Marketing Plan for Portside Food and Wine: Analysis and Strategies

This report presents a comprehensive marketing plan for Portside Food and Wine, a restaurant and cafe. It begins with an executive summary and table of contents, followed by an introduction outlining the report's purpose and the company's background, including its owners, experience, and recent achievements. The external analysis section employs PESTLE analysis and Porter's Five Forces to assess the political, economic, social, technological, legal, and environmental factors influencing the hospitality industry, as well as competitive dynamics. The internal analysis utilizes a SWOT analysis to identify the business's strengths, weaknesses, opportunities, and threats. The marketing mix is then addressed, covering product, price, place, and promotion strategies, along with a detailed discussion of the target market segmentation, including demographic, geographic, psychographic, and behavioral factors. Key performance indicators (KPIs) are suggested to measure marketing goal progress, and the report concludes with a summary of the findings and recommendations. The report aims to provide a strategic roadmap for Portside Food and Wine's marketing efforts, helping them meet customer needs and expand their business in the competitive hospitality sector.

Running head: MARKETING PLAN OF PORTSIDE FOOD AND WINE
MARKETING PLAN OF PORTSIDE FOOD AND WINE
Name of the Student
Name of the University
Author Note

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Executive Summary
In this report, the aim of the discussion will be to lay a marketing plan of the Portside Food
and Wine restaurant and café, which will include the SWOT and PESTLE analysis, as well as
the target market analysis. The marketing plan will help to meet the basic needs of the
customers of the targeted segment, to satisfy their needs and expand the business in the
hospitality sector, which is one if the competitive sector in the world.

2MARKETING PLAN OF PORTSIDE FOOD AND WINE
Table of Contents
Introduction................................................................................................................................3
External Analysis.......................................................................................................................3
PESTEL Analysis...................................................................................................................3
PORTER’S 5 Forces..............................................................................................................5
Internal Analysis........................................................................................................................8
The Marketing Mix................................................................................................................9
Target Market.............................................................................................................................9
Key Performance Indicators.....................................................................................................10
Conclusion................................................................................................................................11

3MARKETING PLAN OF PORTSIDE FOOD AND WINE
Introduction
In this report, the aim will be to lay a proper marketing plan of Portside Food and
Wine (PFW), a restaurant or café, both are correct to entitle. The plan will include the
analysis of SWOT and PESTLE, as well as Porter’s Five Forces and the marketing mix to
identify and analyze the industry. Identification of the target market and identifying the
unique selling proposition will also be done, so that proper marketing strategies can be made
and properly implemented for the restaurant or café, which has started its business in
February 2018. Molly and Jim are the owners of the restaurant or café, who bought an
existing restaurant business in the same place and re-structured it to meet their particular
needs. They have more than 50 years of combined experience and have won many awards in
the hospitality industry. They have 26 employees under them which is increasingly rapidly.
Both of them are Chef, Jim is the head chef and Molly operates the front house apart from
being a chef. Portside Food and Wine won an entry in the 2018 Gippsland Business awards in
the month of August. They recently took over the previous Avon Ridge Vineyard and
renamed it as The Vines on Avon (Appelroth, 2015).
External Analysis
PESTEL Analysis
PESTLE analysis is needed for major tool needed to judge business performances
through the recognition of the basic political, economic, social, technological, legal and
environmental forces which have influences on the hospitality industry (Ho, 2014).

4MARKETING PLAN OF PORTSIDE FOOD AND WINE
Figure 1.1: PESTLE Analysis
Source: Created by the Author
Political Factors: Portside Food and Wine have to follow the governmental actions
like imposing taxes, import export excise duties, permission of the government to enter in to
the target section by PFB and also to provide healthy foods granted by the controlled bodies.
They must accept and consider every threat that could be included in the balance of the
government and maintain the food and drinks regulation laws (Konopelko, 2015).
Economic Factors: PFW has to set the price of the food and drinks to perform in the
time of calculating the prices of the foods and drinks they will be going to serve, which are
set as per the increase in speed and the purchasing power of the society, mainly the local
people and the tourists.
Social Factors: The rationale and expectations of the consumers control the actions
of a business to perform. The society, attitude, standard and ethics can enforce PFW to
submit the perfect food to the people according to their tastes and preferences, which is very
essential in hospitality industry to attract the people and understanding their attitude.
Technological Factors: Technology helps in providing lots of opportunities for the
improvisation of fresh food and drinks. Fresh approaches of marketing such as promotion in

5MARKETING PLAN OF PORTSIDE FOOD AND WINE
social media platforms like Facebook and Instagram are very vital to target people in this
current competitive time, like the use of state of the art technology to decorate their restaurant
and café. The huge use of social media platforms has narrowed the gap of directly
communicating by the customer and the owners of the business.
Legal Factors: This factor includes the judicial environment of a business and its
control on the organizational operations, to satisfy the want of the people and maintain the
quality of the food and drinks PFW are serving. PFW have to pursue the health as well as
security laws for their customers as well as the staffs and to manufacture healthy products for
the customers.
Environmental Factors: PFW have to concentrate on the standards and regulations
to save the environment and have to produce healthy food and drinks with environmental
friendly operations and also paying attention towards the communal contribution.
PORTER’S 5 Forces
Porter’s Five Forces Model is a primary framework to analyse the business criteria
and to improve the business plans for PFW. There are five various factors that will be
discussed to feature the attractiveness and productivity of the business (Tanwar, 2013).

6MARKETING PLAN OF PORTSIDE FOOD AND WINE
Figure 1.2: PORTER’S 5 FORCES
Source: Created by the Author
Threat of New Entrants (High): The new entrants are always a danger for the
current company if the market is profitable, especially in hospitality sector. But PFW has
created a monopoly by delivering quality food and changing the menu and selecting meals
linked to gender and category has helped them to grow as a brand and will help to create a
brand image in future.
Threat of Substitute Goods (High): Substitutes or alternatives are always there
whenever there is discussion relating to hospitality industry. Almost every kind of service has
an alternative present which may lead to severe competition on important conditions. PFW
has to innovate the quality of the food and drinks they are serving to the customers to avoid
losing the people.

7MARKETING PLAN OF PORTSIDE FOOD AND WINE
Bargaining Power of Suppliers (High): Commercial capacity of suppliers is a major
determinant considered in any kind of industry as they are the major strength of the
organization. PFW has to build a good relation with its suppliers so that the raw materials and
other things are supplied on time to deliver the foods and drinks to the customers timely.
Bargaining Power of Customers (High): This factor has always been a prime
determinant regarded in the form of achievement of the business. Customers have good
capability of trading power regarding the packages sold by PFW in case of hosting any
parties or occasions. It is very much necessary to accept the capability of the customers and
their wants so that they are more satisfied.
Competitive Rivalry within the Industry (High): Healthy competition in the
industry can lead to accomplish major success but negativity would destroy the overall
business so there is requirement to critically analyse for betterment of the business
Competition is very high in hospitality sector so PFW has to improvise themselves on regular
basis to retain and attract the customers.

8MARKETING PLAN OF PORTSIDE FOOD AND WINE
Internal Analysis
INTERNAL FACTORS
STRENGTHS WEAKNESSES
Owner’s Experience Financial Power
Presence in Terrific Locations Staff Strength
Unique Menu and Meal Legal & Consumer issues
Brand Recognition Inconsistent Supply of materials
Social Media Promotion
OPPORTUNITIES THREATS
Healthy Menu Competition in the Marketplace
Expansion in the Market Price of Materials
Home Delivery Buyers Power
Attract Highway Traffic Operating Cost
Off-site Catering
EXTERNAL FACTORS
Figure 1.3: SWOT Analysis
Source: Created by the Author
The SWOT analysis analyzed above shows that Portside Food and Wine enjoys a
number of strengths, which may change into the development of base wealth and capabilities,
which will help to improve their competitive position in the hospitality sector. They can
reduce the threats if efficient plans are implemented by the owners and cordial relationship is

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maintained with the suppliers, customers and the government. A SWOT analysis, thus, helps
the advancement of future strategic options of the business to expand (White et al, 2015).
The Marketing Mix
Product: Portside Food and Wine supplies an ample and unique range of menus with
inputs from the staffs as well as the experienced owners. They are supplying the various
range of food and drinks with quality to the customers.
Price: The cost is dependent to each and every menu present in the restaurant or café.
The bookings to host any occasions like weddings or parties will definitely have a package
cost depending on the number of persons and types of menus included in the package.
Place: PFW holds the advantageous position of the locations where they are present,
whether beside the highway or next to the Wedge Performing Arts Centre or just a short
distance from the beautiful and charming town of Maffra.
Promotions: The business has to have the presence online through some innovative
and creative work, to gain a high brand recall value. They are performing regular polls on
Facebook, asking the people of Gippsland and other customers about their preference on
drinking on a Friday night, just to attract more and more people and increase the revenue
earning of the business. They can introduce home delivery system as well, within a certain
area from their areas of servings. Discounts can be provided on bulk bookings (Needles,
2013).
Target Market
Market segmentation is the way of dividing the marketplace of promising customers
into various groups on the ground of particular attributes or characteristics. The four bases for
segmenting consumer market are as follows (Cady, 2016):

10MARKETING PLAN OF PORTSIDE FOOD AND WINE
Demographic Segmentation: In this segmentation, the market will be divided by
Portside Food and Wine on variables like age, gender, marital status, size of the family,
income and lots more. They already have introduced the changes in the menus every season,
to focus on the creativity, and some foods categorised only for children, women and men.
Geographic Segmentation: In this segmentation, PFW have to prepare their food and
drinks according to the taste and preferences of the customers of the places where they are
serving and the types of people that ae coming to their places for refreshments. They also
have to look after the bulk bookings and occasion bookings as well as the off-site catering to
other locations as well.
Psychographic Segmentation: Here, Portside Food and Wine have to segregate the
menus according to the nature, lifestyle and approach of the customers. The behaviour of the
customers plays a vital role in this segmentation, as it will help the business to attract the new
customers as well as retaining the old customers, which is very difficult in the hospitality
sector.
Behavioural Segmentation: Here PFW can divide the market according to the
behaviour, usage, desires, choices and decision making of the customers visiting the
restaurant and cafe. They have to identify that what are the menus on which the customers are
giving more preferences and likings, and what are their suggestions of the food they are
eating and the drinks they are drinking.
The market strategy which should be followed is segmenting. Targeting and
positioning will be unjustified until and unless proper market segmentation is done.
Segmentation shapes the base of the success of any kind of business, as it helps to segregate
the customers as per the criteria of segmentation, and accordingly Portside Food and Wine
can introduce their menus as per the characteristics of the four supports of segmentation, so

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that each and every menu gets attracted and will help to earn revenues and help the company
to grow by length and breadth (Food & Council, 2014).
Key Performance Indicators
KPI or Key Performance Indicators are designed for promoting and helping Portside Food
and Wine to record or measure progress towards defined marketing goals that it intends to
meet through performing appropriate promotional activities. By recording right marketing
KPIs, PFW will be capable to make necessary changes in its promotional plan of actions or
budgets. Some KPIs have been selected in order to record the success of the marketing and
promotional activities those will be enforced for promoting the offerings of PFW are
indicated below Barrows et al, 2016):
 Promotional campaigns through Social media are engaged to increase online traffic by
25% in the first year of enforcing the promotional campaign
 Success of advertising the menus on social media platforms can be recorded by
continuous increase in the form of likes and shares in social media platforms after 6
months of the launch of the advertisement
 Increase in the number of website visits as well as the social media engagement from
the customers within the six months of preservation and improvement of the website
 Success in the reviews posted by the customers visited will increase the word-of-
mouth promotion and increase the traffic accordingly.
Conclusion
From the above report, it can be said that the customers of Portside Food and Wine
consist of young people and experienced owners who have a distant marketing goal of not
just earning money, but to provide something innovative which will help the people to refresh
themselves when they eat the food and drink the drinks they are serving. The specific targeted

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segments of the business will include employed professionals, wealthy regulars, the business
community, tourists, and the passers-by. There are factors which are important for Portside
food and Wine, which are economic and civil factors which can improve the business of the
restaurant or cafe and have a competitive edge over others. The business manufactures the
food to fulfil the basic requirements and tastes of the modern day customer. The aim of the
business is to progress upwards as the one of the largest restaurant and cafe chain business in
Australia that can serve the people irrespective of their ages and class. The business has to
improvise new ideas to sustain and retain its place in this competitive market, and have to
engage the customers in social media platforms in order to retain them as well as attracting
the new ones.

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Appendix
Figure 1.1: PESTLE Analysis
Figure 1.2: PORTER’S 5 FORCES
Figure 1.1: SWOT Analysis