing, franchising of the business. This approximates to an average return of $20,000,000.
The main issue which may arise is the brand awareness. Getting people to be well informed of the
ongoing online portal may be the sole issue which must be dealt with appropriately.
i) Marketing strategy
The marketing strategy of Maximillian restaurant solely rests on the value proposition of “Order
any time and we have it delivered at your place of convenience”. This ensures timely delivery of the
quality ditches at anytime, anywhere within the town.
j) Pricing
The pricing of the online food will not substantially vary from the food in the physical restaurant
but rather a minimal transport fee may the included. The pricing will also be in comparison with the
competitors prices (De, van, & Holthof, 2018, p.50).
k) Marketing communication strategy
Given the fact that the business is an online invention, it will significantly rely on online
advertising. This will be through the use of ads in visitor websites. Furthermore, the communication will
engage in promotional trade shows, and event marketing among others.
l) Marketing research

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It is typical that for any business to remain competitive in the market, it must endlessly conduct
research on the new market trends. The restaurant will therefore hold research to find out the customer
feedback regarding the service delivery of the business (Miranda, Rubio, & Chamorro, 2015, p.150).
m) Budgets
As highlighted earlier, maximillian restaurant intends to hit a target of $20,000,000 in two years.
The expenses of implementing the invention is however expected to be relatively much due to the
complex equipment requires.
n) Controls
Quality checks and evaluation will be done in systematic timings to determine the progress of the
business. This will be in line with the number of new customers, the sales realized, the variable expenses
incurred and the challenges being face (Raleigh, et al., 2017, p.899).

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References
Chong, A. Y. L., Ch’ng, E., Liu, M. J., & Li, B. (2017). Predicting consumer product demands
via Big Data: the roles of online promotional marketing and online reviews. International Journal of
Production Research, 55(17), 5142-5156.
De Pelsmacker, P., van Tilburg, S., & Holthof, C. (2018). Digital marketing strategies, online
reviews and hotel performance. International Journal of Hospitality Management, 72, 47-55.
Fine, S. H. (2017). Introduction to social marketing. In Marketing the Public Sector (pp. 1-12).
Routledge.
Grégoire, Y., Salle, A., & Tripp, T. M. (2015). Managing social media crises with your
customers: The good, the bad, and the ugly. Business Horizons, 58(2), 173-182.
McDONALD, M. A. L. C. O. L. M. (2016). Strategic marketing planning: theory and practice.
In The marketing book (pp. 108-142). Routledge.
Miranda, F. J., Rubio, S., & Chamorro, A. (2015). The web as a marketing tool in the Spanish
foodservice industry: Evaluating the websites of Spain’s top restaurants. Journal of Foodservice Business
Research, 18(2), 146-162.
Okazaki, S., Campo, S., Andreu, L., & Romero, J. (2015). A latent class analysis of Spanish
travelers’ mobile internet usage in travel planning and execution. Cornell Hospitality Quarterly, 56(2),
191-201.

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Raleigh, G. G., Tellado, J., Green, J., Lavine, J., James, J., Nguyen, L. A. M., & Carter III, R. B.
(2017). U.S. Patent No. 9,557,889. Washington, DC: U.S. Patent and Trademark Office.
Salleh, S., Hashima, N. H., & Murphy, J. (2015). Instagram marketing: a content analysis of top
Malaysian restaurant brands. E-Review of Tourism Research, 6, 1-5.
Yang, F. X. (2017). Effects of restaurant satisfaction and knowledge sharing motivation on
eWOM intentions: the moderating role of technology acceptance factors. Journal of Hospitality &
Tourism Research, 41(1), 93-127.