Marketing Plan: Salsa Royal, Male, Maldives - MMT903-1, Avid College

This report presents a marketing plan for Salsa Royal, a fast-food retailer located in Male, Maldives, which is currently facing financial losses. The plan addresses both internal and external challenges identified through an analysis of the company's vision, mission, and the external environment using PESTLE analysis. The report outlines the company's target market using demographic and psychographic segmentation, focusing on the metro cities of Maldives, particularly Male, and recommends a high-quality, eco-friendly positioning strategy. The implementation plan emphasizes communication programs, social media marketing, and the development of unique, high-quality products, such as a new fish ball offering, to differentiate Salsa Royal from competitors and enhance customer experience.

Marketing Management
Marketing Plan

 Implementation of a marketing plan provides the firm
with thee opportunities to gain the market share
 This report includes a marketing plan of the
organization Salsa Royal, located in Male, Maldives
 The firm is suffering loss due to some external and
internal factors that the report highlights in the
following. Thus, to deal with the current marketing
challenges, the report proposed suitable marketing plan
Introduction

 Salsa Royal is one of the well known fast food
retailers located in Male, Maldives
 Salsa Royal provides dinner, breakfast, lunch and
reservation, seating and a complete eco-friendly
environment
 However, the net profit of the company decreased
by 21%
Overview of the company and Product/Service- Salsa Royal

 Mission -The food in a fast, and friendly
environment that appeals to pride
conscious and health minded customers
 Vision- To become integrated food service group in
the Asian regions delivering consistent quality products
as well as excellent customer focused
Organizational Vision and Mission

 To increase the customer offering large
variety of products
 To present international food items to meet
the demands of customers belonging to
different cultural backgrounds
Organizational goals at the product level

 Political- Favorable political environment
 Economical- A large percentage of the GDP comes
from tourism and Fish sector
 Social- The nation is surrounded by religious views
 Technological- Islam is the only religion of Maldives,
the open practice of all other religion is strongly
prohibited, and such actions are liable to the
prosecution under the law of the nation
PESTLE analysis

 Demographic Segmentation-demographic
segmentation consists of dividing the market into the
groups based on few variables such as age, gender,
family size, income, religion and nationality
 Psychographic segmentation- Psychographic
segmentation can be divided into many groups such as
personality and life style
Market

 Target market remains as the
process of assessing each market
segment’ attractiveness as well as
selecting one or more market to
get in.
 The organization could target the
large metro cities of Maldives
such as Male
 The organization Salsa Royal has
limited resource, it could pay
special attention to the selected
market such as Male where it
could generate profits.
Target market

 Salsa Royal should
promote a high
quality position for
its products.
 The organization
also needs to build
an eco-friendly
environment that
certainly influences
the mind of the
customers
Positioning

 A proper communication programs
 Use of Social media tools
 Develop a unique and high quality of products to
differentiate itself from others in the sector
 Proposed product Fish Ball is a new item and it should
be prepared with the highest priority to give customers
new experience in the category of fish
Implementation plan